I like watching and listening to Alicia Keys, she is captivating. I could not understand though why they screened the text from the teleprompter. Presentation skills 101 – do not read from your slides. In this case…don’t show the audience what you are reading! It takes away the magic. No one goes to a show with the script in their hand. We just want to be lost in the performance, not witness how the performance is done.
What’s In It For Me? The crucial question to be answered when presenting any offer. Unquestionably, music makes the world go round. It gives colour to our experiences, elicits emotions and connects people. For consumers already using other streaming services, it was not 100% clear in the presentation why they should make a switch. True, artists should earn a fair return from their music and this is a move to take control over the distribution channel and apportion the revenue more favourably to artists. I confess I was trying hard to be empathetic to the multi-million dollar line-up of artists on stage but I appreciate the point of principle. There was mention of exclusive content windows and high-quality sound delivery…but I felt that there was something crucial missing – the fans. The electrifying spirit of the fans, the togetherness you feel when you share a great music experience. Where was it? For starters, even pictures of fans in the visuals instead of the speech could have been better, something to convey “connection”. Maybe they should have just had a Tidal concert, the artists were there already. I may have been moved to get my plastic out to start my subscription inspired by the experience.
And whatever happened to Show and Tell? If you’re going to gather people in a room and have mega-screens available…you have their attention, for goodness sake, show them the product! No screenshots, no demo, no stunt? Ah…what a lost opportunity! Of course, it’s fascinating to see these mega music celebrities, but if they are not doing much, after a while it starts to feel awkward….and it did.
Plan both the entry and exit - a stage management fundamental. After the declaration signing, for the longest time in seemed, the stars stood on stage looking around. A bit of chat to each other, then more looking around...they didn’t know what was supposed to be happening and neither did the audience. At this point, I was thinking - why don’t you get off stage and mingle with the fans…or media…whoever the guests are? It could have been a nice spontaneous thing to do and then we would all be wishing we were there….taking selfies, music pumping…you, know….party! But no, nobody planned it, nobody was brave enough to go off-script the no-script, until they left the stage in a flat drip-drip end. Big launch event? Big personalities will get attention, but making the event memorable requires imagining and planning the spectacle from everyone’s vantage point.