Learn from a band you never listen to
You read that right: Metallica. The thrash metal band from the 1980s.
You might be surprised to learn that Metallica is one of the most influential bands in the world. The music industry watches everything that they do.
The reason for this isn't just because they were one of the Big Four (Metallica, Anthrax, Megadeth, Slayer).
It's because of how they did two things:
1. Stay true to their own art.
2. Own everything that they do. (Literally and figuratively.)
It doesn't matter if you have no idea about this band, what they have done (are still doing), or how they have influenced generations of musicians.
All you have to be able to do is accept that what I'm telling you is true, and stay with me while I show you the path:
Metallica formed in 1981. In 1986 they released an album many now believe is one of the best heavy metal albums ever recorded. That year they also started taking the mickey out of the PMRC, an organisation in the USA that was striving to censor... well, everything. In 1991, 'tallica's infamous Black Album sold 20 million copies. From here, they caused controversy and division among fans, released a DVD Some Kind of Monster that was an insider look at the band and its issues. In 2009 they were inducted into the Rock'n'Roll Hall of Fame; in 2012, they took over control of all of their recordings; in 2013 they won a Guiness World Record for playing every continent (including Antarctica) in under a year.
In between, they've released a bunch of weird and odd recordings, including an arthouse film that saw cinematic release, and a collaboration with Lou Reed. It's called Lulu.
As for the personnel stuff? Well, that's a teenage drama in and of itself.
These days, Metallica is effectively a corporation. It owns its own record label, including its own vinyl-pressing plant. They're outdone only by one other band that I know of, which has a phenomenal number of assets - and which is maybe a story for another day.
Why, then, are the world's eyes always on Metallica?
What is it that continues to draw millions of people to their shows?
What do they have that nobody else has?
And more to the point, what the hell has this got to do with YOUR business and its publishing??
1. They were right on the curve.
Their timing was (is) perfect: They got their proverbial shite together just at the right time. Since then, they have remained slightly ahead of the curve. This means that they've been watching, listening, taking notes.
2. They have never compromised their own art.
To translate this to business, they watch the market, but they have never (well, maybe once) let the market dictate what they do or how they do it. This means that they have a capability, with which they are the very best. Even if how they express that capability, their core does not. Focus down on your core capability.
3. They take risks.
Collaborating with Lou Reed was a huge risk. Releasing a DVD about their own vulnerability was a massive risk. Spending money on an arthouse film nobody understood was an insane risk. Every time they do it, they're respected for it - even if the result sucks! (Lulu sucked, big time.) BUT: They do it, own it, and are proud of it. Everything you do is something to be proud of.
4. They own all of their assets.
All of them! Even their manufacturing facilities! Never, ever give your content to someone else in the first instance, because unless you've closely read the terms and conditions, you will have no idea about whether or not you own it or they do. Yes, I'm talking about platforms like Facebook (and Insta, and WhatsApp...).
5. They've adapted as their audience has changed.
Go to a Metallica show in 2020 (you can, they're playing loads of shows!) and you won't hear much swearing, if any. You will see a deep appreciation of family: Your family, and their family, which includes you as a fan. They're dads, and so are loads of their fans! Time moves on, so keep moving. Treat your audience as family.
6. They've never stopped.
They didn't stop when Cliff Burton was killed. They didn't stop when Dave Mustaine left and tried to out-do them. They didn't stop when they were nearly torn apart by alcoholism. They have never, ever stopped. They've changed and adapted; but they have never stopped. Persistence is (sometimes) everything.
Every one of these is a lesson for your content, your marketing, your business as a whole.
Marketing is enormous; content marketing complicated. Therefore, if you're going to take one thing away from today's email it's this:
Find your core marketing competency; define your "art"; take a risk; own everything; adapt if people change; keep going, even when you think you can't.
And if you want to get started, the best way is to sign up to my daily emails:
https://bit.ly/daily-tips-email
PS. The amazing photo on this article is by the fantastic Melbourne-based photographer John Raptis. He was one of the best live music photographers I've ever had the privilege of working with. If you love his work, you'll be able to find (and book!) him at https://www.facebook.com/john.raptis.