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music

Guest

So We’re Spying on You…. But is it Really All THAT Creepy? – Spotify’s ‘Thanks 2016, It’s Been Weird’ Campaign

October 6, 2017

Guest Article By: Michael Swanton

 

By now just about everyone under 90 is aware that the platforms and social media that they use are tracking as well as recording their data and selling it to devious marketers. That’s why that ad for a Cuban vacation won’t stop following you.

But is it really as creepy as it seems? One of my all time favourite campaigns was Spotify’s “Thanks 2016.. It’s been weird”. It totally breaks the stigma and provides a clear example of what marketing ought to be. The concept is simple yet genius, Spotify’s CMO Seth Farbman put it best when he commented on it saying “Utilizing data from listeners led to the idea of reflecting the culture via listener behaviour”.

So Spotify went global putting up massive billboards and trolling local audiences about their listening behaviour, some classics include: “Dear person who played “sorry” 42 times on Valentine’s day, What did you do?” Or better yet; “Dear person who made a playlist called “one night stand with Jeb Bush like he’s a bond girl in a European casino… We have so many questions.”

Spotify also managed to make witty yet insightful comments on popular culture during some of the of the most tumultuous and polarizing times this generation have seen. Comments like “Dear 3,749 people who streamed “It’s the end of the world as we know it” after the brexit vote, Hang in there.”

It’s almost as if the brand is engaging in a literal one on one conversation with you, and they’re pretty damn funny. They took the spirit of the moment and literally said what everyone was thinking… on a 42 foot billboard. This unique style gives the impression that Spotify knows us but stays within the bounds we are comfortable with, never mentioning any names, only commenting on funny and universally relevant insights. The way marketers typically use big data to follow you around the internet with pop up ads, or attempt to sneak in your social media feed has become transparent and tacky. But Spotify’s up front and in your face comments make way better use of this information, by relating to its users in an individual fashion and commenting on their quirks. It isn’t so creepy if they’re just trying to get to get to know you and crack a few jokes.

Spotify nailed this one, the fact that they “showed their hand” while playfully teasing their audience about their most private moments took serious marketing tact and poise. The copy was written in a tone that reminds you of funny twitter memes, or the way that a close friend might bust your chops. And this is what makes the campaign so genius, and a perfect example of proper marketing. Using listener data to mirror the culture to itself and communicating with the audience the way they communicate with themselves literally makes Spotify seem like they’re “part of the squad”, it makes the stigma around big data seem overblown and clarifies that that’s just how they know us. Not only that but it’s also how they can relate to us.

The campaign humanized Spotify as a brand, and got us to laugh at ourselves. It’s a risk to tease your audience, admit you know them a little too well or make political comments but that’s exactly what you would expect from a friend who knows you. And that’s why this is an exemplary example of marketing, they proved they know us implied that they accept us and made us feel as if they were one of us. What if the brands you use continue to try to become your “friend”, would you mind if Nike starts trolling on your Instagram photos if you rock Adidas?

 

Michael is a University of Toronto Digital Enterprise Management student, Freelance E-commerce solutions specialist, web designer and digital marketer. When he isn’t plotting on his next business moves or trying to sell you something, he’s at the gym at ungodly hours or making great memories with great friends. Check him out on Facebook, Instagram, LinkedIn, and Snapchat @mswanton1

Malick Ba

Marketing and a Pink Trap House

August 1, 2017

2017 has been an absolute hit for hip-hop music. With Migos starting the year off with their hit album Culture to Jay-Z’s latest 4:44, there’s no doubt that we’ve truly been blessed. For the most part, album releases have been pretty standard. A common marketing trick to an album release makes sure that the album is hyped up enough beforehand to maximize sales right out of the gate. We’ve seen this with Drake’s More Life, which had the launch dates continuously pushed back which left fans waiting with anticipation. Or even Kendrick Lamar’s Damn, which already had a massive amount of hype behind it. This build up of hype definitely relies on the artist, but I find that this front heavy marketing technique is missing something: continuity. There’s only been one album this year for me that had one of the best post launch campaigns I’ve seen to date…Pretty Girls Like Trap Music by 2 Chainz.

