Colt Ford, Twilight and the power of cultural relevance.

Cultural relevance is a powerful tool. It generates attention, conversation and the almighty revenue stream.

Colt Ford, a country music singer from Athens, Georgia. Ford’s debut album Ride Through The Country peaked at #24 on the Billboard Country Charts in December 2008. The highest charting single of his career so far is “Cold Beer”, a collaboration with Jamey Johnson that peaked at #53. Despite the lack of mainstream support from country radio, Ford has sold over 207,000 copies of his debut album and 123,000 of his recently released Chicken & Biscuits.

Ford has generated an unconventional following through his constant touring schedule and is validation that country radio is not needed to sell records. However, that is not the objective of this post.

This is:

Filmed in Nolensville, TN – this video is a parody of the Twilight phenomenon.

The above is Colt Ford reaching out to Twilight fans via his Twitter account. With this video, he has now placed himself in a circumstance where he can establish mainstream interest on television as well as the Internet. Why is this of interest?

Colt Ford has adopted something that is culturally to the point (Twilight) and that makes people take notice – people that are not simply country music fans.

Is cultural relevance one of the keys to the expansion of your brand and its audience?

Twitter got me a job

…I blogged.
…I tweeted that blog.
…Others retweeted said blog.
…Further tweets were exchanged with interested parties.
…Tweets led to emails.
…Job was found.

That is how I boil my career path to it”s most simple form.

I never believed that social media could navigate the bearing of my professional life. Turns out I was wrong.

The weight of Twitter summed up in one Tweet by Scott Monty.

I am not in a position to present a complex analysis of the authority social media but when I saw this, I felt it was an explicit demonstration of Twitter“s role in the new media landscape.

This is a reply tweet from Scott Monty – head of Social Media at Ford .

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Read more about Scott Monty, Ford and their social media strategy here.

Have you had any social media moments where Twitter”s real-time effect has come into play?

Lady Antebellum is playing with karaoke. How is your brand engaging with its audience?

For me, successful branding equates to three words: connect, engage and enlist.

When you are a music artist – you are the brand. To develop a successful music brand, you need fans or brand evangelists. It’s not simply about using free promotional/social tools including Twitter, Facebook and YouTube to spread the word. It is about maximising every impression made between fans and the music product. If the initial music impression is active, then it is more likely to generate the music consumer’s complete attention.

Country music group Lady Antebellum uploaded an audio track of their duet with Maroon 5 titled ‘Out Of Goodbyes’ onto their YouTube account. In the video, they also included the songs lyrics. Why is this relevant?

Lady Antebellum not only increased the likelihood of the potentially transient consumer paying attention to their video by making the music a foreground experience, they also engaged the viewer with lyrics, generating a deeper initial impression. Methods like this are small yet effective ways of prolonging audience attention.

How would you engage your audience with the music product?