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This post is the last from our #CannesReporting series – insights from Weber Shandwick colleages worldwide as they attend the Cannes Lions International Festival of Creativity. Vasu Subrahmanian, senior consultant from our Singapore office, recaps a session from Sean ‘P.Diddy’ Combs in the post below. 

 

Taking a Leaf from P. Diddy’s Guide on how to be Better than the Best 

It’s not often that your day begins by getting to watch Sean Combs a.k.a “P. Diddy” walk out on stage and talk about what it takes to be a winner. Anna, Ryan and I had this very cool opportunity on day 3 of this year’s Cannes Lions festival. 

As a multi-million dollar music and business mogul – there’s no doubt that P. Diddy has it made, and he knows it better than anyone else. 

Credited in some circles as having created and led the ‘music remix’ revolution, P. Diddy is certain he’s found the next big thing – a dedicated music TV channel called ‘Revolt’.  

With MTV having strategically changed their plans over the years to focus on reality television rather than music videos, P. Diddy believes that there is “vacuum in the music video industry” that he can own. 

What about that somewhat well known website called YouTube you ask? Surely in a world dominated by social media, P. Diddy isn’t planning to go up against the Godfather of all streaming sites? 

In fact, P. Diddy announced the launch of Revolt via YouTube and will be looking for his channel to be integrated across multiple platforms – television, social and digital included. 

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The gap, P. Diddy says, lies in the fact that we live in a world with an immense amount of information at our fingertips – your Blackberry or iPhone has probably already beeped 3 times in the time it’s taken to read this post – but there’s no go-to source for people who are looking to learn about what’s hot and trending in the music space. There is no “ESPN of music” or “brand that authenticates music” as P. Diddy puts it, and that’s what he’s looking to change by creating a channel that “covers music in a journalistic way and celebrates the creativity and cinematography for artists that step out of the box and create music outside of the radio format.”

Here are a three takeaways from the session:

  1. Music is one of the greatest unifying factors that brings people from all over the world together. In fact, out of the top 10 most influential personalities on Twitter, 9 are from the music industry. This represents immense potential for brands to leverage. 
  2. Listening to your audience is perhaps the single most important thing you can do before putting pen to paper on your plans. With a brood of six kids aged six to 22, P.Diddy’s first checkpoint for ideas targeted at millennials is his family. 
  3. Diversify and keep moving. P. Diddy didn’t just stop with becoming one of the most successful music artists in the world, he diversified into fashion with his brand Sean Combs and spirits with his highly successful vodka brand Ciroc. 

 

Revolt is set to go live in the US in July 2013 – be sure to stay tuned.

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Want to hear more from the conference? Visit Weber Shandwick’s Cannestastic Blog

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