I don’t remember where I was the other day, but I heard somebody talking about a new musical on Broadway. Usually I wouldn’t pay much attention because although I do enjoy musicals, I rarely ever go to them. However, it was two words that caught my attention and immediately pulled me in: “Green Day.” Yes, that’s right folks. The well-known band Green Day sparked a Broadway musical based off their hit album “American Idiot.” I was so amazed by the fact that a band (especially a band like Green Day) could pull this off that I immediately searched for more information. My search led me to this post on Billboard.
While as awesome as I think this whole thing is, this article makes a few key points that are directly related to marketing:
1. Things rarely turn out the way you think they will.
In this article they mention how Green Day has matured from a three-chord punk band to this rock musical on Broadway, and how nobody ever expected to see that happen. It is important to do research and be aware that the world is changing everyday. You can’t stick with one set way and be successful. Things are constantly changing. You need to always be on the lookout for new and creative opportunities to market your music. In Green Day’s case, they are doing something that has only been attempted once before.
2. Kids are more comfortable with musicals these days.
Broadway is no doubt geared towards an older audience. However, that may be changing. This article points out the numerous musical shows geared towards kids that are now part of their pop culture, including “Glee” and “High School Musical.” Broadway hasn’t made much of an effort to appeal to younger people but that may need to change in my opinion. Green Day’s “American Idiot” show is helping that shortcoming.
3. Always be aware of your target market and adjust it if need be.
While a little unrelated to the “American Idiot” show, this point still has to do with rock musicals. During the “Rock of Ages” show on Broadway, they did some audience research and found out that almost half of their crowd had never been to a Broadway show. Luckily, they realized this and understood that the traditional marketing techniques would not be sufficient for this show. It would have been bad if they didn’t realize this and continued to rely on their “standard” marketing. This raises some questions. What motivated the audience to come to that show? How did they find out about it? These are all questions that need to be examined and thought about a lot for every plan you put together. In the case of the “Rock of Ages” show, they realized that women were the primary ticket buyers. To take advantage of this, they used the power of the Internet and worked with mom blogs to get the word out.
What does everyone think of this whole notion of a rock musical based off a single album? Do you think it will be successful? Who else besides loyal fans of the band might you market this to? As you ponder those questions, I will leave you with the lyrics of the hit from the album “American Idiot.”
Don’t want to be an American idiot.
Don’t want a nation under the new media
And can you hear the sound of hysteria?
The subliminal mind fuck America.
Welcome to a new kind of tension.
All across the alien nation.
Where everything isn’t meant to be okay.
Television dreams of tomorrow.
We’re not the ones who’re meant to follow.
For that’s enough to argue.
Well maybe I’m the faggot America.
I’m not a part of a redneck agenda.
Now everybody do the propaganda.
And sing along to the age of paranoia.
Welcome to a new kind of tension.
All across the alien nation.
Where everything isn’t meant to be okay.
Television dreams of tomorrow.
We’re not the ones who’re meant to follow.
For that’s enough to argue.
Don’t want to be an American idiot.
One nation controlled by the media.
Information age of hysteria.
It’s calling out to idiot America.
Welcome to a new kind of tension.
All across the alien nation.
Where everything isn’t meant to be okay.
Television dreams of tomorrow.
We’re not the ones who’re meant to follow.
For that’s enough to argue.
Bridging the Gap 