this photo serves no purpose

How Sony deals with fandoms

I’ve been to an international in-house PR summit hosted by one of my clients this week and nearly fell off my chair when one of the guest speakers was a VERY important person from Sony Music Entertainment. Let’s call him John. I won’t disclose his function and real name because I don’t want to reveal where I was, but based on his title he definitely knows what he‘s saying and has a lot of industry experience.

His speech was mainly  about how to engage with a variety of different target audiences. Of bloody course one of the first slides he showed was a picture of 1D engaging with fans which was supposed to drive the point home that there are some audiences who are more passionate about a brand than others.He mentioned then that he’s worked with 1D on their albums which drove me into a bit of a freeze.

Because I’m embarrassing, I recorded parts of his speech on my phone and wrote the most important things down to share some interesting insights he gave about how Sony manages their artists’ target audiences, crafts their artists’ social media actions and deals with the fact that at the end of the day they always need to get people to buy music.



According to John, they have their very own data-driven digital tool that helps them identify and manage different target groups for an artist (it’s not perfected yet but has been rolled out a lot of countries, I think he said 50?) and see where there might be connections to other artists, who the influencers are, what the specific target groups are or will be interested in and to identify collaboration opportunities.

Target groups are being split into four categories: Fanatics, enthusiasts, casuals, indifferents. These segments are being broken down into even smaller groups defined by age, genre preference, gender and country. They found that the older you get, the less likely you’ll be a fanatic or enthusiast.

How does Sony find this stuff out? Well, they survey polled music audiences of every age in a way that covers either nationally representatives or represent one of the major top tier cities. People shared their music preferences, consumption habits, lifestyle, media habits etc. Sony gathered all that information, analysed the insights and created their own audience understanding tool.

According to John, that way everyone at Sony has access to an interactive map of the world of Sony that looks into segmentations and audiences for every artist while being searchable in a number of different ways. The tool is pulling from real data, but they are also adding to that „with things like analytics of platforms like Spotify where we are able to gather lots of informations about user behaviours and reference that against things that we do“.



John gave the example of Snoop Doggy Dog who had launched a new album (song? Idk) around that time: „There was a week-long debate in parliament around the legalization of Marihuana, so we just jumped on this conversation and did lots of social marketing around Snoop with his rolling papers and his spliffs… so maybe that’s bad taste, I’ll allow you to judge that for yourselves. The point is though that you are also marketing into a wider cultural context. [You need] an understanding how that works and where you can have a conversation that is seamless and not fake, genuineness is quite important.

“The way you can get people to connect is: You’ve got a lot of stuff that you want to say. Start under the assumption that people actually don’t give a shit about 95 percent of it. And then see which are the bits that might overlap. This is where the understanding of the audience really comes into its own. It forces us to think before we jump to execution. The quest for relevance is vitally important.”

Why are people to connect with a brand/band though? John thinks this is one of the most underused questions when planning an approach. Why is it that they do specific things? He gave an example: „We would normally take a record to radio because we always believe that radio is the thing that breaks the record. But if my core audience, my phase one audience – the people that are gonna give that band its first lift – are on Spotify, what am I doing on radio??“


„The thing is that you don’t start with a conversation around a product. The consumption of the product is the end point of a journey where you built an engagement and a fan. So again, for us that means that when we sit down and do our plan around our next Robbie Williams album, we start with „How are we gonna maximize the engagement around Robbie Williams“? because that will then sell us albums. Not „Okay, we’ll be releasing in a week in November, eight weeks out we need to be here, here and here“. So we’re not doing product launches anymore unless [it is suitable for the target demographic]. We have to built a tension and an engagement around an artist.“



„We run most of our artists social media channels or at least their official  pages, so we are involved in all of those conversations.“

Shocking, I know.

Based on the situation we face in this fandom,with this band, feel free to draw your own conclusions about what this information means.


1.       It’s not news at all, but the existence of their own audience understandig tool confirms it: the 1D fandom is being monitored, segmented and analyzed. Sony’s strategies are tightly tied to that fact. Collaborations or artist interactions such as Louis/James Arthur or One Direction/ Little Mix are most likely the result of a data-driven analysis of whose fan groups are similar and whose are likely to be open towards that particular other artist too.

