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And now, on with the show…
The post yesterday about Jerry Garcia’s marketing genius spawned a lot of response.
What fascinates me about Garcia, from a marketing and brand development perspective, is that his band was doing many of the things we talk about today as being revolutionary. Yet they were doing them almost forty years ago, without the internet. They were filesharing, pre-Napster. They were building tribes, pre-Seth. They were tweeting, pre-Twitter.
How would Jerry Garcia and the Grateful Dead use the internet and social media?
Part of the answer is probably found at http://www.moonaliceband.com/.
Moonalice is a band made up of veteran musicians with some pretty impressive resumes. They even have some Grateful Dead connections with far fewer than six degrees of separation.
Love, like, or hate their music, Moonalice is doing some pretty cool things. One of them is the “Twittercast”. The band tweets out links to their live songs. I don’t know if they do this in real time, but wouldn’t that be cool?
You can’t make the show, but you can go on-line and listen in as each song is uploaded and tweeted out.
The old rules tell you that if you do that, you will have fewer fans paying for tickets to actually go to the show.
Those are the same old rules that major league sports teams are playing by; the rules that say you need to blackout home games on TV to help sell more tickets to the actual game.
We play by a new set of rules today.
Today’s rock star brands pull back the curtain and let their customers in. They have dialog. They interact. They share.
Will you have fewer fans at the concert or sports event? Maybe. Marginally. But the long-term benefit that comes from building a stronger fan base far outweighs that risk. The ancillary merchandise sales alone should be enough.
If you talk to me, you might have my attention for a little while.
But talk with me, and we can engage in a conversation for a long time… to both of our benefit.
If you want to follow Moonalice on Twitter, follow @moonalice.