Tag Archives: dr.dre

Anatomy of An Insight: Straight Outta Somewhere

You are now about to witness the strength of street knowledge…

Biopic about NWA “Straight Outta Compton” has been a massive box office hit. That did not surprise me at all. Middle-aged dudes go watch it because of nostalgia and younger blokes still know Dr. Dre and Ice Cube. It´s a bit like gangsta rap Expendables. I would naturally go see the film straight away, but I doubt it will be probably banned in Singapore:

The online campaign (for movie & Beats headphones as well) has also been really successful for the film. Meme generator “Straight Outta Somewhere” has been visited already over 4 million times. In the site you can do your own “Straight Outta Compton” –meme:

straightouttahyvinkaa

Insight: No matter where you from, you want to rep your hood.

Many marketers are wary of user-generated content. It is hard to get people to take part in those campaigns. If they do take a part, the content is quite often shitty and x-rated.

That does not mean you should not do campaigns with “participation element”. The participation has to be as easy as possible. With “Straight Outta Somewhere” you just decide where you are from and upload the picture. Everyone who shares stuff in Internet knows the construct of a meme. It also helps to have some famous celebs to add fuel to the fire in their social media channels:

serenawilliamsstraightoutta jlostraightoutta

straightouttaakron

Majority of brands do not realize that when people are starting to make parodies, that is when your campaign starts to be popular. Beats has truly embraced (read: not deleted) the funny memes which naturally are shared more often than boring brand content.

straightoutta50cent

straightouttakobe
If you want people to take part with your campaign:

    1. Make it easy to participate
    2. Do not reinvent the wheel: use formats that people know
    3. Kickstart with influencers
    4. Embrace (don´t censor) the parodies
    5. Partner up (the lines are blurred, is the website advertising the movie or headphones? No matter, it is a hit)

…Word to the mother*cker
Straight outta Compton

Advertisements
Tagged , , , , , , ,

Woody Allen Way Of Work

woodyallenquote

Woody Allen is one of my favorite directors. Not all of his movies are necessarily great, but on the other hand he is doing about one good movie constantly every year. He explained his work ethic in the recent interview:

“I’m lazy and an imperfectionist. Steven Spielberg and Martin Scorsese will work on the details until midnight and sweat it out, whereas for me, come six o’clock, I want to go home. I want to have dinner. Filmmaking is not [the] end-all be-all of my existence” 

The comment raises important point. Does it make sense to try to be perfect? Woody Allen is naturally superbly talented and even a half-hearted attempt from him is way better than from majority of directors. Would you want your legacy to be around 50 good movies (as a director and even more as a writer) or just one excellent (and maybe couple of unfinished ones)? Is your good other people´s excellent? If you have tendency to perfectionism, you are the harshest and quite often the most unfair judge of your own work.

There is a balance in perfection and production output. The more you try to perfect, the less you produce.

Dr. Dre just announced that after 16 years in making his magnum opus “Detox” will never come out:

“I didn’t like it. It wasn’t good. The record, it just wasn’t good. I worked my ass off on it, and I don’t think I did a good enough job.”

It is great virtue to be self-critical, but should you cut your losses earlier? Naturally Dr. Dre did not exactly just sat on his laurels during that time, but still. Maybe you should realize that you are not making the masterpiece earlier? Or maybe you just should be less self-critical? Woody Allen makes this exact point:

“My problem is that I’m middle class. If I was crazy I might be better. If I shrieked on the set and demanded, it may be better, but I don’t. I say, ‘Good enough!’ It’s a middle-class quality, which does make for productivity.”

Maybe we need less wannabe perfectionists and crazies reaching desperately for the perfect work in our industry and more people, who can churn good stuff out constantly.

Tagged , , , , , ,
Advertisements
%d bloggers like this: