Lil Nas X created an interactive book called The Book of Montero.
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In addition to the vitally important music video, Lil Nas X created many different digital assets that you should emulate as you market your single to create a viral marketing success.Īkin to popular rhythm games like “Dance Dance Revolution” and “Guitar Hero,” the free browser video game Twerk Hero gives players control of Lil Nas X to get him to twerk along to the beat of “Montero.”Ģ. It’s always good to do a limited edition as you can then mark up prices and create an exclusive atmosphere. For example, you can collaborate with local clothing designers and launch some sick merch for your upcoming track. Potentially collaborate with a company as he did. Try to emulate Lil Nas X to design creative merch. Lil Nas X with his custom Nike’s for the release of Montero Despite this, Lil Nas X utilized the extra publicity from the controversy to market his new track “Industry Baby.” The shoes sparked controversy, as they contained a drop of human blood, even leading to a lawsuit. Only 666 pairs of the modified $1,018 (£740) Nike Air Max 97s were made. However, the most interesting piece of merchandise was the “Satan Shoe” he launched with an art collective called MSCHF. Design creative merch that furthers the value and messaging already established from the music and music video.įor “Montero,” Lil Nas X created standard merch with funny messages that reflected the music video and track. In addition to increased marketing, merchandise brings in an extra revenue stream. If people like the track and the message, you should provide an additional way for them to enjoy the song by buying merch they can wear as well. You should create merch connected to your song to capitalize on your viral marketing campaign.
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Montero’s success can be traced back to the music video and the limited edition Satan Shoes, a series of custom Nike Air Max 97 shoes made specially for the song.
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Lil Nas X’s “Montero” demonstrates how to provide additional value to the story of your song through a music video.
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The video is full of other biblical references, alluding to Lil Nas X’s upbringing in a religious community where he was taught to hate himself and made to believe he did not belong due to his homosexuality. He deceives the devil and becomes ruler of the underworld to illustrate the power one is capable of when they accept who they are. In the video, Lil Nas X utilizes the homophobia often associated with Christian communities and spins it to play in his favor. Lil Nas X’s music video for “Montero” expertly uses the cinematic message to demonstrate deeper themes. This connection allows people to more deeply attach to a song due to the increased value from the video. When people watch your music video, they should both listen to the track and receive the visual experience. Create An Enthralling Music VideoĪlthough a music video can be expensive, if done correctly it can provide unmatched value to your viral marketing campaignĪ successful music video should give additional value to the track itself.
In comes the most important aspect of this marketing plan: the music video. The lyrics of the song are personal to Lil Nas X, and he used the music video to attach a bigger message to the song. Lil Nas X said the line was a “double entendre” as he felt the man lived an unhappy life “in the closet.”
Lil Nas X excelled at this marketing strategy for “Montero.” The song tells a story about a man Lil Nas X fell in love with who had not come out as gay. A good marketing strategy will broadcast the message of your song on different mediums through other formats. Determine The Value of The Songīefore you create a marketing plan, you must understand the core value of your song. I will analyze his pre-save campaign, the fan awareness he created before the release, the setup for release day, and the marketing strategies he used post-release to continue to grow the track. In today’s article, I will dissect Lil Nas X’s viral marketing campaign for “Montero” so that you can use the same strategies for your next single launch. His first hit, “Old Town Road,” quickly went viral on TikTok, creating a formula that he, and other artists like yourself, use for other songs. Today when I am writing this, both of them remain in the top ten in the charts and Montero has stayed on the charts for 18 weeks.įor starters, Lil Nas X understands how to use social media to create viral marketing. His song “Montero” debuted at number one and his current single, “Industry Baby,” at number two. Lil Nas X has found a recipe to create internet-breaking songs and viral marketing that few other artists have.
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