By this time tomorrow, I’ll be en route to my first trip to the French riviera! After a short (but packed, as they always feel) history of Apple and retail trade shows, I’m very excited to be going to my first music conference. midem is an annual international event, and this year it’s focused on independent artists – pretty perfect for my indie fashion/indie music interests.
On Sunday I’ll be presenting as part of the midem academy program. My talk, “How to Find, Manage and Motivate Your Superfans,” is all about mobilizing superfans to help you get the word out about your music. Like I said in the Red Magnet Media blog, in my opinion, working with superfans is “The most authentic form of word of mouth marketing available, and also one of the best ways to cultivate a culture around your own brand.”
On a personal superfan note, Mark Ronson is a keynote speaker. Record Collection never gets removed from my mobile playlists, so I’m definitely making room for one of my favorite producers on Visionary Monday. Here’s hoping my attempt to unlock my old iPhone will play nicely with my French SIM, so I can overshare all the goings-on.
If you’re going to be in town, send me a Tweet! Restaurant recommendations particularly welcome.
The formula for ultimate YouTube video success is something “Web 2.0″ marketers have been hunting after for years. Even the guys at College Humor can’t quite put their fingers on it:
There are certain common traits of viral content that loosely guide our selections — it should be short, easily understood, universal, nostalgic — but for every hit sharing those qualities there are millions of similar failures, not to mention stuff that simply defies explanation.
- Streeter Seidell, “Confessions of a CollegeHumor.com Editor”
The marketers within the record industry have, thanks to digital downloading, an urgent need to figure how to make their “artists’” stuff more linkworthy. A handful of music videos that were released this year saw success primarily because they played up simple gimmicks right.
1. Choreograph a dance.
“Crank Dat” by Soulja Boy Tellem. “Crank Dat” is probably the most dissonant song to have ever graced the iTunes top sellers. It set a record for most downloaded single, and is complete and utter crap. The winning point of Soulja Boy’s game, though? Attaching a super simple dance to the “song” and uploading a how-to video on YouTube. The moves are entirely literal to Soulja Boy’s lyrics, but that’s what makes them fitting for the rhythmically challenged audiences everywhere. It was so fucking ridiculous it actually worked.
2. Throw in a cameo.
“Touch My Body” by Mariah Carey. For years, Mimi’s diva reputation was bigger than her actual “work” in the music industry. Promotion efforts for E=MC2 have ranged from duds (hijacking the colored lights on the Empire State Building – Betcha didn’t know ’bout that there!) to unintended marketing gold (Hello, Nick Cannon!). One of the smartest moves her managers made in the last year was sticking Jack McBrayer(30 Rock) in the video for “Touch My Body.” Mariah was headed for the B-list and Jack McBrayer is current and beloved. Plus he has a good amount of crossover (generic non-R&B) appeal. The song isn’t even that good, but it’s just so surface-level smooth that radio audiences love it. They made the video hilarious, though, and it’s actually fun to watch.
3. Reference the Internet.
“Pork and Beans” by Weezer. Weezer’s in that group of artists who is expected to uphold an authentic, home-grown image. They’re supposed to be normal at home, playing foosball with their friends and recording great music whenever creativity calls to them. They should surf the Internet just like us – And apparently someone in their camp does, because they directed the most relatable music video for YouTube addicts since never before. And uploaded it from their own channel. Showcasing the most highly recognized YouTube celebrities of all time, there’s really no way “Pork and Beans” wouldn’t go over well in viral promotion. It’s a frikkin’ YouTube yearbook, for God’s sake!
4. Get nakedz.
“Gobbledigook” by Sigur Ros. Okay, so Sigur Ros’ video isn’t all about being obsessed with the nude human form. (But…I am. [KIDDING.]) The creative decisions on this video were more about pushing the envelope on mainstream creative expression than they were about “It’s gettin’ hot in herre,” but that’s precisely what one would expect from Sigur Ros. Their video has to be super minimalist or super ethereal or super different. Sigur Ros productions need to be a bold faced lie in relation to all the other overproduced label releases out there, or else their fanbase would shit bricks. The video will be passed around because fans of Sigur Ros like to show off how willing they are to accept such experimental music and visuals. With bands like Sigur Ros, there is a fine line between appearing nonchalant and trying too hard.
On Sunday I’ll be presenting as part of the midem academy program. My talk, “How to Find, Manage and Motivate Your Superfans,” is all about mobilizing superfans to help you get the word out about your music. Like I said in the Red Magnet Media blog, in my opinion, working with superfans is “The most authentic form of word of mouth marketing available, and also one of the best ways to cultivate a culture around your own brand.”
