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Archive for the ‘Pop Culture’ Category

GY&K Open Mic

Tuesday, March 20th, 2012

Many of the talented folks working in the GY&K schoolhouse also pursue ‘independent studies’ to flex their creative muscles outside office. It turns out we have enough musicians here to form an Arcade Fire cover band.

One such musician is GY&K’s Director of Digital, Dustin Ruoff. In this Q&A we learn more about Dustin’s love of music and why he pumped out more than thirty-five hours of original music in the month of February!

Q: How long have you been making original music?

I’ve been attempting to create music since the early 90s, and bought lots of gear when I should have been paying rent or tuition. It wasn’t until 1997 when I teamed up with a friend to record an album as a band called “Minds of Minolta.” We did a few shows at the legendary Stone Church in Newmarket and The Elvis Room in Portsmouth, and had fun entertaining the folks who attended. He moved to NYC and I wound up going solo as “Mosfet” in 2000. It wasn’t until 2005 that I really kicked it into gear and got serious in trying to establish myself locally. I played shows and parties, and during the first RPM Challenge in 2006 I recorded my first album, which was pretty much an EP, but set the tone for my future sound. I like to call what I make ‘darkwave electrobeat ambient funcore’. It’s all those things in one.

Q: Are you professionally trained in any instruments?

Oh, I wish – I can barely play the same melody twice on a keyboard. I am more of a producer who has an ear for combining elements. I would love to learn how to really play keys or drums, but just haven’t had the compulsion to take lessons or practice. When I get the itch to work on music, it’s all about just noodling around to find melodies and riffs, creating beats and using MIDI sequencing to store that information in software. Then I can combine, mix and layer the results and really delve into tweaking digital audio and virtual synthesizers. I used to have a ton of ‘real’ synthesizers, drum machines and the like, but wound up selling everything for a much more consistent and portable laptop set-up. I am a big fan of the old-school analog electronic sound (think Emerson Lake and Palmer or Styx) and it’s really amazing how closely the software available now (specifically Ableton Live) can replicate that sound.

Q: What is the RPM Challenge?

The RPM Challenge is a creative experiment that challenges participants to create an album during the month of February. It must contain 10 songs, or 35 minutes, worth of previously unreleased material. The event was created by The Wire, a Portsmouth, New Hampshire-based community newspaper.

Q: What drew you to the RPM Challenge?

Well, I was already in New Hampshire’s Seacoast music scene, and knew all the organizers. I also was eager to record my own album. I was in the debut class of participants in 2006 and one of the 165 bands who submitted an album. I also got involved with the online RPM Jukebox back then, and worked with some co-workers at my (then) job to create a really slick Flash-based player that was fed by XML. It was really cool! Then over the years I grew to be their ‘web guy’ and ran the site with the main organizers for several years, until I just got too busy with family and work. I am now just a participant, even though my heart is still with the core of the challenge. I love the concept of taking the bleakest, shortest month of the year, and doing something really creative and unexpected. The challenge pushes me on many levels in ways I don’t push myself normally!

Q: What’s the hardest component of the Challenge?

It’s all about finding the time in my busy life. When I can focus and work, it flows quite nicely! Back when I had a lot of gear, it was all about getting things (equipment) to work properly that had likely been sitting idle for months. Now with the laptop set-up and the deep familiarity with Ableton Live, it’s really easy to get cranking when the time allows.

Q: What’s your all-time favorite original track that you created?

Wow, that’s REALLY hard. But I gotta go with the final track called “Elf” off my 2nd RPM album – Hemetite Fragments. I’d have to say that THAT album is likely my favorite album of all RPMs. It was my most authentic work – not sure how it really came out of me. That album has a lot of nostalgic aspects to it as my daughter was 2 months old and I recorded most of it holding her late at night. Also the tracks are all named after really sentimental things. My daughter is named Stella, and one of the tracks is named Stellaluna for example. Elf is named after my obsession of elves and Iceland – it goes on and on. Check out the album and let me know what you think!

Q: Stuck on a desert island, what three albums are you taking with you?

