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The Book of Yeezus by Carrot Creative

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After Governor's Ball, dd:IMPACT's "Groundswell: The Next Wave of Content" conference all made sense. Digital Dumbo's bi-annual event featured panels on the next wave of campaigns, curators, storytelling and media formats & platforms. This deck is a takeaway, in the form of ten commandments - inspired by Kanye.

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The Book of Yeezus by Carrot Creative

  1. 1. Text THE BOOK OF YEEZUS 10 Commandments Image source: ClashMusic.com June Eighteen Two Thousand Thirteen Carrot Creative
  2. 2. Image source: Soundisstyle.com The following represents key points discussed at dd:Impact 2013. It draws parallels between Kanye’s album distribution strategy and the next wave of content, a key theme of this year’s conference. Enjoy.
  3. 3. “I GOT A NEW STRATEGY CALLED ‘NO STRATEGY’ AND A PLAN TO MAKE BETTER MUSIC CALLED ‘MAKE BETTER MUSIC’” -KANYE WEST AT GOVERNOR'S BALL, 2013 Image source: Soundisstyle.com
  4. 4. BUT THAT’S ALL PART OF HIS STRATEGY. Image source: trashness.com
  5. 5. TO LAUNCH THIS ALBUM Image source: Idolator.com
  6. 6. COMMANDMENT 1: BUILD TRUSTKanye started with Top 40 hits that created a strong foundation for future audiences. Image source: Google.com
  7. 7. COMMANDMENT 2: KNOW YOUR AUDIENCE Fans today are connected, skeptical and curious to know what he’s going to do next. Image source: officialpsds.com
  8. 8. COMMANDMENT 3: KNOW YOURSELF Stay consistent with brand tone and identity without being afraid to evolve. Image source: informationng.com
  9. 9. COMMANDMENT 4: BE INTERESTING Kanye does this through controversy, relationships and music. Image source: Flickr
  10. 10. COMMANDMENT 5: FIND THE RIGHT PARTNERS That share a common passion or interest, even if they may not seem like the most obvious choice. Image source:wallmay.net
  11. 11. COMMANDMENT 6: PLAN CHANNELS EARLY Kanye understood channel impact and released content via building projections. Image source: YouTube.com
  12. 12. COMMANDMENT 7: FIND STORYTELLERS That help to tell the full story. Kanye did an interview with Jon Carmanica of the NY Times. Image source: NYTimes.com
  13. 13. COMMANDMENT 8: EMPOWER THE CREATORS While giving the curators content to share. The plain album asks fans to “add graffiti.” Image source: YeezyGraffiti.com
  14. 14. COMMANDMENT 9: GET OUT THERE Kanye’s appearances create opportunities for others to create content around the album. Image source: Instagram.com
  15. 15. COMMANDMENT 10: HUSTLE Never underestimate the power of hustle. Image source: idolator.com
  16. 16. Image source: Idolator.com
  17. 17. BROUGHT TO YOU BY: @CarrotCreative @AmandaKRue Core concepts reflect key topics of discussion outlined at dd: Impact, a bi-annual conference showcasing digital innovation that fundamentally disrupts, evolves and advances business and culture. Kanye’s strategy is an excellent example that brings to life discussion points outlined in this year’s theme, “Groundswell” reflecting the next wave of campaigns, curators, storytelling and media.

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