The build up of hype for this existed, but not to the same extent as other popular hip-hop albums this year. What I found significant about this was the post-launch strategy that brought the album concept to life.  With the focal point of the album art being a Pink trap house (for those who don’t know, a trap house is essentially a house used for the creation of various drugs-don’t do drugs), he recreated it into a pop up in Atlanta that could be used for various means. Posting on Instagram and Snapchat, he lured the folk of Atlanta to come and check out the album recreation. The Pink trap house instantly became one of the hottest tourist locations in Atlanta.But what was it used for? Definitely not for the production of drugs that’s for sure. Originally the Pink trap house was used as a promotional piece for 2 Chainz’ latest album, but it served several beneficial functions as well. From an art gallery, to holding a church service, to teaming up with the Fulton County Board of Health for free HIV testing, the trap house went beyond selling a product. It brought a community together through music and a killer marketing strategy.

 

This is a fantastic way to bring an idea to life with music. Pop-ups are definitely a huge trend right now, and 2 Chainz did it right. The Pink trap house was a brilliant concept to not only promote his album (which has tons of bangers on it btw), but to increase the longevity and relevance of it post-launch. While yes, Drake, Kendrick, and Jay-Z all released albums this year, I’ll remember 2 Chainz’ the most because it was marketed with functionality in mind.

Malick Ba is an advertising and marketing specialist currently living in Toronto, Canada. As an alumni of both the University of Ottawa and Humber College, Malick specializes in communications, advertising, and marketing. Currently, Malick works at an advertising agency in downtown Toronto and is looking forward to how he can further leave his mark upon the advertising and marketing world. Follow him on Instagram, and connect with him on LinkedIn.

Dakarai Turner

4:44 by Jay Z – Does Tidal’s Exclusive Content Work?

July 11, 2017

Maybe you’ve heard of a relatively unknown artist named Jay Z dropping his 13th studio album ‘4:44’ a couple of weeks ago. If you have, chances are a good portion of you weren’t able to listen to it. And why’s that? Because ‘4:44’ was made as a Tidal exclusive, meaning it was only available to their subscribers. So for the majority of us that don’t stream music, or use other platforms such as Spotify, Apple Music, or Google Play, we had to wait a full week later until it was available to the rest of the public (except Jay Z doesn’t like Spotify so they’ll never get it). Picture it like watching a wild party happening every day knowing you won’t be able to join it for a full week. The question is: is that desire enough for you to pay for entry? Do you need to listen to something so bad immediately that you’re willing to pay for a monthly Tidal membership, or can you simply wait the full week?

That would be easy to answer if the album wasn’t trending on Twitter with a plethora of different lyrics being tweeted out and solved as if they were written in code. This right here creates FOMO. Tidal hopes that creating FOMO is enough to bring you over to their side.

SO does this work? It’s too early to tell as 4:44 was just recently released, but we can take it back to last year when Kanye West released ‘The Life of Pablo’, a Tidal exclusive. It was reported that Tidal subscribers jumped from 1 Million to 2.5 Million after its release. Keep in mind that this was during a time when a 3 month free trial was being made available, but it would still be a major success if they could retain half of those new members.

Tidal has positioned themselves as that too cool for school club that attracts new users through exclusive content. This is through concerts, video, new music, playlists, etc. With that being said, they still only have 3 million users while Apple Music and Spotify carry over 20 million users respectively. So why isn’t this working for them? This exclusive strategy works just about everywhere else from clothing, tech, automotive, and more.

The issue starts from the product and the way its presented. Tidal has rubbed people the wrong way from the start with their botched product launch. Back in 2015 the service was presented as the second coming of christ. A group of top tier and very wealthy musicians where speaking about how the other streaming services do not pay the artists enough and that Tidal is the solution with their pricing model that was twice that of their competitors.

This right here is a brand and audience disconnect.

I truly believe that this is where Tidal went wrong. At first you could say that Spotify had too large of a grasp on the music streaming market. However, Apple Music launched after Tidal and they have done exceptionally well, so there goes that argument. Exclusive content drives sales when people like the brand and the product. Apple Music offers tons of exclusive albums such as Drake’s ‘More Life’ which broke a streaming record with 300 million worldwide streams in its first week. The service also carries exclusive radio shows with Beats 1.

Will 4:44 bump up Tidal’s subscribers? Sure, but as a service they need to come up with a way to increase subscribers aside from waiting on one of their big name artists to release an exclusive album. If not, they’ll be chasing the likes of Apple, Spotify, and Google forever. What do you guys think? Are you motivated to sign up for a service just to be one of the first ones to use on of their products?