2.       Again no news, but the example of Snoop Doggy Dog shows that there are strategies behind even the most random photos. Often placements of specific pictures or stories serve a wider purpose. Hello pap walks, hello b**ygate, hello Louis Twitter, hello Liam visibly being linked to L.A.‘s cool singer/songwriter crowd before his first album drop.  

3.       The decision to not promote Louis‘ song could very well have been a logical outcome of the team asking themselves the question „Why?“: Why should we promote his song with huge effort when we KNOW his own fans are going to do it passionately, especially if they think  we don’t give a shit? Why not playing that game in order to make them promo it the hardest way they can?“ Why indeed??

4.       One Direction is a huge deal for Sony. John was talking about a lot of bands during his speech but whenever he was talking about major acts, he always listed One Direction amongst them (along with gems like Beyonce, David Bowie, Adele). He name-dropped them at least 5 -6 times in a 60 minute speech. He really didn’t have to because the audience was in no way whatsoever a target audience. So yes, they clearly have been and are a very huge deal for them.

5.       The part about social media? Well :))))))

anonymous asked:

Did you see the pictures she posted on her snap? Darren's mood was so different from everyone else lmao everyone is laughing and then there is him. Also I think she had a hard time with our boy there, she didn't even post a picture with him alone.

I too found that interesting. Sunday certainly had a different vibe than Saturday. He completely seemed to disassociate himself. I think the events of Saturday were extreme and he backed off as he wasn’t pleased with what happened.

There is no question that btwn the videos and photos. Darren was not happy. Not involved with the group. And was wishing he was anywhere else in the world.

As has been said. How one single person can view anything that went down this weekend as normal. Healthy. Or worse relationship goals. Has a really skewed sense of what a good relationship should look like.

And M should learn less is more. Because she went out of her way to sink her ship. That one photo served her purpose. All that she should have released. The overkill did nothing except show the truth. And the truth was not pretty.

Unbound [Ch. 1]

Pairing: Fushimi Saruhiko/Yata Misaki

Rating: T

Summary: Summer is Yata’s favorite time of the year in his town, a place where it normally rains nonstop nine months out of the year. It doesn’t help that the town is marred by old legends and tales which do nothing to make it less creepy and drab. Essentially, summer is Yata’s chance to forget superstitions and finally hit the beach. Apart from deciding what he wants to do with his life, all he wants is to enjoy it with his friends and maybe get to know Fushimi Saruhiko, a stranger who Yata can’t help but feel drawn to. However, the summer has more in store for him than usual, and he’s never been one to back down. 


Note: Sarumi fest! I’m so happy I get to participate this year as well ^^ This is a fic I’ve been working on for over a year really, and I have constantly gone back and forth about finishing and posting it lol. It’s an important project to me though, so I figured why not post it for fest and see what people think? ^^ 

Big thanks to @emeraldwaves and @brynne-lagaao for talking over this fic with me back in the past! 


Keep reading

No sleep ‘til Vegas.

(I’m too tired to put actual effort into the background *throws hands up* it serves it’s purpose)

anonymous asked:

Sea I'd rather not see the photos leaked. I know it serves a purpose. As Jeff says, "your father had a plan all the time." These photos with x * started at the end of 2014, and from there follow the same pattern. But that game is annoying, everyone except Louis. They could have brought someone different and not this X *. It only makes me angry to see Harry's close grip. He has been around since the promo, but when Jeff saw that fans did not want to divulge, he took matters into his own hands.


I see this anxiety on my dash, and I understand it completely, because of how much Xander was around in 2015. For a couple of weeks in summer 2015, Xander was everywhere– traveling with Harry on private planes, having lunch very publicly together, bringing Harry back to meet his family (they had a 1D dairy date lol!). It was like he didn’t have a life of his own; his job was to orbit Harry’s star. He was very different than Harry’s other friendships. They were initially seeded via Xander’s Instagram at a party where Jeff attended, if I remember.

So I understand why people would think there’s some shitty narrative about to drop on the fans.

That said, I am fairly confident that Harry isn’t going to personally engage in these stupid games. I could be wrong, of course, but he has done minimal for Tess, and in fact has shaded her quite a bit. Xander showed up to the Troubadour, but again– no participation from Harry.

I think Harry has been done for a while. I think Harry’s bee tattoo and Louis’s 28 tattoo say what they want to say. Trust what they ink on their bodies.

