| Since the beginning of music, many bands and | | | | spends a lot of time discussing the power of |
| artists have become incredibly successful. The | | | | context. The power of context is another |
| Tipping Point by Malcolm Gladwell explores three | | | | concept that can make products and ideas tip. He |
| rules of epidemics in which assist in creating | | | | discussed the importance of introducing trends in |
| success. These rules can all be linked to the | | | | an environment/current and past conditions at the |
| success of alternative rock band Radiohead. | | | | perfect time. He states that small altercations can |
| Malcolm Gladwell discusses his | | | | change a lot if there are done at the right |
| concept of stickiness. Gladwell states that what | | | | moment. This is not an easy thing to do. He |
| makes things stick is when you get the consumer | | | | shows examples of this through exploring the |
| involved. He uses the examples of Blue’s | | | | rapid decline of crime rates in NYC in the |
| Clues and Sesame Street to portray these ideas. | | | | 1990’s. He also uses the success of the book |
| In Blue’s Clue the consumer is involved in | | | | the Divine Secrets of the Ya-Ya Sisterhood, along |
| helping Blue find his clues. The host of the show, | | | | with discussing the size of groups to further |
| Steve, is very interactive asking the viewers | | | | prove his point. |
| questions and making them feel apart. He | | | | Radiohead definitely fit the power of context into |
| explores the aspects of how making small | | | | their success. They introduced there free |
| adjustments, getting the consumer involved and | | | | downloadable CD at the perfect time. Back in |
| using different and new approaches ultimately | | | | 2007 the music industry was facing and still is |
| formulate the “stickiness.” | | | | issues of illegal downloading. They took this |
| When dealing with musical artists and bands that | | | | opportunity to give people exactly what they |
| have “stuck”, Radiohead is the first to | | | | wanted, free music. They went against the music |
| come to mind. While there presentation and music | | | | industry and record companies and simply |
| is similar to many other bands, there marketing is | | | | connected with their fans. This influential change at |
| the reason they stick. When building foundations | | | | such a perfect time, allowed for much of their |
| for bands, a fan base is the most critical and | | | | success. If Radiohead had done this at a different |
| crucial component. Having a relationship with fans | | | | time, when this wasn’t an on-going issue in |
| makes them feel a part of something. One | | | | the industry, they most likely wouldn’t have |
| reason things stick is because of the maintenance | | | | had the extreme success they have now. |
| of a strong relationship. Radiohead was an | | | | If the band were to be marketed today using the |
| unsigned band with the drive to make it big. After | | | | law of a few to build a larger fan base, certain |
| releasing a half a dozen albums and being quite | | | | steps would need to be done. First it would be |
| successful on each Radiohead wanted to be | | | | advisable to do some research. This research |
| bigger and give back to their fans. | | | | would involve finding out whom important |
| In 2007, Radiohead released | | | | individuals were. These individuals are the |
| their new album “In Rainbows” for free. | | | | connectors, mavens, and salesmen. Connectors |
| Fan and other music listeners were able to | | | | are those whom know a lot of people and can |
| download the album for free, yet the option to | | | | get a word out. An example of a connector |
| pay for it was there. While many listeners paid | | | | would be someone who is known in the music |
| nothing, some paid up to $40, and supposedly a | | | | industry or music scene. By them simply telling a |
| man was said to have paid $1000 for the FREE | | | | few people, an epidemic may start. Mavens are |
| album. This is pure genius and the reason behind | | | | people who enjoy helping consumers make |
| why Radiohead has stuck. What better way to | | | | informed decisions, out of good will. An example |
| market something then giving it away for free? | | | | of a Maven could be someone who has a broad |
| Because of this marketing technique, Radiohead | | | | knowledge of music and really believes in |
| received a ton of free publicity and press. It was | | | | something. Finally salesmen are people who have |
| all over headlines that the band was “giving | | | | that certain “charm” that makes you feel |
| there album away for free.” There fan base | | | | good about purchasing something. They are also |
| also skyrocketed. All the press along with people | | | | very persuasive. The salesmen in this case would |
| who had never heard Radiohead downloading | | | | be anyone trying to sell the CD simply to make a |
| there CD simply because they could get it for | | | | profit. After identifying these certain individuals, |
| free, put their name out into the public eye even | | | | and putting them to work, the viral sensation |
| more. Whether they liked it or didn’t, listeners | | | | beings. Radiohead would definitely benefit from |
| were ultimately exposed to it. | | | | the continuous use of the power of a few. |
| Along with the stickiness factor, Gladwell also | | | | |