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deadcactuswalking · 3 years

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REVIEWING THE CHARTS: 07/11/2020 (Ariana Grande, Bring Me the Horizon)

You know, it’s odd how that despite two pretty massive albums dropping, both having an impact on the chart, we actually have less debuts than the scattered mess of singles from last week, thanks to silly UK Singles Chart rules. Regardless, this week’s #1 is still “positions” by Ariana Grande and welcome back to REVIEWING THE CHARTS.

Dropouts & Returning Entries

The biggest drop off the chart this week is undoubtedly the #1 hit “Before You Go” by Lewis Capaldi, exiting the UK Top 75 after a run lasting 50 weeks. Nothing really compares to the weight of that drop-out but I guess we do have “GREECE” by DJ Khaled featuring Drake, “Heather” by Conan Grey. “Bando Diaries” by Dutchavelli, “Heart of Glass” by Miley Cyrus, “forget me too” by Machine Gun Kelly featuring Halsey and “Hold” by Chunkz and Young Filly, only lasting a measly two weeks but still peaking high. There is actually a theme to our returning entries as all of these are spooky scary Halloween-themed tracks. The classic “Thriller” by the ever-controversial King of Pop Michael Jackson is back at #57, “Ghostbusters” by Ray Parker, Jr. Is back at #54 – this is my personal favourite of the bunch, mostly thanks to Neil Cicierega – and even “Monster Mash” by Bobby Boris Pickett is back at #50. Oh, and “5AM” by M Huncho and Nafe Smallz is back at #66 but that’s just scarily bad. The biggest fall this week was for “Cool with Me” by Dutchavelli and M1llionz down to #64 whilst the biggest gain was unfortunately for “Whoopty” by CJ at #48. Honestly, what’s the appeal here? Sigh, at least we have some really interesting hijinks this week, pretty fitting for a week that saw the messiest US election in history, and I won’t write this in order so you won’t see what I’m leading up to until a while after you read this part but there is some incredible stuff here. You know what’s not incredible?

NEW ARRIVALS

#74 – “Too Many Nights” – 220 KID and JC Stewart

Produced by 220 KID, Joe Janiak and Mark Ralph

I started off this episode by writing about the Bring Me the Horizon songs first. Not only is the album good and I had recently listened to it, but I had a lot more to say about the tracks, obviously since it’s not something you see on the charts every day and there’s a lot more to discuss in these tracks. Hence, after writing nearly 2,000 words on the metalcore boys alone, I have a question: do I really need to cover this emotionless tropical house-pop crap manufactured by labels and DJs who rarely find any interesting instrumentation, songwriting ideas or even samples to cover up their complete lack of innovation and at times even talent, for a quick buck and stupid amounts of unwarranted chart success? I don’t want to say I’m angry and I don’t want to seem pretentious but music is art. Art is, as a result of the society that produces it, a product, but even #1 hits and major-label records are still pieces of art. They can be analysed, appreciated and listened to with a lot of thought and detail. I cannot see that in “Too Many Nights” by 220 KID and JC Stewart. To me, this is purely a product. I’m taking this way too seriously but this really exemplifies what people hate about pop music in three minutes and eight seconds of cheap plastic dance music. Next.

#67 – “Ginger” – Wizkid featuring Burna Boy

Produced by P2J

Wizkid and Burna Boy are both highly acclaimed Nigerian singers and given everything that’s happening here recently, it’s no surprise Wizkid released an album that I would think touches on these issues, Made in Lagos, which is a name I can infer means he will explore Nigerian identity and what it means to be from Lagos and make it big in music. Wizkid is one of the big stars and pioneers of modern African pop music and whilst I should be interested in the album, I haven’t had the time to give it a spin yet so I’ll take this first impression from the track with Burna Boy. This is a pretty sweet tropical tune with an infectious hook referencing the traditional West African dish of jollof rice, and whilst the language barrier does prevent me from fully understanding the song, I can gather that this is a mix of a hook-up jam and typical rap stuff, with him flexing how he lives nice and if people want smoke, he’s got smoke, and a lot about this woman gyrating on him. Seriously, that’s the whole first verse, which only arrives after a really awkward pause. The second verse is kind of awkward here and Wizkid’s voice and flow have never done much for me, especially here where both he and Burna Boy sound checked-out. Burna Boy’s contributions are pretty much relegated to half of the chorus and an outro that quickly fades away and soon enough, this really slow, kind of uninteresting song has already finished. I’m not personally a fan of this but I am still interested in that album – I like the song with Skepta even if it does sound very much like “Ginger”, just with a stronger guest. Now onto the big story, or at least my big story, on the chart.

