Where’s the Party

youtube collaborations I’m a bit obsessed with Kanye West’s new album, and especially with the song “Monster,” and especially with the verse by Nicki Minaj about 3.5 minutes into the song. (You can go find it. The language isn’t safe for work.) Evidently, I’m not the only one. If the picture didn’t come through with your mail, click here to see the page and see just a tiny sampling of all the various people who have recorded lipsyncs and otherwise to Nicki’s verse. Not the whole song, mind you: the same verse that I thought was so impressive.

There are dozens, maybe a hundred so far. None of them really blows you away, unless, like me, you start thinking about how collaboration and participation have really changed things. At least from the “feelings” side of the camp, this is neat stuff. This is a whole different level to the mixtape universe, where you need a DJ’s level of skills. In the YouTube lip-sync world, you don’t really need much of anything except the guts to post your effort.

Does This Sell More Albums?

I don’t know, but it sure as heck shows a lot of loyalty and appreciation to Nicki and the work of the artists. Does that sell more merchandise and does that promise some potential downstream value? Hell, yes.

Where’s the Party?

You need a campfire. You need that social setting that consists of: object of focus, group experience of that object, and then creative expression thereafter. In literal terms, the party is around a campfire. In more stretched out thinking, the party is around the creative content. It’s content, community, marketplace said another way.

Oh, by the way, I’m not the only one totally into that song. Hackers leaked Kanye’s video yesterday.

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  • http://www.danieldecker.net Daniel Decker

    Great example of how people take something, adopt it and make it their own. They become champions of it because it moves them in some way. Then, in turn, they spread the message and become bullhorns.

    That’s the secret sauce we all want.

    BTW…like the song but not sure about that video. A bit insane for my taste but I’m sure it will be plenty polarizing to help spike album sales for Kanye. He’s become pretty good at mastering that art it seems.

  • Kradr2

    I’m not sure if I’m picking up on the beat hear… Let me barf up in Technicolor and maybe it will come out on the other side as a cartoon that will have some sort of commentary .

    Should I give you a clever lie or a harsh truth? … I will just leave this:

    Violence isn’t always evil. What’s evil is the infatuation with violence.”
     ~Jim Morrison

    • http://chrisbrogan.com Chris Brogan

      I guess the point is that people can collaborate now and that changes the emotional ties to the art. Does that make sense?

      • http://linkedin.com/in/joesorge Joe Sorge

        Whoa, does that make sense.

      • Kradr2

        Um …. I think I’m missing something … There is some sort of new angle here … How is this different than a fire side shin dig / war dance ? … Weren’t the Beetles doing this? … I guess there is the Beetle and then there is uncle Henrys jug band where everyone and Elvis.

  • http://ClimbingEveryMountain.com Mary E. Ulrich

    I couldn’t get the video to work. Awesome peek into the future of music.

  • MsSvelteNY

    HA! Love it Chris – this was a surprise to wake up to a post about Nicki Minaj. Yes, I’ve been in the bushes lurking for quite some time now, however, this time, I will comment. The video was great – Shining meets Kanye.

    As for Nicki, it’s been a while since a MC came out with that much fan fare without officially being signed to a label. (then eventually Cash Money) Championed by her fan base online which made it easy for any label, the job was already done.

    [Nicki Minaj]
    Pull up in the monster
    Automobile gangster
    With a bad b-tch that came from Sri Lanka
    Yeah I’m in that Tonka, colour of Willy Wonka
    You could be the King but watch the Queen conquer
    Ok first things first I’ll eat your brains
    Then I’mma start rocking gold teeth and fangs
    Casue that’s what a muthaf-cking monster do
    Hairdresser from milan, thats what monster do
    Monster Giuseppe heel that’s the monster shoe
    Young money is the roster and the monster crew
    And I’m all up all up all up in the bank with the funny face
    And if I’m fake I aint notice cause my money aint
    So let me get this straight wait I’m the rookie
    But my features and my shows ten times your pay
    50k for a verse no album out!
    Yeah my money’s so tall that my barbie’s gotta climb it
    Hotter than a middle eastern climate
    Find it 20 mataran dutty whine it
    While it, nicki on a pit while I sign it
    How these n-ggas so one-track minded
    But really really I don’t give a F-U-C-K
    Forget barbie f-ck nicki she’s fake
    She’s on a diet but my pockets eating cheese cake
    And I’ll say boy the Chucky is Child’s play
    Just killed another career it’s a mild day
    Besides ‘Ye they can’t stand besides me
    I think me, you and (?) menage friday
    Pink wig thick ass give em whip lash
    I think big get cash make em blink fast
    Now look at what you just saw I think this is what you live for
    Aaahhhh, I’m a muthaf-cking monster!

