Power of a Music Superstar Brand

Phil Collins made his first live appearance in a major venue since coming out of retirement at the US Open in Queens, New York. The Genesis drummer-singer was on hand to sing his seminal track “In the Air Tonight” — an especially appropriate selection considering Arthur Ashe Stadium was debuting its new retractable roof. “In the Air Tonight” … retractable roof. Clever.

In addition to the live comeback, Collins in in the midst of a massive reissue campaign of his entire discography. He’s also releasing his memoir, Not Dead Yet, in October.

Most of the crowd attended the U.S. Open to watch tennis, of course. That’s what the tournament is about. Even so, you can hear their reaction to Collins. What is his brand? What comes to mind when they see him coming out of retirement?

One of the benefits of social media like YouTube is you don’t have to guess what people think of a music star — or YOU. In fact, that’s your brand. Your videos on YouTube and other social media channels won’t pull in the number of comments of a superstar. Nor are you likely to get the tens of thousands of hits this video did in just two days. But you can learn a lot. See it as a reality check.

Here are just a few of the recent comments on my YouTube video captured from ESPN2. Some are in Spanish, which are revealing in themselves.

Era Ela In Ruiz 11 hours ago

Gracias por existir y cantar así.

2 hours ago

David Bowie, Prince, but still have a legend Alive ! you’re Welcome Phil 🙂

Power of a Music Superstar Brand: Takeaways

Take advantage of social media — especially YouTube — to get a reality check for what you stand for. Your brand.

Don’t over react to any one comment. Rather, look for the gist of what people are saying.

Remember you don’t have to sing or play the drums in your video. Just trying to connect with viewers on camera will develop your brand.

Unless you’re touting your production values, you can just use an iPhone to capture your message.

Look for opportunities to respond to comments through social media.

Even thank people for negative comments if you can learn from them.

11 hours ago

I am sooo happy and excited to see Phil back in action! I seriously got chills watching this! Phil is my favorite musician of all time , I absolutely love him and revere him!!!

19 hours ago

Still sounds so good!!!!!

Take advantage of social media — especially YouTube — to get a reality check for what you stand for. Your brand.
Don’t over react to any one comment. Rather, look for the gist of what people are saying.
Remember you don’t have to sing or play the drums in your video. Just trying to connect with viewers on camera will develop your brand.
Unless you’re touting your production values, you can just use an iPhone to capture your message.
Look for opportunities to respond to comments through social media.
Even thank people for negative comments if you can learn from them.

Coaching Through Conversation

Power of a Music Superstar Brand

August 31, 2016 · Bob Kaplitz

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