The Musings Of An Opinionated Sod [Help Me Grow!]


Be Metallica, Not The Eagles …

I was recently in a client meeting where we had a discussion about ‘scale’.

The person in question was suggesting – as many do – that the only way to achieve it was to make sure you offer something for everyone.

Now there’s two ways you can do that …

Literally offer something for everyone or be so bland that you don’t alienate anyone.

And when we had this discussion, it reminded me of the Ferdinand Porsche quote that – paraphrased – reads something like:

“Be everything to someone not something to everyone”.

But it was early in the morning for me.

I was talking to clients in America.

So instead, I gave the worst analogy I may have ever used …

I pointed out The Eagles are the best selling American band in history.

That their ‘easy listening’ songs were designed to literally appeal to the widest audience possible. That their repetitive approach has been used to reinforce their position.

Or lack of one.

However the second best selling American band of all time is Metallica.

OK, I’m biased, but no one can say their music is designed for mass appeal.

Even their more ‘audience friendly’ albums still targeted a particular type of music fan. A fan that is anti-mainstream and anti-easy listening.

And yet Metallica’s fierce focus on who they are and what they believe – matched with their desire to continually explore and experiment with formats and approaches for their music – has resulted in them attracting ever bigger audiences rather than chasing them.

But its even more than that …

In the fickle, fast-changing world of music, Metallica haven’t just been able to maintain their credibility and authenticity, they have managed to still be seen as a contemporary band.

A band that is more popular now than they’ve ever been, while not changing who they are, what they believe or who they’re for.

I finished this rant off with the words:

“Be Metallica, not The Eagles”.

Fortunately, given I was doing this call at stupid o’clock, people let it pass.

However, while the analogy may be bollocks, the reality isn’t.

We live in an industry that is increasingly falling into rules of how things should be done.

And there are some – without doubt.

But we are in danger of ignoring the power of culture and creativity in favour of box-ticking and formulas and yet it’s the brands and bands like Nike, Metallica, SKP-S, Kanye, Liquid Death who not only hold – and set – the cultural attention and narrative, but continue to fast-track growth and profit compared to a category who blindly follow a system designed to play more to the ‘safety’ of the middle rather than the power and influence of the edge.

I’m not saying it’s easy.

I’m not saying it’s not without risk.

I’m not saying it happens in a smooth, straight line.

But when you do it well … when you know who you are, who you’re for and what you believe, it’s definitely worth it, against pretty much every metric you can measure it against.

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Why Commitment Beats Interested …

I recently saw the above photo and immediately fell in love with it.

Not because it’s slightly bonkers – but it helps – but because I love the commitment of them.

Now I have no idea if they were booked to appear with that look.

I have no idea if they’re a real band, though I know ‘rock bands that play kids parties’ exist because the wonderful show Z Rock was based on one. [In fact the actors in the show, were the actual band]

And I don’t know if the music they play reflects how they look.

But I love it.

I love every bit of it.

Because rather than pander, they’ve committed.

Committed to who they are.

Committed to what they believe.

Committed to what they want to do.

There’s not enough of that. Oh we hear so many brands – and bands – talk about their ‘purpose’, but that’s just a PR headline because their actions often demonstrate the only thing they are committed to is whatever is needed to make money.

There is more authenticity in this trio of rock crazies than 99% of the companies who profess to be driven by their purpose.

But here’s the thing, commitment is about inconvenience.

Doing – or not doing – the things that reflect your belief.

Of course there are implications to that …

But while others may be more successful or richer, there is one thing you’ll have they won’t …

The ability to sleep at night.

And given we are also seeing more and more people choosing those who are committed to their belief, regardless of inconvenience, there’s a chance you could be more successful and richer too.

You can’t fake commitment.

You can’t be temporarily interested in it.

You can’t use it as a marketing platform.

Because commitment shows up in what you say, what you do and how you do it ALL THE TIME IN EVERY WAY.

Commitment achieves things interested can’t.

Commitment gives you standards, interested can’t even see.

Commitment pushes possibilities, interested will never understand.

Commitment wants you to succeed in ways interested will never get close to.

That’s the difference between the imposter purpose pedlars and the real deal.

It’s not something different every 12 months.

It’s not simply expressed through their marketing.

It’s not only doing things if you can make money from it.

It’s not changing direction when things don’t go exactly as planned.

Of course, that doesn’t mean people will only choose the committed. The fact is humans are all hypocritical beasts who like their moments of easy and cheap. However, in this superficial, short-cut, high-cost, hype world … commitment has a way of standing out in ways they will never even understand.

Which is why I love the people in this photo more than I do other kids entertainers.

