4 years ago I moved to NY with big dreams…to make a name for myself. You know what they say about NY – if you could make it there, you could do it anywhere! So I moved out of LA with 2 suitcases and set off for the concrete jungle. I started working for Atlantic Records in the New Media department and found myself surrounded by some of the most creative and forward thinking individuals ever. I worked on many different projects all with trying to solve one major question — How can we monetize the music industry?
I fell into the video department, or rather the live streaming section of the New Media world at Atlantic Records and was put in charge of the live streams for James Blunt’s new single ’1973′ (James Blunt if you are reading this, it was a pleasure working with you – I remain a huge fan and can’t wait until your new album this November). I also produced the Live From The Red Carpet for Diddy’s new fragrance – Unforgivable Woman, which was streamed successfully on Myspace to hundreds of thousands of live viewers. This was pretty revolutionary, an especially an honor for me to work with such a brilliant Entrepreneur. (Diddy – if you are listening, hire me again – perhaps for the White Party)
In fact, looking back, it was my time spent at Atlantic Records where I really learned the true meaning of innovation!
While everything was extremely exciting, Facebook Fan Pages were not yet available and twitter was just starting to take its course. Now, lets fast forward 4 years later. This morning I woke up to be excited to see that the team at Atlantic Records has done something brilliant! About a month ago, Cee Lo Green came out with a song called, “Fuck You.” which was a viral success. Now let me point out that the video was just the lyrics in a Keraoke fashion popping on the screen Whether the nature of the song, (everybody likes to drop the F Bomb here and there) combined with the smooth beats, the song was an instant hit. In true Social Media fashion, it caught on, and people were sharing it everywhere! Currently it has over 4 million views on the Official You Tube page.
Well today they took it one step further. They released the brand new video with true Social Media expertise. In order to watch it you must become a fan on his Official Facebook Fan Page before you can watch it. So, in a time where more and more people are consuming music and video content for free, in this instance they are making their money by the value of a Facebook Fan.
So, what is the value of a Facebook Fan go for these days? According to recent studies each fan is worth $3.60. Right now the Cee Lo Fan Page has about 18,000 fans, which brings the value of his page to approximately $64,000. The value is calculated by the fact that a fan is more likely to spend money on your product than a non fan. If this video goes viral like the first release the fan page will be worth millions. I expect this to happen.
Another brilliant aspect of the fan page is that you can sign up for the newsletter right on the video player, further increasing the value of this campaign. In the end Cee Lo will have more fans than he ever did as well more signups to the newsletter. Both of which can successfully be used to sell his albums, merchandise, and concerts.
Overall I would say that Cee Lo Green and the Atlantic Records team get my vote for the Social Media Excellence Award!
Lessons Learned And How You Can Apply This To Your Fan Page Or Business
1. Content is King – but don’t give it away for Free. There should always be a cost of some sort. Whether this is signing up for your newsletter in order to give away that free Ebook or making someone become a Fan on your Fan Page in order to give them that discount at your store.
2. Virality Rules – The object of the Social Media game is sharing! Make your content shareable, easy to access and most importantly unique. If you have something funny, touching, or just downright ridiculous you will go far!
3. Creativity Conquers – Innovation is a blessing. Try something new and think out of the box.
4. Fail Harder – You never know if something is going to be a huge success unless you try! So go ahead and be prepared to fail. At least you will know what doesn’t work.
PS. If you like funky soul piano rock music, you should definitely become a fan of my brother, Andy Frasco. He is an up and coming rockstar in the making! Go Andy!!
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