Impossible! I like everything from Led Zeppelin and Pink Floyd, to MGMT and Interpol, to Autechre and Orbital, not to mention all the classical music and everything I listened to while DJ’ing at WUNH 91.3 for 6 yrs in the 90’s. I can’t even imagine only having 3 albums! I rely so heavily on Pandora now for music….ARRGH!

Dustin’s 2012 RPM Challenge Album, Solar Bliss:

Mosfet’s player:

Dustin Ruoff is the Director of Digital at GY&K. You can follow his music career and other musings on Twitter.

To hear more and meet the participants, attend the annual RPM Global Listening Party Saturday March, 24th at 6pm at the Portsmouth Music Hall.

The Real Marketing Lessons from the Release of “Live at the Beacon Theater”

Wednesday, December 21st, 2011

Last Saturday comedian Louis CK released his latest special, “Live at the Beacon Theater,” exclusively on his website as a livestream and digital download. Within days, he had sold over 100,000 copies and the tech/media blogosphere were quick to write the usual boilerplate posts about how this was revolutionizing the future of sharing/shopping/listening/watching as we know it. Louis had circumvented the “evil” of iTunes/Amazon and the giant media companies, and created something for himself.

What many of these publications ignored in their final analysis was the most important reason Louis sold so many copies in such a short time: he is one of the most popular and respected comedians of our time. That is not a reputation you can manufacture overnight. If the product wasn’t worth the consumers’ time, then he might not have sold 10 copies. Even if he hadn’t released outtakes for free on YouTube, or received Twitter cosigns from other famous comedians, most people who bought the special knew what they were going to get. The comedy of Louis CK is reliable.

When marketers choose to promote a specific product or brand, they need to ask themselves if their efforts are worthwhile. Does it make sense to spend time and energy pushing something that will ultimately disappoint consumers? Trust is an important piece of the sales cycle. Another aspect of trust is respect for consumers’ privacy and property. This is part of what drives people away from the big media companies. Price being equal, a direct, unrestricted download/livestream from a comedian’s website might be more appealing than a limited download from iTunes or Amazon, considering that a larger percentage of the profits go directly to the artist. Buying this special from the website was simple (just a couple clicks) and allowed consumers to purchase the special without ever having to enter a password, as the site incorporated Paypal without requiring a sign in for the payment service.

What Louis CK did was special, for a few reasons. One, it made consumers feel empowered by offering a low price and an attractive, alternative distribution method while still maintaining a profitable model.  Radiohead tried an independent distribution strategy with their 2007 release “In Rainbows,” when they allowed consumers to pay whatever they thought the album was worth. Judging from the profits and reviews, critics certainly thought much higher of the album than purchasers. Credit to the band for trying something new, but Louis is showing that it is possible to be just a little more pragmatic without losing the spirit of the enterprise.

The second reason this release was notable was the clear path from social sharing to action (in this case, purchasing). As of this writing, the special’s web page has 32,000 Facebook likes and over 12,100 people have Tweeted directly from an application embedded in the page. These numbers do not take into account all the other times this site was linked or discussed on countless social pages. Louis made it really EASY to buy the special. This allowed him to take advantage of existing networks to spread the word and, the simple call to action.

Lastly, Louis did not abandon traditional techniques. He put out teaser “outtakes” videos (to encourage sampling) and he pounded the late night talk show pavement to promote the film. He included personalized messaging on the website that sounded like something Louis CK the person would actually say. Even his email marketing was done in his own unique style. Real innovation in marketing, technology or any other industry is a combination of experimentation and relying on proven techniques.

Nathaniel Grimes is the Business Development Coordinator at GY&K. Connect with him on Twitter: @Nathaniel_g

Facebook Takes on TV

Thursday, August 12th, 2010

Facebook will soon offer content from the UK’s Channel Five TV network.  Viewers based in the region will be able to watch the network’s programming through an embedded player on their Facebook page, making Five the first broadcaster to offer a wide range of on-demand TV programming through the dominant social network. 

Five is a relatively new (established in 1997) and progressive network that currently funnels their video content through Demand FIVE, a Web site and online video player that offers free and paid downloads for rental or purchase.  This is the same player they will use to offer content through Facebook, though it seems all programming will be free (at least to begin with).  According to the site, “Demand Five is all about giving you the choice to watch telly when you want to, not according to rigid schedules.”  

