“My fundamental belief is that people across the globe are more alike than dis-similar. My belief is there’s a global youth culture, where a youth in India has more in common with youth in NY than with people from rural India.”
Joseph Tripodi, Chief Marketing & Commercial Officer, The Coca-Cola Company.
Music is just advertising (for itself): it’s a self-promoting product. Another way of looking at it is that a single song is an advertisement for the artist that wrote it. Each single that’s released – aside from hopefully generating revenue in its own right – is a vehicle for winning another fan for the artist, in the hope of connecting with them again (and again) in one way or another. This could be by having them discover other material the artist has written (or will write), other projects the artist is involved in, or by attending a live performance.
Faced with a creative cul-de-sac and with the advice of my good friend Nick Crocker looping around in my head — write what you know — the focus of my first post seems obvious. After almost five years, Pyjama Boy is still one of the most successful examples of personal brand marketing that I have. And it happened prior to any marketing or media training.
Pyjama Boy was a social experiment, live performance, travel adventure, social catalyst and whim. It involved travelling around the world for 8 weeks, wearing nothing by pyjamas (except of course in bed).
Pyjama Boy is an accidental example of a very sticky idea. Here are five reasons why I think it worked: Read the rest of this entry »
