A college roommate of mine sent me a link to a video on YouTube last week. He sent it because he knew it would make me laugh, he was right. After watching it I began to think more about what the video represents. You see for me this video epitomizes the power of the Web and user generated content.
Here you have two brands/bands seemingly unrelated and representing completely different core values existing in perfect harmony – literally. See for yourself.
I give you Nirvana vs. Rick Astley
I think if the bands had anything to say about it they would want nothing to do with one another. Separately they represent entirely different ends of the musical spectrum. One is polished, heavily produced and widely promoted, the other sought to challenge those qualities in every way.
For the creator of this video mashup and the more than 1 million viewers of it, these two brands work together and the result is something completely new. YouTube provides the channel and the only limitations are the users’ imaginations. For better or worse this might happen to your brand and unfortunately there’s little you can do about it – technology has changed the marketing landscape permanently.
What’s the good news? Rick Astley released “Never Gonna Give You Up” in 1987. What record executive would have predicted that 22 years later he’d still be relevant? Disagree? Check out the Web phenomenon known as Rick Rolling. Maybe it’s just because it’s catchy tune, but there are a million catchy tunes out there. As for this one, trust me, you’ll be singing it in the shower tomorrow morning.
Tags: brand experience, brand image, mashup, social media, user generated content, YouTube
