Blog Post
Marketing Rocks: AC/DC Edition
It's a Long Way to the Top (if You Wanna Rock 'n' Roll)
On the 40th anniversary of the release of Back in Black, AC/DC's seventh studio album, I'm reminded of what I've learned about marketing from AC/DC.
Repeat. Repeat. Repeat.
It's hard to believe it's been forty years since Back in Black assaulted the world's airwaves.
But completely believable is the persistent hallmark of an anthemic AC/DC track.
The not-so-subtle use of repetition. Yes, repetition. (See what I did there?).
Let's start with the title track (curiously, opening Side Two on vinyl), Back in Black.
What's the opening lyric? Back in Black. Chorus? Back in Black twice over in each of four choruses. How many times are you "back" in 4 minutes 16 seconds? XX. I counted.
Hells' Bells ringing any bells? Repeat Hell's Bells four times, every chorus, then repeat that chorus four times.
Thunderstruck? Highway to Hell? Dirty Deeds?
We'll get to Shook Me a little later....
AC/DC lesson number one: Repeat, repeat, repeat... repeat.
Listen carefully.
There's plenty a lot of noise out there. And apart from the fanboys you've already won, no one's paying close attention to what you have to say.
So, craft your message strategically and set the dial on repeat. Then let those impressions fly.
Resonate. To the Core.
The Song Remains the Same
Imagine for a moment, your favourite musical. Casts changes, actors each offer their unique take on on their roles.
But the music, or more importantly, the song remains the same.
Throughout the 1970's, AC/DC established a foothold in the music industry, with a steady stream of regional releases and the hard work of touring.
But Back in Black broke AC/DC worldwide in 1980 and remains one of the best selling rock albums in the history of recorded music.
But some don't know that this seminal release marked the debut of singer Brian Johnson, who took on the unenviable task of stepping up to the microphone left vacant after the death of previous vocalist Bon Scott.
In fact, Back in Black is the ultimate tribute to the fallen singer, written in part as a celebration of Scott's life with the band.
But even under that heavy load, Back in Black travels the AC/DC lane, true to form, and every bit a part of the band's musical DNA.
Don't loose site of your brand as the world twists and turns around you, as the ASGDASDGASDG
It's a Long Way to the Top (If You Wanna Rock 'n' Roll)
Patience.
World domination doesn't occur over night. There are exceptions, of course, viral one hit wonders.
But true market domination is hard won, built on a solid foundation, equal parts inspiration, preparation, and relentless work.
Back in Black may have introduced AC/DC to the world, but it's success is best measured upon the records of the Bon Scott era prior, the band's relentless touring, and their knack for distilling their messages down into wildly consumable nuggets.
