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Chapter 478 Meme Divine Comedy (Part )

The marketing strategy of "Bad and Boujee" is mainly divided into three steps.

The first step is to transform "unconscious communication" into "purposeful diffusion" through the demonstration and guidance of opinion leaders in the hip-hop circle and celebrity endorsement.

For example, an ordinary music fan hears this song on Spotify, finds it to his taste, and forwards the playback link to his Twitter account. At this time, his behavior is unconscious dissemination.

Unconscious communication does not mean that the subject of communication does not know what he/she is doing, but that when he/she is doing it, he/she does not know which audience he/she wants to attract and what goals he/she hopes to achieve.

But opinion leaders are different. As authorities in their circles with a large number of followers, they know that their every move will trigger a chain reaction of fans following suit.

If Eminem praises a rap song for its style back then, even if ordinary users are not his fans, they will most likely click on the link out of curiosity when seeing this tweet.

This is purposeful diffusion. Ordinary users are countless isolated planets, occasionally flashing lights, but soon sinking into the endless night, and it is extremely difficult to get attention. Opinion leaders, on the other hand, are the center of the galaxy with strong gravity. Any signal they send will quickly spread to the end of each spiral arm, forming a powerful communication chain.

Therefore, as the first mover in the cold start of "Bad and Boujee", Han Music contacted many opinion leaders in the hip-hop circle to release promotional tweets, including Lil Yachty and Desiigner, who are the closest to Han Yi's music business group and have been the most popular recently. In addition, Migos also used a lot of personal connections to invite friends in the circle who are familiar with them to join the promotion matrix.

@GUNNERSELLWHITE: "Bad and Boujee" is Migos' best song since "Cook It Up."

This user is Jonathan Simmons, stage name Gunner Stahl, a famous hip-hop photographer from Atlanta. People outside the circle may not have heard of this name, but fans familiar with the rap music scene are no strangers to him. He is a hip-hop KOL with a high level of online activity. He has collaborated with The Weeknd, A$AP Rocky, Drake and others. In the past two months, with the introduction of 21 Savage, Gunner has also begun to help some artists under Han Music, such as Billie Eilish, Lil Yachty and Migos, as a photographer for their respective tours.

[@wizkhalifa: A few girls drove up in a Maserati, and Bad and Boujee was playing in the car. Needless to say, my shoulders were already moving to the beat.]

There is no need to introduce too much about this one. He is the most outstanding green plant spokesperson after Dog Lord, Wiz Khalifa.

Driven by the star effect, the popularity of "Bad and Boujee" on Twitter has skyrocketed, and more and more ordinary users have noticed this freshly released Trap single. Through the network of followers of opinion leaders, isolated planets have been connected one after another into a spectacular galaxy.

From the day of its release on October 10 to October 28, "Bad and Boujee" received 10 million plays on the Spotify platform in four days, while "Broccoli", which ranked fifth on the Billboard chart that week, was played 31 million times on Spotify in these four days.

As soon as it was released, streaming data reached 47% of hot singles, and the probability of "Bad and Boujee" entering the charts in the first week became even greater.

But this was not enough. On October 10, Han Music followed up with the release of the MV for "Bad and Boujee". It does not have a traditional storyline, but instead piles up many Atlanta Trap scenes such as warehouse parties to create an undecorated and rough feeling. This "anti-refined" strategy will make its target audience think that this MV and its original song are close to street reality, consolidating Migos' identity as the spokesperson for Trap music.

In addition, the deliberately designed absurd elements in the MV, such as the scene jump from a dilapidated neighborhood to a luxury swimming pool, and the nonsensical scene of drinking Ace of Spades in a KFC restaurant, are very consistent with Generation Z's preference for "randomness" and "abstract humor", making it a focus of discussion on Reddit and Twitter.

The guest appearances of two big-name rappers, Travis Scott and OG Maco, as special guests not only consolidated the song's southern rap attributes, but also gained wider attention in the hip-hop community.

As a supporting product of the song itself, this MV has successfully completed its mission as an independent cultural text. By condensing the aesthetic symbols of trap music into visual units that can be quickly understood, this video, which cost only about $2566652 in total, helped "Bad and Boujee" to record 12000 video views on the YouTube platform in the following week. According to the advertising revenue ratio of $ per million views, Migos recovered all the production costs of the MV in one week, and opened up a stable traffic growth point for the song itself.

With the solid support of these high-quality official contents, on November 2016, 11, Han Music officially launched the second step of its publicity plan - meme templateization.

