Authentic Buzz

The excellent Popjustice has just posted an article about ex/current popstar Gareth Gates. It’s a great piece as it shows the potential for online executions to harm the brand rather than enhance it.

Basically it talks about Gareth’s online team sending out a MySpace message encouraging people to ‘top 8′ Gareth with a specific GG marketing shot. In return Gareth might look at your MySpace page. Well, woo. As PJ points out, surely Gareth would of seen your page when he accepted your friend request? But alas, no, because they’ve taken something that can be a way for fans to really connect with an artist and filled it completely with marketing rubbish.
Young bands thrive on the belief that their fans feel they might meet/become friends/snog/marry their idol. Taking a marketing opportunity that can increase and re-affirm this relationship and then removing all of its key social elements is not a sensible move.