 

Dakarai is an ambitious professional with a passion for advertising and marketing, and is currently employed as an account coordinator for an ad agency in Toronto. When he’s not at the office, he’s most likely trying out a new restaurant, browsing AdWeek, or binge watching something on Netflix. Dakarai, but you can call him Dak. Follow him on TwitterInstagram, and connect with him on LinkedIn.

Weekly Recap

Weekly Recap (January 7 – January 13)

January 13, 2017

With a few weeks into 2017, some huge brands have already made some significant strides. With a ton of action going on, you may not have been able to keep up-but not to worry, The MAD Mix has you covered as usual. Check out some of the hottest ads, trends, and more in this week’s weekly recap.

Fender: Raise Your Voice

M: If you’re into playing music, check this one out. If you didn’t know, Fender is one of the most prominent names in electric guitar and base manufacturing. Recently, they’ve been faced with the challenge that every brand is seeming to go through: attracting and retaining the new generation of musicians. CMO Even Jones has even stated that approximately 90% of people who start playing guitar drop out within the first year.  While the awareness is out there, it’s obvious that the biggest problem that Fender is facing is retention of customers. To address that, they’ve launched a new ad campaign with a stylish, sleek, sexy, and digital approach. Check out the spot below that’s advertising their American Professional series. Looking back on it, my very first guitar was a Fender Squier and I loved it. This spot is definitely making me reminisce to a time when I thought I was Slash…

 

 YouTube Introduces ‘SuperChat’

D: Have you ever found yourself watching a live stream on YouTube and hesitating to comment because it would disappear so fast anyway? No? Well for those that have, Super Chat is just for you. This is a feature that YouTube is testing out currently in 20 countries that enables viewers to pay to have their comment pinned to a live video. Whether you want to tell the Youtuber that they’re doing a great job or you want to promote The MAD Mix, you’ll be able to do so through SuperChat. It’s going to be interesting to watch this in its early stages and see if it makes it’s way to other platforms such as Instagram Live or Facebook Live.

 

Intel: Brady Everyday

M: NFL playoffs mean it’s getting close to every advertising freaks favourite time of year: the Superbowl. In this latest :30 second spot, Intel showcases their 360 replay technology by taking us through Tom Brady’s (the greatest QB of all time might I add) morning routine. CMO of Intel, Steve Fund, explained that while people typically use this kind of technology for showing athletes on the field. But the point of the spot focuses on the everyday person-even if it does feature Tom Brady. He explains that they wanted to make brushing your teeth, or making breakfast look epic because that’s what Intel technology is capable of. I thought the ad was hilarious, but you be the judge. Check out the spot below, and stay tuned for more Superbowl related ads in the coming weeks:

 

That’s our weekly recap to keep you up to date on the best ads, trends, and more that we could find over the week. You can check out our last weekly recap here. Think we missed something important? Let us know! Also, be sure to follow us on Facebook here.

Dakarai Turner

Behind the Meme: The Mannequin Challenge

November 15, 2016

The month of November kicked off in a interesting way to say the least, with the creation and explosion of the Mannequin Challenge. What started as a Twitter video recorded in a Colony High School classroom, later became used at concerts, in NFL locker rooms, talk shows, and even the White House. For those of you that haven’t seen the video that started it all, check it out below.

To give you an idea of just how big the challenge has been so far, it’s reached over 4 million mentions on Twitter since November 1st, and reached over 16 million mentions on Instagram. Now with almost every meme, there is usually someone that benefits from it the most. In this case it’s the rap duo by the name of ‘Rae Sremmurd‘. The rappers have managed to attach their hit song “Black Beatles” to the viral trend, by doing the challenge with their fans on stage to the song. This basically sparked a boatload of challenges that came afterwards. Although the first video didn’t even include any sound, the duo hopped on the trend quick enough to tie their song with the challenge.

CHALLENGE ACCEPTED! #mannequinchallenge #GiantsPride

A post shared by New York Giants (@nygiants) on

So what has made the Mannequin Challenge resonate so well with just about everyone? Here are 3 reasons: It’s easy, it’s a group activity, and everyone’s favourite part..it’s brandless.

Easy

After participating in two separate Mannequin Challenges myself, it’s not as easy as it looks to stand still for so long. However, the last thing I would say is that this challenge is difficult. All you need to do is strike a pose with your friends while someone records it, and boom! You’ve joined the trend.

