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Music Archive

David Hasselhoff, Pinterest and the Upside of One Hit Wonders

Marian Gold probably never met David Hasselhoff.

Back in the 1980s, Gold was the lead singer for a band called Alphaville that produced one of the best known songs of the era. The single “Big in Japan” was a chart topping hit, and has been featured in many films and compiliation CDs since it’s first release in 1984.

Hasselhoff, on the other hand, managed to take his early career as the star of the television show Knight Rider and propel himself to rock star status in Germany and across much of Europe for his musical career. He even made a cameo at the MTV European Music Awards a few months ago with Psy on stage to perform Gangnam Style. So “the Hoff” as he is often called, was actually “big in Europe.”

So what can a one hit wonder and a transplanted television star teach you about social media?

It was a question that came to my mind recently as I read Sree Sreenivasan’s profile of a tech reporter named Robert Anthony who has quietly amassed more than 1 million followers on Pinterest, while keeping a modest social profile on other sites like Twitter (@newyorkbob).

It is tempting to try and be everywhere at once. The common wisdom that many brands follow is that you NEED to be everywhere just in case your customers want to interact with you. We often hear that platforms don’t matter. It is one of the most common cliches that social media experts tell clients.

The fact is, the platform actually does matter. So do other “atmospheric” considerations like region and culture. Robert Anthony succeeds on Pinterest because he uses original photography about technology paired with original descriptions that people love to see and share. He has access to technology that most of us don’t because of his profession as a tech reporter who works with PR people and reviews early releases of products.

He has found a platform to share his expertise – and it is working. Hasselhoff took his German roots and built his musical career in a place that embraced him. Marian Gold and Alphaville were defined by their one chart topping song – though they probably never intended it.

The biggest lesson they all teach us is this: if you want to be forgotten, try to be everywhere and do everything. But if you want to be remembered, pick a song, or a country, or a platform … and proudly be a one hit wonder.

Note: Now that you have “Big in Japan” stuck in your head – you’ll need to watch this …

 

How To Miss A Huge Social Media Opportunity

IMB_VerizonLipDub00

As a creative marketing guy, I love a good idea. In fact, I’ve spent many hours sitting in conference rooms brainstorming with teammates to come up with them. So when I first saw Verizon Wireless’ big new campaign called Share America – I was instantly engaged. It is a great concept involving an up and coming band (Hot Chelle Rae),…Read More >>

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What Madonna Knows (And NFL Refs Don’t) About Pleasing A Crowd

IMB_MadonnaConcert

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“Somebody I Used To Know” & The Co-Created Future Of Musical Storytelling

“Somebody I Used To Know” & The Co-Created Future Of Musical Storytelling

The moment in 1981 when MTV officially launched its music channel by airing The Buggles’ “Video Killed the Radio Star" was a big moment in the history of music. While it may not have been the first moment when videos were merged with music, it was certainly one of the most powerful. All of a sudden you could not only…Read More >>

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Can Coke Start A Trend To Make Inspiration A Form Of Co-Creation?

What if you could join your favourite band in studio to record their next single? For many, this is just a moment to dream of – but last month Coca-Cola partnered with the rock band Maroon 5 to do exactly that in a social experiment to create a new song in 24 hours. Fans could watch a live stream of…Read More >>

How A Portuguese Singer Got 20 Million Views On YouTube

How A Portuguese Singer Got 20 Million Views On YouTube

Ana Free is a singer and songwriter from Portugal who started her career with a simple idea. For the past three years she has been recording herself in locations ranging from her bedroom to regional concert stages singing cover versions of popular songs and her own original compositions accompanied by just her guitar and posting those videos on YouTube. Alone,…Read More >>

The 52nd Grammys Offer Hope For The Future Of Music

The 52nd Grammys Offer Hope For The Future Of Music

Last night was an unlikely stage to unveil the future of music. The 52nd Annual Grammys were on the last Sunday in January as they have been many times before … only this time they were up head to head against the NFL Pro Bowl being played for the first time in the week before the Super Bowl instead of…Read More >>

A Marketing Lesson From Michael Jackson's This Is It Film

Deconstruction is a powerful idea. All it means is taking an experience or something real and breaking it down into its individual components. Deconstructing helps you to understand something. Deconstructing tells a story. I remember the first time I saw the movie Amadeus, the Oscar winning dramatization of the life of Mozart, there was one scene that stayed with me….Read More >>