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What You Can Learn From Smokey Robinson About Video Marketing
It is interesting to note that old methods that were not so common, back in the pre-Internet era, can bring some truly enlightening ideas that can be used today.
While watching an interview by Elvis Costello with Smokey Robinson, it became apparent that Smokey really used relationship building that developed into viral marketing.
Now it's true that he had a great product, (His voice and writing ability). But his method was truly that of giving first and then receiving.
When asked if he had certain songs that did not become bigger hits than others that are well known today. He replied almost surprised by the question, "When I wrote a song it was to have that song stand on its own. Sure he wanted the song to touch an audience, but it was not all about making hits for cash. It was his passion for music. (Handle the project at hand to the best of your ability and do it with passion).
"How do you feel about other people doing your songs or maybe using samples a of one of your songs?" Without missing a beat he smiles, "I feel honored and thrilled that people would think enough of my songs to do them! And as for sampling my material, please sample my songs!" He was not focused on the money but the branding. (The benefit of giving away something for free will bring bigger returns in the future).
Finally Elvis asks, "When you write a song, do you do it with the artist in mind or just let them pick from a bank of songs you already wrote?"
"I write with the artist in mind." He replied. Then he added that when he wrote for Marvin Gaye, Marvin contributed his own touch to the music as they wrote it together. And further more, many of the grooves or rhythm tracks to many of his songs were developed from guitar grooves that his guitarist gave to him as the building blocks of songs he was working on. (When you work as team, you get unexpected and better results than working alone.)
So to recap:
- Handle the project at hand to the best of your ability and do it with passion
- The benefit of giving away something for free will bring bigger returns in the future
- When you work as team, you get unexpected and better results than working alone
Note: Sampling is the process where a musician/producer takes a small musical clip of a pre-recorded song and makes a repeating loop of it to create a new mixed music bed for a new song. Most artists want a financial return for using there samples
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Marvin Gaye "What's Going On / What's Happening Brother"