@BruceDaisley 29th FeBRuARY 2012

RIHANNA

WHAT

CAN TEACH YOU ABOUT STRATEGY

This is the outset of some loose thoughts from my morning run. All my thoughts in a personal capacity… Give me your thoughts and I’ll evolve the

ideas a little.

@brucedaisley

“The CLUB CAN’t HANDLE ME ETC ETC”

I wake up every morning to Kiss 100. Every night as I go to bed I like to guess whose tune will wake me up tomorrow. It sounds hard to guess. But with Kiss

it is a 50-50 chance. It will be Rihanna or David Guetta

@brucedaisley

RiHANNA

36 sinGLES in 6

years

DAVID GUETTA

18 sinGLES in 3

yearsRIHANNA - 26 SOLO SINGLES, 10 aS

FEATURED ARTIST

How have these two stars become so ubiquitous? So dominant in the charts? David Guetta currently has 2 top 10 hits and 5 songs in the top 100. Their

success in unprecedented in 30 years.

@brucedaisley

ALWAYS THERE & DISCOVERABLE,

EVOLVING IN PUBLICRIHANNA - 26 SOLO SINGLES, 10 aS

FEATURED ARTIST

‘ALWAYS ON’

APPROACH

They have done it by adopting a different strategy. They recognise that they need to be always there because these days you get forgotten very quickly.

They are ‘always on’

‘ALWAYS ON’

Rihanna’s manager has spoken about this. His job is to keep her constantly present because in a 24-7 world people move on very quickly.

‘CAMPAIGN’

APPROACH

COMING BACK WITH SOMETHING

NEW WHEN WE’RE READYOf course this isn’t the way that everyone thinks. The old model used to be

that you release an album, take a year or two out then come back with a new ‘campaign’. “Look! I’ve now got different coloured hair!”

MADONNA BRITNEY SPEARS2.5 YEAR GAP

BETWEEN CDS

FIRST SINGLE In 3

yearsStars like Madonna look indolent in comparison with Rihanna and Guetta. They come in bursts, rather than always being in contact.

‘CAMPAIGN’

APPROACH

MADONNA BRITNEY SPEARSDIDN’T REACH GOLD STATUS

SINGLE REACHED #6

SINGLE REACHED

#37The challenge is that the campaign advertisers are finding that their approach isn’t working too well any more. Madonna threw everything at her new single.

Superbowl, epic video, Nicki Minaj. It got to number 37 in the UK.

‘CAMPAIGN’

APPROACH

ALWAYS ON ISN’t CHOSEN STRATEGY

IT IS ONLY STRATEGY

What Guetta and RiRi have realised is that this isn’t a choice. This is the new world. The only way to win today is to be always on. Real time conversation.

MAYBE ROCK BANDS NEED TO

THINK ABOUT THIS TOO?

Maybe this is one reason why the rock world is struggling. The three-year cycle of rock releases no longer work in the connected work.

THEY ARE BOTH HIGHLY CONNECTED TO REAL FANS – NEITHER SHARES

LOGINS TO TWITTER WITH RECORD COMPANY

(Also in an era of immersive media training, RIRI is refreshingly unadapted)

PS both David Guetta and Rihanna actively participate in their own social dialogue. Always on to them means ALWAYS ON.

@BruceDaisley 29th FeBRuARY 2012

RIHANNA

WHAT

CAN TEACH YOU ABOUT STRATEGY

What do you think? Leave your thoughts and comments and I’ll evolve the argument.