TWENTY-TWENTY-ONE STEP AT A TIME

How we at Anything Goes, a division of The Unit, are working to keep our clients (and ourselves) relevant during COVID-restriction times  

I find it ironic that there are TWO twenties in this year, as the closest comparison one could make to our current situation is the original Roaring 20’s. 

Prohibition was still a thing (hello, booze ban!), and yet the economy had started booming, urbanisation was peaking, and people were ready to party. We may not be quite there yet, but it’s looking likely that the aftermath of COVID-19 could look quite similar:  People – when let out of their government-imposed cages – will be chomping at the bit to get back to living life and experiencing their favourite artists and shows again. 

For someone whose life revolves around the entertainment world that is highly encouraging, and I draw on that to stay motivated through this time of restrictions. The trick, for everyone in this industry, I believe, is to figure out how to stay relevant until we get there! 

At Anything Goes, we’re taking this year the proverbial ‘one step at a time’ but with a clearly defined, two-pronged approach. Right now with our most prevalent, long-term clients we’re working on well-structured and not overly-aggressive, content campaigns. It sounds very marketing-speak, I know, but bear with me. 

Here are some broad insights into our dual strategy:

1. CONTENT THAT RESONATES 

The content campaigns we’re currently working on are all focused on individuals and their journeys. Whether they’re artists, DJ’s, producers or performers; these are people living life on their own terms. At Anything Goes we believe that through these times of lockdown restrictions (this time of enforced introspection) many people are looking for some form of inspiration to break free. So, using these strong individual characters we’re tapping into that idea of the potential of breaking away from the normal constraints of day-to-day life: No more the necessity of being bound to one city, one job, one paycheque (although this is reality for most of us). 

Perhaps the best example of this is what we created for the launch of Sun El Musician’s latest album through Platoon Records, ‘To The World And Beyond’ on Thursday 3 December. The 45-minute virtual concert through which it was launched featured all the best parts of the album in a seamless mix. The tracks were woven together through a narrative that showcased each of the different artists that performed – including the likes of Simmy, Ami Faku, Msaki and Azana among many others – in virtual Venda huts, as traditionally found in the Drakensberg from where Sun El hails.

It was beautiful and the fans seemed to really resonate with that. Many months in the making it was and we’re very proud of that piece of work. 

For us the process and ultimately the finished product of that virtual concert (once again) proved that there is a big difference between streaming something from your bedroom and a true digital experience. When it comes to entertainment, the story you tell – and how you tell it to your fans – is the most important. In short: Quality rules over quantity.  

So, our plan is to provide (and engage) the masses with premium and inspiring content. 

To create it, package it and deliver it to our consumers in a way that allows them to escape the mundane – even if for one minute only – and dream of a different life. After all, what else does music and entertainment do, but offer escapism?  Think of that beautiful moment on the dance floor when that song comes on: You close your eyes, lift your face to the sky, move your body and lose yourself in a moment of utter escape… 

Content is that escape right now. And, will be until we get to reunite on a dance floor nearby, losing ourselves and having it mean oh, so much more in its far too drawn out absence.  

2. BRANDED PROPERTIES AND EXPERIENCES

‘Virtual experiences’ may be an obvious direction - but we believe that right now it is important to work on the philosophy that ‘it’s virtual not to replace IRL, but to bring you back to IRL.’ Consider Tomorrowland and the virtual world they created, also EDC - these were incredible, phenomenally-designed experiences, but the message and theming throughout was: ‘Meet us here, until we can meet again in person.’

While working on those digital experiences we’re staying in touch with those ‘real’ dance floors...

The second avenue we’re working on as a touchpoint between our clients and their consumers is to launch branded venues and properties. Right now these venues would remain quiet and serve mostly food in lieu of a drinks menu, of course, but the strategy revolves around reminding people that ‘going out’ and fun places go hand-in-hand with their favourite brands. They will continue to associate the particular brand with the lifestyle experiences it offers. These venues too will offer brands some form of longevity in terms of a public brand visibility. We all live in hope that it doesn’t change, but there are murmurs that  liquor legislations might be reviewed post-lockdown so these venues could become paramount in a brand's marketing strategy.

Ultimately what I’m saying is that our role right now is to keep talking. Keep the conversation flowing and stay very closely tuned in to what our audiences want, so that when we can bring them just that for our clients. I believe it’ll be so well received that the memories made and the escapes will live forever in those minds and the brand loyalty will be way stronger than pre-COVID.

I for one can’t wait. 

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