Loving this from Radiohead. Taking all the great ingredients from the work that we have been seeing in work out of Japan for the likes of Uniqlo and applying it to big concert performance. Just like Uniqlock something that you want to watch and more importantly want to share. If you cannot speak Japanese may want to connect straight to the special page here.
It is interesting to see what the independent big bands like Nine Inch Nails and Radiohead are doing to promote themselves and monetise their music as it is leading to real innovation across the music industry. Here is a great case study of what Trent Renor and NIN have been doing to redefine the music business model:
I really like the formula Michael Masnick presents which is:
CwF + RtB = $$$$$
where CwF = Connecting with Fans and RtB = Reason to buy
Most impressive stat is that despite giving away Ghosts I – IV for free it actually generated $1.6m in its first week (through add on and limited edition products) and was one of the most downloaded tunes on ITunes in 2008.
However I think it would be foolish to think that this formula is limited to the music industry and really reflects the change in the marketing industry and applies to most advertisers.
Dedicated Social-Media Silos? That’s the Last Thing We Need
As many will know, the reason we launched the Hive over 6 months ago was because we firmly believed that Social Media should not sit in a silo and should be integrated throughout the agency. It was therefore really refreshing to see an article by Jonah Boom, the Editor of Adage stating exactly that (I have replicated the article below simply because some people will not have a log in.
However I do think the piece probably misses are some of the challenges that exist in the space for agencies. For a start many marketers view social media as cheap and quick, which it isn’t and shouldn’t be. It takes time to deliver meaningful results and time as we all know means money. Delivering through the existing agency framework and making it cost effective just isn’t working. There is definitely an education job to be done here, and some of the more entrenched agencies are going to find it hard to adapt quickly.
Secondly digital natives behaviour has fundamentally changed. It’s changed so much that it now requires a certain re-wiring of the brain for many people within agencies. For some this is proving to be painful.
I have no doubt that for those that get it right, there are amazing opportunities to be had here. Matching basic human motivations with the evolving online behaviours allows us to play in a far wider marketing sphere (although that role in many cases will be that of guidance as clients will need to internalise social comms). In the short term though, it is clear that some agencies will struggle to cope with this shifting landscape and some specialised outfits will continue to make hay whilst the social sun is shining. We will obviously continue to integrate social media across our whole business while investing in new skills set and services to meet the changing needs (e.g. our investment in ‘online PR’).
Anyway here is the original article:
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