Musician Boy George once said, “Seeing bored
looking fans staring at you while you DJ is about
as horrible as it gets.” And to flip that into market-
ing terms, there are few things worse than creating
content that falls flat and completely fails to resonate.
When he’s manning the turntables and controlling
the room, DJ Ishh must understand his audience and
find ways engage and captivate them. Sometimes that
means offering a fresh take on recognizable tunes
through scratching, mixing, and rearranging.
“If I’m doing an event I want to know exact-
ly what type of audience it’s going to be so that I
can prepare ahead of time,” Verduzco says. “For
example, if I have a Biggie Smalls a capella, maybe
I’ll speed it up to 128 BPMs (beats per minute) and
then throw it over like a house beat. So now it’s
Biggie Smalls rapping over a house beat. So, it’s
kind of like, on-the-spot producing different songs
that nobody has ever heard it in their entire lives.”
As marketers know, today’s web users are
increasingly resistant to the same old message
in the same old format. When you can keep
your audience guessing through the element of
surprise, you’re more likely to break through and
gain their attention.
How moonlighting as a successful DJ helps
one LinkedIn marketer hit the right notes
W0RDS BY SEAN CALLAHAN
T H E D E B R I E F
We’re taking a peek into the bag of
LinkedIn’s own award-winning content
creator, Alex Rynne, named one of the
‘18 B2B marketers to follow in 2018’
by Demand Gen Report:
‘Karl the Fog’ goes away. (Google it.)
So I can’t hear the train delay
announcements and live in
Cosmetic. Functional. Necessary.
Key to the San Francisco kingdom.
A graveyard of hair ties lives
at the bottom of my bag.
ONE MILLION HAIR TIES
No one wants to see me hangry.
Capturing low-cost video has
never been easier with my DIY
video kit. Includes a Saramonic
SmartMic, stabilizer and a clip-on
bulb for some extra light.
Do you know the average
person spends 60 hours a
year looking for lost items?
Never again with my Tile.
I try to do something active every day,
whether it be a class or just running outside.
(Athleta pants are my favorite.)
For the Mac. Duh.
Mac always and forever.
No, Seth doesn’t live in my bag, but his
content often does. Never fails to inspire me.
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Q & A K A T E H O W E
What did you have for breakfast
and multiple cups of black coffee.
Last thing you binge-watched?
Last Five Years, a BBC documentary
on David Bowie. As a lifelong Bowie fan
I could watch it again and again.
Industry buzzword that bugs you?
How long have you got? Big data.
Brandscaping. Content Marketing. But
let’s talk about Integration. It’s a word
thrown around by a lot of agencies that
fail to deliver on the promise. Genuine
integration is a necessity but it’s also
more complex than many make out.
Where do you stand on the media
I don’t think it is just an agency issue,
broader media issue, and the solution
has to start with everyone working
towards meaningful business goals.
Last great book you read?
I re-read The 48 Laws of Power by
Robert Greene—the author known as
“Hip-Hop’s Machiavelli”. It’s fascinating
on the tactics of those in power.
Favourite vacation spot?
Anywhere with my partner,
Biggest change you’ve seen in
and the revolution it has triggered
between marketers and the marketed.
Best movies ever.
Proudest moment in business?
In my Leo Burnett days we made
said to me, “Kate, we are in awe of what
your agency can do for us”. We’d also
presented econometrics that helped
increase profits by showing the value
of stopping traditional Xmas price
promotions. I strive to make all my
clients feel that way.
through private education and
seeing her grow into a wonderful young
woman full of potential.
How has social media changed
the way companies reach
Amazing tools for seamless,
synchronised customer experiences.
An opportunity that keeps giving. We
the resulting engagement—platform is
Who should play you in the
Gonzo the Great.
Best part of living in London?
Being able to walk everywhere
Has data changed marketing?
Enormously. But it’s insight that
unlocks what we’re trying to achieve.
Networking, content marketing,
agency I wanted to master it, and it’s
created huge value.
educating audiences through content,
and as an alternative to driving people
to websites or owned content platforms.
We’re also excited about being able to
use LinkedIn Insight to profile traffic,
to enhance ABM strategies and provide
Your top-secret superpower?
Respect. Only when you respect
people and their opinions can you
learn the art of persuasion, and go on
to influence change, innovation and
performance. I have low tolerance for
I’ve watched enough zombie movies,
through and heroically cling to life.
What jobs did you have
Mum made me learn
shorthand and typing so that I could
always earn a living. I’ve forgotten most
of the shorthand but I can still type fast.
The CEO of gyro UK takes on the key questions in B2B marketing:
appropriate use of data, media transparency challenges, the illusion
of integration—and zombie apocalypse survival strategies
BACK TO CONTENTS PAGE
The best way to
thrive in the current
is to learn to do
things yourself, and
the spirit of this
DIY creativity like
punk band from
old London town.
Sticking two fingers up to authority?
Sid Vicious? God Save the Queen? I’m
willing to bet that one concept that
doesn’t spring to mind is DIY. And
that’s a real pity. Because that was the
potentially world-changing idea behind
the punk movement. It was quickly
distorted, then forgotten, but it’s now
well overdue a revival – particularly if
you work in marketing.
Punk music was, above all else, DIY
music. It was about being your own
studio and your own record label, doing
things under your own steam, without
others’ assistance or permission.
This same DIY ethic is crucial for
empowering marketers today.
This is why the band that most
embodied the spirit of punk wasn’t
the Sex Pistols or Siouxsie and The
Banshees. It was a far less well-known
London outfit called Desperate
Bicycles. In May 1977, a few months
after The Buzzcocks released the UK’s
first homemade record (the Spiral
Scratch EP), Desperate Bicycles took
things a step further. They used the
lyrics of their home-made singles
to exhort others to make their own
DIY music. They even printed the
instructions for doing so on the record
sleeves. “The medium was tedium,”
they proclaimed, “but it’s changing fast.”
They explained how long it took them
to record a single and how much it cost
(£153). “Now it’s your turn…”
A PUNK MARKETING MANIFESTO
What’s all this got to do with marketing?
We’re operating at a time when digital
media should bring us closer to our
audiences. However, it often feels like
the opposite is happening. More and
more filters and barriers keep getting
in the way. There’s always a new
technology, specialist agency or data
platform that you must rely on to get
your message out.
What would a punk marketer do
in this situation? When everybody’s
rushing to use technology they don’t
understand, you can produce far more
urgent and impactful marketing by
developing new ways to express yourself
with the technology everyone takes for
granted. And by doing it yourself.
That’s exactly what happened with
punk music. Those Desperate Bicycles
recordings were a direct result of major
record labels investing heavily in new
recording technology and selling their
old equipment on the cheap. For a band
that could see the value in taking more
control over their creativity, that was
a fantastic opportunity to interact and
empower audiences like never before.
W0RDS BY JASON MILLER
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