Original post: September 6, 2016
Edited: September 19, 2016
Burning Man is arguably the most fantastic display of human ingenuity and art and architecture and music and high vibes. Over the years, many inspired videos have emerged and 2016 was no exception. DC’s mashup includes a remix of a 2015 live dj morning set at the Pink Mammoth party.
“Sunrise at Burning Man,” is a mashup featuring moments from Burning Man 2015-2016. It was published on Youtube on August 31, 2016. It was simultaneously published on Facebook as a native video, (embedded), under the title, “BM Playa Temple Love mashup-remix 2016.” As of September 6, 8:20 a.m. PDT – 7,502 views have been clocked on Youtube. Credits to
Imagine my surprise today when YouTube reflected more than 7,000 views. Am I cheating with smart hashtags or backlinks or simply asking friends to like and share? No. My “cheat,” was in the timing. Sounds like something I read in Sun Tzu’s, “The Art of War.”
The days when brands could buy their way into markets are behind us. The paramount key to great marketing today is no longer shrink-wrapped, slick or glossy. Nay. Those qualities will kill your brand fast as a millennial can swipe left on a beat troll on Tinder.
Virtually all adults and most teens are armed with oceans of real-time info about anything because Google. It’s best not to risk your company and brand’s digital rep by veering off the course set by authenticity. Successful brands keep their messages authentic and time their launch dates.
Three mantras of authentic marketing
- organic relationships, (not paid)
- legit shit, (really good product(s))
- culture as a brand
Brands cannot buy this stuff. They try, but reputation and authenticity are not items a brand can simply purchase. They can only build it from and with some metaphorical and real sweat equity. Much of the time, that’s all a small boutique agency has.
Agencies continue to bamboozle their clients into spending more money on storytelling, even if the story isn’t completely true. Doubt this? You spent about $700 on your last smart-phone. So tell me, what’s your phone’s story? Crickets, I hear crickets.
The answer to succeeding in brand building, marketing, advertising and ultimately sales and brand loyalty is genuine, old-fashioned, authenticity and nothing communicates that like video.
Broadcasting stories is falling flat on all mediums. What to do? How are you gonna get your story out there and heard, and acted upon? Try shining a bright light and speak to the medium of people. In other words, give the people what they want.
Video is the premier channel that all great marketing campaigns seek to leverage. Smart phones have become the great equalizer, putting the power of video into the hands of “everyday people.” Apple’s story-doing campaign, “Shot on iPhone,” is captivating audiences with aspirations that maybe they can “GoPro,” to steal a mantra from another camera brand.
It’s an elegantly simply call-to-action: buy an iPhone, make great videos. Will that translate to clicks and shares and brand building? Maybe, maybe not. What I discovered is elegantly genius, in our pursuit of making videos “work.”
DeepCreatives has been developing a brand in Lake Tahoe called Tahoelove. The brand is a conglomerate of sorts, blending information about the stuff that makes Tahoe magical: mountain bike trails, outdoor festivals, concerts, skiing info, apres ski, fun vibes and of course the very lake itself. With a mere 350 likes on Faecbook as of this posting, it’s not exactly registering on anybody’s social media richter scale. But this fact goes to show the sheer power of doing video right. If I’ve got 300 odd likes on a FB page, how is it generating thousands of impressions? That’s right, sharing and liking. And that’s not easy to buy, but when it’s organic, i.e., word of mouth, well, it’s hard to stop.
Timing is Everything
Last week, as friends began showing up at Black Rock City, aka the Burning Man locale, large and small media outlets began teasing “stories,” about the greatest show on earth. They were all boring. An epiphany hit me. Make a mashup video for Burning Man. Tag it properly. Describe it well. Publish the shit out of it, and share it.
These guys don’t know jack about BM. They’re not burners, they’re reporters.
I threw all the “ingredients,” unto my proverbial cutting block where I edited and pieced together my final cut. At the same time, I listened to white label mashups on Soundcloud from Burning Man 2015 waiting for the perfect song. Half a day later, I finished the final cut and loaded the edit on Tahoelove’s FB page, and simultaneously on my Youtube Channel.
The first 24 hours racked up 700 views. Good. A week went by, 9,000 views on both channels. Wow. In the end, I’ve built up some brand indentity, some new Likes and subscribers on two of the biggest social channels on the web. This will go a long way, soon, as I prepare to launch a product line for Tahoelove. You can bet poles to skis, I’ll be running video for that launch.
Photo by @peterruprecht
The flames are not supposed to be there. This blazing set was created for an epic playa performance that was to be documented with photographs. Designer Adam Pollina worked for six months on it, handmaking everything in Bali, and every detail of the production was carefully planned. And yet, before the show began, the set and all the props caught on fire (no one knew why). At the last minute, photographer Peter Ruprecht yelled to the whole cast and crew to move to the upwind side of the fire and get at least one shot. “The photo is, to me, proof positive of perseverance through disaster…,” Ruprecht says. “IT BECAME ONE OF MY FAVORITE photos ever.” | #burningman #blackrockcity #brc