Sir Paul McCartney Beatle Memory Marketing #FreshenUpTour #BAT2018

B&M July McCartneyHave you seen the Paul McCartney Carpool Karaoke video yet? James Corden’s Late Late Night Show from London has been doing a whole series on carpool karaoke with stars that has been great fun. But the one released Friday June 22nd with Paul McCartney was simply amazing in so many ways.

For Corden fans, the opening lines set us up to guess which star singer might be joining him in Liverpool but what followed can best be described as a lovefest between the Iconic Paul McCartney, his hometown and fans that transcend the generations. Catch it on Facebook from Paul McCartney’s Page and you’ll avoid the old style interruption advertising of old distribution channels. This 23 minute and 39 second video deserves to be watched without commercial break (shame on you Google’s YouTube) and banner ads popping up. McCartney’s Page presents it best.

Imagine driving around with Sir Paul and visiting his childhood home while reminiscing about his parents influence, the rooms where he composed songs and practiced with John Lennon, then driving along Penny Lane and dropping in on the Barber Shop and wrapping up with a small juke box style concert in a tiny Liverpool pub that had once hosted him to far less acclaim.

The video posted at 6am East Coast time and received an average million views per hour over the first three days; nearly 70 million views logged on Paul McCartney’s site as I wrote this. The YouTube version linked by other writers (with some 13 million views) is an inferior experience marred by commercial interruption. Something folks of that age would expect from the remnants of the big three TV stations. Avoid it and get the full seamless experience right from Sir Paul McCartney’s website or Facebook page.

This pathway of viewing the collaboration is simply outstanding in its attention to detail to the customer experience. Corden’s regular viewers are already stoked to roll with whatever zany experience comes their way and his particular audience is masterfully integrated into our online experience which serves to further amplify the communal enjoyment.

There had to have been a lot of backstage planning to pull this off but it was also obvious (let’s use the word transparent) that the barber showing photographs, the people walking down Penny Lane and the folks in the pub were clearly just lucky random everyday people who were in the right place at the right time. Transparency and authenticity delivered in an electrifying way and without commercial interruption.  Paul visits the house he grew up in for the first time since he left and James talks about his own grandfather –a fan who would have gotten a kick out of seeing this amazing video session unfurl.

The music is so full of love, joy and positive things and remains relevant today despite Paul’s original expectations of just a ten year run. But indeed, in times of trouble – these tunes still resonate today. That the whole escapade is part of one very high class new product (album) launch was taken fully in stride. In fact, being part of the audience makes us even more open to the experience. Yes, an experience, not a jarring commercial interruption.

Marketers and businesses take careful note here. This is what we, the consumer, expect from our internet interactions. A pleasant experience or a great one. A visit that shows the seller knows something about our likes and dislikes and insures that there is a fair trade for our time and attention.

When we arrive on the internet we want a fast seamless experience. We are not looking for a jarring interruption or disclaimers plastered all over the place. We don’t want you grabbing credit for a video viewed when it is mandatory (“your video will start after this ad ends” or “you can skip the video in 4 seconds”) the time it takes for someone to charge the supplier perhaps?  No thank you. Those are old rules.

The best brands and best creators of content know that the better they fit in to our experience the more we’re actually likely to pay attention to their message. We speak with our time, our attention and our money. Sir Paul’s #FreshenUpTour is certain to be a winner and clearly deserves one of my #BAT2018 awards for combining Business, Art and Technology with a good dose of authenticity fueled by wisdom!

Speaking words of wisdom – I’ve gone back multiple times now to share with friends this trip down Penny Lane and warm up to Paul McCartney’s new album. We laugh and cry and remember an all-around great experience and as a bonus, we’ve already been exposed to the new songs that are coming out officially September 7th.

Well done, Sir Paul McCartney who more than got by with a little help from his friends.

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The Creatives

The Creatives

bakerArtist KSPwC_DSC5353_©KeithSpiroPhoto

The baker of USA has a website, a craft and a portfolio

When I look back on five years of connecting urban & rural Business, Art & Technology in a monthly column called The Boston & Maine Connection,  I clearly see both the power of tight communities and the vibrancy of large cities.  As my connections have expanded globally so too has my sense of how to utilize technology for the good of community.  Rapid technological changes have impacted both our sense of what makes up a community as well as how we approach communication and commerce.  Today, certain aspects of small town living apply across the web. People in small towns have always known that your personal history follows you forever. The locals never forget who you were and what you did and now – neither does Facebook nor Google.

The opportunity for global cooperation and competition has never been greater. As the Gregorian calendar turned the page to 2018, I took note that Gujarat India had already celebrated Diwali and it’s new year and Brisbane Australia & Dublin Ireland leapt  into 2018 fifteen and five hours respectively ahead of the USA. Whether you think of the world as competitive or your opportunity as collaborative, know that Australia is ranked as #1 for what I see as the most pivotal of all groups – the Creatives. The rising Creative Class is an area for intense but oftentimes overlooked opportunities.

The Creative Class includes the digital native who is comfortable around technology as a skillset as well as others who have learned to merge art and creative skills into the technology marketplace. Quite frankly, not many tech people can grasp the intangibles and boundary-free thinking that true Creatives have and in today’s fast paced world, Creatives are more important than ever.

Richard Florida wrote a book in 2002 positing the rise of this socio-economic class in a post-urbanized age. The battle for world class cities vs. the rest of the population will continue to play out on the ground as well as in the cloud. You may have heard of the “gig economy.” Well, it will be the Creatives who become the glue binding together our humanity and the machine world.

Here’s a quote from Steven Jobs in his introduction of the iPad2 in 2011:

“Technology alone is not enough—

it’s technology married with liberal arts, married with the humanities, that yields us the results that make our heart sing.”

