So, Big Sean dropped a new single, announced a book, and even did a killer Tiny Desk performance. A trifecta for today’s artists. But just when we thought he’d get the spotlight he deserves, two megastars released new music and totally stole the thunder and the Summer, if you ask me. But honestly, as a genuine fan of Sean and his music, I see major opportunities his team is missing. I’m approaching this one from two different lenses; my day job: that of a marketing manager/tactician and the other how an A&R would look at this.  So, follow me as I dissect how Big Sean could pivot and get back on everyone’s radar.

1. Go Viral on Social Media

Let’s face it, artists these days are content creators. Gone are the days where fans can be mystified at the mere thought of their favorite artists, so staying in the conversation is crucial. As a second tiered artist (in my humble opinion), Sean’s earned some leeway from his catalog to let it do the talking, but that doesn’t mean he can’t engage and be a little lighthearted with long tenured fans while connecting to new ones. 

Marketing Approach// 

• • TikTok Challenges: Let’s get fans dancing to Sean’s new single. Creating a catchy TikTok challenge can make the song go viral. Imagine thousands of users grooving to the beat and sharing their videos!

• • Behind-the-Scenes Content: Fans love to see the real side of artists. Sharing behind-the-scenes footage from the Tiny Desk performance, recording sessions, or the book writing process can engage fans and make them feel closer to Sean.

A&R Angle//

• • Influencer Partnerships: We need to tap into the power of influencers. If we can get some big names to share their experiences with Sean’s new releases, it’ll feel more genuine and spread faster.

2. Engage the Fans Directly

The word “fan” as it relates to popular entertainers has went through a revamp of its own. There are hives dedicated to doing the dirty work to help artists stay relevant. If you’re not familiar with the term, are you familiar with an artist named Beyonce? Why not tap directly into the well that has kept you going for a decade plus?  

Marketing Approach//

• • Virtual Meet-and-Greets: Hosting a virtual meet-and-greet where fans can chat with Sean can reignite their interest. Personal interaction goes a long way.

• • Exclusive Content: Offering limited-time exclusives like acoustic versions of the single or extra chapters from the book can make fans feel special and valued.

A&R Angle//

• • Remixes and Collaborations: Collaborating with artists from different genres for a remix can reach new audiences. It’s a win-win when fan bases cross over.

3. Media Blitz

Sean did his best to get things started on the right foot, I’ll give him that, but there are other ways to get the media to keep your name in their collective mouths. Fortunately, not one to stay in the spotlight for the wrong reasons, it’d be great for him to be active on these fronts.

Marketing Approach//

• • Talk Shows and Podcasts: Getting Sean on popular talk shows, podcasts, and radio stations can bring in a diverse audience. Each platform can highlight a different aspect of his new projects.

• • Editorial Features: In-depth articles and features can tell Sean’s story in a compelling way, attracting both existing fans and new listeners.

A&R Angle//

• • Cross-Promotional Events: Partnering with other artists who’ve recently released new music for joint events can create buzz. Shared stages mean shared audiences.

4. Interactive Experiences

I really like the first of these two, namely because of all the things we see artists do, the second option is a no-brainer and anyone who is pushing a client would engage in it to get a feel for their consumers. More specifically, few and far between do we see artists experiment with the experience of taking in the music/content. There’s a world of untapped potential with VR/AR, so why not try it out?

Marketing Approach//

• • VR and AR Experiences: Developing VR or AR experiences for the new single, book, or Tiny Desk performance can immerse fans in Sean’s world like never before. It’s high-tech and super engaging.

• • Pop-Up Events: Organizing pop-up events in major cities where fans can experience live readings, intimate performances, and exclusive showcases can create a buzz on the ground.

A&R Angle//

• • Live Interactions: Interactive elements at these events, like Q&A sessions and photo ops, make fans feel like they’re part of something special.

Wrapping It Up

These strategies can help Big Sean reclaim his spotlight. By going viral, engaging directly with core fans, blitzing the media, and creating interactive experiences, we can ensure his releases get the attention they deserve. It’s all about making strategic moves to outshine the competition and keep the buzz going.

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