Marketing exclusivity: Fatboy Slim Homecoming

Marketing exclusivity: Fatboy Slim Homecoming

One-off headline show at BOXPARK Croyden, 26th February 2022

What does DA Creative Studio, a marketing agency with no affiliation to Fatboy Slim, have to say about a sold-out show in Croydon? Simply put, we see something interesting here – a trend which has been quietly gaining traction, throughout the UK at least, for the last two years. You see, this gig is one of those very special for-one-night-only headline shows which aims to promote the feeling amongst the rave community that “you had to be there”.

We have spent so long marketing tours and gigs to be ‘exclusive’, when in actual fact there is always a strong push to pack every house, in as many cities as possible, throughout the nation. Fatboy Slim has hit after hit, he could sell out shows up and down the UK with relative ease – so why the hell would you turn your nose up at what would essentially be easy money?

Before you think this next point is a bit of a stretch, bear with me here. You see, Facebook had us all posting albums and albums worth of photos every time one of your mates got married, your mum went to Barcelona, or even the kids had an end-of-year sports day at school. And now what happens? Our desire for content has transformed into scrolling through endless ten-second videos on Tik Tok which we’ll never see again, we upload stories on Instagram which are gone in 24 hours. Although the pendulum of social media originally swung towards memories being kept forever – “nothing ever gets deleted from the internet” – and now that pendulum is swinging right back around to bite-size, ephemeral content. 

OK, thanks for sticking with me there, what does this have to do with Fatboy Slim again? In the late Nineties, early Noughties, Fatboy Slim shows were experienced in the moment, and the only stories people had were then told via word of mouth. You were either there, or you weren’t. It was easy to market these shows, hike up the ticket prices, and publicise the exclusivity of it – but the best thing about this whole dynamic was that it was cool. Only a handful of years ago, I probably wouldn’t have cared about going to a Kanye show – I could watch a hundred Kanye shows online and see a million photos and videos uploaded online.

But recently, artists have been capitalising on the restrictions Covid safety measures enforce by having limited shows and limited capacity. The fact people will still shove their phone in the air and record most songs on their phone isn’t really concerning – a kid sticking the opening of Billie Eilish’s set on his story is hardly going to affect the exclusivity of her show.

From a marketing point of view, we should all be paying attention to what Fatboy Slim is doing with his Homecoming show, and he isn’t the first to market this exclusivity – Courtney Love similarly held a one-night-only special 30th anniversary of Hole’s ‘Pretty on the Inside’ in London in 2021. It seems that artists are starting to move away from making their content ‘evergreen’, regaining the mystique space they once occupied before the days of social media. 

Most of our work as a marketing agency revolves around social media, so trust me – I’m not saying a tech ban is the future. However, if we want to occupy a space in the entertainment industry (at least), then keeping our fingers on the pulse and recognising that making our content a permanent fixture in the audience’s grasp needs to change. Take a leaf out of Fatboy Slim’s book, create something unique that gets people reminiscing about their experiences with it for months down the line. And with Tik Tok taking the social media crown for 2022, create something small and impactful – maybe never seen by the same person twice – and if it isn’t too much to ask, do the impossible: Be. Fucking. Cool. 

This post was brought to you by..
Matt Nolan
Organic Social Media Executive

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