Business cries out for new markets and new customers and laments the difficulty of being heard in a digital world full of noise. With our “swipe left or swipe right” attention spans – it will be the visual and the creative that catches and holds our attention.

As brands seek to dominate and capture new clients and as technology moves people into a sales funnel and as artificial intelligence tends to predict your choices, the opportunity to succeed may very well come down to the human element of – that which catches your attention, – wins!

Australian writer and brand strategist Jess Thoms defined Creative Tech as the combination of Technology with Art and Design to create better experiences, products and brands. She goes on to say  “Working in creative tech doesn’t mean you need to learn how to code, or suddenly become a robotics engineer. It’s about the application of your creative skills and ideas to a technical platform so it performs better. Technology is made for humans, after all. So who better than storytellers, artists, poets, and psychologists to make this technology more personable?”

Perhaps the name Mark Cuban is more familiar?  Jess quotes him as saying liberal arts degrees are the future. And indeed, I agree.  I have long been an advocate of liberal arts education in a science driven world. Our humanity depends on it!

If you are a Creative, you need to find your way onto tech teams – those AI and robotics people need you to insure the inevitable future will function better.  Humanities shape language, psychology colors empathy, and trust comes from repetition, consistently, of the best experiences.  Starving artists are a thing of the past. The future belongs to those who can bring understanding to the rest of us and you will be paid handsomely for doing so.  #BAT2018

creatives CRYER header cut for blogs SM

My Three Words: 2018 Going to BAT

My Three Words for 2018 – Business, Art & Technology

Continuing a long standing tradition started by Waterville Maine native Chris Brogan, I have been starting out each year with three words to guide my success in the year ahead rather than a series of New Year resolutions that are too easily broken. There is genius behind Chris’ process in having three words always there to focus attention and minimize distraction.

photo by Keith Spiro poet for hire NYCFor 2018 my words to navigate by are Business, Art and Technology and in a unique twist, I will be mindful that all three are intricately interwoven in any successful endeavor in our tumultuous cultural and political climate.  They fit well with my personal goals of learning, sharing and enjoying the use of my creative skills and my art daily for family, friends and business.  Previously, my three words could stand alone and reflect totally different considerations but with the news streamed across our devices, 2018 is the year where the best way for an individual to be seen, be heard or be found will be to employ and deploy the best of skills, design and technology in everything we do.  I truly believe that we each can accomplish nearly anything we set our mind to more easily than ever.  While strategy and community building is the methodology, it will be the business mindset along with technology and a creative arts touch that will permit great achievements.

Whether you are acting as an individual on a mission, or on behalf of a marketing agency, a small business or a big brand, you need to recognize the significant change in human information gathering and activation.  We have less power to sell but more power to influence with best results occurring when someone self-activates for your cause because they have accumulated enough information and desire to take action on your behalf. Word of mouth sharing by friends and other trusted influencers is what drives the bus these days. Marketers spend a lot of time and a lot of your money to measure and track influence but the reality is much simpler than the experts want you to believe.

How you make others feel combined with being part of a community will determine your true ability to get things done.  You don’t need 10,000 “followers” you only need a small core group who have been touched by and affected by you to take action to a dramatically powerful result.  “Me too”  is a real emotional trigger for more than just today’s firestorm. In calmer times, the inclusive nature of a group will be just as powerful for a wide range of changes that can be brought to the forefront.

By moving beyond the disjointed nature of communications today and focusing on nurturing a community of like-minded souls, you can turn most any cause into a movement and be seen, heard and found. For me, 2018 represents my concerted effort to insure that my business acumen and my human story blend well every day.

Business – including the business of life, is getting things done in an organized and team driven manner. You don’t have to do it alone. There are others who share your thinking and will help if only you reach out and ask.

Art –  We humans are influenced by our emotions. We take action because we are happy, angry, sad, excited or a whole lot of other nuanced emotional feelings. The arts are a sometimes overlooked but fantastic way to draw attention and engage support. Long before the internet, humans depended on creative and artistic skills to communicate to a broader audience. People of letters and visual artists galvanized us into action through visual and oral storytelling. Stories move us.  Art is an integral part of what makes a society whole and art is powerful in creating dialogue and change. The winning organization is one that captures our imagination and moves us to action.  Sometimes it is subtle, sometimes not. But, always – it is the artist who crafts a vision in ways that first cause us to stop and take note.  Hire an artist and be amazed at what can be accomplished by rising above all the noise.

Technology – is no longer an option, it is an integral part of most every set of actions. Rather than be lulled into the passive “swipe right/swipe left” mentality of the followers, take action and use technology to gather your community, inform them and move them to coordinated action. We don’t have to go it alone. We don’t have to be the product being sold. As social media matures into social business, we too can use the tools and compete with the Goliath of big funders with the deft creative skills of a David. Time to use our voices and our creative talents and make a difference.

BAT2018perfect JaxMiceWarholTweetHere’s my first pick for an organization going to #BAT2018- The Jackson Labs make a huge difference in global health – and I have both intersected with & followed their work for years. They are a best practice example of integration of Art & Technology, Social media and Community, Outreach and Diversity in everything they do. Check out the client calendar they offer. Creative – compelling. Follow them.       Support their work!

#BAT2018 #my3words

Last year my words were Focused, Filtered and Fluid and they each played a strong role in keeping me on my plan and not getting overly distracted by all the incoming noise of today’s internet experience.

Now its your turn – Pick any three words share them with me if you like (I’ll publish them online https://keithspiro.wordpress.com/ ) – but be sure to spend a few minutes daily insuring that your beacon and path is clear and make it a great year.