Just as CBS now offers the “Watch & Chat” functionality on their site, it’s easy to imagine how TV viewing could become much more social when it literally takes place on Facebook.  Revenue could come from traditional video advertising through the player, social gaming tied to programming, contests and more.  Imagine video downloads that users pay for with the Facebook Credits they’ve earned on FarmVille?

Will we soon be logging into Facebook to catch up on our favorite TV shows?  Do you think the social network will become a viable competitor to Hulu and YouTube, or will the existing broadcast content partnerships prevent that from happening?

Happy #smday, Tweeps!

Wednesday, June 30th, 2010

Today marks the very first Social Media Day and its all thanks to Mashable, who believes that social media has changed our lives. And here at GY&K, we believe this to be true. It’s changed the way we communicate, connect with one another, consume our news, conduct business, organize our lives and market our brand.

And with 80 percent of social media users interacting with companies or brands online, there’s no better time to get in the game. Online engagement, especially, social media can be your friend as it offers an opportunity to have a person-to-person dialogue, in real time. Here’s how to apply social media to your brand, company or business:

Integrate – Don’t treat your social media activity as something separate from your other marketing initiatives. Feature links to your Facebook and Twitter profiles, in your email signature, on your business cards, in your ads, and as a standard block of copy in your weekly e-newsletter.
Drive Traffic – Use your social media activity to create awareness for and amplify your content housed in other places – on your blog, on your website or on your Twitter account. Use newsletters and blog posts to send to your subscribers, archive it on your website and tweet it too. You can also add social features to your newsletter to make it easy for others to retweet and share on social sites.
Be a Content Sharer – Be a thought leader and content sharer by filtering other people’s strong news stories, links and posts, and retweet them to your followers, fans and subscribers, helping to build your overall reputation and helping you bring value to the conversation. 

So, today, we celebrate Twitter, Facebook, MySpace, YouTube, LinkedIn, Tumblr, Foursquare, Gowalla, Vimeo, Friendfeed, Flickr, Blogger and WordPress. And so should you.

‘The Runaway General’s’ Unsavvy PR Move

Thursday, June 24th, 2010

One would assume that you don’t get to be a decorated four-star general without being relatively political and PR savvy. Well, don’t assume. 

Remarks made about the Commander and Chief and Senior Obama administration officials by General Stanley McChrystal and his senior staff were neither political or PR savvy. 

Reporter Michael Hastings apparently had an easy time of it spending a little “quality time” with the general and his own senior staff during what they either naively thought were “off the record” moments with the reporter.  It’s amazing what a Rolling Stone reporter can learn by buying beer for some hotshot senior staffers in a Paris bar! 

In any event, the fraternity attitude may not have been communicated to Hastings by accident.  Clearly, McChrystal and his staff have a sorted history with the Obama administration and the General himself has been hauled on the West Wing carpet before this latest gab fest

I’m not certain that senior military advisors say stuff like this by accident. Clearly there exists – at least among those quoted in this profile of General McChrystal – a degree of animosity toward the current administration.  And while insubordination – especially by military officers of their civilian commanders – is unacceptable, it begs the question: Can the Commander and Chief demand respect? 

It appears that while the President may have made quick work of McChrystal and some of his top aides, there may be a much bigger and more fundamental problem at work here – one that suggests a degree of bitterness and distrust between those who carry out the mission and those who give the order. 

For the sake of all of our military, for America’s long-term security and military strength, let’s hope this is an isolated incident of a few guys who forgot, at least momentarily, that when you are dealing with a reporter – NOTHING is off the record!

Tom Cruise’s Show Stopping Performance, Publicity Redemption

Monday, June 7th, 2010

 There was a time when Tom Cruise was the quintessential heartthrob, staring in roles such as Maverick in Top Gun, Lt. Daniel Kaffee in a Few Good Men and the underdog in the feel good flick Jerry Maguire. For God’s sake, he was even good looking as a pale, dead vampire in Interview with a Vampire.

Flash forward 10 years or so and the publicity waters got a bit muddy – Freaking out on Oprah’s couch? Scientology? Doomed marriage? Cruise a controlling husband? It was safe to say that Tom Cruise was careening toward all-out hate if he wasn’t already there.

