Marketing Hip-Hop Online

These girls are actually not hip hop, but the theory is the same. Their name is Kemistrie. Not Chemistry. Not even Khemistry or Kemistry. It’s Kemistrie. Here’s why I think that is bad.

I find that often, I hear about a new group or artist by name, and interested, I attempt to go to their website, or Google them. Sometimes, I run into the problem where I don’t know how to spell their name. This happens a lot in hip hop, due to the (over)use of intentionally misspelled names.

You know. Cuz it’s cooler.

But what happens, in my case anyway, if after a few tries, I can’t find them, I forget it and move on.

Think about this when you choose the name or moniker you go by these days. Remember that this is an internet/search/Google world we live in, especially as entertainers trying to make a mark. And while Google’s oracle-like genius will “suggest” what you might have meant, their clairvoyance is helped by there being a lot of entries online with something near to what you typed in. If you are very new, or there are websites with even more closely matching spelling, you won’t come up.

And then eye myte mis yor intyre webb syte, wich wuld suk four yu.

Mickey Factz

Recently, Honda enlisted up-and-coming artist Mickey Factz to endorse their Honda Accord. The resulting commercial is displayed below.

AdAge suggests that this is a smart marketing move on Honda’s part, and a great way to authentically incorporate hip-hop into their marketing. They say,

Hip-hop’s decade of bling is popping, and it looks more like the housing bubble than a champagne cork. So why, at this point, would anyone take financial cues from a culture marked by conspicuous consumption? Honda Motor Co. thinks it has an answer.

and

“We wanted the balance of having style, a cool look and a cool lifestyle, but doing it in a way that’s sensible for the times,” said Barbara Ponce, manager-diversity advertising at Honda.

Woooha.com’s Scott Yeti is quoted as saying that he “isn’t sure the campaign will keep hip-hop fans engaged”:

“It’s still too early to tell and maybe Honda has some more tricks up their sleeves with this campaign, but I don’t know if the hook there is strong enough to maintain a strong consumer base that will keep coming back.”

We’ll all have to wait and see. The general murmuring around hip-hop business circles is that it’s a good look personally for Factz, but may not be as effective for Honda, or engaging for hip-hop heads, as Honda would like.

Thoughts?

As seen on Craigslist (NYC):

HIP HOP WEBSITE/BLOG MANGR NEEDED (Midtown)

Good Day,

Popular Website That Has a strong presence in the hip hop community is looking for someone to come in & help establish the corporate aspect of things to the website.

We I say help establish corporate aspect, I mean get clients for advertising on the site, do follow ups, close the deals etc.. Help form structure for the organization,

We had to strike while the iron is hot. And now is the time. Our alexa/quantcast numbers are strong. And now it’s time to profit. It’s A Hip Hop Community website with over 50, 000 members.

This is a commission based job.

Please Just don’t send resumes. Please Tell us something unique and different about you. And why you’d be perfect for this opportunity?
Also please send your myspace,facebook pages etc.. you must be knowledgeable of social networks as well

**PLEASE INCLUDE EVERYTHING, WE ASKED, IF YOU CAN’T FOLLOW DIRECTIONS. THIS OPPORTUNITY IS NOT FOR YOU**

Hmm.

Well, it’s a badly written ad, so a bad first impression. I’m not sure that the kind of talent they need will be willing to come work for what appears to be an amateurish site, and for “commission only” on top of that.

Several issues.

But I understand, start-ups and such, no capital to invest in talent, etc. Ok, but…

You represent a blog, an online PUBLICATION! I’m sorry to be so blunt, but the writing in this posting is horrendous! Is anyone who is remotely talented or ambitious enough to want to try a commission-only sales job, taking you seriously, based on that posting?

Advice: Look, even if someone does respond, in order to attract top talent, your company must represent itself better. If this post in any way represents the company, or the content, would anyone looking think you had a product worth trying to sell ads for? Maybe you do, I can’t fully call it unless I know the site we’re talking about, but if you want someone who can attract and close deals, function competently in the social media space, all of this for commission, good luck. It sounds like you are underestimating what it means to succeed in such a saturated and competitive online media world. If major media entities can’t get it right, what makes you think you’ll find a savior for commission-only, who will only be able to work on social media endeavors while selling and closing deals?

It’s clear that you do need some corporate up in there, but I just seriously wonder what kind of talent you will attract with that ad.

I love a hip-hop underdog, but guys, your posting just screams “we have no money, and maybe a crappy product.” Which again, may not be the case. 50,000 members is not too shabby a number! But remember, presentation, representation of your brand, at all times, even when posting anonymously, is a Commandment. And to attract someone who might be respectable enough to make things happen for you, you could stand to look a little more respectable yourselves.

