Finding Sugar Man
I wasn’t surprised to see that the documentary Searching for Sugar Man picked up a gong at this year’s BAFTA awards. If you haven’t seen it, Searching for Sugar Man is the story of the folk-rock protest singer Rodriguez who is as much of an enigma today as he was back in the late ‘60s and early ‘70s. It’s a true story of immense talent and missed opportunities.
At the time Rodriguez was hailed (prematurely as it turns out) as the finest recording artist of his generation. After a string of rousing social and political songs (in the style of Bob Dylan) on two albums that spectacularly failed to sell in North America, his record label unceremoniously dumped him. He disappeared into oblivion and all but gave up on his music career, turning instead to manual labour as a means to support his young family.
Curiously, he did enjoy some success here in Australia and in South Africa in the twilight years of the apartheid-era. Indeed in the late 1970s in South Africa he became as popular as the Rolling Stones or the Beatles. There, his disappearance from the rock scene took on mythic proportions. Remember, there was no web then, and South Africa was exiled from the West. Bootleg recordings of his prophetic songs stirred a generation of progressive white liberals. I grew up in South Africa and remember that when his albums were released there – every household had his first album “Cold Fact”. In fact this album went Platinum, though Rodrigues was wholly unaware of his success and never received a dime in royalties from the sales.
Controversial lyrics
Listen to his soulful music today and it truly beggars belief that his music failed to sell. Even forty years after they were written, these songs resonate and stand up to the test of time. While some of his lyrics would have been considered more than a little controversial (especially in conservative South Africa) and unsuitable for general airplay, surely this would not have been a disadvantage. For teenagers and college kids, then and now, any whiff of controversy, or a general air of anti-establishment usually spells a sure fire recipe for success. This formula certainly didn’t stop the ballads of Bob Dylan, Joan Baez et al being purchased in their millions.
So considering there was a large market for Rodriguez’s style of music, and the songs are generally very good, (and were certainly risqu√©, and ahead of their time), we must assume that the record label failed to engage with consumers through the right channels of the day. Of course there were no websites, social media or YouTube, but a tried and tested formula to create media coverage, gain radio airplay, tastemaker support and gig bookings. But this just didn’t work.
It wasn’t until fans in South Africa, trying to verify rumours of his death, tracked him down through the web that the resurrection of his career began.
When you think about Rodriguez’s story in today’s terms, I don’t think we’ll ever see another quite like it.
Gotye’s Grammy-winning song “Somebody That I Used to Know” was no overnight success. It first became popular after being shared on social networks rather than from the more conventional airplay and promotion.
Something as unfathomable as Psy’s Gangnam Style which has driven more than one billion views on YouTube gained exposure from being shared on social networks, again not from mass media airplay.
The world wide web of course changed everything. Indeed, Sir Tim Berners-Lee, the inventor of the web, was in Sydney last week to wrap up his five city tour of Australia and New Zealand. While he did hint that the web was just part of an elaborate plan to disseminate cat pictures and videos around the globe, his invention has of course become much bigger than that!
Radical transformation
The music industry is not alone in being radically transformed by the invention of the web. As marketers, we can all learn from this industry’s public, painful, but eventually thriving transformation and rethink how we engage with our customers. Rethink your delivery mechanisms, charm and interact with your customers across a broad range of channels, and use mobile to keep connected with your customers any time anywhere. Remember your customers are individuals with diverse likes and dislikes who have a wealth of media options available to them to satisfy their curiosity and tastes. As social marketing evolves and further fragments the media landscape– using the right mix of technology, platforms and channels to connect, monitor, analyze, and engage your customers at different stages of the customer journey is more crucial than ever.
Fans of Rodriguez finally caught up with him via the web. His resurrection will surely be complete with widespread recognition in the US. While I’m not predicting video downloads of Rodriguez’s undemonstrative stage demeanour will reach the same heady heights as Psy’s Gangnam Style, there’s no doubting that the web has allowed us to uncover his immense talent.
Simon van Wyk is the founder of HotHouse.
Please login with linkedin to comment
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.