Crossfire Hurricanes

I have recently had the most amazing and inspiring music experience outside a concert venue. The Rolling Stones’ Exhibitionism is one of the most exciting exhibitions I have been to recently, showing their story, music and some of the relevant personal aspects that have influenced their public image as a band. It took me 3 hours to reach the exit, and I would still have done it again.

While I was at the exhibition, I couldn’t help thinking how well they have been running their business over time. Other bands such as Iron Maiden are also worth looking at for this reason. As in marketing in the last two decades, they have pushed boundaries, helped to create something new and worked hard to reach old and new audiences, while keeping a commercial focus.

I have found some similarities between their approach and what we do or should do in marketing today, which I wanted to share.

Aim for the Best

Relentless pursue of the best take.

Producer Don Was believes they have lasted for so long, because there was a real sense that mediocrity was not an option for them. They work on a tune or a song over and over until their final product is not just good.

I loved to hear Keith Richards talking about technology and experimentation. Studio recording for him is experimentation, and technology has provided him with many options to do that. As a side note, he also says that technology may have opened too many opportunities.

Similarly, Steve Harris does review songs to ensure a certain level of quality has been reached and are good enough for Iron Maiden’s fans.

Lesson to learn: work hard and always aim for the best.

Branding

Mick Jagger admits it is not only their music that has helped to create their legend. Image and attitude plays indeed a great role in reaching audiences and achieving success, eg, clothes, attitude, etc.

Logo

Visual branding for rock bands back at the end of 1960’s was something new. Their use of the logo has been quite creative and they have used it extensively since John Pasche’s design first appeared on the Sticky Fingers album sleeve in 1971. For example, they have used it in stage design, helping to make them instantly recognisable.

Shame TFL decided to ban the Exhibitionism poster with the logo on the London underground.

Film

They realised very early on their career that film and video would help them as a band to last for longer in everybody’s minds. It is not only music videos, but also movies and documentaries shot by influential directors.

Guess who else thought it was a good idea? Prince, who did Purple Rain when he was not even that famous, which was not usual back in 1985.

Lesson to learn: What other reasons do you need to incorporate video in your marketing strategy?

Maximise opportunities

It seems to me that they’ve striven to maximise the opportunities available to develop their band and to monetise — and they’ve done both brilliantly.

Digital and Technology

I am pleasantly surprised to see how they have being using digital and technology so far. They are active in all the most popular social media channels. Their official Facebook page has over 20 million followers, Twitter 2 million, Instagram 825K followers who interact with the band.

I love the fact that they do not only post commercial content — they also offer content aimed at engaging with their audiences, such as news about the band and individually. The mix of old and new pictures and videos, some of which may have not been shown many times before, will surely please their older fans, while videos of their gigs, contests and side art exhibition news will appeal to every one.

Most of the Stones have personal social media accounts that are linked to the band’s account, which they use to present them as more human and personal. Mick Jagger is particularly active.

This has allowed them to reach to both old and new audiences and talk to them where they are, and fans have responded well to that.

In fact, technology plays a great role in this exhibition, as we can see how they create songs, instruments, studio recording tools, video display, etc.

Lesson to learn: be where your audience is and offer them something good.

Influencers

In my opinion, they have been really clever in choosing the professionals they collaborate with. They have worked with so many well-known artists, musicians, designers, cinema directors, etc, those who would also help them to influence their audience and be ‘desirable’ to other professionals, eg, David Bailey, Annie Leibovitz, as well as those who are as irreverent as themselves, such as Shepard Fairey.

As companies or consultants do, they have brought in the skill set which they lack to help them achieve and end goal.

Disclaimer: the exhibition is best enjoyed if you’re a big fan.

Picture credits: Pete Linforth at Pixabay