Bob Lefsetz EXCERPT about The Grammys

Posted on February 14, 2012 by

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You can read Bob’s entire Grammy piece on his blog at http://www.Lefsetz.com. I think the Grammys are as relevant as cassette tapes so I give them very little time or attention in my world. But what I do want are the lessons that come from these award shows, to learn from and to share with my people. And here’s what Bob learned and has shared… (-Wendy Day)

Excerpt from Bob Lefsetz about what he learned from the Grammys on Sunday night:

So what did we learn?

1. Have a social media presence. Just like Twitter and Facebook drove up the Grammy ratings to 1984 levels, their second best ever, interacting where your fans are will enhance your career.

2. Ignore the haters. They come with the territory. If you’re too afraid to be beaten up online, close your account, don’t play, go to your psychiatrist and cry. Behind a cloak of anonymity, without knowing the people they’re tearing down, the hoi polloi is vicious. If you take it personally, you’ve missed the point. See it as jealousy. The want what you’ve got, even if you don’t think what you possess is so damn hot. They’re angry where they’re at and you’re the scapegoat. Laugh about it.

3. Make it easy. If the Grammys had been simulcast throughout the U.S. the ratings would have been even higher. I felt left out during the east coast feed. My e-mail was aflutter, Tweetdeck was raging, and I couldn’t play. Furthermore, the whole damn world’s a spoiler alert. We live online. If you think people can avoid the results, you live in a vacuum.

4. Don’t put money first. That’s why CBS insisted on tape delay. Believing only during prime time could they charge premium prices for advertising. It’s all about the franchise. Build it and they will come. Do you think advertisers complain that the Super Bowl is aired in the afternoon on the west coast and they want a discount? Of course not! They know everybody’s tuned in.

5. There are a limited number of franchises. There’s only one Grammys and one Oscars. Forget about competition, build it and buff it and they will come. The Grammys should add another event. Maybe a nomination special wherein what the public votes for gets a chance at winning a Grammy. Instead of being beholden to CBS, the Grammys should pull the ancient TV network into the future. Music leads online, don’t expect a TV network worried about theft of its content to get it. The more viewers you’ve got, the more money you’ve got.

6. All publicity is not good publicity. That guy in Foster The People looked like a dork and sang even worse, I felt positively towards the act before, now I can see their talent is limited. As for Adam Levine… If you can’t sing, stay off the stage.

7. Fight for your right to do it your way. The Civil Wars got a minute, but doing their own song acoustically paid more dividends than those garnered by anybody playing by the rules, agreeing to do a medley with an act they had little in common with, if anything at all.

8. Less is more. Who made a bigger impression last night, Adele or Nicki Minaj? Who sold more records? It’s about music. It goes in the ears, not the eyes.

The old paradigm is gone. History. Public policy may still be driven by corporations, but entertainment is owned by the public. If you think you’re above the audience, you’re cruisin’ for a bruisin’.

I had a great time watching the Grammys last night.

But it wasn’t the show.

But the behind the scenes conversation. Not with some dressed up airhead interviewing celebs spouting vapidities, but with the vast unwashed online. Some hating, some loving, some with perceptive insight and all spreading the word, retweeting thoughts to the farthest reaches of the Internet, to the point where no one was unaware of what was happening at the Grammys.

And this is a good thing.

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