The other day, Asher Roth, his manager Scooter Braun, and I were discussing some business, and took a minute to just chat. During our convo, Asher was telling me that he’s constantly asked questions about his buzz and the amount of exposure he’s been getting.
He always responds, “you’re only as good as your team”.
I couldn’t agree more.
It got me thinking I should do a quick post to address the most common misunderstanding about my involvement with Asher’s career.
For the record, I’m not his manager, nor am I the only person pushing him.
Yes, I am working with them on marketing Asher and making sure everybody knows about him, but I am part of a team.
I do what I do, but I’m not a solo act.
I see why it would be easy for people to get confused though. My blog revolves around my career in the music business, I talk about Asher often (here and on Twitter), and I’m servicing many blogs with Asher Roth content – so why wouldn’t somebody jump to that conclusion?
Plus, for years, we have been exposed to so much spotlight-hogging and “one man army” crap in the media, that whenever we keep seeing the same person attached to or speaking about an artist, people automatically assume that person does everything themselves.
Actually, before I get carried away on that tip, I’ll stop and save it for another post.
When we dropped Asher’s “The Greenhouse Effect” with Don Cannon and DJ Drama, the net blew up and everybody’s been talking about him ever since. That’s something we all know and have witnessed firsthand.
That project isn’t something that took an entire major label staff to execute. As a matter of fact, it was just a few of us working independently – without label support.
Don’t get me wrong, I’m not taking anything away from SRC (Asher’s recording home). In fact, their crew is one of the few in this business that actually understands how to properly support their artists – but this was all done before the label even had to get involved in Asher’s project – while they were focusing on other acts.
It’s called pre-release/buzz marketing.
Pre-release/buzz marketing is about building up enough attention and enough of a fanbase for an artist BEFORE the label begins pushing them in anticipation for the album release.
This way, when the label looks at their upcoming release schedule, they can see which one of their signed artists has more buzz and then they can decide how to allocate their resources.
More buzz before the album = more label support for the album = more chance of having a successful album.
Asher’s album is slated for an early 2009 release, yet he’s amongst the label’s top priorities and everywhere you look on the net, you see the name “Asher Roth”.
But don’t get it twisted. Even the strongest team can’t push something that nobody believes in.
We just put the word out, but it’s the fans and bloggers who believe in Asher that make this movement.
An audience that believes in you, is one of the most valuable assets you can ever attain. Scratch that, an audience that believes in you IS THE MOST VALUABLE asset you can ever attain.
Everybody who downloaded The Greenhouse Effect, everybody who keeps Asher Roth in rotation on their iPods, everybody who talks about him on Facebook, MySpace & Twitter, everybody who blogs about him or mentions him to their friends – you are part of this team. So shout out to you.
Also, shout out to Dana & Kathryn at Biz3, who are handling Asher’s publicity and doing a great job at it. They’re working with other artists like The Cool Kids, Kid Sister, A-Trak and Chromeo; so they definitely know what they’re doing!
And of course, Asher’s manager/label head, Scooter Braun.
I’m actually planning on featuring Scooter on the site real soon, so I’ll save some of the background info for then, but just know that he’s the man with the plan, when it comes to Asher’s career.
Speaking of that, Scooter recently acquired another incredible talent that I’d like to introduce you to: Justin Bieber.
For a while now, I’ve been paying attention to this young cat on his YouTube channel. He’s from Canada, so I have a sense of pride seeing his fanbase continue to grow.
Justin’s become the most subscribed Canadian musician on YouTube, and one of the most subscribed musicians on YouTube worldwide, with about 50,000 subscribers and 21.5 million video views.
Let me repeat that: 21.5 MILLION video views!
Once you check out his videos, you’ll understand why he’s so popular. Oh and by the way… he’s only 13 years old!
I’d been following him for a while, so when Scooter told me he signed him; it just seemed incredibly coincidental to me.
Just the other day, he played me a rough mix of some of Justin’s new songs and to say I was amazed would be an understatement. The songs are great and Justin’s voice is just incredible.
Remember where you heard it from first; Justin Bieber is going to be MAJOR!
I just realized how long this post has gotten so let me leave it here.
The buzz for Asher has been incredible, but you have to give credit where credit is due, so I just wanted to drop a quick post to respond to the confusion and acknowledge the others involved.
Thanks for reading, thanks for all the support of Asher Roth, and remember to pay attention to Justin Bieber.
That one, simple question is the basis of one of the hottest social networking tools around, Twitter.
