"’Going viral is diametrically opposed to building that trust and relationship between a media property and an audience,’ Mr. Louderback said. ‘Brands spend all this time thinking about how to make something go viral when they ought to think about how to create a meaningful relationship.’"
To Fix Bad Breath, a Gadget Seen on YouTube
Yes, Jim Louderback, the guy who used to be on TechTV. You watched that channel, right? Wrong? It’s funny how those people are the new experts, not only Jim but Leo Laporte and Chris Pirillo and…
For dedicated techies, the above statement is obvious.
For fat cats who spend more time at lunch than online, it’s anathema to their bonuses and not only do they not know it, they don’t want to hear it.
Impact. That’s what everybody says they desire. And they want it instantly. I ask you, what if Lady GaGa took four albums to explode, then what? Did you see today’s news?
Check it out. The backlash has begun. Whereas when an act takes years to make it, the backlash is so much smaller, hard core fans don’t abandon their favorite and there’s a consensus that success was earned, and it is respected.
You don’t want to create that video or do that stunt and get that press that reaches everybody. Because everybody sees it and then forgets it. Like that dancing wedding video, you know, the one to the Chris Brown song, where they recreated it on "The Today Show". I’m of the understanding it was faked, an effort by the label to rehabilitate Mr. Brown’s image, but one thing’s for sure, no one’s watching that video today, no one’s wondering how the marriage worked out, whether the bride and groom are still speaking to their wedding party. But Neil Young makes a new album decades on and a whole cadre of people are interested and talking about it, I know, because my inbox is flooded with the musings of fans.
You don’t want to hear this. You want the four hour work week. You want to start your career knowing you’re going to be successful before it’s too late to go to graduate school, never mind college. You don’t want to sacrifice, you want insurance. So you hire people to up your views on YouTube, establish a Twitter fanbase…but these are just names, these people don’t care. Kind of like sending me your CD. It makes YOU feel good, I just throw it away. Yup, hate to disillusion you, but that’s what I do. I don’t have time. You’ve got to start with people who do have time. And then maybe, one of those people will know one of my people and I’ll get turned on to you, but beware, that could take YEARS!