No matter how many times or how simply you explain the damage caused by before / after photos in the recovery community, multitudes of bloggers will continue to parade photos of their low weight bodies in the guise of.. What?

Showing that drastic weight gain is possible? Showing that your body can change drastically in the process of recovery? Showing how healthy you look after eight restoration? What’s the purpose? If those bloggers wanted to show how happy and healthy they feel in a heavier but healthier body – why include the low weight photo? What’s the relevance? What’s the significance of showing much weight that pertain has been gained in recovery?

The only purpose a low weight photo serves, even in “inspirational” posts that assert that gaining weight is cool, is to attempt to validate that person’s eating disorder by equating low weight with severity of illness and a higher weight with recovery.

If you’re comfortable with the belief that weight is a reliable indicator of someone’s mental health in the context of an eating disorder, and if you’re comfortable with everyone assuming that gaining weight means a person is doing well in recovery or even “cured” from a restrictive eating disorder, then please continue posting those before / after photos.

However, by doing so, you lose the right to complain that eating disorder sufferers at normal weights, as is often the case with EDNOS / OSFED and bulimia, aren’t taken seriously for being at normal weights, and your really can’t be confused when your friends and family comment on how well you must be doing because of the weight you’ve gained or don’t take your struggles seriously when you’re still at a normal weight.

featherwurm  asked:

Really great blog you've got going, makes me realize I'm sort of out of the loop on a lot of finer details that have changed since I was a kid, and I love catching up. Any thoughts on (a personal favorite of mine) Amargasaurus? Were those things spines? Frills? A hump? I don't know what the prevailing theory is anymore.

First of all, thank you for the kind words!

Second of all: Amargasaurus!

Amargasaurus is named for the La Amarga Arroyo, the location in Argentina where it was discovered.  It has two features that distinguish it from most other sauropods, the first being its small size.  Amargasaurus grew up to 30 feet in length - quite small for a sauropod, especially in comparison to the titanosaurids that coexisted with it, some of which could grow up to 100 feet in length.  It’s believed that Amargasaurus’s small size and short neck allowed it to feed on lower-growing plants than other sauropods, minimizing competition.

Its other distinguishing feature, as you can see, is its spiny back.  Parallel rows of spines run from the base of its skull to the base of its tail.  What did these spines look like in life, and what were they used for?

First, it’s important to know that Amargasaurus was not the only “spiny” sauropod.  It belonged to the family Dicraeosauridae, which in turn belongs to the superfamily Diplodocoidae, and all of these animals possessed twin rows of spines.  It’s been proposed that they were protective structures that enclosed an air sac connected to the respiratory system, increasing the amount of oxygen flowing through these animals’ massive bodies.  (A similar system is found in modern birds, which need extra oxygen to power their flight.)

However, Amargasaurus’s spines were the longest of any diplodocoid by a wide margin.  Since the air sac obviously wasn’t so huge that it needed that much extra protection, his means that the spines probably served a secondary purpose.

(Photo by Gastón Cuello.)

The spines on the neck did not support a “hump”, they were too tall and thin to have held up any appreciable amount of fat or muscle.  However, the spines of the back and tail were shorter and wider, and may have supported a fleshy hump or dorsal ridge of some kind.

The neck spines, meanwhile, are quite structurally similar to the horn cores of modern-day bovids - cows, buffalo, and gazelles, among others.  This means that they were probably covered in keratinous sheaths, which may have dramatically increased their length.  As shown in the photo above, Amargasaurus was capable of bending its neck quite far down, presenting its phalanx-like array of neck-horns to dissuade any would-be attacker.

It’s also been theorized that the spines could have been rattled together to produce sound, or that they were a sexually dimorphic trait possessed only by males, and used in displays for threatening rivals or attracting mates.  Since only one skeleton of Amargasaurus is known, this is currently uncertain.

However, it’s unlikely that the spines supported a sail.  Such extensions of skin would have dramatically reduced the flexibility of the animal’s neck.

While it’s not entirely certain what Amargasaurus really looked like, I’d put my money on something that was less like this:

And more like this:

(Images by Robert Walters and Asher Elbein, respectively.)

I was attempting to get a picture of how awesome my eyebrows look because I just got them threaded and the lady filled them in too and did like 100 times better than I can, but then there was a really funny joke on always sunny so I started laughing and this photo happened. You can see my eyebrows so purpose served.