When this pandemic is in our collective rear-view mirrors (and it will be), a lot of smart analysts (and those writing PhD dissertations) will look back to identify the inevitable winners and losers – brands and companies that failed to make the transition, along with those that successfully pivoted their way to bigger and better things.
Sadly, the first list is a lot longer than the second. The death toll of human beings during COVID here in America has been simply devastating. We see the numbers constantly on cable news, a truly sad story of these times.
But then there are the business obits, too – companies that went belly-up during the pandemic. And there are too many to list here. Beyond corner restaurants, many big global and national brands have been impacted by the “reality bites” factor. We’re not going to know just how many companies and businesses have been impacted until the smoke inevitably clears, but the carnage will be sweeping.
On the bright side, there’s been TikTok, a social platform that launched in 2016, and has flourished since the early days of COVID. If you’ve written it off as just another teen platform, think again. TikTok is unabashed fun – a consumer generated playground of short videos (< :60) that can be very addictive while killing time on your mobile phone.
And of course, there’s Zoom. I’ve blogged a lot about this platform since the pandemic brought our lives to a full stop – and for good reason. Over the last many months, I average several Zoom “meetings” a day – with clients, staff, and of course, family. I know many of you do, too.
About one month into COVID, I wrote a post called “For Radio And Records, Welcome To The New Intimacy.” It was the first time I used the phrase, “The New Intimacy,” but it would not be the last.
For me, the inspiration was seeing Metallica drummer Lars Ulrich personally greet fans to introduce his band’s brilliant free streaming concert series. While hundreds and hundreds of bands have since followed suit, Metallica has been especially innovative during these “uncertain times.” (Thank you, Warren Christensen.)
There’s a strange paradox about Zoom – and other virtual meeting platforms. It is obviously pretty smart technology, but many people were originally put off by the impersonal nature of this communication pre-COVID. Some disliked the idea of being on camera, and speaking with others virtually in austere environments. A few were actually creeped out by the technology.
But since the onset of pandemic, we’ve learned what Megatrends author John Naisbitt referred to as “hi-tech/hi-touch” way back in 1982. When we use Zoom, we’re engaged with others in ways that we cannot often achieve in person. It is technology that has the ability to connect people in a very warm, personal, and unique way.
Welcome to “The New Intimacy.”
It’s an odd contradiction – how digital technology can actually create a warmer, more personal experience.
Not everyone has connected the dots. In fact, I speak with air talent who lament the fact that since COVID, their shows have been negatively impacted by not having live in-studio guests, due to work from home restrictions and other speed bumps.
But Zoom (and similar platforms) make it easy to “bring in” great guests to interview, not just from around town, but A-listers from around the globe. And unlike those shaky phone line interviews we’ve endured for decades where the quality is always sketchy, Zoom audio sounds great. Of course, that opens the door for live music, too, whether it’s local bands or a top performer who no longer is touring.
These Zoom “moments” can be recorded with one click, making it easy to either archive the video (or audio), as well as blast it out on Facebook Live, YouTube, and other outlets.
Many stations have successfully converted mundane bar nights and other audience get-togethers into exciting Zoom “happy hours,” an easy way to connect bored fans with their favorite personalities. And for sponsors, virtual meet-ups make it easier to make impressions in a less chaotic environment.
For stations with air talent that matters, having an AMA – “Ask Me Anything” – session via Zoom is a no-brainer. Or as mentioned in yesterday’s post, airstaff reunions. In pre-COVID radio, these events required airfare, hotel, fees, and much logistical maneuvering. Thanks to “The New Intimacy” and virtual meeting technology, it’s a matter of emailing links.
But that’s the easy stuff. Now, we’re seeing some very creative applications of Zoom and similar virtual meeting technologies. A recent New York 
Times story by Paul Sullivan highlighted some clever pivoting by Sara Figueroa whose company, Geojam, was in desperate need of a Plan B due to the pandemic. The story tracks Figueroa’s innovation journey, once it became obvious that 2020 would be a “concert-less” year.
Before COVID, Geojam was an interesting mashup of concerts, fans, and sponsors, all of whom came together at live music concerts. Obviously, that concept – specifically, a 50-college tour set to go this fall – got jettisoned.
But using Zoom, Figueroa redesigned her biz plan, combining the same artists with Zoom, and creative entertainment applications. In the story, Sullivan describes how she worked with artists at different stages of their careers to map out the best ways to connect them with fans – and how to monetize these experiences.
With some, FaceTime calls with individual fans were arranged (for a fee, of course). Mature artists were able to expose and showcase new music on the platform – a great testing ground. Many artists have hobbies or even side hustles, and the Zoom platform allowed them to show off and share those experiences with fans, always looking to expand connections with their favorite musicians.
She created a data piece to her Geojam 2.0 model, using a points system to track fans’ streaming interaction with artists on her platform. That was a component she did not have in the original configuration of Geojam, allowing her to learn more about music tastes and correlations.
One of Figueroa’s investors, Brian Mac Mahon from Expert Dojo summed up “The New Intimacy” opportunity for Geojam and Figueroa:
“When they came to us, they said artists need to have deeper relationships with fans, and those who do will have more fans and make more money. l loved the idea pre-pandemic. To me, they haven’t pivoted – it’s the digital engagement with fans that will determine success or failure.”
Using Zoom to create, enhance, and amplify experiences with artists – or air talent – is part of what “The New Intimacy” is all about.
Tomorrow, we’ll get closer to home, taking a deeper dive into a fascinating application of rock stars, radio, and virtual meeting technology, put together by someone that many of you who worked with back in the pre-pandemic era.
Before there was “The New Intimacy.”
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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Exceptionally well done blog, Fred. I’ll be sharing this. Thanks!
Appreciated, Dave.