Hong KongJoanna Wang is one example of such. A Taiwanese singer who was discovered on Youtube, has now hit it big. My friend Karry explained how she was captivated by Joanna’s ‘raw and totally unique’ singing style. Her unassuming, self-made music videos on YouTube traveled the Facebook Funwall circuit and created a cult following among 20-something Hong Kong-ers.
Now that Joanna has signed a record deal and has an MTV video she’s removed most of her old videos. Still her fans search YouTube for her old songs and write to her hoping she will re-post more of her former, less-commercial music.
In a similar vein, here’s someone who, at age 43, has just re-discovered his favorite bands from the 80s on Youtube. “Honestly, it’s all here… you can find EVERYTHING on Youtube. Let me show you this band’s show from 1985…”
When it comes to going digital, there is still a lot of talk about ‘driving traffic’ and ‘click through rates….’
The opportunity: rather than trying to drive traffic to your door, become worth searching for and worthy of being found. Question for our brands: Are you worth being discovered… and re-discovered over and over again?
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