The First Guy Naked Wins

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Before you get too excited let’s establish something up front. This post is not going to feed your sexual fantasy. It’s the title of a book my friend David Hazard and are writing on the pandemic of white collar depression, invading the boardroom, bedroom and beyond (a later blog topic).

It’s a title, a subject line that’s intended to tease you, to lure you in. Call it a hook, grabber, tease. But whatever the name, it’s got the power to grab your attention and keep it there until the advertiser, author, publisher or producer can take you to the next step in the sales cycle: consideration.

Since the dawn of man nothing has done this better than the second most popular word or concept in the English language. The magic word?

Sex.

To make a point about how sex is used in entertainment and marketing to capture and keep an audience on the edge of their seat, I give you the wholesome version of this, done tastefully, exceedingly well (Parental and clerical warning: this may not be suitable viewing). Do I have your attention?

Here we go: http://www.youtube.com/watch?v=tsMN1ywJkQY.

What’s this video about? Fashion, if you’re a designer. Bras if you work for Maidenform. Heaven or a peculiar glimpse thereof if you’re clergy. John Mayer or J-Zee if you’re a John Mayer or Jay-Zee fan. For a junior in high school boy (or girl for that matter)? You’re getting warmer.

If you’re a Shania fan you’ve already seen this video. If not, feast your eyes on this:  (https://www.youtube.com/watch?v=mqFLXayD6e8)

Look into her eye…what is Shania saying to you? “I want you?”
But here’s the problem. You can’t have her. Nor can you have big muscles in 30 days. Or a 32 inch waist at age 40 (25 if you’re a woman). Or a waterfront home. Or a perfect marriage.

Here’s another one: Look at the massive smile on Shania. What’s she saying now?

To set the record straight, in my opinion none of these video images is about cleavage or a suggestive “lie with me” message. They’re simply images of breathtaking beauty and fashion. What’s not to love about that?

Oh, one last thought. What’s the single most powerful word in the dictionary, far surpassing sex?

Free.

It’s lured you and legions of others into watching countless videos and listening to downloaded songs (that 10 years ago would have cost you thousands). But don’t be fooled. Like the free oil check and full service at the gas pump, that’s going away soon, almost as quickly as it entered the mainstream marketplace…my next blog topic.

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Praise For Pandora

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In the wake of my last blog post (Beating The Digital Download Devil) I got a flood of emails protesting my position on the evils of digital music. In fairness to my detractors and to balance my indignation over the gobs of money sifted through the hands of hard-working artists, writers and composers and funneled into the pockets of the late Steve Jobs and company, I shine a promising beam of light—a beacon of hope for today’s topsy-turvy music business—on one of my favorite digital music brands.

Pandora.

What’s cool about Pandora? Perhaps the better question is…What’s not cool about Pandora (aside from the increasing proliferation of disruptive ads)? For over 100 million subscribers the notion that we’re beating the “pay for play” system by devouring an uninterrupted stream of free music seems delightfully naughty. Or consider that as subscribers we have instant access to well over a million groovy songs representing over 80,000 artists.

Last year alone Pandora served up over 4 billion music listening hours to aficionados like you and me. To date, they’ve delivered over 50 million mobile app downloads in the us alone. Here’s the best part—they’ve compensated music professionals with over $300 million in cumulative royalties to artists, labels, master copyright owners and the immortal SoundExchange. Sounds like redemption doesn’t it?

Personally, the thing I think is coolest about Pandora is it’s hip founder and CEO Tim Westergren. Aside from the fact that, post- IPO, he’ll never need to work another day in his life, he really loves and understands music. It’s written on his heart, it’s etched into his mind, and he’s devoted his life to making fabulous high fidelity music accessible to the masses. Free of charge, albeit with a few gratuitous ads springs sprinkled in after each music set.

He knows what I want. What’s that? To customize my music intake based on my favorite artists, genres and musical eras. Where else outside the digital world can you listen to a playlist of LMFAO, Katy Perry, Renee Fleming, the Beatles, Eisley, Death Cab, Glenn Miller, Coldplay, Bruno Mars, Ariana Grande and the Mormon Tabernacle Choir—in that order, or shuffled, whenever, wherever I want?

Exactly one year ago to the day I received a nice personal email from Matt Nichols, Pandora’s VP of Marketing (and two days later from Tim himself). Both responded gingerly to the constructive criticism I offered after hearing a poorly executed ad.

Here’s what I said…

“I was disappointed to hear an ad that came on during my Beatles Radio Station today while riding my motorcycle up here in Seattle. It was a fabulous ad for Godiva Chocolates and was beautifully timed the day before Valentine’s Day. But the ad failed to include a call to action which you could help every one of your sponsors develop by adding a 10 second tag to EVERY ad from every partner/sponsor, like…to get your exclusive “I Love You” Pandora/Godiva Chocolate Gift Set click on the banner ad now or go to Pandora/Godiva.com and use promo code PAN at check out to redeem your discount and get three free months of Pandora One (credit card required).”

Then the PS.

“Sorry if I sound pushy and maybe I am a bit. It’s only because I love Pandora and the whole notion of the music genome project—that of profiling music, dissecting and categorizing sound and style elements within—is incredibly technologically innovative. Your marketing should be every bit as innovative. Even more so. And that means continually testing, validating and rolling out new messages and offers that optimally engage and activate your listeners. My two cents anyway.”

Want to know their reply?

You’ll have to log onto my upcoming post “Trouble In Tech Paradise For Entertainment Companies” for more ups and downs in digital music for the likes of Rhapsody, Spotify, GrooveShark/TinyShark, Slacker and other category leaders.

In the meantime, keep filling your head and heart with great music. BTW, do check out Spotify when you get a free minute. It’s one of my other favorite music portals.