For those of you unfamiliar with Twitter, it’s basically micro-blogging mixed with instant messaging. Essentially, it’s more or less the same as Facebook and MySpace‘s status field, but it’s meant to be updated more frequently and you can reply to other users as well.
It’s pretty easy to update and follow other people’s “tweets”, as the limit to each message is only 140 characters.
You can stay logged in from the home page, or install a Twitter client (I’m using TweetDeck right now). You can also update via text message or by adding Twitter as a buddy on your favourite instant messaging client.
Check out this video to see how others use Twitter for both business and personal:
Shout out to Aura and CJay who are featured in the video!
If you don’t have a Twitter account, you can sign up for one here. It takes less than 1 minute and you’d be surprised how useful this tool can be.
Artists, DJs, producers, managers, bloggers, journalists, general fans… anybody really can benefit from it. It’s easy to use and takes only a few seconds to update your audience on any news or event you want to share.
It’s also great for general fans who want to stay updated with instant news and have a platform to communicate with others you might not have any other means of contacting.
AC‘s being making noise for a couple years and now he’s decided to go a new route with his latest mixtape, “Attack Of The Blogs”.
AC released 20 different songs to 20 different blogs which pulled together as a scavenger hunt style contest. The mixtape came out about a month ago, but I just saw the video about 10 minutes ago and thought I’d give AC and his team props for their creativity; not only for the song and video, but also for their approach. They’re thinking of new ways of marketing and having fun with it.
Anyways, I usually don’t do spur of the moment blog posts (I’m going to try to do them more often though), but here is a link to download AC’s new mixtape, “Attack Of The Blogs”.
And here is the video that made me post this:
(Props to the director, Steven Tapia, for his creativity on this one)
I was sent this video that I want to share with you guys.
When you set out to create a viral video using controversial content, you have to be careful with how controversial your content is and how you approach it. You might want to push a few buttons, but don’t blatantly offend people; especially not with racist content.
The guy in this video has a company that produces “controversial” video skits for the web and mobile devices. Funny thing is, in the Press section of his website, he has a cartoon depicting a suited exec-type asking him how to get bloggers to talk about their company, and his reply being “Easy. Create something that doesn’t suck so bad it doesn’t make people want to kill themselves.”
Well buddy, you definitely kept to your word with this video. I don’t think anybody wants to kill themselves after watching this video – but they probably want to kill you.
“But Moe.. controversy sells, plus he got you talking about him, and that’s the whole point of controversial marketing isn’t it?”.
Yeah, controversy sells; for sure. Some people make a career of it including Howard Stern, Wendy Williams and even that other one there.. what’s her name… Ann Coulter.
These people know that by sparking controversy, they will generate a reaction from a mass audience. And when you have the attention of a mass audience – any mass audience – there will be companies kicking down your door to give you money; usually for access to that audience in the form of advertising (gossip, tabloids, etc).
These shock jocks and controversial personalities generally have some sort of plan before they open their mouths. (Well, maybe not Ann Coulter.)
I don’t know about this guy though; he doesn’t seem to quite “get it”. I watched some of his other videos and his “controversial content” is not really what I’d call controversial; it’s more sarcastic criticism than anything else. Seems like he stepped out of his element on this video and wanted to try something that would “take it to the next level”, but unfortunately failed miserably.
Apparently, there are petitions circulating calling on Verizon Wireless to terminate their relationship with this guy and his company.
Seems like he might’ve just Don Imus’ed/Kramer’ed his reputation and career.
Oh yeah.. the Verizon thing? Turns out he recently struck a deal with Verizon Wireless to distribute his “controversial videos” through their VCast & Fios services.
Seems like just yesterday that Verizon cut their ties with Akon for controversy surrounding one of his performances. Let’s see how/if they handle this.
Here’s the video. Let me know what you think in the comments.
UPDATE: Turns out this video/issue is bigger than I thought. The video is actually almost a year old and stirred up quite a controversy when it was first released, but stayed within the tech circles. It’s only recently gained wind due to the contract he signed with Verizon.
Looks like ATL producer Polow Da Don, just pulled an early Swiss Beatz move. Apparently, Polow used a few of the premade music loops that come packaged with Garageband to make Usher‘s new song, “Love In This Club”.
Before anybody gets it twisted, I’m not putting anybody on blast. I’m a fan of Polow’s work and as companies and agencies become more creative with their marketing efforts, don’t be surprised if this was done intentionally and meant to leak out. I’m not saying it is, but you never really know.
Anyways, check out the… ummm…. the ummmmm…. the video: