In honor of his would be 80th birthday, Spotify (the king of online music experience) created two applications that celebrate Elvis’ influence on music.
The first application, The Elvis Influence allows a user to type in their favorite (or any) band or artist to see how they have been influenced by Elvis. The best way to describe this experience is that it’s the Six Degrees of Elvis. The application backtracks the influence of each artist to Elvis himself. Additionally, the application allows a user to listen to the whole timeline or the individual artists.
The second application, The Elvisualization, is an interactive infographic which details the influence of Elvis overtime. Very similar to a “bloodline” if you will, it illustrates how Elvis influenced every artist after him all the way to contemporary times, across many different genres. In addition to illustrating the influence, the interactive graphic is dynamic allowing a user to click on any artist listed for a preview of their sound.
Beyond Elvis being awesome, why should we care about these two applications from Spotify? Well, Spotify has historically been fantastic at leveraging their content, their assets and their library/database for enhanced user experiences than just streaming music. They are offering users more context, the ability to explore new content and share that content with others.
- Innovating with Existing Product: Every brand or company has a product or service. However, what helps make good marketers is finding ways to innovate using that existing product and share that innovation to the customer. Yes, it is easier said than done with some clients and Spotify is unique in the fact that they have music as their product. Yet, the music isn’t their product, their database is and they are very smart with that database and consumption/tagging data that comes along with it. If you really think about it, Spotify didn’t create the Elvis apps because they have Elvis music, they created the apps because they have access to influence metrics and consumption of music stemming from Elvis’s music. That level of innovation and thinking, beyond simply what product does a brand have and how do we market the product, can create extraordinary experiences for consumers and the industry.
- Moving Beyond the App: Yes, Spotify has a mobile application as their main source of product consumption, but they also have a web version too. Spotify has been good with creating experiences that don’t necessarily rely upon a platform, but experiences that rely upon their API and database. You don’t have to download the Elvis apps and you don’t need to be a member of Spotify to listen to the music. Don’t always design for the platform, design for the experience.
- Consumer Value through Context: Spotify is a content consumption and curation experience. The brand has been very good with adding context to that equation as well. Music is very personal and selective, it makes sense for a brand like Spotify to hone in on that and create experiences that allow for the user to create their own experience.
Spotify is not only an amazing company offering a service to users that directly taps into passion points, they also, and one could argue changed consumer behavior from a purchase model to a streaming/leasing model of content. Because of that success in the industry and the access to content and consumption, it allows them to be on the forefront in digital marketing.
Want more? Take a look at these recent experiences Spotify has offered their consumers:
This year was a great year of music exploration for me. I listened to a variety of new genres, artists and tracks that I normally wouldn’t. This isn’t to say that I stopped listening to EDM or alternative music, I just expanded my music consumption a bit.
Last year I created a list of my Top Albums of 2013, that were released in 2013. This year, I’m taking a different approach. This year, I am providing a list of Top 20 Tracks that I listened to on an ongoing basis, tracks that I love, tracks that helped define 2014 and tracks that I couldn’t “put down.” Now, I want to caveat this by saying this is a list of my personal Top Tracks of 2014; they were not necessarily created in 2014, nor were they top tracks by the amount of times I listened to them, they simply helped define the last year for me.
So, here we go, as promised, my Top 20 Tracks of 2014!
20. I Just Wanna Love U (Jean Tonique Remix) – Jay Z featuring Pharrell
19. Do It Again – Röyksopp & Robyn
18. Flipmode – Mt. Eden
17. Love Is All I Got (Feed Me’s Matilda Remix) – Feed Me featuring Crystal Fighters
16. Made to Love – John Legend
15. Prayer in C – Lilly Wood and the Prick (Robin Schulz Remix)
14. A Pain That I’m Used To (Jacques Lu Cont Remix) – Depeche Mode
13. Big Talk – Conway
12. Million Voices – Otto Knows
11. Fading Nights – Parra for Cuva (Original Mix)
10. Fade Out Lines – The Avener
9. Allein – Pryda
8. All of Me – John Legend
7. Pushing On – Oliver $ and Jimi Jules
6. Under Control – Calvin Harris
5. Radioactive – Imagine Dragons featuring Kendrick Lamar
4. Til Sunrise (Pairanoid Remix) – Goldroom
3. Rage the Night Away – Steve Aoki featuring Waka Flocka Flame
2. Ritual Union – Little Dragon
And my Top Track of 2014…
1. Dare You – Hardwell
Not only is this a killer track and Hardwell is probably the top EDM artist of the year, but this is the track I heard on approach into Sky Harbor and will forever remind me of my move to Phoenix.
I’m sure we have all seen the “year in review” lists on every site. Now, I know that the year is technically not over, but I wanted to compile a list of my top Instagram photos to date. This top ten list of Instagram photos is based on likes only, not any other type of engagement.
So here we go, my Top 10 Instagram shots of 2014.
And here is my personal favorite of 2014. It’s not based on any other metric other than my own personal opinion.
I hope you enjoyed my images from 2014. It’s been a very good year and I had a lot of fun as you can tell. Get ready for the next list, my top tracks of 2014!
Previously, I wrote a blog post with some of my thoughts about advertising and marketing that I had posted to Twitter. With anyone in the industry, we all have opinions and best practices or even mantras about the world of advertising. That being said, here is round two of that thinking, or more to the point, my thinking, thoughts and learnings about the industry and creativity.
