The death of pop music savant Prince this week provided a very visible example of the difference between those who understand the era we’ve entered and those who don’t. The raw emotion that surrounded his passing was palpable, and the event greatly transcended the basics of who, what, why, where, and when. This made it the perfect news event to observe the behavior of everybody – the fans, the press, and the music industry – in how we all reacted.
The first thesis of The Cluetrain Manifesto states: “Markets are conversations.” This, of course, means nothing to those who refuse or are unable to board the train, like the folks who continue to run traditional media platforms. It’s so fundamental to new media that its simplicity confounds the money makers and baffles those attempting to reinvent themselves. Let’s look at it this way:
The difference is like communicating with people from a stage and communicating with people at a party or family gathering. In the former, people are there, because they want to see what’s on the stage. They’ve paid for the privilege through a ticket price or their time. With all eyes focused on the stage, the performers are able to sell the audience anything, simply by slipping in either a point-of-view or an actual commercial message. The fact that all the people are there in one place at one time is what gives the venue value. We call this mass marketing.
At the family gathering, however, it’s very different. The host doesn’t plaster the walls with commercial messages, nor do the guests come wearing advertising placards. And imagine what it would be like to walk up to Uncle Harry to offer condolences for the death of Aunt Alice and providing first a message from Coke about the latest packaging craze. You wouldn’t open your phone to share pictures of your kids but first force them to sit through an ad for adult diapers. Why not? They’d all walk away, because you were acting like a fool. Plus, you’d never be invited back. Think about it.
This is the reality of what’s happened over the past week with the death of Prince. This was personal for people who grew up with the guy or were otherwise influenced by him and his music. We all knew the guy was special, and we were grieving. Media companies got everything about the event’s importance, but they forgot this was a wake and not a theatrical performance. I was both incensed at times and embarrassed for those who can’t bring themselves to board the friggin’ Cluetrain.
Bandwagons in the new age are untoward and off-putting. Turning a tribute into an ad produces the opposite of its intended effect. Taking hurting and bewildered people to a comical ad for car insurance or otherwise filtering emotional information is a violation of human decency, and this must stop if we really hope for any relevancy in the future. Who do we think we are? Oh there were some wonderful tributes made available to people, but everyday software often got in the way, because media companies still think they’re in the content business. Social media was flooded with both good and bad, but even some of the good turned bad when people clicked on whatever link was provided only to be greeted by a clearly out-of-place ad.
When things like this happen in our world, normalcy must take a back seat to the uniqueness of the event. And every single one is different and demands attention. When people are in shock, the last thing they need is to be treated like mindless morons who’ll gladly waste precious minutes so that presenters can pretend they’re on a stage.
People dress in black at wakes for a reason.
It’s called respect.