Smooth and urban jazz saxophonist Art Sherrod Jr. has opened for or co-headlined shows with Roy Ayers, Natalie Cole, Boney James, Cuba Gooding & the Main Ingredient and his mentor Gerald Albright. Often complimented for his knack to engage audiences and being an interactive performer, sitting and talking with his audience following concerts, here Sherrod continues to “give back,” as he coins it, by sharing his perspective on social media, marketing and highlighting the first annual “The Spring Breeze Soul Jazz Cruise,” which sets sail May 2012. –yvette caslin
What are some of the best marketing ideas currently on the Internet and in social media?
YouTube has revolutionized how independent and new artists compete with major labels. Anyone can immediately create and post video, commercials, music, etc. Within hours, the average Joe can be a star. Facebook and LivingSocial even the playing field as it relates to advertising, branding and marketing. With access to social media, artists can brand and re-brand themselves, virally, within minutes. Finally, Twitter is the icing on the cake or the whip cream on your Sunday, which ever you prefer, if not both. With Twitter, instant and continuous contact with your fan base, friends and colleagues gives everyone the ability to collaborate and mobilize in the creative space that makes artist thrive.
Brands are able to evolve and grow when what three elements are in place?
Brands evolve and grow when they have exposure, when they are consistent in their delivery and when the quality of their work/product exceeds the expectations of their clients.
How has social media made a difference in the way you market your personal brand?
Social media is instantaneous and it allows me to immediately connect with my community as well as communicate with other communities that may not yet be aware of me as an artist. We can create a seamless campaign with images for use on posters, web sites, album cover, etc. and fans respond with an honest opinion of the music as well as the look and feel of the campaign. If they like it, we run with printing the hard-copied materials. Prior to Facebook, we relied 100 percent on a graphic designer to determine and direct the look and feel of our campaign.
With social media, what you see is truer and closer to the hearts of our fan base. Finally, many of my fellow artists previously were unable to connect and share information, tools, theory, music, etc. Social media allows us to create and share in ways that were previously impossible – sharing photos, video, music, idea, critiques, mp3 files, etc.
I love it when fans leave an event and immediately post pictures, share comments about a gig, their personal feelings, memories and love for me and my fellas.
Creating a brand experience is important because…
Branded event experiences define what our fans want. Unlike Steve Jobs, I believe that when it comes to music, people know what they like. As artists, we can’t define what people like. We can only express what is within us and hopefully people can and will connect with that expression. It is like falling in love with someone. Once we’ve made that connection with our audience, they come to expect a consistent level of connection. That is our branded experience. If you want to keep your relationship with your fans, you better give them that experience over and over again.
Advertising to the diverse community is important because…
You cannot grow as an artist unless your music continually reaches and stretches boundaries. Insanity is continuing to go to do the same things over and over again and expect different results. Advertising to diverse communities is the only means of introducing your creativity to new audiences that may not have ever been exposed to you. How else can they fall in love with your work unless they hear and experience it personally?
What is the source of some of your best ideas for marketing programs?
Everyday life is the best place to look for marketing ideas. In watching my children and their friends, I find that the common ordinary things are filled with irony and in this irony we find laughter and things that make us smile, connect and think.
How does your team brainstorm for clients?
We look at the demographics of our fan base – where they work, their education, where they live and shop, what they buy, what they wear to shows, what they say about performances, and finally we look at their feedback and ask them what did they like or dislike about our show. Our fans determine our advertisers and in many ways determine what venues and clients we work with. In this business, it really is quid pro quo.
What was the last big idea presented?
We have created our First Annual Jazz Cruise titled: “The Spring Breeze Soul Jazz Cruise,” which departs from New Jersey on May 5, 2012 travels to Bermuda and returns on May 10, 2012. We have booked Kenny Lattimore, Marcus Johnson, Walter Beasley, Matt Marshak, Althea Rene, ZOE’, Alex Bugnon, Karen Briggs, myself and others. Check us out at https://www.ijazzglobal.com/bermuda for more details. Cabins are still available. We would love to turn this idea of an annual cruise into a reality.
Describe your favorite television commercial? Why?
I love the commercial with the little boy who conveniences his mother and father to give him a dog by creating a presentation on his computer. Then his father attempts to create a commercial convening his wife to allow him to get something he wants and doesn’t get beyond the first screen when she simply looks at him with rejection. Classic! I like the commercial because it demonstrates the ingenuity of children and how they really do understand how to get to us as parents. It also demonstrates how women control the bottom line.
Who is your favorite brand spokesperson or endorser and why?
Queen Latifah is Covergirl. She owns whatever space she occupies. She is real and people feel that she is genuine. I also have the greatest respect for Oprah Winfrey, Tyler Perry and Warren Buffett. They are brands in and of themselves. They are unique, real, hardworking, confident and humble people who recognize where their true strength comes.
How has the Essence Music Festival brand been so successful in your viewpoint?
Essence has redefined the American music festival experience. It is a family reunion where we gather as Americans, forget about our socio-economic differences, spend our mornings exercising our brains and sharing how to improve those families and communities. By midday, we’re sharing delicious cuisine and by 7 p.m., “We Are One” in the Superdome, sharing “Love and Happiness” with “Southern Girls.”
What is the next level for companies to embrace in the multicultural space?
I do believe that foreign countries will corner the multicultural market space sooner than later. Nielsen recently issued a report concerning the African American consumer. The report states basically that we are consumers who have reached the trillion dollar mark with our buying power. Not only do they have a foot in the door with products we use and see every day, but they will soon have an equally as strong handle of services. They do it cheaper and faster. Going back to Tyler Perry, he has written the script. They simply need to follow his formula for success.
