Carlos Adame was at UMG for seven years where he oversaw business development and led new media and startup partnerships and investments for the company.
Carlos compares the way the mobile audience consumes content to the way we eat food.
He believes the consumption cycle doesn’t begin with the music… But instead with bite sized content he refers to as the chips and salsa… The content can be as simple as a tweet.
Please ignore the grotesque and inappropriate nature of the content of the following example. I am using it because regardless of its sexist candor, it did help me understand the analogy. It’s also important to recognize 88Rising’s growing ability to captivate an audience –
Rich Brian recently tweeted:
i just killed the pussy send your thoughts & your prayers
— Rich Brian (@richbrian) April 4, 2018
The tweet is the chips and salsa. Brian then teased the music video by posting pictures of a funeral in her honor. Carlos refers to this as the caesar salad.
By the time, the actual song and music video came out with the funeral procession, the lyric and funeral was a well known joke within Rich Brian’s booming fanbase… They were ready for the steak.
Here’s another example – DJ Khaled got lost at sea 18 months before his album came out and took over the charts.
The freak accident immediately became a trending topic on twitter to “save Khaled” and eventually turned into a never-ending marketing campaign over the next year and a half. After over a year of chips and salsa through snapchat, hits records and a Grammy performance ensued.
Today’s currency is attention. If you have a captive audience, you can serve increasing larger proportions over time, as long as the steak also comes with the most important content type for building new fans -> chips and salsa.
We are consuming this bite sized content, the chips and salsa (8 seconds or less), all day long on our cell phones. If it interests us, we graduate to the caesar salad, and then maybe the steak.
As the music industry has continued to evolve through the social media and streaming movement, Carlos believes the research and development (or lack thereof) around music hasn’t inspired the creation of a new asset class since the music video in the 1980s. The innovation has been solely focused on distribution and business models.
The music industry is so focused on how to get their artists’ content served up the most… Like food on a platter. What we need to be focused on is how to drive hunger for the culture our artists are creating.
One thing is for certain, music’s future will be in the hands of those who understand the intricacies of mobile content and consumer psychology.