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Naturally 7 in der Metro – gut, dass ich mein Handy dabei habe!

 

Bonjour. Singen wir doch heute mal in der französischen Metro. Klingt prima und außerdem lieben wir die genervten Gesichter der Mitreisenden.

Und zufällig hatte auch jemand sein Handy dabei, als die Acapella Band Naturally 7 genau diese Aktion vollführte. Deren neue Single “Feel it (in the air tonight)” wird völlig ungeplant (räusper…) präsentiert – und während die Fahrgäste am Anfang noch theatralisch irritiert und scheinbar mit dem Vorurteil belastet sind, dass gleich wieder ein Straßenkünstler sie nach Geld fragt, ändert sich die Sache recht bald. Zum Ende hin kann sich scheinbar kaum noch jemand dem Bann der Band entziehen – aber sehen Sie selbst:

Warum in Deutschland kaum ein Musiker solches “Grassroots-Viral-Marketing” nutzt, ist mir ein Rätsel. Denn die User-Kommentare beweisen – dieser virale Container kam bei der “Video-Glotzer-Zielgruppe” mindestens ebenso gut an wie bei den Metro-Fahrern. Nicht nur, weil man mit dem “Augenhöhe mit dem Publikum-Faktor” gespielt, sondern auch, weil man dabei noch subtil limbisch-emotionalisierende Schnittechniken im Video beachtet hat.

Doch hier liegt auch die Crux: Denn nur eben jene Kombination aus professioneller Schnitttechnik mit dem “Handy-Film” zeigt auf, dass der Zufall bei der Entstehung des Videos vielleicht doch nur eine Nebenrolle gespielt hat… egal, den meisten wird’s nicht aufgefallen sein.

Überdies sind hiermit die Möglichkeiten des Low-Cost-Music-Marketings noch nicht ausgereizt: Es ergeben sich hervorragende Crossmarketing-Möglichkeiten mit großen Mobilfunk-Hardware-Anbietern, wie etwa NOKIA…