What's cool about this music video.
I’ve been a fan of Bob Mould for a very long time, but that really has very little to do with why I am picking this video as my Inspiration of the “Week”. This really is a great example of what a small business, artists can do with a limited budget but real inspiration. On one level, it is a video intended for a viral audience via Funny or Die! There’s a comedy segment at the opening that plays off of generational differences in the rock and roll scene and establishes how little Bob Mould knows about social media marketing. As a result of this, Mr. Mould concocts a 21st Century marketing plan with the help of his band mates. As the video shifts into a music video for “I Don’t Know You Anymore”, we watch the story of a guerrilla marketing stunt unfold.
There are all kinds of things to nerd out about in this video, but for our purposes this is a great example of how branded content really works. Everything fans associate with Bob Mould is in this video; a spirit of rebellion, a mature approach to DIY ethos, a fun sense of subversion and making technology work for people, not the other way around. Additionally, it’s great content because this isn’t just an ad, this is a music video for the actual song. Rather than telling us how great the new Bob Mould is, it demonstrates it from start to finish.
Technically, with the exception of the star power, this was a moderately budgeted effort. Shot on a digital cinema platform in mostly available light, this was not much more than the one-man shoot that most small businesses could afford. Props and location would eat up most of the budget. A little more time on the front end could shave edit and post production time. I bet this wasn’t shot like a documentary, as much as it may look like it.
This demonstrates that even though small business people might not be legends of rock history, they can think like rock stars and take truly dynamic approaches to generating their content.