 

Group Activity

Everything is funner when you’re doing it with your friends. The larger the group, the better the video. This trend started with a classroom, and now has sports teams, restaurants, and even regular work offices jumping in to give it a shot. When you can do things as a team it makes it that much more enjoyable and also shareable. Just think about if the original person had one person standing still. Would it have caught any steam? Check out my work office doing the challenge below.

Brandless

As I mentioned in my article about the Harambe meme, there is something special about a meme in which you can’t easily trace the origin. A lot of people don’t really know why this challenge started or even why Rae Sremmurd’s song is playing in the background. But one thing I could say is that if it was the #PepsiMannequinChallenge, it wouldn’t be what it is today. Maybe I’m wrong with that thought, but I truly believe that the authentic and simple nature of the Mannequin Challenge is the reason why it’s taken over the internet.

What do you think of this final thought. If a brand had started and was heavily associated with the Mannequin Challenge, would the appeal to be a part of it still be there?

 

Dakarai is an ambitious professional with a passion for advertising and marketing, and is currently employed as an account coordinator for an ad agency in Toronto. When he’s not at the office, he’s most likely trying out a new restaurant, browsing AdWeek, or binge watching something on Netflix. Dakarai, but you can call him Dak. Follow him on TwitterInstagram, and connect with him on LinkedIn.

Guest

The World of Not-for-Profit Marketing

May 13, 2016

Guest Article By: Jackie Heintzman

 

Whether it’s creating a national multi-media campaign for Coca Cola or a citywide social media campaign for a non-profit organization, all marketing has a similar end goal and similar difficulties. How do we reach our desired target market? How do we engage with our target market? And most importantly, how do we do all of this within the given budget. The budget is one of two main differences between non-profit marketing and for-profit marketing. The other difference being one is to encourage consumers to buy and the other is to encourage consumers to give.

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The key to running a successful non-profit organization is to really utilize every dollar in the most efficient way possible. Since the majority of the money coming into this industry is from donations, grants and sponsorships it is important to spend effectively. Which means that the marketing and advertising budget is often quite low, making the creative team a crucial part in the success of an organization. Social media is a great way to gain awareness for the cause and to engage people and communities in conversation.

jackie 2

For large organizations such as Greenpeace, Canadian Cancer Society and WWF, it is much easier for them to have huge multi-media campaigns because they receive donations from all over the country, as well as large companies. When starting a non-profit organization from scratch however, it is a totally different story. For example, Music Can Heal is a non-profit organization founded in 2011 and has been slowly but surely growing over the last few years. The organization believes in healing through live music and provides both bedside and concert live music in hospitals and care homes. Being a marketing intern for this company has taught me that sponsorship and grant requests are really the starting point for any organization. Any printing costs for events, event space, musician fees and so much more add up quicker than you could imagine!

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Once you’ve got a foot in the door of the world of sponsorship and grants the next step is to really cojackie 3nnect to your audience. Of course this is important in any type of marketing whether it be through humour, emotional appeal or just being relatable, it is definitely the way to grab your demographics’ attention. This is especially important for non-profit organizations and in most cases appealing to emotion is what drives the message home and brjackie 4ings in the donations and support.

To be a successful non-profit organization you must be ready to put all of your effort and heart into the cause. It can be a tedious task to get the sponsors and grants you need to manage the costs of the organization but there is nothing more fulfilling than dedicating your life to something that benefits other people. The marketing and advertising for this industry is tricky, you must have all your creative juices flowing in order to really engage consumers on a low budget but remember that the ones who are crazy enough to think they can change the world are the ones who can.

 

Jackie Heintzman is an energetic individual with a passion for life and all the world has to offer. She is a recent graduate of Humber’s Advertising and Marketing Program and plans to use the skills and knowledge learned to make an impact on the world. She is continuing her studies at University of Waterloo with a focus on environmental issues but hopes to one day combine the two degrees.

Dakarai Turner

Views Behind the Meme – The Viral Success of Drake

May 3, 2016

It’s only fitting that I dedicate this Tuesday’s article to the “Meme God” himself, none other than Aubrey “Drake” Graham. With Drake’s heavily anticipated album, Views that was released as an Apple Music exclusive on April 29th, it has been the subject of discussion at just about every water cooler or Twitter feed the past few days. To put it simply, the man can’t be stopped.

