Will Smith hosted a listening celebration to advertise his first album in 20 years, Based mostly on a True Story. It wasn’t simply any listening celebration – it was a listening celebration particularly for influencers.
Will Smith’s album was introduced on the 2024 BET Awards, singing “You Can Make It.” He collabed with Fridayy and the Sunday Service Choir. Smith’s album addresses his Oscars controversy, particularly his scandal involving slapping Chris Rock. He additionally writes about his “loopy” and “difficult” relationship together with his spouse. USA At present known as his rap “braggadocious” and “fast-paced.” He additionally features a “commanding, drawling pastor” character. The album attracts from entice, neo-soul, Afrobeats, and gospel. It options themes of “hardship and retribution.”
Will Smith hosted a listening celebration to launch the album. The visitor checklist? All influencers and content material creators.
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Alongside the discharge celebration, a couple of dozen creators participated within the “automotive wash” the place creators stopped by a community workplace to movie “with its varied exhibits.” On this case, the workplace was The Lighthouse or Whalar’s LA creator campus.
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SVP of content material at Smith’s media firm, Lukas Kaiser shared with The Publish Press the behind-the-scenes. Ranging throughout varied niches – from comedy to podcasting to vogue – 13 creators had been invited to make content material with Smith. Every creator received 5-20 minutes to make two movies with Smith and the creators delivered.
Whether or not it’s a funnily absurd situation like lacking a free throw earlier than getting interrupted by a literal shoe shiner, or behind-the-scenes of a basic lip-sync TikTok, these creators completely delivered on content material.
The New and Improved Press Tour
Kaiser described the method as a kind of Press Tour. As an alternative of Smith touring round to varied networks to sit down down for longform interviews, Smith’s media group introduced the creators to him. And with short-form content material like TikToks getting unimaginable attain today, Smith’s group not solely gained attain of their marketing campaign however had been capable of goal the precise audiences they had been on the lookout for.
Kaiser mentioned, “The best way the algorithms are working, if you wish to be in all places at as soon as you don’t really must go to 100 locations, you simply must be on 100 pages and I believe that’s the shift in a press tour.” He added, “Creators from completely different locations and completely different walks of life are exhibiting up and tapping into their completely different worlds and I believe that’s a solution to do world-building round a challenge.”
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The creator automotive wash itself was a time-effective, cost-effective means of creating it really feel like Smith was in all places – throughout all FYPs and Reels there he was featured by creators of all niches. It virtually appears random, however in fact we all know it’s a part of the rigorously curated “world-building” of which Kaiser spoke.
The Will Smith Cinematic Universe, if you’ll.
Tapping Into the Energy of Influencers for Music Promotion and Past
Will Smith’s album launch isn’t the one marketing campaign to faucet influencers for the aim of constructing hype. In 2021, Carrie Underwood promoted her Cry Fairly album by partnering with make-up influencers. The make-up influencers then created seems primarily based on the album cowl.
Manufacturers have additionally been identified to companion with music influencers to advertise their merchandise. Clothes model Adidas really elevated their buyer engagement by 20% due to their collaboration with music influencer @SoundBeats. On this case, Adidas partnered with an influencer to advertise their line of sneakers, with the aim of reaching an viewers of music lovers.
Equally, a number of years again DJ Khaled partnered with Cîroc Vodka in an advert marketing campaign with the slogan #CelebratewithCîroc. The hashtag took off, prompting followers to submit their very own #CelebratewithCîroc.
In all three circumstances, the influencers chosen by the model wanting to advertise their product had private connections with the problem, theme, or hashtag. For the marketing campaign involving Carrie Underwood’s album, make-up artists might specific themselves and their expertise by recreating the album’s cowl artwork. Adidas partnered with an influencer who represented the precise viewers the marketing campaign was focusing on: musicians. Or, musicians who could be eager about music-themed sneakers. The Cîroc Vodka advert marketing campaign prompted user-generated content material and excessive viewers engagement amongst DJ Khaled’s viewers.
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Why Will Smith’s Album Marketing campaign Labored
Will Smith’s album launch marketing campaign operated equally, with the inclusion of influencers to advertise the album. However the fast-tracked content material creation through the influencer “automotive wash,” was particularly distinctive. And as a substitute of going for a selected area of interest – be that make-up artists, musicians, or vodka connoisseurs – Smith’s marketing campaign hit a wide range of niches. Due to this fact, it hit a wide range of audiences and generated buzz amongst niches.
@brookemonk_ Outcomes with @Will Smith
This labored for a number of causes, however largely as a result of Smith had – and nonetheless has – a lifelong following. Followers of his performing, his affect, and even his scandals may be discovered on any nook of the web. Due to this fact, the marketing campaign solely wanted to generate just a little buzz for curiosity to develop. Verified manufacturers and influencers alike commented on the posts, subsequently producing extra buzz about Smith’s web presence and subsequently his album as a complete.
This text was written by Ava Fischer