Not because those other entertainers don’t have talent or a right to make a living … but because this trio of rock band musicians know who they are rather than are selling themselves as whoever others want them to be.

In a world where you don’t know who you can rely on, I say choose those who are committed, not interested.

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How To Lose Clients And Alienate People …
August 23, 2022, 8:15 am
Filed under: Attitude & Aptitude, Music, Wieden+Kennedy

A few weeks ago, I had a call with a big time music manager of a big time musician.

For reasons I am still not sure of, I’d decided to spend the day wearing the Leonardo DiCaprio sweatshirt Andy and Dave had decided to buy me for another reason I am still – and never will – not sure of.

So yes, that does mean I’d worn it to work.

In front of clients.

And everyone basically said I was better dressed than usual.

The bastards.

Anyway, it was late at night [for me] and the music manager comes onto the zoom.

They look at me for a nano-second before saying …

“That’s an interesting choice of clothing to wear to this meeting”.

To which immediately I replied …

“Well, this is about rock n’ roll so I thought there was nothing more rebellious than an old man wearing Leonardo”.

The pause before their response was longer than a flight from NY to NZ.

Never have I lived up to Dan Wieden’s Fail Harder philosophy as much as I did that night. Except he meant it in terms of ‘failing in the quest for brilliance’, where as I just failed.

So to anyone out there kicking themselves for making a daft mistake at work … I hope this story of stupidity helps put your situation in perspective. It could be worse. You could be me … actively alienating people who I’m supposed to be working with. And I’m still employed.

Just.

You’re welcome.

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Why Being Dangerous Is A Business Strategy …

There’s a brilliant documentary on the band The KLF.

For those who don’t know who they are/were, they’re a band formed in the late 80’s who wrote some of the early 90’s biggest selling singles.

Except, if truth be told, The KLF were more artists than musicians.

I don’t mean that in terms of them having many different business interests …I mean it in terms of them expressing their creativity in ever-more dramatic, provocative and intriguing ways.

From burning a million pounds to sampling without permission to firing a machine gun full of blanks at an audience live on television to delisting every song they ever made … and a whole lot in-between.

It’s a truly fascinating documentary, where you realise that everything they did – while not planned – was definitely deliberate.

But there’s one quote about them that stood out for me.

Not just because it captured who they were, but because it revealed what is missing for me in so much of the work the industry is producing.

I love that.

I love it so much.

But sadly, many in my discipline of strategy – and all the self-proclaimed marketing gurus – have killed that in the quest to flatter their own ego.

And it gets worse.

No, I’m not talking about the clients who value function, logic and attribution over shaping or changing cultures opinion, attitudes and feelings – though I could definitely talk about that – but the agency creative departments filled with people who want to make ads rather than use creativity to push boundaries.

The KLF may have been seen by the industry as anarchists … but for a band who had a few – albeit massive – hits in the 90’s, their work still is remembered, stands up to scrutiny and can be directly associated with cultural change which is more than pretty much anything our industry, or most industries for that matter, produces these days.

Of course, given the untold billions brands spend to have culture know them, value them and want them … this is pretty ironic.

Oh I get these brands still make a ton of money.

More than even The KLF could burn.

But this isn’t about distribution, habit or media spent, but influence, change and ambition.

This doesn’t mean the talent isn’t there to make something like this happen.

It is.

But it means nothing if the role it’s used for is to give clients what they want rather than what culture can never forget.




How To Bite The Hand That Feeds You …

The management team at Metallica asked me a while back if I’d give a presentation to a bunch of music execs about ‘artist strategy’.

They said they wanted me to explain how I work with them, how I approach my job and what some of the work we have done together has manifested itself into.

So I pulled a presentation together, took them through it – got their nods of approval – and prepared for the talk.

When the time came, I found myself on zoom at 12am Auckland time … presenting to 200 odd record/band executives in London, NY and Nashville.

Despite looking so tired I probably resembled a Zombie, all went very well and I was happy to answer questions.

One of the people in attendance asked how much ‘power’ I have over the artists actions and decisions.

Despite the reality being absolute zero – and, nor should I have any – I replied that I had a hidden slide that could best explain my influence, to which I showed them this …

At least I found it funny.

And – to be fair to me – it’s a fair reflection of the actual power I have over the band.

Though I appreciate I probably have just sent myself to the ‘where are they now’ dungeon … even though I’m going to try and justify it by saying nothing is more rock n’ roll that smashing up your career. Ahem.

Thank you Q and M for not just putting up with me, but still involving me in this stuff.

My wife has ‘had words’ with me regarding my professionalism. Ahem.