But that’s ok. You admit you need some help. That’s cool. But then being a little salty with the “follow directions” comment, really isn’t necessary. Anyone worthwhile who was to come in and bring a little “corporate” up in that piece, really shouldn’t be taking directions from you in the first place.

I mean correct me if I am wrong. You’re asking for a business development, sales, social media maven, to help establish the corporate structure you are lacking, to do it for free commission, and to be ready to only follow your direction.

Personally, I’d require base salary or project based-compensation, as well as creative control, to perform any of the tasks you are asking for, as I am a professional who gets paid to do such things. So I’ll pass on replying to this opportunity, but I wish nothing but the best to you and your endeavors, and anyone who does join your movement.

Your organization could probably benefit highly from a successful corporate mangr like myself, but as it stands, since I totally didn’t follow directions, this opportunity is clearly not for me.

After receiving this unsolicited tweet:

Bigstevegee Bang it out my dude!! Black Rob – Jumpin’ Like Whoa http://www.zshare.net/audio…

and noticing that Bigstevegee’s last 20 tweets were pretty much the same thing to 20 different people, I tweeted:

Manny Faces Dear Music Promoters: Spam is for email accounts, not Twitter. Spam me there. Here, it’s like jumping into a conversation. Rude.

I got a couple of replies, giving me e-dap:

djdimepiece @MannyFaces LOL, I soooooo concur! PLEASE RETWEET!
shawtyslim @MannyFaces amen to that… Twitter is like the “last place we got left”. If this turns into myspace, I’m giving up
WILLIAMGONE @MannyFaces good point! stop it vlad!!!

(LOL @ that last one). So, I’m not alone.

I wasn’t targeting Vlad obviously, but @Bigstevegee, a DJ/mash-upper/remixer apparantly down with AV8 records, the “are-they-still-around?” label that releases white-labelish singles, remixes, extended party breaks and such.

Now, a “reply” normally implies that you are “replying” to something I wrote in general, or wrote directed at you. Big Steve Gee apparently disagrees, and decided to t-spam not only me, but a slew of tweeple with variations of the same message (see image below).

Bigstevegee, we may even have communicated in the past, and my apologies if I don’t recall you off-hand. But I too am a remixer/producer cat (www.mannyfaces.com). I think most would say I’m pretty nice, skills and marketing-wise, and as such, I have had nearly 2,000,000 downloads of my remixes, got thousands of MySpace friends and email list recipients, and most importantly to this issue, more than 7x the amount of followers on Twitter than you do. I occasionally tweet links to my remixes and blog posts, etc., but I make SURE I tweet other interesting, relevant, irreverant, humorous and useful stuff at least 9 times out of ten. It is what has make me #5 in my region with a 99.4 score (source: TwitterGrader.com). So here’s some advice on how it works:

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Noticed a posting over at MarketingBreakdown.com where Allen Woodstrom feels that hip-hop artists are not having any particular success marketing themselves through Twitter. Which is true, except that it’s not. He states, for example:

MySpace and Facebook have two major things that Twitter does not: users and features. It was estimated that Twitter has about 3.5 million active users. Compare that to Facebook and MySpace, who respectively have 175 and 110 million users and it’s clear which network has the greatest opportunity for exposure.

Unfortunately, he bases this judgment largely on major, established artists, (who are really not even trying to market themselves much on Twitter in the first place. They don’t need to.) It’s a little strange that he wonders about whether Twitter can launch a career like MySpace did to Soulja Boy and Sean Kingston, but his ‘research’ doesn’t take strong upcoming artists into consideration, when many (@charleshamilton, @mickeyfactz, @asherroth) have a good presence on Twitter, and smartly so, as Twitter users skew to include bloggers and journalists, the exact crowd who have been hyping the next generation of hip-hop artists in the first place.

What Mr. Woodstrom doesn’t realize is that the discovered-through-MySpace-buzz phenomenon is turning into the discovered-through-blogger-buzz phenomenon, which is fueled more by the type of folks who are heavy Twitter users, then by the regular MySpace users, regardless of how many there are. To say that hip-hop artists are not finding success using Twitter is not quite accurate, and premature.

- @MannyFaces

Despite the fact that I am actually my own favorite white boy, my e-friend B-Double presents a great post detailing the importance of, and methods used to obtain favorable Digg.com traffic for your hip-hop related content.

