As an extremely avid lover of electronic music, I thought I would take the opportunity to discuss a unique marketing campaign currently happening in the industry/scene. Recently, one of my favorite artists, The Chainsmokers, released a single called "#selfie". The song features a voiceover that plays over a beat, which progresses into a drop. If you haven't heard it yet, here it is:
I've been a fan of The Chainsmokers for several months -- before this song was ever conceived. Their other releases gained traction, and when this came out, I expected similar growth. I didn't expect it to blow up the way it did, but after looking at all of the combined elements, it makes complete sense.
Online content is rarely viral. Virality can occur for several different reasons -- one of the major reasons being relevance. All of the elements of this song, even down to the title, address relevant societal trends. It does not take a stance on selfies - i.e., it does not position itself as a mockery or a supporter, so listeners on both ends of the spectrum can appreciate it.
The song advertises itself. It's relateable. It's fun. And it sticks with you. At this point, I've seen some variation of the line, "but first, let me take a selfie" in many places that are out of context of the song and even the electronic music scene. The song is integrating itself into popular culture along with what it addresses.
The result of such a carefully crafted song? The Chainsmokers went from topping niche market charts to topping iTunes charts. It's on the radio. It's dropped by DJs internationally. The boys are smart and talented, and I look forward to seeing what they do with their next release. Reception of the next song will be a good indicator of whether viral content actually creates brand devotion, even on a subconscious level.
Online content is rarely viral. Virality can occur for several different reasons -- one of the major reasons being relevance. All of the elements of this song, even down to the title, address relevant societal trends. It does not take a stance on selfies - i.e., it does not position itself as a mockery or a supporter, so listeners on both ends of the spectrum can appreciate it.
The song advertises itself. It's relateable. It's fun. And it sticks with you. At this point, I've seen some variation of the line, "but first, let me take a selfie" in many places that are out of context of the song and even the electronic music scene. The song is integrating itself into popular culture along with what it addresses.
The result of such a carefully crafted song? The Chainsmokers went from topping niche market charts to topping iTunes charts. It's on the radio. It's dropped by DJs internationally. The boys are smart and talented, and I look forward to seeing what they do with their next release. Reception of the next song will be a good indicator of whether viral content actually creates brand devotion, even on a subconscious level.
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