If there was ever a doubt as to how much bands need well-known faces to tout their music to their friends…all of that was put to rest today as I read this article from the International Business Times.
The good news? Social media matters. The bad news? The article focused on younger, fresher-faces than say….the ones found on here on Daily Duranie. Not that we’re old (gasp)…but when one of us has a daughter who is the same age as many of the “influencers” cited in the article…. what more can really be said in our (ok…my) defense?
The article explains that labels will go to extreme lengths to make sure that young influencers, such as those of well-known YouTube, Vine and Instagram “stars”, talk about the bands and artists labels wish to heavily promote, many times paying those people, or, at the very least, treating them to VIP-like experiences at concerts and festivals. To labels, it is a (legally…if only just barely) form of advertising, and interestingly enough, in a survey taken in 2015, 61% of marketers said that they would be either including or increasing their budgets for these influencer campaigns.
What does that mean for Duran Duran? Well, I’ll ignore the obvious – like a website featuring DAILY advertising for five and a half years now from a website and blog (along with several other forms of social media) that happens to be near and dear to my heart <wink, wink>.
Huh. Obviously, I have been looking at this all wrong….
Fans matter. It is something I’ve always said, and will continue to say. If the band wants other people to be influenced enough to buy their music – which does seem to be the issue at hand – they need to find people (or see and publicly acknowledge) the people standing right in front of them who influence their community to buy those CDs and purchase those concert tickets.
This is also the sticking point, because I think upon reading that last paragraph, the assumption must be that Duran Duran needs to find a couple of young fans to appeal to others. Wouldn’t that be lovely if it actually worked?
As with anything, this can’t just go one way. Duran Duran shouldn’t focus solely on young people. Some might even argue with me, and say they should focus on what they know – their fans that have been with them for decades – and I wouldn’t necessarily argue. However, I also know that youth is the lifeblood of the music industry. There’s really no getting around that fact. There’s also no getting around the reality of a band that is in their 50’s trying to appeal to a crowd that wasn’t even born when they had their first tastes of success (and in some cases, their second in the 90s). Work one end of that spectrum of age, and the band would most certainly lose the other, no matter the direction we’re talking.
Instead, we are looking at Duran Duran taking new directions: a ballet, a musical. Maybe another album. Maybe not. The one thing I do know for certain: Daily Duranie will continue as long as there is a band and projects to support. Some might say we’re the “older and much wiser” equivalent of what is described in that article, and I’m sure others of you would wholeheartedly disagree, saying that “anyone could do it”. True. I wouldn’t argue otherwise, and I think that’s the point.