    • http://chrisbrogan.com Chris Brogan

      It’s fun to see the system work differently from time to time. : )

    • http://brittanydarwell.wordpress.com Brittany

      In some versions of the song, the word is scratched out, but the verse is “I think me, you and Am should menage friday.” Am being Amber Rose, Kanye’s ex.

  • commoncents

    I am a bit obsessed with understanding and finding value in music and art. Same for understanding and finding value in humanity and all of society.

    I agree with the quote by Jim Morrison: Violence isn’t always evil. What’s evil is the infatuation with violence.”
    ~Jim Morrison

    I would add that images and words are very powerful. Powerful for the greater good and also powerful for greater destructive value. Can’t swing with this one Chris.

    • http://chrisbrogan.com Chris Brogan

      Doesn’t have to be your song. The point was about the collaboration. If you get hung up on the song, that’s just seeing the red and not the car.

  • http://www.blogpaws.com Tom Collins

    Hey, Chris,

    Great stuff, as usual!

    I’ll start by confessing I found the music, lyrics, and the video a pretty cynical and depressing commentary on American “culture” — all the more because it made me visualize one of those infinite mirror images with Kanye and Nicki living the lyrics. It takes most of the “commentary” value out of it, for me, if they consciously decide to BE the problem they’re commenting on. There’s nothing attractive (to me) about being the monster they’re describing, no matter how tall the pile of money might get. It’s quite possible I’m missing something, but that was my reaction.

    I love your analysis of the social marketing value of collaboration and community, however, and how it grew in this case around a specific verse of a song. And your summation about campfires provides a compelling image for understanding what business folk should be trying to achieve in social marketing.

    I’d just add that marketers should understand: they don’t need to build the campfire. They just need to find a way to be invited to (or allowed to stay at) the party.

    How’s that for a New Year’s resolution?

    Tom

    • http://chrisbrogan.com Chris Brogan

      Hi Tom-

      The song’s intent is to sort of echo what critics and naysayers are saying. They call Kanye a monster, so he says, “Okay, I’m a monster.” It’s actually a bit derivative, as Eminem did “The Way I Am” about a decade ago with the same theme.

      Thanks for your thoughts. You’re right about your insight on the marketers. Very good way to put it.

    • http://chrisbrogan.com Chris Brogan

      Hi Tom-

      The song’s intent is to sort of echo what critics and naysayers are saying. They call Kanye a monster, so he says, “Okay, I’m a monster.” It’s actually a bit derivative, as Eminem did “The Way I Am” about a decade ago with the same theme.

      Thanks for your thoughts. You’re right about your insight on the marketers. Very good way to put it.

    • http://chrisbrogan.com Chris Brogan

      Hi Tom-

      The song’s intent is to sort of echo what critics and naysayers are saying. They call Kanye a monster, so he says, “Okay, I’m a monster.” It’s actually a bit derivative, as Eminem did “The Way I Am” about a decade ago with the same theme.

      Thanks for your thoughts. You’re right about your insight on the marketers. Very good way to put it.

    • http://chrisbrogan.com Chris Brogan

      Hi Tom-

      The song’s intent is to sort of echo what critics and naysayers are saying. They call Kanye a monster, so he says, “Okay, I’m a monster.” It’s actually a bit derivative, as Eminem did “The Way I Am” about a decade ago with the same theme.

      Thanks for your thoughts. You’re right about your insight on the marketers. Very good way to put it.

  • David Jacobs

    Have we finally moved passed the time when record companies would seek to shut down these videos? Any kind of unlicensed music or lip syncing in the background used to be grounds for a video shut down.

