Countdown to EDC VEGAS 2011 – Official Behind the Scenes Video
Doesn’t this make you want to go?
Future concert promoters know it’s not about the deal but the experience. You can hire new lawyers, you can find someone else to come up with the money, but you cannot replicate creativity.
Don’t carp about the music. IT’S NOT FOR YOU!
I know that’s hard to understand in a world still running on the fumes of MTV, that believes in a mainstream and nothing else.
The way you succeed today is to start with a tiny niche and grow it. And you don’t grow it via hype, via spam, telling people to pay attention, but by providing tools that your believers can use to spread the word.
Sure, everybody’s on drugs. What’s the difference between today and yesterday? Between Electric Daisy and Woodstock?
And your parents didn’t like that music either.
It’s not about TV marketing, it’s not about pushing your message on those who don’t care, but allowing those who do to pull.
I own a TV, but weeks can go by without me turning it on.
But a friend e-mailed me this link and I clicked through, not even knowing what it was, because I trust him.
And fans trust Insomniac Productions to deliver one helluva show. Not the camping in the mud of Bonnaroo. And not the I’m so snooty and rich I sleep in a room at a resort of Coachella. But the I’m on the cutting edge, I don’t care what the mainstream has to say, I need to be here for myself, not to be able to tell everybody I was there, but to have the experience!
Sure, it would be hard to replicate this low key hype campaign if you had no traction, if you were just starting out. But EDC is not.
One YouTube clip can pay more dividends than a plethora of paid advertising. Hell, the previous clip, the one month old "EDC Vegas 2011 Official Trailer"
has already been viewed 1,212,847 times. Don’t compare that with clips with ten or one hundred times the views, that’s missing the point. You only watched this video if you cared.
Think about that. Marketing to people who want to buy from you.
That’s the secret to Apple’s success. People are members of the tribe, they trust the manufacturer, they want to be the first on their block to blow their minds.
Think about the iPad. Every reviewer scratched his head and couldn’t figure out a use for it. But it was the customers who made it successful!
People trust Insomniac. Electric Daisy Carnival’s got history. That’s how you succeed today, you build and sustain. It’s not about doing it once, but ten times.
Come on, watch this. You’re a gearhead, you know the thrill of a show. Look at those giant arches. Look at that giant wheel. What exactly is gonna happen here?
YOU’RE GONNA HAVE TO GO TO FIND OUT!