What are your thoughts?
Burberry has just launched their first global Christmas campaign. The campaign launched with a four-minute spot featuring Romeo Beckham, yes, the son of David and Victoria. Additionally, it features a new audio track from Ed Harcourt which will be released in December. As far as we know so far, since this is just the launch of the campaign, “the campaign will include outdoor, cinema, and social media advertising to generate interest in Burberry.”
Now, you assumed that Burberry typically does Christmas campaigns and they do, but what is different is this one is global. Yes, that was a bit redundant for me to say, however, coming from my experience working on global accounts, I want to talk about how global campaigns are somewhat difficult to undertake. Firstly, when creating global campaigns, relevancy in all markets (or a select few primary focus markets) is essential. Music choice, voice-overs, time and more importantly message is important as well. Global campaigns are extremely complex, expensive, highly criticized and difficult to produce.
It’s not my place to tell Burberry what to do with their first global campaign, nor is it my place to assume what their global objectives are. However, what I can do is review the creative from the lens of my experience on global accounts and my experience working in advertising.
It’s beautiful, but needs some refinement.
- The Idea: Let’s start with what I assume the idea is, “Christmas is the time for love and giving.” Christmas is also the time for the enjoyment of idealism and merriment which can be transcribed into song and dance. Christmas is tough, it’s tough to differentiate yourself within the Christmas season, especially if you are a clothing retailer. The campaign does feel a bit scripted and predictable, however, the song and dance is a nuance that not all brands can leverage or, furthermore, own.
- Music: The new track by Ed Harcourt is brilliant. It captures the essence of the Christmas season and the feeling of idealism and love. However, it doesn’t feel as though it “fits” with visuals. There are some relevant cuts and timing with the dance and the storyline, but all in all, the track feels a bit forced to be a part of the story. At times, the music with the spot feels as though they are two disparate pieces of creative jammed together; less of a solution and more like a suspension. Additionally, I’m not sure why the track is not available until December. It would make sense to release the track at the same time of the campaign launch.
- Choreography: “Burberry used 50 dancers who perform a dance inspired by classic musical films in front of theatrical London street background.” The choreography is beautifully done and expertly timed. Along with stubble cinematic undertones and perfectly timed cuts and pans (timed according to the dance, not the music), it almost appears that it’s out of a Fred Astaire or Gene Kelly film, or better yet, an early 20th Century stage performance.
- Art Direction: First off, Burberry did not disappoint with the art direction. They have always been at the top of their game when it comes to finely crafted spots, beautiful tones and color, and the perfect balance of product and lifestyle. This spot almost feels as though it’s a print ad, Burberry print ad come to life. The look and feel of Christmas does come out, however subtly. Christmas is a magical time of celebration and merriment, regardless of which religion you are apart of. The snow showers and the dancing in the snow whilst wearing Burberry coats and scarves perfectly encapsulates Christmas from a Burberry point of view. All in all, I can’t even begin to tell you how much I appreciate the art direction in this film.
- Four Minutes: I’ve experienced this time and time again, the four-minute “film” on YouTube. I understand that this is more of a music video, more of a campaign launch film than a TVC. However, as marketers, we do have to understand the consumer and determine whether or not one has the time to sit through at four minute film on YouTube. According to Google, after the first 15 seconds of every video on YouTube, that’s when viewers are most likely to drop off. That being said, there’s something to be said about crafting great pieces of art and content. Just as much as we talk about viewership, we also need to keep in mind the types of devices consumers use to watch YouTube videos; there are certain markets in the world where consumers are more likely to watch YouTube on a mobile device than on a laptop. So, who actually watches four minutes on a mobile device when walking around? In the end, let’s keep time in mind when creating spots.
- Celebrity Casting: Don’t even get me started about celebrity casting. Yes, I see the buzz value in casting a celebrity for a campaign and leveraging their influence to generate buzz and excitement. However, as we have seen in multiple examples including Honda’s latest “Type R” campaign, it’s not entirely necessary. I believe the Burberry Christmas campaign would have the same influence whether or not they casted Romeo Beckham; especially since I just found out he existed. Don’t get me wrong, he’s a cute kid and a “cute kid” works for this execution; just not sure if it was necessary to cast Romeo.
- Global Relevancy: This is a big one! Now, we haven’t seen a lot of the secondary executions to the spot just yet. They do have some images being leveraged on their Instagram account, but global relevancy is more than just platform activations; especially for a Christmas spot. The subtitle to the campaign is “From London with Love” and that’s all well and good, but London is not the globe; it is a global city, but not necessarily global. How would a market, let’s say, Brazil react to a spot like this? (Especially since during Christmas it’s Summer in Rio). Additionally, we need to look at ethnicity too. This spot is very heavy up on caucasians and doesn’t address the complexity of a diverse set of ethnicities in the world. The campaign is scalable, but not necessarily regionally relevant.
Overall, it is a great spot, but it is lacking alignment with audio and visual; it really needs some refinement. Perhaps, the fix would be as easy as choose a different audio track to complement astounding visuals? It will be very interesting to see how Burberry runs with this idea in their longer-form campaign. Will there be further owned nuances to the idealism? Will there be more song and dance? Will they focus on giving rather than buying? One thing I do know, Burberry are excellent marketers and I can’t wait to see how they make this a case study that we all will use in the coming year.