Enter the 2010 MTV Movie awards and Tom Cruise’s three-minute booty-shakin’ performance  as loud-mouthed Hollywood mega mogul film producer Les Grossman, complete with friend J. Lo by his side for the live performance. It’s safe to say that Cruise redeemed himself and become infinitely cooler again, making headlines championing him as the star of the show once again. We say, bravo, Tom Cruise, bravo.  

Tell us what you think – Is Tom Cruise officially back on the public’s good side?

Could the iPad Bring Unhappy Software Developers Back to Apple?

Wednesday, April 7th, 2010

“I plan to make Podcaster for the Android operating system. At least there, I will be welcomed instead of being walked all over.” -Alex Sokirynsky, developer of Podcaster

Many software developers have experienced issues with Apple because of the strict and sometimes inconsistent policies they maintain when it comes to the App Store approval process.  Other operating systems such as Google’s Android and Nokia’s Symbian offer a more open alternative for App development, but they do not have a hugely popular platform (like iTunes) or the extensive content to seriously compete with Apple.

With the recent release of the iPad, predicted to be the leader in the tablet market, there are more reasons than ever for developers to deal with Apple’s policies.  The iPad’s larger screen and more diverse and functional touchscreen capabilities promise to make it the best device for Apps yet, but will the iPad’s advantages in market share and functionality be enough to convert some very unhappy developers to finally give in and build for the platform?

This graph shows an increase in the percentage of new App projects that were started for Apple in January, when the iPad was first unveiled, but does not specify if the buzz over the iPad resulted in more Apps developed by current iPhone OS developers or if some have been converted from Android or other places.

While some may think that modifying an App to appease Apple is not a big deal, others, such at Tim Bray, former Sun Microsystems employee and new hire to Google’s Android team, feel differently. He has been quoted saying Apple offers a “sterile Disney-fied walled garden surrounded by sharp-toothed lawyers” and went on to simply and strongly say, “I hate it.”

If you were a developer and had to choose, would you rather have the freedom to create an App on your own terms and market it to a smaller audience, or conform to Apple’s rules in exchange for access to their built-in market?

Tim Allan is an intern with GY&K.  He is currently a full-time student at Plymouth State University, graduating this spring with a major in Business Administration.

Foursquare – Are You Checking In or Checking Out?

Monday, April 5th, 2010

Foursquare is a mobile application that allows users to “check-in” at different locations and share that activity with friends. Users can also add their personal interests, preferences and track their “check-in” history. Aside from connecting with friends, Foursquare also has game-like features. For instance, a user with frequent “check-ins” at certain locations can earn badges and receive special discounts. Someone can even be named the “mayor” for “checking-in” to a location more than anybody else. The competitive elements of Foursquare are incentivizing users to stay engaged, and according to Read Write Web, “checking-in” is becoming the thing to do.

Currently, there are approximately 500,000 users, with the majority coming from major cities like Boston, New York, Los Angeles, Chicago, Seattle, Portland, and Austin. However, Foursquare is not alone in this category. Gowalla, My Town, Yelp, Where, Tudaloo and many more location based applications offer some form of the popular “check-in” feature. While this is clearly a popular trend in the social gaming and mobile technology space, many wonder if it will become a viable marketing channel.

According to The Week, there are approximately 1.4 million businesses logged in, with 1,200 offering special deals through Foursquare. Soon, with the Foursquare analytics program, businesses will be able to receive detailed information on who is “checking-in” to their locations, and will then be able to communicate directly with those visitors.

There are many types of businesses using Foursquare, but it is most popular among bars, restaurants, cafes and nightclubs. One company who has taken advantage of this technology is Starbucks, which uses Foursquare to reward customers that frequently “check-in” to its locations. Companies in the food industry are not the only ones using Foursquare. In an attempt to merge mobile and TV, Bravo is also using Foursquare. Bravo will reward users for “checking-in” to the locations featured in the shows played on its channel. The stars of the shows will also share their advice on the best drink at a bar, the best meal, or other useful tips that users will be able to view with Foursquare.

