Frankly, posting stuff like this on Facebook and having a presence anywhere on social media is not going to make a helluva lot of difference to my bank account. What it does is help me keep my writing chops going and see where they lead. Sometimes they lead to a song or a short story or some clarity as to what’s waiting round the bend for me with my Huckleberry friend.
This leads to a recent late night conversation with a former colleague. We were chatting about nothing in particular except for marketing and she suddenly said, “No one cares. It’s just something thought to be necessary. But if one were to ask even the coconut right at the top of the tree, they’ll say the same thing: None of what is passed off as ‘marketing’ has any real impact on the bottom line. It’s just another layer added for the sake of it”.
Heading up corporate communications in one of the biggest entertainment companies in the UK, she was talking about what we used to do and why.
Under “paid sponsorship with Puma”, there are a series of photographs these days of (singer) Selena Gomez on Instagram with over 6.5 million “likes”. One of these “likes” was by Puma.
My friend was watching something or another on television and I nudged her and showed what I had seen. She looked at it, smirked and carried on watching whatever it was that she was watching. She couldn’t be bothered and was no doubt wondering why I should be.
Didn’t I know about Covid-19? Had I washed my hands? We’re all different…
New horse races, bigger prize money, being disruptive to be competitive, bringing in more and more elitism to horse racing, playing another round of Game Of Thrones, fine. It’s your gig. Doesn’t bother me either way. But when you prattle on about “younger people” and horse racing…
“Younger people” is not some alien race, Pete. They’ve been around since the world was round.
All of us were once “younger people”- inquisitive, difficult, belligerent, demanding change, making change happen. And then we grew up. And as grown ups, it was felt there was a need to act like grown ups. Most failed miserably. Look around.
How long is a ball of string? It’s always something going through my head when around experienced creative types with proven track records and being challenged to think differently. Come up with ideas. It forces one to be at the top of their game. It’s not the time to play a hand with Jack high and pray to hell it’s high enough.
It happened last weekend in Sentosa at a Think Tank session comprising a couple of people in music, a few from technology, others in marketing aka “social media”, and sports and sponsorship marketing and management. No HR people needed. No need for those who have a new idea every nanu second and hope something sticks.
A friend in horse racing describes him as “the Winx of riders”. Another calls him “freakish”. A racing executive, one of the few I respect, teases me that “The Cult Of Moreira” has, at least to me, become “The Cult Of William Pike”. He doesn’t share what he thinks is the “man love” for the Perth-based rider. Thinks. Following him in a race can be heart stopping stuff.
It’s like music festivals. There are so many around these days that music fans are spoilt for choice. There’s also a pecking order attached. The bigger the flapjacks appearing on the bill, the greater the magnet to be there. Very often just to say that you were there. An Instagram moment.
Glastonbury, Ibiza, Roskilde- it’s about the music and the vibes and the people and the location. And in what is a downturn in the economy, it’s also about value and who provides music fans with more bangs for their buck. More of everything, please, but without that price tag to attend ever becoming exorbitant. Pricing out the good times.
In a rather sombre video to create an almost film noire mood for the upcoming Hong Kong Longines International Jockeys Championships, over what sounds like the soundtrack to “Taxi Driver”, appear the words, “Champions collide while darkness falls”. Easy chaps. And lighten up. One hopes no one collides with anyone. It could get a tad messy.
What’s interesting about this evening’s races, other than trying to snag a couple of the huge jackpots up for grabs, is wondering who will fill that last berth to represent Hong Kong in the “darkness”. Chad Schofield or Douglas Whyte?
Rightly or wrongly, the word “malaise” was used by me recently to describe the state of horse racing. Horse racing everywhere.
This had nothing to do with the exploits of Winx, Enable, Cracksman, Beauty Generation, the brilliantly produced Cox Plate Day presentation for overseas consumption and the derring do in the saddle of riders like James McDonald, Tim Clark, Brenton Avdulla, Hugh Bowman, Kerrin McEvoy, John Allen, Ben Thompson, Damien Oliver, Craig Williams etc and outside of Australia, Frankie Dettori, Oisin Murphy, William Buick, Ryan Moore, Zac Purton, Joao Moreira and Christophe Lemaire.
There was a time not really that long ago though time often flies on unexpected wings at a worldwide music conference in Munich when us executives listened to a panel of young Facebook execs explain how we could use the social media platform- very new at the time- to sell more music. To work closer with music fans. Introduce new music much more cost effectively. And with more pinpoint accuracy. How MySpace was finished. But never ever thinking that this thing called “social media” would get off the ground, we never listened.
Ignorance and arrogance came into play and most of us saw their presentation as a break to grab some chocolate muffins and chat up one of the Facebookers.
We -the music industry- had successfully sued illegal file sharing site Napster and co founders Sean Parker and Shawn Fanning and believed that nothing was going to change our world. The six star lifestyle was going to continue. So much for that dream.