An astonishing three months after its stateside release, Adele’s “Rolling in the Deep” continues to defy all laws of commercial gravity. The original is still riding the crest of the radio playlists, buoyed by an ongoing series of outstanding remixes issued by a diverse A-list of artists.
Marketers of everything from songs to soap continue to think that smart social media strategy involves engaging utterly democratic user-generated content: fans remixing or singing the songs/ads/etc they love. I’d argue that this approach too often triggers an agonizingly unedited American Idol audition: generating bales and bales of banal chaff in the hopes of finding a few stalks of wheat (does wheat even come in stalks? I guess Whole Foods hasn’t taught me this yet).
I’d suggest that these makers of songs and ads instead take a cue from Adele. Instead of asking everyone to gleefully maul your art, invite an interesting list of artists to remix your art in the months to follow. Use the original as a beginning, and then delight your fans with different takes from different genres.
I’m starting to sound like I’m at work, and it’s a Saturday. Suffice to say that this Heatwave refix is hot: taking the eminently danceable original and bringing it to the dancehall.