Madonna, Snapchat and the Art of Discovery

This is probably more of a thought than a post but two things struck me over Madonna’s release of her latest video on Snapchat:

    1. Good for her. The stigma of Snapchat being an app of unsavory content and mischief is old and tiresome. They have a userbase that exceeds 100 million with 1 in 5 U.S. social media users using it and 71% of all users being under the age of 25.
    1. Pioneering the Discover feature on Snapchat means some growing pains but could ultimately pay off. The assumption is Madonna released the video to stay relevant with Snapchat’s demographic. I think the strategy was more complex than that.

According to  a Consumer Trends survey by the Recording Industry Association of America, the 45+ age group is actually the largest music buying demographic. Madonna using the medium means reaching a new audience of 20 somethings while bringing a new demographic to Snapchat with Gen X. If she extends her relationship with the social network, using features such as My Story, Madonna could give unprecedented real-time access into her life, her tour, and her music all the while keeping this new demographic of Snapchat users engaged as she reintroduces herself and her relevance to new fans.

So when you combine those two stats, you kind of get tweets like this:

The learning curve for Snapchat isn’t easy, however, the value proposition delivered in the case of a brand (In this instance Madonna) releasing exclusive content through Discovery is compelling. Discovery’s UX is very simple and straight forward, and the experience feels both real-time and exclusive. PSFK has a great overview of the feature that I recommend checking out.

Gary Vaynerrchuck made the comment on a LinkedIn post that Snapchat is a media company now. I don’t think they’ve ever pretended to be anything other than that however. They just evolved. People are media just as media is media. On a platform that can scale content from 1 to 1 to 1 to many, Snapchat is proving that evolution doesn’t need to take place over a millennium.

Lebron James Ushers Us Into The Lean Anywhere Paradigm

It started with a tweet from ESPN’s Bill Simmons earlier this afternoon.

Which lead to a click on the link to the video he mentioned as a must see.

Which further lead to the epiphany that:

  1. Lebron James just cemented a top 3 career highlight.
  2. The game was still taking place while I was watching said highlight on Youtube.

This was either the smartest marketing in NBA history – to quickly package highlights as shareable infosnacks and feed them to the masses of consumption hungry enthusiasts, or simple luck that someone had the foresight to push a highlight up before the game was even over. It goes without saying, I firmly believe “the dunk” may have just cemented the convergence of lean forward with lean back media consumption.

Substantiating all of this was the post-game interview with Lebron where our ESPN sideline reporter whipped out her handy iPad to show him that not only was the clip worthy of burning cellular bandwidth, but it was already viral.

Am I actually seeing this?! Whatever happened to the standard NBA copyright statement read before and after every game?!

I think it’s fair to say it’s officially been obliterated.

No media professional could have predicted where and how we would be consuming content but the signs were there. Whether you call it democratized content, transient media or “lean anywhere”, somewhere in a jail cell in New Zealand, Kim Dotcom is laughing at all of us making paper airplanes out of SOPA legislation documents.

It’s cliche but the world IS changing. It’s constantly changing actually and we are so close to living that AT&T “So four seconds ago” parody it’s scary. Oh we’ll get there too. Just wait until Google gets their act together with Hangouts On Air. Then I’m convinced clips will turn to streams, and we’ll be watching, engaging, commenting and +1’ing all forms of media in as real time as real can get.

The future’s crazy and I saw a glimpse of it through the power of a single slam dunk.