It is not out of place for one to use the term ‘Genius’ when describing a musician. More specifically, when pertaining to the greats, the legends and icons that dominate the charts and concert scenes for not only years, but also decades. The skill and talent to ‘Create’ is something that cannot be quantified or even defined accurately. It is a phenomenon, and product of untold amounts of cerebral capability that mesh and mold together in such a way, at such a time that enables the metamorphosis of new ideas through the medium of sound; in this instance, new music. However the wizardry does not cease at the point of inception for musicians. The great artists know how to deliver these new sounds, they know their audience – most of the time – and understand their specific wants and needs anticipated, even expected out of their new creations. You see musicians of the most spectacular variety are more than creators. They are also brilliant in marketing, the presentation and conveyance of their work to the audience. They know how to connect with fans, the same as a business connects and inspires its employees. Musicians absorb and understand feedback through sales, downloads, concerts booked, and it would be naive to believe none of these factors contribute to future musical creation. They know how to create a brand. From KISS – arguably the greatest ‘Marketeers’ ever – to Lady Gaga, to Foo Fighters, all have carved out a niche in the music scene and captured the following of untold amounts of fans, all finding what they want and seek through the selected artists of their choosing. What I am asking here is to compare the musician, the band, to a business and maybe ones leaders in commercialism might be so lucky as to learn a thing or two.
Last year I attended a concert by the band Rise Against in Sydney, Australia. Five thousand people packed a venue designed for three, or so it seemed. The energy and intensity of the band propelled fans towards the stage, we were packed in tighter than Kim Kardashian’s carry on. For hours we flew through a gauntlet of emotion, changing with each song, every musical shift, change of tone and lighting display. Yet every one in the crowd was “Into it.” From lip-syncing, to mosh pitting, to dancing, even crowd surfing everyone found a different and creative way to buy into what the band was selling. We were definitely drinking the cool aid, and it was good. At the conclusion, we filed out, totally exasperated and spent, shirts soaked with sweat – most not our own – shoes worn from the abuse, and hearts still amped even if our bodies could not longer keep pace. I believe most would of agreed that it was a great show, and the majority would probably do it again if the option were to present itself. Others probably returned home to rave about the experience, to spread the gospel and recruit new fans, and through unintentional salesmanship, sell more records/downloads and grow the following further.
This type of occurrence and behavior happens at concerts in every venue, in every identifiable genre of music. Although the fans at a pop concert might not have much in common with the hardcore’s of a metal show they are both paying the price of admission to buy into and enjoy what their favorite artists are providing them with. A Reggae show crowd might be more mellow, more ‘Cloudy’ and carefree, but to understand why one merely has to turn their attention to the conductors, the artists. Aint dat right mann? The same goes to explain why a mob at a punk show will look like a swarm of bee’s who just had their hive drop kicked, and again, I urge you to look at the artist, the people in charge. I’m willing to bet they appear like the wildest bee’s of all.
Artists are also geniuses in creating a culture that people want to belong too and thrive in. They create this culture and vision through their products and services, their music, and the images it portrays, how they present it to the market. They make their fans WANT to buy in. The fans are desperate to belong and be a part of something, something that comes across as larger than life, or themselves at the least. Musicians are very good at gauging what it is their followers want from their music. They understand the experience that is expected when people draw from their wallets to attend the bands shows. And, like a business, they are constantly having to update, change, and shift tactics and culture to maintain passion and diffuse disinterest amongst the fans, or the employees in this instance. They are so popular and successful because of the die-hards who not only like, but also love to listen to them. They attract these avid followers, these people willing to drive countless miles, stand in line for hours – days even – and buy merchandise time and time again, because they are incredible at constantly creating and reinventing a culture and environment that is addictive, that people can’t help but want to belong too.
Just as there is a band and type of music for every person in this world, the same can theoretically be said for business. The same motives and reasons that make me prefer Metallica to Beyonce’ are the same motives and reasons that make me admire Apple over Dell. I would love to work for Apple, as most young graduates would these days. The reason lies in the culture they have created, one built on innovation, leadership and pioneering vision. It simply is appealing and masterfully precise in striking the perfect chord within the targeted audience. Young aspiring employees in this instance. Consequently Apple continuously has their “Pick of the litter” with every hiring cycle, attracting the brightest and best, not only from America, but the world. In music, it is the style, the ideas and the presentation that turns us from casual listeners to fans. It is the lyrics, but also how they are sung, screamed, whispered or shrieked that really sells the experience.
To those who lead in business, the brightest minds, those who carry the executive titles and acknowledgements, I propose that a great deal can be learnt from their musical counterparts in terms of attracting and leading employees. Just as Apple has skyrocketed to the pinnacle of the personal computing and innovation world, Jay-Z has successfully done the same, as well as countless other master musicians. And why? Because they know how to craft and mold their own style. Styles that are unique, new and independent of clichés and stereotypes borrowed from others. This ability in turn helps make them so appealing to their listeners, their fans. Fans want to be unique, different, and passionate. They worship originality and would give an arm to be part of it. Employees in their businesses want the same, to stand out, to forge their own trail and name through their companies actions. Through their music, their videos, concerts, interviews and appearances musicians not only maintain but also accentuate an image and culture that cannot help but to be infectious to the followers. They know it works, the sales numbers and income streams never lie. Those who wish to lead in business must take note. Strive to create uniqueness, a leadership style and swagger that comes from the heart and soul of what exactly it is that you do, from the core competencies, the precise things you do better than anyone else and know it. Create a culture that builds upon the unique and special capabilities that created your business in the first place. Go even deeper, back to the point of inception, the nucleus your form is built upon. Look to your people, the lifeblood of the company, your fans, those willing to sacrifice untold amounts for the good of the business. Just as Mick Jagger can convince a sea of fans to illuminate the night sky with Zippo’s, You too, through knowing and connecting with your people, satisfying the wants and needs they look for in your business, can create a movement, pioneer change and inspire passion. You too can be brilliant, but as with every 'Hit', it always begins with the fans.
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