It is an incessant practice it seems. To have a steady flow of engagement, at least steady enough to keep forward motion.
When August Kuper released evergreen we were quite lucky with our publicity. Spotify picked up “Headache” for “Discover Weekly”, shortly followed by many show opportunities with Calpurnia. But that was 2016. Discover weekly was a fairly organic playlist of new music. Today it’s a label bought structure leaving indie artists with a sliver of the pie.
These days it doesn’t take a firm grasp to feel that the world of media and marketing beats with a much different pulse. Changes in the nature of virality itself for example. It used to be ostensibly the case that you chase a singular big viral moment. And capitalize by riding the subsequent wave of attention and converting it into a long term audience. These days an isolated “hit” or viral moment doesn’t carry as much weight, instead superseded by a long term approach. Not one big moment. But a consistent and steady stream of small to medium moments. Feeding the scroll machine and maintaining real estate in peoples minds as well as the timeline.
Understanding and practicing are very different of course. The knowledge is only as good as your ability to consistently produce the content and results. So how are we seeing this utilized by marketing profesionals today?
I think a fantastic example of this hyper-modern marketing is the “leaked” internal marketing zoom call promoting Marty Supreme.
It’s fresh, creative, silly, and unique to both A24 and Timothee Chalamet’s abilities. A promotional tactic like this would fall flat with most other actor-studio partnerships. All that being said what sticks out most to me is it’s audience trust. This “leaked” marketing zoom call trusts the audience to be in on the joke without feeling the need to draw the concept in crayon. A24 knew they could do this because their audience is primarily younger generations that have been media literate as long as they have been literate in general. It’s a testament to the power of truly comprehending your shared identity with your audience and how to communicate with them effectively.
Anyways, I’m gonna go back to trying different ways of doing just that. Wish me luck.
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