NEW YORK, NEW YORK – SEPTEMBER 12: Shawn Mendes attends the 2021 MTV Video Music Awards at Barclays … [+]
Last Friday (June 9), pop superstar Shawn Mendes surprised fans with the release of his latest single, “What the Hell Are We Dying For?” The announcement that the tune was about to drop came just a few hours before the track was available to stream and buy, and it caused a buzz on social media, making both Mendes and the song trending topics almost instantly.
Mendes’ immense popularity worldwide certainly played a role in the excitement surrounding his musical comeback. But it was arguably the cover artwork he chose for “What the Hell Are We Dying For?” that truly caught people’s attention.
The visual depicted a photo of New York City engulfed in a thick, orange haze. On that particular day, the city had been affected by smoke and haze drifting down from Canada, where devastating wildfires were wreaking havoc on forests. The news of the wildfires dominated discussions, and Mendes astutely capitalized on the topic by incorporating it into his single cover. His quick thinking serves as a valuable lesson for marketers, particularly those heavily invested in social media.
Mendes’ decision to use the striking photo exemplifies how anyone can tap into the current moment and leverage what is happening around them in their own business pursuits. The wildfires and their impact on New York City were making headlines across media platforms. While the photo Mendes selected might not have been the first time people saw such an image, his choice to feature it just hours after it was taken demonstrates his awareness of current events and his desire to make his track feel timely and relevant.
It’s worth noting that Mendes, with his influence and resources, could have opted for any type of single cover he desired. He could have staged an elaborate photoshoot or licensed a high-priced image. However, he chose to use user-generated content, an underutilized resource by many marketers.
User-generated content refers to anything created by individuals on the internet, rather than being commissioned explicitly for business purposes. If there is a graphic or photo that aligns perfectly with a product launch, ad campaign, or even a song release, there’s no reason why businesses can’t reach out to the original author and request to license it. Often, these pieces come at a more affordable cost compared to hiring a professional photographer or artist.
In addition to his astute choice of content, Mendes demonstrated that he struck a balance between thoughtful consideration and spontaneity. Given that the image was captured just hours before he shared it with the world, it’s evident that this decision wasn’t a lengthy process involving multiple stakeholders. Mendes saw something that resonated with him, likely followed the appropriate channels to obtain the necessary permissions, and promptly released it.
This move serves as a reminder that companies and marketers can sometimes become entangled in excessive debates and discussions, missing valuable opportunities. While some level of deliberation is necessary, too much can impede progress. In our fast-paced world, where strong instincts and calculated risks are often rewarded, Mendes and his team trusted their gut and it paid off. Businesses can draw inspiration from this and adopt a similar approach.
Source: https://www.forbes.com/sites/hughmcintyre/2023/06/13/the-lessons-shawn-mendes-can-teach-marketers/