Mayer Hawthorne.<\/p>\n
Did he kill someone?\u00c2\u00a0 Did someone kill him?\u00c2\u00a0 Then why is he featured in both today’s "New York Times" and "Los Angeles Times"?\u00c2\u00a0 HE MUST BE PROMOTING A NEW ALBUM!<\/p>\n
Once upon a time I tolerated Mayer Hawthorne.\u00c2\u00a0 Now I hate him.\u00c2\u00a0 And his handlers and the media complicit in this charade.<\/p>\n
Used to be we were isolated.\u00c2\u00a0 We had to read the local newspaper, it was the only way to get information.\u00c2\u00a0 Now we’ve got a plethora of information sources at our fingertips via the Web\/new technology.\u00c2\u00a0 But the media industry, the entertainment companies and the hypesters they employ, still believe we live in a pre-digital era, where information was scarce.<\/p>\n
These perpetrators will say they’re only trying to reach people.\u00c2\u00a0 That’s the conundrum.\u00c2\u00a0 In an era where people know more than ever before, they care ever less about what you’re selling.\u00c2\u00a0 Not only have they become immune to hype, they ignore it.\u00c2\u00a0 They don’t trust marketers.\u00c2\u00a0 They wait for the imprimatur of a friend before they dip their own toes in the water, because their time is at a premium.<\/p>\n
So how do you reach these people?\u00c2\u00a0 Double down?\u00c2\u00a0 Create the Keith Richards publicity where everybody in old media covers the story for a week and then it’s scotched, with the book reaching number one and then forgotten?\u00c2\u00a0 We know this paradigm in the music world.\u00c2\u00a0 Skid Row had a number one album.\u00c2\u00a0 Where is Sebastian Bach today?<\/p>\n
It’s about longevity.\u00c2\u00a0 And longevity comes from quality and trust.\u00c2\u00a0 Your product needs to sell itself.\u00c2\u00a0 It’s got to be that good.\u00c2\u00a0 Then those that acquire it will tell everybody else about it.\u00c2\u00a0 That’s the success of Lexus.\u00c2\u00a0 It’s even the success of Apple.\u00c2\u00a0 Sure, the company advertises now, but is that truly necessary?\u00c2\u00a0 People believe in the brand, they tune in to watch product demonstrations by Steve Jobs, affairs that were once for journalists only.\u00c2\u00a0 But everybody’s a journalist today.\u00c2\u00a0 Creating his own paper. Information is at our fingertips.\u00c2\u00a0 Why should we trust the intermediaries?\u00c2\u00a0 What is their agenda?\u00c2\u00a0 Exactly why did the "Times" of both coasts do stories on Mr. Hawthorne?\u00c2\u00a0 It wasn’t news.\u00c2\u00a0 Do they want to maintain a relationship with the publicist for a real get, or do they want free concert tickets or..?\u00c2\u00a0 And if you really want to know about Mr. Hawthorne, why in hell would you go to the daily newspaper when there are authorities online who live the story.\u00c2\u00a0 Old wave reporters investigate a story, online writers live it, each and every day.<\/p>\n
If you want to date a woman do you call her each and every day?\u00c2\u00a0 Bombard her with text messages?\u00c2\u00a0 Not only does this not work, you’ll be arrested as a stalker.\u00c2\u00a0 Today, everyone selling in the entertainment business is stalking the audience, and it’s positively creepy.\u00c2\u00a0 The way you get a date with your crush is to be so attractive, so desirable that when you finally put the offer out, she can’t help but accept.\u00c2\u00a0 When you put your concert tickets on sale, fans clamor, because they believe in you.<\/p>\n
And concert tickets are the measure of career success.\u00c2\u00a0 That’s a commitment of money and time, going to a show.\u00c2\u00a0 Buying a track doesn’t mean much.\u00c2\u00a0 Do you remember the last candy bar you bought?<\/p>\n
But if you buy what I’m saying the game is much harder.\u00c2\u00a0 There are no tricks.\u00c2\u00a0 You’ve got to be good, success is slower.\u00c2\u00a0 But this is not only where we’re heading, it’s to a great degree where we already are.\u00c2\u00a0 You just don’t want to believe it.<\/p>\n
I’ve never had a reader e-mail me about Mayer Hawthorne.\u00c2\u00a0 I’ve only read about him in the mainstream press, which I don’t trust to get it right on anything truly important to me, why should I trust them on this?<\/p>\n
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Mayer Hawthorne. Did he kill someone?\u00c2\u00a0 Did someone kill him?\u00c2\u00a0 Then why is he featured in both today’s "New York Times" and "Los Angeles Times"?\u00c2\u00a0 HE MUST BE PROMOTING A NEW ALBUM! Once upon a time I tolerated Mayer Hawthorne.\u00c2\u00a0 Now I hate him.\u00c2\u00a0 And his handlers and the media complicit in this charade. Used […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[2],"tags":[],"class_list":["post-3511","post","type-post","status-publish","format-standard","hentry","category-music-business"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p96vPs-UD","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/posts\/3511","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/comments?post=3511"}],"version-history":[{"count":1,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/posts\/3511\/revisions"}],"predecessor-version":[{"id":3512,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/posts\/3511\/revisions\/3512"}],"wp:attachment":[{"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/media?parent=3511"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/categories?post=3511"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/tags?post=3511"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}