The once actor, now rapper and Global Ambassador for the Toronto Raptors, has been able to further launch his career at the hands of internet memes. I mean, who could forget the Hotline Bling music video from last year? At this point, I knew Drake was completely aware of what he was doing. Poking fun at himself knowing that doing so would result in viral success online. Through the use of his almost cringe worthy dance moves at times, and the funny nature behind the video, it was sure to makes its way all over your timelines and news feeds. To this date, the video has reached over 700 million views on YouTube alone, and is by far his most watched music video. The video inspired various parodies, halloween costumes, provided me with new dance moves, and was easily the biggest meme of 2015. This led the 6 God to becoming the most important person in pop-culture that year. Moment of silence for those that disagree.

 

ellen viewsApril 24th, Drake releases the cover art for his album Views, and the internet goes crazy. The memes start to flood just about every social network, and it just reaffirms the belief that Drake knows he will be made fun of, and he’s okay with it. With a clearly obvious and poorly photoshopped image of the rapper sitting on top of the CN Tower, it takes the full album title, Views from the 6 quite literally. Websites begin to pop up that transform whatever image you want into a personalized Views album cover, featuring a photoshopped Drake sitting down wherever you choose. I think most of us can say we tried it out, whether or not we shared it online..your secret is safe with me.

 

This is exactly what Drake wants, and is exactly the kind of promotion that helped the album sell over 800 thousand copies in just 2 days….2 days!! This is practically unheard of in 2016 unless your name is Adele at this point. Now am I saying that he only hit this number because he became a meme? Well yeah I kind of am, because of the fact promotion like this exposes you to an audience that would of never cared before, or would have been slow to the table. It’s almost impossible to go a day without hearing about Drake, and its due to his ability to make fun of himself and take a hit. Rather than get upset at all the memes, he embraces them and understands that they help his brand at the end of the day.

Proud of the guys. On to Round 2.

A post shared by champagnepapi (@champagnepapi) on

VIEWS

A post shared by champagnepapi (@champagnepapi) on

 

Maybe Drake is completely oblivious about what’s going on, and is just generally a funny guy. Or, maybe he makes calculated moves, and understands what it takes to go viral. You be the judge.

 

Dakarai Turner is an ambitious professional with a passion for advertising and marketing. Armed with strategic thinking, people skills, and a cheeky smile, he is ready to get his career started in client relations for an advertising agency in Toronto. In his free time he will most likely be eating, browsing AdWeek, or studying Donald Draper. Dakarai, but you can call him Dak. Follow him on TwitterInstagram, and connect on LinkedIn to learn more about him.

Weekly Recap

Weekly Recap (April 24th – April 30th)

April 29, 2016

Want to stay up-to-date with the new trends, products, campaigns, announcements and more throughout this past week? Say no more, we got you covered with our first ever weekly recap.

Written by Malick, and Dakarai.

 

Monday 

Drake opens up a VIEWS Pop Up Shop in Toronto

D: Over the last two weeks, Drake has been opening up Pop-Up shops around the U.S. in promotion for his fourth studio album, VIEWS. All it takes is a simple tweet from the Toronto rapper, turned Icon to bring 1000 people to a location within the hour. It was only fitting that the last location would be in Drake’s hometown, and he let out a tweet on Monday, April 25th at 5pm for the opening of the pop up shop at 6pm. Now, I definitely considered checking it out, but due to the fact that there was hundreds of people lined up within minutes, I wasn’t liking my chances. Check out the tweet below:

 

Tuesday

The Toronto Silent Film Festival Creates an Escape Room out of Instagram

D: You have to love when a brand exposes a medium in an innovative way. This is exactly what was done with the Toronto Silent Film Festival. The @tsff2016 Instagram account uses the platform to challenge people to solve a mystery using just the account. Every time you click a video, it will open as a first-video clip that appears as if you are searching for a clue. Users have to continually do so until they find the necessary clues to escape the room. Check out the short video below, it gives you all the details of the innovative campaign.

 

Wednesday 

National Geographic’s Face Swap Campaign

M: This is a good example of a good idea in which the message just completely got lost. This print campaign developed by Y&R Sao Paulo was titled “Swap Prejudice for Knowledge”, in which the premise was to encourage empathy, equality, and fighting intolerance. The campaign features several images of a diverse group of individuals who have their faces swapped with each other. While the idea was kind of interesting, snapchat can expect the same sort of backlash received by the “Bob Marley 420” snapchat filter.

national geographic

 

Thursday 

Reebok introduces a new short film

M: Reebok introduced a minute-long film titled 25,915 Days as a part of their Be More Human platform. The film introduces a woman as the main character and shows her progress…but in reverse. The film shows the woman’s participation in a Spartan Race down until her birth. One of the things that I really liked about it was that it was a great way to tell a story. Brands are constantly looking for new ways to market themselves, and storytelling ads add an entirely different dimension of emotion in advertisements. Reebok did a good job on this one.

