There was a time when artists struggled to make their first appearance and get noticed by the directors/producers. For this they had to go to the city of fame like Mumbai or hollywood and move from one office to another and meet the brokers,agents,producers singers etc. just to get a break in the industry or the other way was to get selected in some talent show, compete with the best and then get noticed.both of these routes were cluttered and making through required luck and determination.
The new generation is blessed with internet and web 2.0. They do everything at a click of a button. just shoot a video performance, upload it in youtube and get noticed. Thats the story of justin beiber who had uploaded his video on youtube, it was spotted by braun who arranged his meeting with usher and there after released his first album at the age of 16 and is ranked #1 on the top charts. Web 2.0 has transfered the power and enabled the common man with tools to reach out the whole world.
The crash of the juggernaut IPL was also due to the 140 characters typed in lalit modi's twitter page, within minutes after posting the news spread like fire on the media bringing him and tharoor down. thats the power of internet. It has transformed the power from few individuals to everyone.
when david caroll was travelling in united airlines his Taylor guitar was broken by the crews mismanagement and he had to wait for 9 months for his claims. unsatisfied by the airlines management. David decided to write a song on his bad experience and posted on youtube within few days it got a million hits and caused a serious damage to the airlines. The airline management responded immediately by apologizing and asking the rights to use the video for internal training for employees.the song was ranked 7 for a week in U S charts.The guitar company which makes taylor guitars gifted caroll two guitars personally as the brand was mentioned in the song. Isn't it amazing ?? Thats the power of WEB 2.0
what this means to marketing managers, is listen to your customer be responsible, humble as the power rests with him.
