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They Might Be Geniuses (Giants) |
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Written by Michael Salsbury
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Tuesday, 07 February 2006 |
I've been listening to They Might Be Giants for quite a few years now (decades, probably). If you've never heard it, their music is fun, catchy, and kind of quirky. Above all else, it's good. Lately I started really taking a good long look at listen at They Might Be Giants, and I've reached the conclusion that these guys might well be business geniuses in addition to musical ones. Allow me to explain.
Many artists who were popular decades ago try to reinvent themselves or incorporate the latest musical fad into their musical arsenal, often unsuccessfully. This usually winds up making them sound like has-beens trying to recapture their past glory by imitating currently-popular artists. It alienates their core fan base, and fails to bring in new fans in many cases. This is not the case with They Might Be Giants. Their music stays true to itself, and has for about 20 years now.
But where other artists often fail is bringing in new listeners. They Might Be Giants is, in effect, growing theirs. Their music has been made famous by Animaniacs cartoons, which resonate with a younger crowd than their earlier listeners. They've also released children's albums, which help them introduce their music to a young fan base that will grow up to develop an interest in their grown-up fare. I'm sure other artists must have done this before, but I can't think of one.
They Might Be Giants also recognizes the value of the Internet in reaching their audience. Their web site offers free MP3s, Macromedia Flash music videos, concert/tour information, merchandise, and more. One of their recent releases for kids also sells on Amazon.com with "exclusive Amazon-only content". It's a very net-savvy approach.
But the web site isn't their only Internet venture. They also offer "TMBG Clock Radio" which is a small Macromedia Flash application that provides non-stop streaming TMBG music, announcements, and more. Their radio station plays live concert clips in addition to tracks off their albums. Again, it's a great way to reach true fans and to introduce their music to others.
Most bands today make a good chunk of their money from live appearances. That means packing the place with fans and building good relationships with the concert venues so that they're welcome back. TMBG recognizes this, and recently created a unique song about every venue they played on their international tour. I'd be willing to bet those venues use the songs in their advertising and on their intercom systems. That means free advertising for TMBG. This is another smart move, and one I don't see a lot of artists making. Their emails to fans probably help pack the venues with people, too.
It's really impressive to see a band with such marketing savvy. They keep in touch with their fans, provide a web site with lots of interesting content, a podcast, streaming radio station, fare for children and adults, butter up the venues they play in, and offer their own merchandise over the Internet as well as through mass-market retailers like Amazon. Genius!
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Last Updated ( Monday, 13 February 2006 )
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