Brands are scrambling in the midst of COVID-19, trying to stay relevant, essential, and in the moment. Of course, the other challenge is getting attention, a heavy lift a time when most people are worrying about core fundamental issues: their health and their family’s welfare, school safety, the economy, and the stability of their jobs.
And the “noise” is loud and incessant – the cacophony from social media, talk show hosts, and politicians and loud voices on the left and right. So, how can a brand break through, whether it’s designer water, a smartphone, or a rock band?
In fact, of all the products out there, it might be most difficult for any musical artist to grab the spotlight during this environment. Outside of superstar acts like Adele, Beyonce, Taylor Swift, Drake, Justin TImberlake, or Bruno Mars, it’s not easy for a newer band to get noticed.
For a rock band, it’s a formidable challenge. By all objective measures, this hasn’t been a great year for mainstream rock. In fact, you could make the case it hasn’t been a good decade or century for a genre that once ruled the musical roost.
When was the last time a new rock band truly broke out, shattering the barriers of its core demographic? There have been a smattering of successes along the way, but few rock artists have connected beyond its target dudes in years and years.
So when I received an email from Concord (a music management company) earlier this week with a message from Taylor Momsen, lead singer of The Pretty Reckless, it looked like just another missive about just another song from just another band.
Until I opened it.
Now you might not know The Pretty Reckless. They’re not a new band – in fact, they’ve been around for more than a decade. And while you may not recognize Momsen, chances are you’ve seen her before. In a previous life, she acted in movies like The Grinch Who Stole Christmas, and TV series that include Gossip Girl.
But she’s now a dyed-in-the-wool rocker, fronting this band that has a hit song – “Death By Rock and Roll” – now sitting atop the Active Rock chart this week.
So, how do you celebrate that feat without spending a fortune, and in a way that might get a PD’s attention while she’s working remotely, doing a show, and trying to keep the station on the air?
Simple: a short video and an email list for starters. And a message that is grateful.
And the total cost? Nothing.
Here’s the video that’s less than one minute long – a sincere thank-you directly from the artist – not a label rep or management person.
As importantly, it’s a thank-you note to radio – and an acknowledgment of the continued relevance and power of Rock radio – its fans and its impact.
Maybe this level of gratitude happens in the Country/Nashville world with some regularity. But in Rock, it’s a rarity. And perhaps that’s one of the reasons it stands out and resonates.
(Imagine if they had done a personalized a version of this for a dozen or so influential and/or early believers in the song, mentioning the call letters and fans in that market. The videos would have ended up being shared by these stations in multiple places, and in turn, the social media engine would have taken over from there.)
A handheld video shot on an iPhone is a small thing. But from small things, big things one day come.
And it’s a reminder to all of us in radio about the power of a thank-you, the personal touch, some eye contact, and the power and influence of our talent. These days
, no one dares utter the words “marketing” and “promotion.” There’s no budget, and there’s not going to be resources for the foreseeable future. We all get that.
But this simple message from Concord, Fearless Records, Momsen, and the band are great examples of how much impact those small, positive, and thankful gestures can have, especially during a moment in time when everything seems to have turned sour.
Many, many radio people are fighting this thing off daily and valiantly. But that doesn’t negate the fact there are bad days, tough moments, gut-wrenching decisions, and serious disappointments happening all the time.
That’s why a little optimism and gratefulness get noticed right about now.
From small things….
Thanks Mike Stern.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Fred, I think you’re spot on here when you note how well Nashville and the County community calls out radio.
Not coming from that format, I admit to twinges of jealously when watching a CMAs and see how many shout-outs to radio the artists give.
Of course it’s a two-way street. Do we do a good enough job truly opening our airways and digital channels to artists in a meaningful way? Country radio provides a model for how the partnership between our two interconntected industries can flurish.
PS: A note on the question you posed in yesterday’s column. Keep cranking these articles out. They’re never stale and a daily must-read.
Eric, thanks for commenting here. And I share your feelings about Country – I’m envious.
Appreciate the kind words about the blog. I will continue cranking.
The Pretty Reckless only one putting out new music they are talented . like them to start headling full time. Put pressure on them a little. Taylor has writing skills . Ben’s needs more front man skills. Jamie skills are their. Mark should be more confident with the crowd. After all its a band Taylor’s looks are fine but. If never saw them they sell on talent alone . Concert wise they can all be great stars. By enjoying the crowd being more active with them. Show off.
Appreciate it, Peter.