Here’s an excerpt from the original post:

What these and other successful hip-hop related posts tell you is that your best bet is to stick to humor, amazing video or explaining events, styles, lingo, etc in hip-hop.  Most Digg users go onto the site for entertainment purposes.  Its not that your 5-part J Dilla tribute isn’t important, Digg may just be the wrong place to post it.

[YourFavoriteWhiteBoy.com]

Vibe Magazine

According to Gawker (via ByronCrawford via NicoleBitchie), Vibe Magazine may be in financial trouble.

This, of course, is not surprising in the grand scheme of things, economy, publishing biz, etc.

But a commenter on the Gawker story had a very interesting viewpoint.

Chartreuse says:

Here’s the deal.

The audience who would read VIBE are all on the internet reading sites like Allhiphop.com, worldstarhiphop.com, NecoleBitchie.com and the like.

Their online execution has been awful.

Well, that actually makes a lot of sense. We see others in the online hip-hop world discussing whether blogs/sites are preferred over magazines these days, and in general, advertising dollars continue to drain from print and heading online, which can quicken the demise of print properties (and hip-hop sites do seem to be increasing their viability, and advertisers seem to notice… Check NahRight’s recent Mickey D’s ad takeover!). Could this increase in e-street-cred that these sites and blogs are receiving help put the nail in the coffin for Vibe, The Source, XXL, and the like?

AListRadio.net

Maybe I’m not normal. In my living room, I don’t have a radio. I do have a little office area, with a desk and a computer, and a nice amp/speaker setup to go with it. So tonight, I was playing on the Wii with my son (and by playing, I mean losing to), and then eventually, I played with my woman (and by played, I mean finally felt worthy because I won).

Anyway, just before I had left the desk area to play Godzilla Unleashed, I got an IM from alistradio on AIM. See, one time I was tracking down DJ Bobby Trends for a possible feature on one of our client sites, Birthplace Magazine, and I came across AListRadio.net, an online “radio” station where Trends has a couple of shows. I got on their IM list and they always shoot an IM when it’s time for a new show. So I logged in, to jam a little while I got my head served to me by the Prince of Nintendo over here.

Basically, ALIstRadio allows DJs, some very well known, others moderately so, to rock a show for 2-hour timeslots, with live audio and video streaming to the net. The night I first listened, I checked Bobby Trends show and he had on Uncle Murda and Mickey Factz. The combo of these two alone was something you wouldn’t normally get on commercial radio, and the whole AListRadio structure struck me as an interesting experiment in the internet radio world.

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OK, so not necessarily Hip-Hop related, but relevant nonetheless…

[As seen on HipHopPRWire.com]

Now, I am twitter-acquaintances of some of those involved with this publication, and applaud anyone attempting the VERY difficult task of launching a PRINT mag these days. But ladies, please accept a couple of quick thoughts:

1. The day after it happened, I noticed the launch party being twitted about. To be fair, I’m not sure by who exactly, but they mentioned the B+C launch party. Because I like to keep up on new ventures, especially in journalism, I clicked the twitter profile of the poster, who was obviously a part of the mag. No info about the mag, no hint as to the full name of the mag, and most noticeable, no website link! My split-second span of curiosity was gone, and I moved on.
2. Today, when looking through the press wire, I saw the headline of the press release. Not sure why I opened it, though I suppose it is a curiosity-inducing enough headline. I read the release, and realized that this was the same mag. But again, no website. Not even a “coming soon” page with a quick email collection link “to be alerted” when the mag is available.

Advice? Remember that EVERY touch with someone must be thought of as a potential grab of attention. Twitter profiles must have some indication of your venture, a website address, etc. Twitter is a swirl of bits of info, but those who would “overhear” your conversation with another, might be interested enough to check in on you, but not interested enough to contact you directly. These folks are called ‘lurkers’, who observe more than interact, but their attention is as vital as any others.

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So Koch Records, Koch Entertainment, et. al., successful noisemakers in the independant record business, announced that they are being rebranded, in accordance with their parent company E1.

The name change was “effective immediately” as of Jan. 23, 2009.

Interesting that the Koch websites don’t reflect this, a full four days after the announcement. There is no also no apparant E1-branded website to match, although www.e1entertainment.com has a “coming soon”, and seems a possible candidate.

To me, this just seems like a sloppy transition.

Advice? When changing ANYTHING (your name, your logo, your website address, your phone number, etc.) do it swiftly and across all channels as simultaneous as possible. When completely altering the name or logo or conducting other drastic changes, it a good idea to keep the old AND the new during a pre-determined “grace period”, before finally shutting the door on the old. This will allow visitors to acclimate to the upcoming change, instead of potentially causing confusion by the simple flipping of the switch, so to speak.

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