Ever been at a concert or show and get stuck behind that idiot blocking your view of the stage because they’re recording the whole event onto Facebook live or Instagram?
Yeah, me too and it sucks. Imagine how distracting it is for the artist to look out into the crowd, not be able to make eye contact because 1000 people have their face buried in their phones.
Well via that scenario, you’re about to get a short master class on how intellectual resources trump financial resources and attention trumps advertising. Apply the wisdom carefully in your work and you’ll reap MASSIVE benefits.
Fortunately somebody’s doing something about those phone addicted camera happy clowns.
There’s a tech company called Yondr and they’ve invented a patented system to create phone-free spaces for artists, educators, organizations and individuals.
This isn’t a fringe group of people using it. Major comics and musicians ranging from Dave Chappelle and Chris Rock to Justin Timberlake and Madonna use Yondr bags at their shows.
If you haven’t seen this it’s pretty simple:
- As you enter the venue, your phone is placed in a Yondr pouch.
- Once inside, the pouch locks. You’ll maintain possession of your phone at all times.
- To use your phone, step outside and tap it on any unlocking base.
And one comic said, phone-free shows? Hold my beer…
On his current tour, on the day of his comedy shows, comedian Pete Davidson is emailing ticketholders informing them that in order to attend the show they have to sign a $1 million dollar non-disclosure agreement at the door.
The NDA stipulates that people who sign it are barred from giving any interviews, opinions or critiques about Davidson’s show in any form (including on social media). Violate the NDA and you legally owe Davidson a $1 million dollars.
Now, it would be pretty hard for his legal team (assuming he even has one) to track down instances of people doing so, especially if they did it on social media and didn’t tag him on the posts.
A quick google search of Pete Davidson + nondisclosure agreement revealed 26.1 million hits; including just about every major media outlet in the country.
Whether he is legitimately trying to protect his brand, make a quick million, or is simply trying to manufacture publicity for his comedy tour, either way it’s a win for him.
Fans have taken to social media posting that:
We saw Pete Davidson at the Varsity Theater but I cannot comment on it because I signed an NDA.
Nancy Davidson @peelweight
Signed my first NDA at a comedy show. Worth it #PeteDavidson
jason boney @JVLNmetal
#PeteDavidson had a show. It sucked!! I was there!!! Or was I? Your move Pete’s #lawyers
Carlos ONeil @ether_geek
Is #PeteDavidson even funny enough to warranty a $1M NDA to attend his show?
(And as you can see they’re talking about it anyway)
#petedavidson I was at your last stand up show and your best bit was the one where you ate an apple through a picket-fence.
And my favorite…
Gordon F. Pineapple @AreaAtheist
Just saw #PeteDavidson is forcing people going to his shows to sign a $1M nondisclosure agreement.
That’s a hell of a way to try and become relevant…it’s also a clue of a douchebag.
Why is this my favorite? Because it actually IS a hell of a way to try and become relevant.
Because by doing so he’s created well over a million dollars in earned media… for FREE.
Earned media consists of all the content and conversation around your brand or product that has been created by somebody else and published somewhere other than your owned channels.
It’s also fabulous proof that the best way to get people to talk about you is to tell them not to.
I never heard of the guy before this, had you?
It works because he’s doing something no one else is doing.
It’s one thing to ban cell phones it’s a whole other level to make audience members sign a $1 million dollar NDA.
And with that he’s created more free attention than he ever could have bought with traditional advertising.
Think about it, on the heels of comedy giants Dave Chappelle and Bill Burr releasing their specials and Stadium Status comic Eddie Murphy announcing his return to comedy, somebody named Pete Davidson is dominating the national conversation about comedy NOT one of those three famous names I just mentioned.
Welcome to 2019 where the game has changed. How are you creating attention like that for your brand?
When the game changes, you better change too. And if you need a playbook on how to thrive not just survive in this new playing field, I’ve got just the resource for you. Key word: RESOURCE.
You’re not just “buying a book” you’re getting far more. Read the page VERY carefully…
P.S. You can read 100 books on karate, but that won’t help you in a street fight. You need coaching. (That’s whatcha call an analogy.) Business today is a street fight and a book alone won’t help you out there on the streets. Not even a book as critically acclaimed as mine.