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Audio here: http://schedule.sxsw.com/2012/events/event_IAP8680 This lecture was given as part of the branding track at SXSW Interactive 2012.
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juggalos: rabid juggalos: rabid branding, branding,
a case studya case study
jenny benevento@jennybento
http://www.jennyjenny.org
#sxjuggalos#sxjuggalos
•we’re not gonna talk we’re not gonna talk about the quality of the about the quality of the music.music.
FIRST RULE OF ICP LECTURE!FIRST RULE OF ICP LECTURE!
miraclesmiracles
gathering of the juggalo
list of things at gotj
wrestlingjuggalo court
hayridesbouncy castles
helicopter rides
carnival ridesfreakshow
midwayburning man
ladies oil wrestlingopen mic rap battlemiss juggalette contestautograph & photo sessionswrestling tryoutswet t-shirt contestsdating gamemovie screen
photo by Derek Erdman
George Clinton & Parliament FunkadelicPowergloveKittieBobby BrownYing Yang TwinsAfromanAndrew W.K.GWAR
Ron JeremyBrian PosehnPauly ShoreTom GreenDustin DiamondGhost HuntersHarland WilliamsJimmie JJ WalkerCharlie Sheen
photo by Derek Erdman
Eshamol dirty bastardBone Thugs-n-HarmonyDigital UndergroundToo $hortIce-TXzibit2 Live CrewTech N9neThree Six MafiaChuck De40Kottonmouth KingsIce Cube
The Iron SheikRowdy Roddy PiperMick FoleyJerry LawlerCowboy Bob OrtinHacksaw Jim Duggin
acts at gotjScarface
Method Man & Red ManNaughty By NatureWarren GTone LocCoolioTwiztidRob BaseMC ChrisBusta RhymesFlava FlavMystikalJuvenileLil JonVanilla IceChynaColt Cabana
why should we care?
best selling indie band of
ALL TIME
20 years, 23 albums
~$10 million/year
100,000 people attended GOTJ, in the middle of NOWHERE
gold/platinum albums that debut at #1
longest running hip hop album on billboard
more fans nowthan ever
no radio play
who buys
records anymore
?
kings of all media
albums
2 record labels
merchandise
wrestling leaguefeature films
music videos
sports videos
comicbooks
energy drinks
radio station & podcasts
Independent
that’s some niche
how do you make a juggalo for your brand?
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stand for something
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something specific
something obvious by
looking at you
“Everybody we kill is either a racist bigot or they're somebody who beats their wife, or they’re a drunk. That's who we kill--we're like vigilante superheroes. But I don't justify my lyrics. We are just plain fun."
Violent J, MTV News 1997
“If you’re a juggalo, you ain’t one of the cool kids in your high school, and if you are, so the fuck what? If you’re into that, you shouldn’t be looking down on other people.”
--Shaggy 2 Dope, G4TV interview
something that’s not for everyone
“The thing with ICP is there are very few sort of ‘casual fans.’ I’d say people who like the music but don’t consider themselves Juggalos make up maybe five to ten percent of their overall fanbase.” Vice, “In the
Land of the Juggalos”
you’re different, just like everyone else
different, but part of somethin
g
find an enemy
EminemTRL
corporations
normals
“The World’s Most Hated Band”
mainstream
Disney
haters reinforce your
community
embrace being underground
community before product
“I don't care if you've been down 1 day or 10 years, you're all the same to me. you're my family.”
American Juggalo
"It's a lifestyle, it ain't a music choice. It's a lifestyle." “Why am I a
juggalo? cuz that's how I was born."
"This is home."
taken from American Juggalo
"I don't come here for the parties, i don't come here for the music or the rides, I come here for the family. And everybody just accepts who I am and what I do. and I love it a lot--I couldn't ask for a better lifestyle."
American Juggalo
American Juggalo
"I'll tell you for real about being a fucking juggalo that shit made me the motherfucker i am today....I grew up to be a fucking decent fucking good hearted good natured motherfucker."
take care of each other
But my homies are family too Who was you with when you got tattoos? Who was you tripping with when you did them mushrooms? Who the fuck threw up all over your car? And then felt worse then you about that shit in the morning? (Friends ya'll) Who loans ya money, homie? Who owes ya cash? Who taught you how to use the bong for the grass?
We worldwide, were homies around the planet Sticking together like zippers on Michael Jackson's 'Beat It' jacket They got my back like a tat for that, I love ya'll Hanging till we old and grey like grandpa
don’t bust your community.
help them.
let them say what you can’t
give them places to meet
be one of thembe one of them
“They’re more fans of their
fans than their
fans are of them.”
--MTV News, 1999
“All these motherfuckers be me.”-Shaggy2Dope
let them run it
“We don’t lead them, Juggalos lead us.”
-Violent J, Wired 11/2010
have a mythology
“When we speak of Shangri-La, what do you think we mean?/
Truth is we follow God/
We’ve always been behind Him/The Carnival is God/
May Juggalos find Him”"The
Unveiling"
piggyback on an
established brand
Require physical cues
merchandise!
73
be sincere
73
74
hard work
74
“Every damn day! Every day we don’t stop...You have to keep banging on these pots & pans. If you don’t you won’t have their attention. They’ll stop looking at you if you’re not making no noise. You better keep their attention, and then when you got their attention you better stand up and fucking dance...better believe to the right of you and to the left of you there’s guys dancing all over the place. If you want it, it’s right there. If you want to get to the top of that mountain....you can slowly but surely start walking that motherfucker...It may suck...that’s how you make it. Your destiny is in your hands.”
Violent J, The Adam Carolla Show, 08/08/2011
Believe in somethingthat’s unlike anything else
emphasize the weirdnessto the alienation of some
Making a community that people want to join
give them free reign
let ‘em do all the work
Have a mythology
Have a visual indicator for joiners
Preferably one they bought from youDo it every day
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jenny benevento@jennybento
#sxjuggalos
http://www.jennyjenny.org