I sit down to talk underground dance music (UDM) to find out DJ Sean C’s favourite tracks to play and why. With influences from disco, house, techno and garage, he says “it was and continues to be an identifier of an urban subculture”. The genre avoids becoming a trend/mainstream and tries to stick to the roots, “I like plying vinyl” he says, “I like the authenticity of it… I can’t really explain it but it goes deeper than downloading something. You have to spend time picking what records to buy and each one means something, I hope the crowd feels it too when I play”. “You get to form relationships with the record owner too, and they start recommending and saving certain things for you they know you will like”, which is a fascinating insight.
What was the first vinyl you bought?
“Heard it once on a CD I had and I was hooked”
What do you like to open your set with?
“Great opener, sets the mood nicely”
What’s your favourite record to play?
“Bit cheesy one. It’s UK Garage but it fits anywhere. Always goes down a treat”
If you could give away one record as a gift to someone, which one would it be?
“Pretty versatile record, a lot like it”
What do you play to get the crowd moving?
“Game over when the vocals come in”
What do you recommend as a beginner’s guide to UDM?
“Got to pay homage to one of my heroes, Kerri”
Background and brief
Taco bell took longer than its completion to launch their app, that enables customers to order through it. It meant that they risked lagging behind the likes of Chipotle. So they set themselves a target of having 2 million users so that they “caught up” to their competition and needed something innovative.
On the 28th of October in 2014, Taco Bell decided to turn off all their social media accounts off. That’s right, a blackout was their main strategy. The social media accounts only had one message that read, “The new way to Taco Bell isn’t on [whatever platform they used]. It’s #OnlyInTheApp”.
Taco Bells CMO, Christ Brandt said “We needed to do something right out of the gate that people would notice, and what better way to notice and drive people to the new way of taco bell than the black out?”
The campaign proved to be a success and they app managed to have over 300,000 downloads two days after the campaign was launched. They also managed to go above their download target by having a total of 2.6 million downloads in total, and also the number of impressions was 2 billion in three days.
Why I like it/lessons I learned
It was something out of the ordering. It made people curios, interested and fascinated by just being absent. It got people attention and they acted in a way Taco Bell had hoped. The demand was powerful.
Integration and knowing their audience was a key element
Tribal conditioning is an interesting term I came across reading an interesting book called The Sacred Ego: Making Peace with Ourselves and Our World. The term groups a wide range of habits that evolved during the tribal era that are still relevant in today’s society. Tribal era, lasting millions of years and playing a key role on human development makes it immensely powerful and compelling.
We are creatures of habit, and the older a habit is, the less willing we are to give it up.
Maslow’s hierarchy tells us that people tend to have an ‘inherent’ desire to belong and be an important part of something greater than themselves, and that great thing can be a brand. A brand can have to power to bring together people that share beliefs about the brand, and go beyond the role of consumer/brand relationship to create mutual value taking collective action. A group of people that not only believe in the brand, but promotes it too.
“with ubiquitous connectivity and devices enabling passionate experts to create influence and community, brands can tap into the streams of those empowered to publish in order to create mutual value”. – Lee Odden
It is important to know what type of content communities really want so they can have a hand in creating it.
- Identify, qualify and recruit influencer contributors.
- Build relationships within the community
- Create value for members who participate in the community
- Be the liaison between the community and the company behind it all