 

Friday

Speed Rapper

M: This one was my favourite of the week. Developed by SuperHeroes New York, this sequence of videos are titled Low Battery vs Speed Rapper. The concept revolves around speed rapper Mac Lethal in a supermarkets picking out items for dinner. The catch is that his phone is about to die and he’s trying to figure out what to pick up from the person on the other line. He does this by speed rapping in order to finish he conversation before his phone dies. This seems like it would be a lot of fun to shoot, so props to SuperHeroes for this one.

 

These are some of the key moments we wanted to share with you so far from this week. Anything we missed? Let us know!

Make sure to check us out on Facebook for post updates.

Weekly Recap

Weekly Recap (April 3th-April 9th)

April 8, 2016

Want to stay up-to-date with the new trends, products, campaigns, announcements and more throughout this past week? Say no more, we got you covered with our first ever weekly recap.

Sunday

Apple Launches New Campaign Starring an Austic Teenager Named Dillan

“Dillan’s Voice” a new campaign from Apple that follow a 16 year old non-verbal autistic child, that was launched over the weekend just in time for World Autism Day. The series of videos demonstrates a short glimpse into the life of Dillan and the struggles he faces communicating with his loved ones. The Apple iPad is Dillan’s way of letting you know how he feels. On it, he writes the following that is used as a voiceover:

All my life I wanted so badly to connect with people But they couldn’t understand because I had no way to communicate.

I get to experience the world in a very unique way. I could see the wind, hear the flowers. I can see incredible emotions flowing from those I love.

So many people can’t understand that I have a mind. All they can see is a person who is not in control. But now you can hear me. The iPad helps me to see not only my words but to hold onto my thoughts.

Having a voice has changed everything in my life. No more isolation. I can finally speak with the people that love me. I can say what I think and let them know I love them too.

Monday

Coca-Cola Remasters Iconic Hilltop Ad from 1971

If you love advertising and you haven’t seen the famous “Hilltop” ad, I don’t know what to tell you. It used Coca Cola to bring the world together for a brief moment. It didn’t matter what race you were, or gender. A bottle of coke was something that everyone could share and enjoy. Am I reaching a bit? Maybe, but nonetheless the “Hilltop” ad from 1971 is seen by many in the industry as iconic. Coca Cola released the remastered version of the ad Monday afternoon. Check it out below.

Tuesday

Gap Has Apologized for This GapKids Ad, but Did It Need To?

What is wrong with this picture? This one is tricky. This ad from GapKids blew up on Twitter that had claims of what is deemed passive racism from some viewers. What caused so much controversy is that the black girl was viewed as less superior because she was under the white girl. Some viewers saw that as the black girl being used as an arm rest for the white girl. While this has been a concern for some, was it appropriate for the Gap to apologize for the act?

gapkids-hed-2016

Tuesday

Taylor Swift Boosts Drake’s Sales in new Apple Music Ad

Last week on April Fool’s day, Apple Music released a 60-second hilarious ad on Instagram and Facebook. The 60-second spot features Taylor Swift listening to Drake and Future’s “Jumpman”, while running on a treadmill that she evidently falls off of. Picture that in your head and tell me that doesn’t already sound funny. Great thing about the ad is it shot up Drake’s iTune sales by 431% globally. Maybe it’s the fact that Taylor has 72.6 million followers on Instagram, maybe the song is just that good. You be the judge, and check out the ad below.

 

Wednesday

Domino’s Debuts Zero-Click Ordering in Latest Effort to Make Your Life Ridiculously Easy

Ridiculously Dangerous? Or Ridiculously convenient? Why not both? This week, the ever so popular Domino’s Pizza released their zero-click app. Basically how it works is that you download the app and link it to a specific Domino’s Pizza location where you have a pre-determined order saved. Once you open the app…boom, your order is in place. This poses a dangerous opportunity for someone to accidentally open the app and the next thing you know there is a delivery man at your door offering you a pizza you didn’t even know you ordered. However, Domino’s gives you a 10 second countdown in case you accidentally open it. If this isn’t the definition of selling convenience, I don’t know what is. Could this be the future of pizza delivery services? Time will tell.