Foursquare’s simplicity, competitive features, and growing rewards program could make this just as addicting as Facebook and Twitter. Are you currently “checking-in” on Foursquare or on similar applications? Have you received any special offers or interacted with any brands through this channel?

Jenaleigh Landers is an intern with Griffin York & Krause.  She is currently a senior majoring in Business at Saint Anselm College.

MagiChatroulette

Thursday, April 1st, 2010

As we outlined in an earlier post, marketers are looking at Chatroulette and trying to determine if there is a smart way to take advantage of the phenomenon.  With the exception of a few bands that have released new material through the platform, I haven’t seen anyone develop a viable approach.  Today however, in true Chatroulette fashion, I stumbled upon a clever parody of the site.

Initially I was looking for some creative inspiration related to the number nine because this year is the ninth anniversary of an event my friends organize each year.  I decided to search Bing and check out the logo for Magic Hat #9 beer.  The first link was the Magic Hat corporate site, but when I clicked through I found MagiChatroulette.

For a second I thought this was actually their new Web site (similar to the way Modernista decided to ditch their traditional home page in favor a “siteless site”), but when I looked at the URL (http://www.magichat.net/fool/) I soon realized this was an April Fools’ Day stunt.

It’s easy to find links to the “real” Magic Hat site, but if you stick around for a few minutes there are some fairly entertaining videos in the chat window (these are taped, not live).  My favorite is the Magic Hat employee singing along to the Fresh Prince of Bel Air theme song.

The Google/Topeka April Fools’ Day campaign is getting a lot of attention, but have you found any others?  Do you think these campaigns are worth the investment from a marketing perspective?

Is Chatroulette a Platform for Marketers?

Wednesday, March 10th, 2010

Recently, internet users all over the globe have been fascinated by the Web’s latest hit, Chatroulette.

Like a mix of StumbleUpon, Skype, and YouTube, Chatroulette randomly pairs you with another video chatter from anywhere on the planet. Spend five minutes on Chatroulette and you will come across all types of people- men, women, children, singles, groups of friends on one screen, public figures, and some of the strangest characters the Internet has to offer. Once users have been paired, either side can click “Next” to spin the imaginary roulette wheel and instantly be partnered face to face with someone new.

Naturally this new phenomenon has many marketers and brands wondering how they can take advantage of the platform. Here are a few considerations:

1) An important aspect of advertising and sponsorship is associating your name with a positive experience. Often marketers will link their names to hit shows, music, events and personalities. Chatroulette does not fall in any of these buckets. While many people enjoy the experience of using the site, some are disgusted by the high level of weirdness, nudity, and insults on the site. Realize that you will be right there alongside some very questionable and inappropriate material if you chose to participate. It may not be an experience that you want associated with your brand.

2) Some may be tempted to stream TV style ads on repeat, but this may not be worth the time or effort. Unlike TV, there is no way to target specific demographics. Chatroulette is completely random in assignments and users come from all over the globe, making geography another challenge. In addition, streaming content would not capitalize on the “chat” aspect of Chatroulette. Users expect to connect and interact with people, therefore anything other than that would be considered interruption advertising.

3) Product placement is another way brands and marketers may think they can benefit from Chatroulette, but again this is not the best platform for that type of marketing. By design, you can only reach one person at a time on Chatroulette. Sites such as UStream.tv allow for large audiences to tune into one channel, which would be a much better location for a celebrity endorsement or product placement. On Chatroulette, you are just as likely to come across Joe Schmo as you are Joe Montana. There are many rumors of celebrities on Chatroulette, but this POST by Vayner Media shows that most are fakes.

Many enhancements could be made to Chatroulette and the platform will certainly evolve. However, until it is possible to narrow down the audience you will chat with, it is not a great choice for most brands. The only viable player at this stage may be a large, multinational brand interested in casting a very wide net. In this case they could run a contest or tie their activity on Chatroulette to another platform to extend the experience. Even this would be very difficult to control, so in my mind Chatroulette is currently a tool best reserved for personal use.

Do you have any ideas on how Chatroulette could be used by marketers?

Tim Allan is an intern with GY&K.  He is currently a full-time student at Plymouth State University, graduating this spring with a major in Business Administration.