I’m known for being very critical on marketing campaigns and tactics from many businesses and personalities but I give credit where credit is due. And this time, it’s due.
In February, I wrote a blog post on my Top 5 Highlights of Jamaica Jazz & Blues Festival 2012. Jully Black was listed as number 5 on the list, mainly because I had never heard about her prior to the show but her performance blew me away and had the whole audience entertained, even though she was the first performer of the night. (Let this be a note to certain Jamaican artistes who believe they can’t possibly entertain effectively if they go on before 12 midnight, I see you.)
Unfortunately, after the Jazz & Blues Fest hype was over, I never really went back to Jully Black music much. I’m not much of a music searcher. I take them as they come. So sad to say, she was pretty much forgotten until a few days ago when…
She sent me an email.
This was no generic marketing ploy from some publicist, this was from Jully herself. I quote it below:
I ran across your review of my performance at Jamaica Jazz 2012 and just had to drop you a line to say thank you. It means a lot to be appreciated by my people as it really gives me the drive to not quit on my dream. My Mother left Jamaica in 1968 a single Mother of 7 at the time (She had me YEARS later) and worked hard to put food on our table so it was a BIG deal to be chosen to sing no matter the slot! I want to represent Jamaica internationally as there are FEW Women who have been offered the opportunity to be equal to our male peers especially in the reggae world. Our Jamaican/Caribbean Girls need a positive female role Model and I intend to be that one step at a time.
I attached a song “Set it off” featuring Left Side and Kardinal Offishall that you can share with as many people as you’d like. Faith as small a a mustard seed can move mountains ; )
Take Care my Friend and God Bless,
And just like that, she transformed me from a person aware of the Jully Black brand to a brand advocate willing to spread her message and music to the world. Her effort to connect with me personally and share her story and reasoning behind her passion for music made me want this woman to succeed.
There are many artistes I listen to on a regular basis, very few of which I support monetarily. But as @djbrucki (who shares great advise on music marketing so follow him) pointed out on Twitter the other day, a huge part of persons wanting to support you is them knowing the story behind the music. People resonate, connect with and support artistes who show passion in their craft AND have a reason for doing it. Now that I know Jully’s reason and I love her music, I actively want to support her. I will go to iTunes and buy her music or purchase an album, even when I know I can get it for free.
A nice touch was also to add one of her latest songs to the email so I could be reminded of her music and encouraged to listen more. I’m sharing the song on Box too so ya’ll can get you some Jully Black in your life.
One issue I had at first was how late this response from her was in coming. From her end, I don’t think it was intentional that the email was sent 6 months later. One could argue the point, however, that it was a long enough delay to inspire a reminder, which wouldn’t have been achieved had it been sent immediately after the post was written.
What are your thoughts on Jully Black’s email marketing technique?