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.
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?