Lessons from U2′s Rose Bowl YouTube Gig
Start-ups can learn a thing or two from U2. In many ways they act like a start-up, even though they are veterans of the music industry. Offering a free live gig on YouTube is a brave thing for an established band to do. Especially one a big as U2. They essentially could have filmed the gig as normal and released a DVD. Took the safe option. However, they decided to do something different. They didn’t rely on convention. They acted like a start-up. They decided to take a risk. And it payed off.
It was an event. It was live and it was very well built up. Anything could happen. It got peoples’ attention and got them talking.
U2 used the freemium business model last night to great effect. Millions watched and millions are now hungry for more U2. I wonder how many more albums, DVD, concert tickets, T-shirts, mugs etc. they will sell. Also, how many people donated to RED as a direct result of the YouTube stream.
As a start-up all you have is word of mouth. Make no mistake about it, leveraging word of mouth is your biggest marketing weapon. Use it. Don’t be bland. If four aging rockers can do it so can you. For a start-up average doesn’t get traction. You might have to polarize, but hey, at least you will be noticed. So, what’s your live streaming gig in front of 96,000 people gonna be?
