{"id":4301,"date":"2011-06-24T08:23:29","date_gmt":"2011-06-24T16:23:29","guid":{"rendered":"http:\/\/lefsetz.com\/wordpress\/?p=4301"},"modified":"2011-06-24T08:23:55","modified_gmt":"2011-06-24T16:23:55","slug":"countdown-to-edc-vegas-2011-official-behind-the-scenes-video","status":"publish","type":"post","link":"https:\/\/lefsetz.com\/wordpress\/2011\/06\/24\/countdown-to-edc-vegas-2011-official-behind-the-scenes-video\/","title":{"rendered":"Countdown to EDC VEGAS 2011 – Official Behind the Scenes Video"},"content":{"rendered":"
\n
Countdown to EDC VEGAS 2011:
Official Behind the Scenes Video<\/a><\/div>\n<\/blockquote>\n

Doesn’t this make you want to go?<\/p>\n

Future concert promoters know it’s not about the deal but the experience.\u00c2\u00a0 You can hire new lawyers, you can find someone else to come up with the money, but you cannot replicate creativity.<\/p>\n

Don’t carp about the music.\u00c2\u00a0 IT’S NOT FOR YOU!<\/p>\n

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.<\/p>\n

The way you succeed today is to start with a tiny niche and grow it.\u00c2\u00a0 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.<\/p>\n

Sure, everybody’s on drugs.\u00c2\u00a0 What’s the difference between today and yesterday?\u00c2\u00a0 Between Electric Daisy and Woodstock?<\/p>\n

And your parents didn’t like that music either.<\/p>\n

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.<\/p>\n

I own a TV, but weeks can go by without me turning it on.<\/p>\n

But a friend e-mailed me this link and I clicked through, not even knowing what it was, because I trust him.<\/p>\n

And fans trust Insomniac Productions to deliver one helluva show.\u00c2\u00a0 Not the camping in the mud of Bonnaroo.\u00c2\u00a0 And not the I’m so snooty and rich I sleep in a room at a resort of Coachella.\u00c2\u00a0 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!<\/p>\n

Sure, it would be hard to replicate this low key hype campaign if you had no traction, if you were just starting out.\u00c2\u00a0 But EDC is not.<\/p>\n

One YouTube clip can pay more dividends than a plethora of paid advertising.\u00c2\u00a0 Hell, the previous clip, the one month old "EDC Vegas 2011 Official Trailer" <\/p>\n

\n
EDC Vegas 2011 Official Trailer<\/a><\/div>\n<\/blockquote>\n

has already been viewed 1,212,847 times.\u00c2\u00a0 Don’t compare that with clips with ten or one hundred times the views, that’s missing the point.\u00c2\u00a0 You only watched this video if you cared.<\/p>\n

Think about that.\u00c2\u00a0 Marketing to people who want to buy from you.<\/p>\n

That’s the secret to Apple’s success.\u00c2\u00a0 People are members of the tribe, they trust the manufacturer, they want to be the first on their block to blow their minds.<\/p>\n

Think about the iPad.\u00c2\u00a0 Every reviewer scratched his head and couldn’t figure out a use for it.\u00c2\u00a0 But it was the customers who made it successful!<\/p>\n

People trust Insomniac.\u00c2\u00a0 Electric Daisy Carnival’s got history. That’s how you succeed today, you build and sustain.\u00c2\u00a0 It’s not about doing it once, but ten times.<\/p>\n

Come on, watch this.\u00c2\u00a0 You’re a gearhead, you know the thrill of a show.\u00c2\u00a0 Look at those giant arches.\u00c2\u00a0 Look at that giant wheel.\u00c2\u00a0 What exactly is gonna happen here?<\/p>\n

YOU’RE GONNA HAVE TO GO TO FIND OUT!<\/p>\n

<\/p>","protected":false},"excerpt":{"rendered":"

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.\u00c2\u00a0 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.\u00c2\u00a0 […]<\/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-4301","post","type-post","status-publish","format-standard","hentry","category-music-business"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p96vPs-17n","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/posts\/4301","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=4301"}],"version-history":[{"count":2,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/posts\/4301\/revisions"}],"predecessor-version":[{"id":4303,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/posts\/4301\/revisions\/4303"}],"wp:attachment":[{"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/media?parent=4301"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/categories?post=4301"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lefsetz.com\/wordpress\/wp-json\/wp\/v2\/tags?post=4301"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}