I’m a child of the 80s, and Nik Kershaw has been one of the musicians I’ve followed through the years.
Nik’s new record is out and I’m watching the marketing campaign around it.
As much as I love Nik, the whole thing leaves me stone cold, so clearly I need to write a post about it.
I remember when Nik had a website, back in the day – maybe 8 or 10 years ago? – and there was a section where you could ask him questions and he’d write something when he felt like it. Based on those writings, and on his music and lyrics, I do believe Nik is a genuinely clever, funny, talented and lovely man I would love to be friends with.
That minimal old website made me feel closer to the actual person than the whole entire marketing onslaught on facebook, TV, twitter, the whole onslaught obviously strategised, run and owned by an agency and out of his hands. It’s so sad to see this lovely person who is being sadly misguided about the need to leave control of his social media campaign to an agency who speaks for him, with the voice of a recent marketing graduate. (sorry. rant over already!)
I don’t know. Sometimes I’m nostalgic for the days before social media became the place to run your campaigns.
EDIT: I’ve now heard back both from @NikKershaw_HQ and Sarah, Nik’s wife. I’m really sorry if I have upset them. There is no agency involved, only Nik’s record company. My feelings stand though, and in a conversation about gaming companies with my son today, I realised what the missed opportunity is, and why it winds me up. The campaign feels and behaves like a campaign, like a record company, not a person. To me, people define themselves by their intentions and anyone who is Nik’s wife, or works with him, is by default great, is forgiven for being a person and making mistakes. Maybe I’m reacting because I don’t feel that anyone in this campaign, well apart from Nik of course, is a person (until I poke the thing, then actual people come out to defend it.) It’s the old consumer/marketing thing, and not someone who is passionate about something talking about it to people who are also passionate about it.
I think social media is great. But let’s all be people, not ‘companies’?