The Next BIG Hit: 5 Marketing Tips From Macklemore & Ryan Lewis’ “Thrift Shop”

How to Score the Next BIG Hit: 5 Marketing Tips From Macklemore & Ryan Lewis' "Thrift Shop"
BY: LUKAS CAMENZIND
Written by Lukas Camenzind

With over 7 million copies sold, Macklemore & Ryan Lewis’ “Thrift Shop” is one of the highest selling singles of the past few years.

But WHY was the song such a huge success?

And what can you learn from it if you want to score the NEXT big hit?

Here are 5 key insights:

1. It’s A Single

Did you know Thrift Shop was the 5th in a series of singles released from The Heist?

The first single was “My Oh My” (released December 2010). It completely failed to chart. About a month later came “Wing$” (released January 2011), but it didn’t really catch on either. Then, “Can’t Hold Us” (released August 2011) as the third, and a year later “Same Love” (released July 2012) as the 4th single…

…but it wasn’t until AFTER “Thrift Shop” (released August 2012) blew up in October of 2012, that the previous songs climbed the charts, too.

So what’s the lesson? Release and promote a series of individual songs. And: If it’s not a hit, switch. Don’t keep pushing a song that’s not getting any traction on its own. Keep releasing new songs until one catches on.

2. It’s Different

If you don’t want to drown in the sea of new releases, the first challenge for any (new) artist is: How do you stand out?

The simple answer: Be different.

“Thrift Shop” IS different: It’s an ode to resourcefulness and getting fabulous even when you can’t afford to touch the luxury items that rappers usually talk about.

In fact, it’s the exact OPPOSITE.

The lesson: If you want to get noticed, don’t do what everyone else is doing. Dare to be different. You will alienate some, but connect more with others - and that’s what matters in the end.

3. It’s Fun

As Jonah Berger shows in his book “Contagious: Why Things Catch On”, funny stories are among the most likely to go viral (because humor is a high-arousal, positive emotion, which makes it highly shareable).

And “Thrift Shop” IS a fun song… about a “controversial”, but not-so-serious topic: Whether you are a thrifty-hipster or not, it’s safe to have an opinion and fun to “argue” about it.

So, remember: Even if your music isn’t comical, don’t take yourself too serious. Make sure it’s fun to talk about your music, if you want anyone to share it.

4. It’s an Anthem

Thrift Shop is not just a song - it’s an anthem.

Why? Because the song is a symbol that captures the ACTUAL cultural phenomenon of the cash-strapped hipster (by choice or not), on the hunt for vintage clothes.

Here’s the good news: If you want your song to become an anthem, too, you don’t need to start a whole new movement.

All you need to do is draft behind a trend that’s ALREADY happening within the audience you want to reach.

Write a concept song with a clear and focused message, and you’ll have a better chance of it becoming an huge hit like Thrift Shop.

5. It’s Visual

With “Thrift Shop”, the song’s message doesn’t just come across through the music and lyrics:

The music video (currently at over 430 million views on You Tube!) communicates the song’s concept visually: It’s fun, different and out-there, and captures what the song is all about.

In todays online world (where everyone’s attention span is short), using stunning, extraordinary visuals to go along with your music is crucial.

If you want your next song to be a big hit - or at least more successful than your previous song - don’t skimp on the visuals.

Now tell me this…

Why Do You Think Some Songs Become HUGE Hits? And What Are You Doing To Increase Your Chances Of Scoring The Next One?

Leave a comment and let me know!

Author Bio:

Hi, my name is Luke and I have two passions in life: music and marketing. Have you ever wondered why some artists fail, while others have HUGE success online? If you’re a talented musician, I want to help you reach and engage more fans. To find out why some artists fail while others succeed, download my free report now: http://bit.ly/posteram

How to Score the Next BIG Hit: 5 Marketing Tips From Macklemore & Ryan Lewis' "Thrift Shop"

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Breaking Into The Music Business Today

Breaking Into The Music Business Today

By Mika Salmi, CEO of creativeLIVE.

Whether you love making music, or love listening to it, there are now more ways than ever to break into the music business.

It's been 14 years since Napster emerged, marking the start of an industry-wide revolution. Today, more music is being made and listened to than ever before, and the flow of both money and opportunity has changed radically.

Once upon a time, six major record labels controlled the music business. Now there are only major three labels — and they don't control the industry like they used to. With the traditional gatekeeper model all but destroyed, what opportunities are available to the aspiring musician or manager?

Musicians As Entrepreneurs

In the past, if you were a musician, getting signed to one of these labels was your only goal (okay, besides sex and drugs). That's not because it was easy to do; it was straightforward. The only way to make it big was to land a major deal with a major label.

Today, as an artist, you have a multitude of options — all starting and ending with your own bare-bones initiative. You can create music in your bedroom and distribute it directly via online platforms like Beatport or Soundcloud. You can play it like Macklemore did and spend years on the road, playing hundreds of live shows, building a fan base that will eventually fill arenas and land you on Billboard charts. You can try the old (and hardest) way and sign to a label. Or you can do all three.

Your path depends, first, on your talent and, second, on how much control you want over your career. Today, musicians have choices that hardly existed pre-Napster. You can now decide.

Music Fanaticism Is Now a Career Path

If you are not a musician but a music junkie like me, your only option in the past was to get a job working for a record label. These jobs were in short supply so they were hard to get, but you once your were "in", you were set. And then sometimes you'd have career-defining moments like I did, when I discovered the Nine Inch Nails back in 1988.

Today, after a few decades running music and entertainment companies, I'm the CEO of creativeLIVE, an online education company. And guess what channel we just launched, because we see such a huge opportunity? Music.

If you are a music fanatic, you have as many choices as the artists themselves. You can go work for a technology-based music company like Spotify or Pandora (there are hundreds of these companies popping up every day) as a product manager, engineer, or in business development. Or, you could choose to work at an ad agency or media company sourcing music for commercials and TV and movie soundtracks (many, many companies here too). Or, you can go work for a label and help them figure out how to stay relevant in this ever-changing industry.

Anyone Can Try to Make a Career in Music

Alternatively, whether you see yourself as a music artist or a music fanatic, you can now learn how to make music on your computer. creativeLIVE is bringing a world-renowned DJ, Big Chocolate, in to show you how to make Electronic Dance Music (EDM) tracks in Ableton Live. EDM is the hot thing right now, permeating all genres.

Due to the democratization of the industry over the last two decades, music is alive and well and the opportunities are numerous. The days of being a "cigar-smoking fat cat music exec" are pretty much gone, but the music lives on. Music "careers" are now more creative and exciting, taking a number of shapes, both on the artist side and the business side.

Whether you are an aspiring musician, a marketer, a deal maker, or a coder, there are more, and, in my opinion, better opportunities today to follow your passion for music and make a good living doing so.

Former label exec, current Incubus manager, and all-around man-in-the-know, Steve Rennie will be on creativeLIVE on September 12 teaching a workshop about networking. While the landscape of the music business is constantly changing, one thing remains the same: it's all about who you know. Steve is a candid and insightful expert who has seen it all and managed to stay both relevant and honest.

Hisham Dahud is a Senior Analyst for Hypebot.com. Additionally, he is the head of Business Development for Fame House and an independent musician. Follow him on Twitter: @HishamDahud

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