We usually don't think about it, but marketing is all around us. And that while we can learn a lot from all those good examples. And certainly also from the not so good ones.
Recently on TV, I saw an interview with the global star Stromae. This young Belgian rapper and musician has been very successful in recent years. Whether you like his music or not, there is no denying that he is obviously doing something right.
There are some important lessons you can learn from the interview as an entrepreneur in the cultural sector:
1. Don't give up too soon
"It takes 20 years to become an overnight success" is a well-known saying. We sometimes seem to forget it because of the busloads of talent show contestants who storm the airwaves overnight and dominate reality programmes. When someone breaks through, they suddenly seem to pop up everywhere from nowhere. But we fail to see that this is often preceded by years of hard work and investment.
Stromae began as a rapper in 2000. Yet he has only been a household name for about a fat year. Perseverance has got him to where he is today.
2. Giving is the new getting
Stromae is very active on social media. Especially on Youtube. On his website and on his Youtube channel you will find a large number of video clips. His lyrics can be found on his site.
Many artists are reluctant to simply share their work with the world. Because then no one will buy it, right? In practice, the opposite turns out to be true. This is evident from the list of gold and platinum records for Stromae's singles and albums.
3. Include others in your experience
On Stromae's website you will find not only video clips, but also videos explaining how to make your own electronic music. In doing so, he gives his fans a fantastic reason to visit his site again and again. By doing so, he creates engagement with his fans.
For most people, they are more likely to become fans of an artist they know more about. The videos Stromae makes make his fans feel connected to him. And that, in turn, creates loyal fans.
4. Surprise your fans with something completely different for once
This spring, Stromae launched his own clothing brand Mosaert. Not an obvious choice for a rapper. But a great way to be able to sell his fans something other than just music. In doing so, he put his personal brand into bringing something totally new to the market. So that he can offer his fans more than just CDs and concerts. Smart move, if you ask me.
Do you know another example of a well-known artist from whom you can learn a great lesson in marketing? If so, I cordially invite you to share it below.
(Photo: Peter Huys)
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