'Keep me where the light is...'
You don't really see a man being more obvious about what he wants and how he wants it. John Mayer's music is popular in a variety of forms- the smooth voice crooning cheesy pop numbers about bodies, wonderlands, beds and comfort, the charismatic bluesman with his SRV licks and Hendrix covers and the Reggae/Soul vibe on his last studio effort Continuum. No wait, I forgot the new Twitter Radio show host, Tabloid fodder and quiet humanitarian.
But the Twitter side of it is really what's got him ticking the numbers on his following. JM has succeeded in creating a new image, of someone very conversational, throwing out new ideas for threads, discussions, twitter 'games' and interacting with his fans in unconventional ways. Currently recording a new album, he decided that it was too much to stake during these times to drop of a fan's radar. Not that it's the only reason for his obsession, but it is a rather strong plus side. Reading his thoughts on a daily, hourly basis help him create a new way of selling records and promoting live shows by giving the inside scoop. Recently, he even broadcasted his favorite music on iTunes radio late in the night.
Marketing in motion, and in a very textbook way. A brand needs to be ubiquitous, unerringly visible and draw a crowd on appearance. Information exchange is essential, but making it as personal as possible is the real mantra to selling it. What do you need? A platform for easy sharing of information, readily available feedback, an insane reach as well as crisp delivery matched with the right curiosity.
JM as a musician does the exact same thing. Before Continuum, he toured in Clubs in LA, broadcasting shows on youtube and MSN, generating a greater buzz about his new music. Before that, his live DVD 'Any Given Thursday' bring out his humorous side, creating another dimension to the brand. Classy logos, nice merchandise and a penchant for women the world wants to sleep with create controversy, curiosity and an amazing rapport with fans: Either hate, appreciation, love or genuine respect. (I fall into the latter, but more for the technical beauty of his playing combined with a great talent to fuse many genres together in a record.)
What's the point? JM has, in his own way, built a brand around his music, and I think rather purposefully. His sensibilities in his music prompt quieter album artwork and minimalistic CD packages. He matches his shiny guitar with shiny cruises in the summer, exploiting the Carribean seas to lend a vibe to his guitar playing, inviting fans to spend a week with him at sea (MayerCraft Carrier). He's marked his presence well and exploited his talent fully by selling it the right way.
A rather interesting case study to have, brand John Mayer.
BattleStudies Action Report: JM's blog: http://www.johnmayer.com/battlestudies/
JM Twitter page: http://twitter.com/johncmayer
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