Thursday

Uber Launches UberPitch, a Service That Connects Entrepreneurs with Investors for the First Time in Toronto.

The new Uber extension UberPitch arrived in Toronto on April 7th. The service allows entrepreneurs to share a free 15-minute Uber ride with one of Canada’s top investors. The ride will provide opportunities for entrepreneurs to get their big ideas out there in front of people that can take them to the next step. Dakarai wrote an article about UberPitch on Tuesday, that you can check out here.

UberPITCH_p8toox

Friday

Nike Just Made This Remarkable Farewell Ad to Kobe Bryant in China, Where He’s Revered

It’s no surprise that Kobe Bryant is a god amongst men in the Basketball community. Something that some may not know about the Los Angeles Laker’s superstar is that combined with Nike, he’s made a huge effort to reach out to Chinese fans over the past decade. With Kobe’s last few games coming up, Nike and Wieden + Kennedy Shanghai have created a heartfelt one minute tribute commercial titled: “Don’t Love Me. Hate Me.” The commercial features a provocative style (it’s Kobe, how could you not?), with a philosophy surrounding pushing yourself towards reaching super star status. It’s going to be an emotional period in the NBA when Kobe leaves and this commercial definitely captured what he’s all about. Check it out below:

These are some of the key moments we wanted to share with you so far from this week. Anything we missed? Let us know!

Malick Ba

The Relevancy of Kanye West

February 24, 2016

Yesterday I was having a conversation with a friend over Facebook chat over a recent status that I had about Kanye West. He explained to me that he wasn’t a fan of Mr.West’s personality, arrogance, and general musical direction (I don’t necessarily blame him). However the most interesting reason why he decided to slide in my DMs versus actually commenting on the status I had made about the South side Chicago super star was because he didn’t want to start an argument about the topic publicly knowing that myself or others on my friends’ list might turn it into a lengthy discussion.

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Hate him or love him, Kanye West has been the definition of a trending topic since he came onto the scene with his debut album in 2004. Everyone seems to have an opinion on Kanye. With the recent release of his seventh studio album titled “The Life of Pablo”, Kanye has had the entire world talking, but it isn’t necessarily just about his music. What is it about him that gets everyone so worked up? Is it his attitude? Is it his Twitter rants? Is it his music? All of the above perhaps, but I’ve been a fan of his music since his first album (The College Dropout) and it’s interesting to see not only his development as a musician over the last 15 years, but as a prominent figure in the pop culture world.

In my personal opinion, there’s no doubt that Kanye is an amazing human being. Every one of his albums tells a unique story about his personal experiences in life, racism in America, capitalism, etc. His venture into the fashion industry is evident that he’s trying to further himself as an artist. While I am trying to stay objective on this topic, what is absolutely insane to me is that with the excess amount of negative publicity he gets on literally a daily basis, he still finds himself in a position of power in pop culture.

Kanye West performing on Saturday Night Live

Kanye West performing on Saturday Night Live

He understands marketing and personal branding in a way that keeps him relevant regardless of what he does. That being said, he always seems to say (or do) things at the absolute worst possible times. I.E the Taylor Swift VMA situation in 2009, or even his recent comments regarding Bill Cosby (I’m not ok with these by the way).

It’s evident that Kanye uses his negative (and I mean horrible) image in the public to keep his brand relevant and talked about. I know people who have never listened to even a 30 second clip of one of his songs, but could write an entire essay on why they dislike him. Is this marketing? Better yet, is this good marketing? I’d say so. Marketing does not necessarily have to be about sales, or how much money you’re making. It’s about trending behaviours, personal branding, and staying relevant or talked about over time. Kanye West hits all of those categories. The fact that I’m even writing this right now is proof that it’s working.

Kanye West Interrupts Taylor Swift at the VMAs in 2009

Kanye West Interrupts Taylor Swift at the VMAs in 2009

We’ve all got an opinion on Kanye West, and I definitely get why people don’t like him. He looks like a buffoon in the media, he always acts up at the worst times, and his Twitter situation is what looks like to be a chronicle of someone who is actually going crazy. But that’s exactly why he’s still extremely relevant a decade later. He keeps talking, and we keep talking about it.

“People talk so much shit about me at barbershops; they forget to get their hair cut”

–Kanye West 2007