The so-called meme template is to break down lyrics into reusable "social currency", lower the threshold for user creation, and allow a large number of content with the same theme to appear on social media platforms, so as to quickly occupy the traffic pool. Specifically, for the song "Bad and Boujee", Han Music's meme template on the Musical.ly platform is to launch a dance challenge, using Migos' iconic dab dance steps and audio selections of the chorus to encourage users to imitate.

At this time, the total number of Musical.ly's global registered users has already exceeded 1.2 million, and they create nearly 1100 million short videos every day. Although it has only been less than a year and a half since the App became popular, the Musical.ly community has already developed a fairly mature topic gameplay.

Very similar to the early TikTok - or in other words, the early TikTok and Musical.ly were originally in a stage of mutual reference and learning - the core content on the Musical.ly platform is based on the music itself, and the lip-syncing and dancing videos uploaded by users. Musical.ly overturned the six-second short video concept established by Vine and stretched the length of the short video to fifteen seconds, which allows users to more effectively share the explosive part of a song and more completely show the dance moves they have choreographed for the song.

Of the 1.2 million users, about 5000 million are under the age of 21. The most representative of them is Baby Ariel, an Internet celebrity with 1300 million fans. At the age of 15, she became famous by uploading lip-syncing videos of Justin Bieber and Drake, and now has earned millions of dollars through national tours and sponsorship advertisements. Any visionary record company executive knows that this gathering place of young people will definitely become an incubator for the next meme hit.

Before "Bad and Boujee" landed on Musical.ly, many well-known artists had already used the platform to promote singles. Ariana Grande's campaign for "Into You" generated 77.2 fan videos, while Rihanna's #Work challenge generated 83 fan videos, directly helping the single with Drake to top the Billboard Singles Chart.

Even Han Music has indirectly benefited from Musical.ly. The hit single "Broccoli" released by Lil Yachty as a guest on DRAM did not launch any official promotion activities on Musical.ly, but it stayed on the hot list of this app for several months, accumulating 28.5 videos with the hashtag #Broccoli, pushing this single to become the biggest dark horse on the charts this summer.

It was not until a month ago that Han Yifang learned the news at the weekly meeting of Han Music Records. It was also from that time that Han Yi suddenly realized that he could use Musical.ly to enter the TikTok market. This led to his in-depth communication with Joshua Kushner at the Mad City Music Festival in Las Vegas.

The vision of the reborn is both broad and limited. The broadness is that he can see trends that do not exist in this time and space, but will definitely cause storms in the future. The limitation is that these storms are too conspicuous, so he often ignores the layers of waves that arise before the storm forms.

How many people still remember Talkbox, the instant messaging software that was popular before WeChat?

Even if you remember it, will you choose to bet on this product that has been eliminated by the times once, even though it can earn you unimaginable profits in a short period of time?

There is no one who knows everything, not even a time traveler can do this. Han Yi calmly accepted his negligence, but it is not too late to mend the situation. Starting with "Bad and Boujee", he will step up efforts to make good use of the huge influence of the Musical.ly platform in North America and Europe to ensure that Han Music maintains its leading position in the competition in the new era.

The #BoujeeDance challenge was jointly initiated by Musical.ly and Han Music. Through this challenge, Han Music officially opened its entire copyright library to Musical.ly - although it is not much now, this is a gesture that Musical.ly welcomes very much. They have just won a package of authorizations from Warner Music Group and are negotiating with Sony and Universal. At this time, any record company joining them is good news that can boost morale.

The homepage recommendation prioritizes related content through an algorithm that Han Yi considers to be crude and purely increases exposure based on reading volume and engagement. However, in just one week, "Bad and Boujee" created 12.4 related short videos on Musical.ly, ranking third on the popular music usage list.

One week of official promotion is enough to match three months of natural traffic for Broccoli.

The music marketing potential of Musical.ly is evident.

Of course, the success of "Bad and Boujee" is not only due to the popularity of Musical.ly, but also the result of the mutual catalysis after the single became a hot topic on several social media platforms at the same time.

That’s right, while Musical.ly’s official topic promotion was in full swing, “Bad and Boujee” and the four related topic tags had quietly climbed to the top of Twitter’s real-time trend list in the United States.

Originally the first European and American Internet meme of 2017, Han Yi artificially moved it forward to November 2016, and in this unusual holiday season, it fully exerted its magic.

(End of this chapter)