So the Country Music Awards aired on Wednesday, November 4, 2015 and they were a lot of fun to watch, as usual. There were collaborations between people who had never publicly performed before, but the collabo that was on everyone’s lips the next day was between newcomer, Chris Stapleton and pop musician/boy bander, Justin Timberlake.
After watching the performance, I couldn’t help but wonder, was the performance that great, or was it just because Justin Timberlake has made such a name for himself that anything he does will cause chatter? He is fun to watch and all, but when you think about it, Timberlake is from Tennessee, so it’s not all that unfathomable that he may have country roots and was simply guided to the pop world for whatever reason.
Chris Stapleton, a country music newcomer, even though I’m sure he’s been doing his thing out of the limelight for longer than the public has been aware, is still a newcomer. Perhaps that’s part of his allure, the fact that he’s new to the scene and the public’s attention span is notoriously short.
Because each of these performers have their own niche audience and came together in an arena with a high core of supporters, they were inately practicing what, to the world of marketing, is known as the perfect marketing mix.
How, you wonder?
Price — Right out of the gate, Chris Stapleton’s stock has gone up by the mere fact that he’s performing with one of pop music’s icons and his crossover appeal just went through the roof. Undoubtedly, his next CD will garner a couple more dollars per unit than it does right now. As for Timberlake, well, he already charges a couple hundred dollars per ticket at his concerts, doesn’t he? Or is that only if he’s performing with Jay-Z?
Product — Both Timberlake and Stapleton are products who are bought and sold on a regular basis, whether their services are bought to perform or whether they are, in fact, pitching themselves (or representatives pitching them) for appearances or to represent other products.
Promotion — The performance was fun to watch, but the very fact that they performed together was an act of promotion — whether they were promoting themselves for the next project they want to take on or simply promoting the validity of the CMA’s, which will undoubtedly pull in more views and ultimately, sponsors for the CMA’s the next time they are set to air.
Placement — What better placement than on the center stage of one of the most watched television specials for the year. The CMA’s have built their following for many years and now that viewers don’t turn the channel when it comes on and its airing isn’t relegated to the CMT channel, their collective, country music, knee-slappin’, toe-tappin’ stock has exploded; all we, as viewers can do is sit back and enjoy those three hours for what they are.
So there you have it, the CMA’s Justin Timberlake, Chris Stapleton and the marketing mix at its best. Hope this is helpful and illustrative to someone out there!
Wishing you well in the written word!