To summarize and probably oversimplify a bit, the Gawker blog focuses on an event in Times Square where about 50 Justin Bieber fans (the aforementioned Beliebers) gather to do a “buy out” of a music store. According to the blog, these buyouts are actually attributed to helping Justin’s album sales figures over the years, and his management actually goes the distance to organize these events. Kitty in turn asks what Duranies would have done back in the day with this sort of technology (social media such as Facebook and Twitter) to allow fans to mobilize and even form troops.
Its funny because the first thought is that it would have created complete chaos, as though there wasn’t quite enough of that back in the 80’s, right? Most Duranies (that commented regarding the blog) immediately jumped to the thought that they would have only used the technology for themselves – learning of the bands whereabouts, waiting online for interaction from them, etc. etc. I think its fair to say that yes, much of that would have happened – but along with chaos, there could very well have been a stronger level of commitment to the cause. We long time fans readily admit that we tried to buy everything and anything that was available for the band. Why wouldn’t we have done the same with a little more direction and focus? Had the band been able to actually mobilize us using social media – imagine the buying that could have been done! I’m sure the band wonders about that at night as they’re drifting off to sleep. If that scenario doesn’t thrill you or at least make you think a bit, let me throw another thought your way: Why don’t they use us now? Or DO they?
In fairness, I think the band was very late to the social networking party, and I don’t honestly understand why that was. I think their learning curve has taken quite a while, and while I have no doubt that at least John Taylor and probably Roger Taylor, Simon LeBon and even Dom Brown are beginning to recognize the strength of the masses (that would be you and I) and the loyalty that comes out of simply acknowledging the fans as people, I don’t necessarily think any of them really know how to effectively harness the power of fandom.
What could really be done? Granted, none of us (or at least very few!) are teenagers these days. We all have lives that are incredibly busy beyond the world of Duran Duran. How many of us could conceivably drop everything and run to wherever the band needed or wanted us to be within a matter of hours? I’m positive the answer would be not many. This is proven by the amount of times something, like perhaps a TV appearance on Jay Leno or otherwise, has been announced literally within three or four hours before “showtime”. Less than a handful of fans are able to show within that kind of notice, and understandably so. Social networking requires planning and it requires nearly constant attention in order for it to really work effectively – planning being the operative word. Of course that’s not always possible, but should be the exception, not the rule. With proper planning and a little “out of the box” thinking, fans could be mobilized to do similar buyouts, get togethers (to promote fans working together), showing up en masse to various events and things…and really, aren’t those things part of the fun of being a fan? I would suggest that perhaps giving the fan base focused tasks and direction might even create or foster more loyalty in the long run.
I hate to say that Duran Duran could learn something from Justin Bieber. In fact, I feel nauseous as I type…but the truth prevails. There is something to be said for the strength and spirit of the Belieber Army. While many could argue that there isn’t much stronger than the spirit of the teenage fan, I have to believe that with the right motivation and management – Duran fans could change things. 5 million views of Girl Panic could be just the beginning.
-R
