A Strange Thing Happened in Springfield, Massachusetts Last Month

There’s a huge regional state fair over the Massachusetts border from Connecticut where I live.  It’s called the Eastern States Exposition.  It’s a three week affair that finished its run in late September. I’ve been going to it since i was a kid.

Each year the fair brings in loads of concert acts designed to appeal to different age groups.  This year was no different: Lynyrd Skynyrd, Christopher Cross, Eddie Money, Darius Rucker, Little Big Town and Cassadee Pope.   But this year something happened that signaled an enormous cultural shift that surprised lots of veteran entertainment folks.

DigiTour 2014 was also part of the lineup.  This was a group of musical talent who are Internet sensations. The show is billed as the best talent on social media – artists who are getting eyeballs but no conventional airplay.  They don’t have a record deal – but they DID have a hot video on YouTube, Vine or elsewhere else which got attention.  So to say it was unconventional would be an understatement.

DigiTour 2014 turned out to be the sleeper surprise hit of the entire fair.  The show did phenomenal numbers – so much so it surprised even veteran fair executives.

If there ever was a sign that things have changed, this is it!  The rules of how you get attention and make it pay off have changed dramatically.

I happen to believe the speaking world can learn a lot by watching the way entertainment is being brought to the marketplace.  If you manage or book talent (musicians, speakers, chefs, whatever!) – or if YOU are the talent – the little story above is a warning shot – and an opportunity.  It’s time to reboot and go back to the marketplace engagement drawing board because what used to work ain’t workin’ so well anymore!