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Glasvegas: Blogs, Buzz, & Sticky Products

October 28, 2008

Have you read Malcolm Gladwell‘s ‘The Tipping Point‘?

If not, I would recommend that you do.

It’s not only a great read, but it offers an interesting perspective on why some things reach the moment of critical mass, the threshold, the boiling point, the Tipping Point if you will, while others languish in the underbelly of our culture.

According to Mr. Gladwell, one of the requirements for making things tip is “Stickiness.”

The Stickiness factor is essentially a quality that a product/idea/song/band has which compels you to tell everyone you know because it has changed your life for the better in some way.

Our recent posts on Vampire Weekend and Radiohead only impress this obvious, yet often over looked quality. Both bands have that Stickiness factor. Both bands are not only good, but they are SO good you MUST tell your friends about it.

That Stickiness factor is what separates blog buzz from mainstream media buzz. You seek out blogs, you trust them, and you develop a relationship with them. It’s permission based.

The mainstream media does not seek you out. It corners you and then bludgeons you over the head with their message. The New World does not work that way and that is why the internet is fast becoming the main way people access and learn about new information.

So that leads me to GLASVEGAS. They are my favorite band of the last 2 years. I learned about them through my favorite blog and I am spreading their message. Their MUSIC is so good that it shattered me when i first heard “Daddy’s Gone.”

So my question to you is: What are you doing to make YOUR MUSIC STICKY?

Take risks, be bold, be sticky.

Take Control of Your Music,

Voyno

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5 Comments leave one →
  1. Andrew permalink
    October 28, 2008 10:45 pm

    It never helps when the band takes their sticky music off of youtube. Can’t watch the video 😦

  2. October 28, 2008 11:09 pm

    Thanks for the heads up Andrew. The vid has been changed. Hopefully it works for you now.

    It’s worth noting that I have experienced similar problems with more then one Glasvegas video.

    Either Youtube, or Glasvegas, or someone, seems to be blocking certain viewers in certain territories from seeing Glasvegas videos.

    I wonder if this is another symptom of the Majors trying to control the music. I’ll keep my ear to the street and let you know if I find anything.

    Voyno.

  3. October 29, 2008 3:42 am

    Great post Voyno!

    “Tipping Point” is one of my favorite novels, and has definitely shaped the way I approach marketing and promotion in my everyday work. If you haven’t already, check out “The Black Swan” by Nicholas Taleb, “Wikinomics” by Don Tapscott, and “The Long Tail” by Chris Andersen.

    One thing I noticed when I read this post was that the entire notion of “stickiness” is somewhat (at least to me, anyways) subjective. Stickiness can indeed be an attribute of an artist/record/song that compels you to shout out praise – but more often then not it is pure influence. It is almost never the will of one individual that provides the fuel necessary to create the tipping point, rather it is the will of a collective that is influenced by a Gatekeeper.

    For example, consider your recent (awesome) article on Vampire Weekend. In your post you mention how the band built hype not by pushing their album on whoever would listen, but by targeting bloggers. Why? Because Vampire Weekend knew that bloggers were Gatekeepers. They are trusted by their audience, and their opinion matters – so if you they could get them on their side, the will & approval of their audience will likely follow.

    Think about Pitchfork or Good Weather For Airstrikes. Whenever they give a gushing review to a new act you can bet your bottom dollar most of their audience will enjoy it as well, and most likely push it out to their individual social sphere of influence. Unfortunately, this is usually not for the pure love of sharing good music, but rather for the “hipster cred” and and power of being a gatekeeper amongst their friends.

    The way I equate this prior to the advent of the internet/blogging/social media is the way that most children who grew up in the 80s first exposure to music was by their older siblings or parents music. Your first favorite bands were most likely came from the like of the operation ivy tapes your older brother had or the Zepplin LPs your dad kept in the garage. Why? Because just like bloggers, they were people you trusted and opinions you valued.

    I would love to hear your opinion – seeing as this blog is a Gatekeeper to me! 🙂

  4. October 29, 2008 5:41 am

    Hey Chris,

    Good point. The trusted bloggers inform the people who want to be in the know, and those people in turn spread the word to their immediate network of friends.

    The whole “hipster cred” remark is so true. It’s funny how they turn their back on a band after they get big. I used to be one of them kids.

    Hoover

  5. October 29, 2008 5:42 am

    For the record,

    I totally dig Glasvegas too.

    Hoover

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