    I like the campfire metaphor. Built the campfire and turn no one away who wants to come and sit. Sometimes the campfire is built for you and all you need to do is stay out of the way. Amazing how many businesses are still shooting themselves in the foot trying to “protect” their content. If I am right I believe Kanye literally gave away half of this album on the Internet months before it’s release anyway and it hasn’t hurt a thing.

    • http://chrisbrogan.com Chris Brogan

      I think they *do* shut them down when they find them. But some of those people have over 400,000 views, so it’s not *such* a big stink, evidently.

    • http://chrisbrogan.com Chris Brogan

      I think they *do* shut them down when they find them. But some of those people have over 400,000 views, so it’s not *such* a big stink, evidently.

    • http://chrisbrogan.com Chris Brogan

      I think they *do* shut them down when they find them. But some of those people have over 400,000 views, so it’s not *such* a big stink, evidently.

    • http://chrisbrogan.com Chris Brogan

      I think they *do* shut them down when they find them. But some of those people have over 400,000 views, so it’s not *such* a big stink, evidently.

  • Mack Collier

    Chris I’m not a big Kanye West fan, but love this post. The song’s verse has obviously made an emotional connection with fans, and the content they are creating is helping to expose new fans to the song and verse. That sells more music.

    Hopefully the music industry will eventually give up the ‘total control’ mentality and stop squashing fan-created content like this, because shifting control to fans helps drive awareness of the artist. It’s the same thing you see every day when someone enjoys one of your posts and links back to you on their blog and promotes you to their readers. The ease of content creation via social tools has just amplified our ability to promote our favorite artists and even bloggers ;)

    • http://chrisbrogan.com Chris Brogan

      Thanks, Mack. I agree. It’s not that specific music. That’s just my example.

    • http://chrisbrogan.com Chris Brogan

      Thanks, Mack. I agree. It’s not that specific music. That’s just my example.

    • http://chrisbrogan.com Chris Brogan

      Thanks, Mack. I agree. It’s not that specific music. That’s just my example.

  • Kradr2

    I’m going to sugar coat this pill because Chris seems to be a pretty cool guy and I’m pretty sure he’s up to some thing…..

    For me, it’s not only a seen it, done it but it’s mid boggling …… Looking for the term … ? over used … obvious … anyway….

    Here is what goes on in my head when I see this stuff.

    SPLIT SCREEN :

    LEFT SIDE OF VIDEO: this video.

    RIGHT SIDE AS FOLLOWS:

    News reel …

    Serial murderer Stephen Griffith’s flipping off the camera …Columbine videos ….. Richard Ramírez making the sign of the devil at the camera in court ……. Polly Klaas’s murder laughing at Mr. Klaas in court ….. The evening news from 5 to 11 The Oj Simpson murders over and over.

    >> Giant gooy Bigger King cheese burger oozing lard, sugar and salt. Obese 7 year old licking his chops . Waiting for his mother to give him his ritalin pill first. He is cheating with his finger when she isn’t looking, naughty , naughty….. <<

    Late, late night, with Tom Vu’s take on the book THE SECRETE & sales ( subtext ) just lie your ass off and what ever sells, sells .. Giant smile .

    Guy at sink splashing cold water on face.

    Soldier gets his first kill in Iraqi. Wow, dude, did you see that? Giggling sounds

    Reality , father returning home after curfew with a piece of breed.

    Fast forward 5 years, mother , daughter turning tricks on the street of Bagdad.

    Is it reality or is it Memorex ?

    Glass shatters and in the back ground plane crashes into World Trade Center.

  • Anonymous

    Here’s to the new year filled with happy trail!
    This cowgirl is riding high! My boys first, friends second, business a close third. Monkey business always mixed in….

    Happiness is a giving person who shares his knowledge with the world!

    Peace to you, Mr. Brogan.

  • http://www.pokertraininghq.com poker training

    happy new year my friend! looking forward to the best year yet!

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  • http://tommy.ismy.name Tommy is my name

    Profit? Everybody knows you got it. Chris you’re a f-ckin monster.

  • http://www.coopersbarnyard.com Frankie Cooper

    The party sitting around the camp fire telling stories is a communication technique that works.

  • http://www.howtogetridofacnescarsblogs.com how to get rid of acne scars

    Chris you’re a f-ckin monster.

  • http://www.howtogetridofstretchmarksblog.com get rid of stretch marks

    What a cool party and monkey business.