By Barb Paszyn
My fiancé called me into the living room and all I could hear were the faint sounds of the 90’s. He wanted to show me a new music video by 90’s rock legends Oasis. He got excited and I could understand why. Oasis disbanded years ago, but here we were, watching a video that looked like it could have come out today.
Songwriter Noel Gallagher reworked their 1997 classic video of “D’You Know What I Mean?”. Through innovative technology, engineers painstakingly reprocessed the original film frame by frame from standard definition to high definition and uploaded it to YouTube in 1080p HD. As for the music itself, Noel and his team reengineered the mix to bring out sounds and melodies previously unheard.
They are doing all of this for the upcoming re-issuing of their third album, Be Here Now. It’s a clever way to showcase their work to a new generation of music listeners, Gen Z. Gen Z will be less likely to ignore this video since the original version looked worse than something you could shoot on your cell phone.
Chief Keef, another influential music artist, reached his audience by using hologram technology. He wasn’t allowed to physically perform in Illinois due to outstanding arrest warrants. He got around this by performing in hologram form in Indiana (by the Illinois border). He clearly didn’t want to take any chances. Granted, his hologram only performed one song before the police shut it down (imagine that).
What does this all mean?
Using innovative technology to reprocess an old video, Oasis made themselves relevant again (it has nearly a million views in just over a month, and my fiancé and I have dug up my old (What’s the Story) Morning Glory? CD). Using hologram technology Chief Keef maintained his relevance to his die hard fans in Illinois. From a marketing perspective, we need to embrace innovation. This means trying out new methodologies, technologies and ways to connect with our consumer target to ensure we stay current and relevant – like Oasis and Chief Keef.