In the past, the only tribe you could market to was “local.” That still works great for brick and mortar businesses, but as more is revealed about the lockdown (at least in the US) it seems we are not going to go local with entertainment any time soon.
Having a focused, small and local tribe is great. Being the #1 rock cover band in Buzzard, OK is way easier than being the #1 rock cover band in OK, which is even easier than being the most OKAY rock cover band in the world.
It can be tempting to try to be a big fish in the big pond when our small pond is taken away, but its better if we find a puddle. A fish will not thrive in the puddle at first, but when it rains, the fish will know every aspect of that puddle and be able to expand to bigger, pondier areas nearby.
Okay, too metaphorical
Find a small tribe and be the #1 choice in that small tribe. Let’s try…
- Being the best standup comedian for people who like reenacting wars
- Having the best burlesque show for adults who play minecraft?
- Making the only video game for UCLA professors?
Fred Armisen made a comedy show for drummers. Slipknot made a band for whoever that’s for (not as small an audience as I’d hope).
From what I know of badass entertainers, it’s unlikely that we’ll focus too small. Its far more unlikely that we’ll broadcast too big.
This is especially important when we’re making new projects and new work after mucho other success. It is near impossible to come out with something as awesome as what we’ve created over decades for a big audience at the same level. Let’s make something that’s big for a small group even though we can’t go local.