#55 – “1x1” – Bring Me the Horizon featuring Nova Twins

Produced by Jordan Smith and Oliver Sykes

I never read Kerrang! magazine, mostly because I’m not a loser [citation needed]. I understand that they originated in the 1980s as a metal-focused magazine but I wasn’t there for that. I was there for the Kerrang! TV era of pop-punk whining, scene-core screaming, nu-metal grunting, emo crooning and the Bloodhound Gang for some reason. Listening to this new Bring Me the Horizon album, titled Post Human: Survival Horror, took me back to that place. That feeling of classic Metallica followed by less classic Foo Fighters followed by the absolutely not classic Medina Lake (some of their stuff still slaps, however derivative) – oh, yeah, and like 10 minutes of adverts after six minutes of music. That feeling of All Time Low and You Me at Six playing back to back and being completely incapable of telling the difference between the two. “If we ain’t got that then we ain’t got much and we ain’t got nothing.” They were simpler times. I may be mashing up eras here but it still stands. Hell, the BABYMETAL tracks even took me back to the “Flashing Lights” disclaimers of all things. Rest in peace to Scuzz by the way, and, yes, I said BABYMETAL, we’ll get to that in a bit. So, yeah, I really liked that throwback to turn-of-the-millennium mallcore, but it does keep itself fresh and interesting enough throughout, especially with Sykes’ unique delivery and topical albeit ham-fisted edgy lyrics. You can say a lot about Bring Me the Horizon but at this point at least they definitely have pretty defining characteristics and a lot of likeability even if they do like to stick to a formula at times that makes it pretty obvious where their influences lie. That said, I do think the album becomes a slog by track seven, and it’s a lot duller than it probably should be for the final stretch. Unfortunately, this is track seven. I’m not familiar with the Nova Twins but they’re a punk-rap duo from London and honestly I am interested in checking out that debut album but I’m not really impressed by them or the metalcore boys – which is somehow a better band name than “Bring Me the Horizon” – on this track. Again, there is a formula to the metalcore boys’ banger tracks, and here it feels particularly stale and awkward, thanks to the loudness war that’s present in the album as a whole (Linkin Park’s influence shows up everywhere, even in the production) and the awkward trap elements shoved into the percussion of the first and second verses. I think Amy Love of Nova Twins obviously flows better on it than Oli Sykes who should have handed everything that’s not the chorus – one of the most cookie-cutter on the record – to the Twins, because he sounds pretty off here. There’s a lot less “epic edgy” lyrical content (I’m not sure if that’s a compliment) but that leads to kind of vague and disjointed ideas that don’t all line up to the core theme of the song, which is human guilt for the sins of man or some crap like that. Boys, when you interpolate four of your own songs AND Linkin Park, you’ve got to realise you’re re-treading some ground here. Not even the typical Bring Me the Horizon drop into the metal breakdown from an electronic bridge really feels like it’s worth it or climactic here, which is a shame but who needs the Nova Twins when the metalcore boys have a collaboration with another unique all-female rock duo...?

#51 – “Kingslayer” – Bring Me the Horizon featuring BABYMETAL

Produced by Jordan Fish and Oliver Sykes

When I saw BABYMETAL on this tracklist, I was amused and kind of laughed it off. These guys do have some pretty bizarre collaborations – they have songs with Halsey and Grimes – but BABYMETAL? I remember them when they were half-awesome Japanese pop-metal band and half-complete and utter meme in the early 2010s, and I knew that they had continued being so, mostly because the last time I heard from them they were playable in Super Mario Maker. Seriously, look it up. Now when I saw BABYMETAL on the charts, nearing the top 50 no less, I was ecstatic and honestly shocked. Needless to say this is their first appearance on the chart and whilst metal bands in the 2000s like Slipknot and System of a Down had genuine hits, outside of, fittingly, Bring Me the Horizon, it’s unheard of, especially for a Japanese girl group who happen to have freaking shredders playing on stage behind them. I haven’t listened to a BABYMETAL album but I feel like I don’t need to because of how much they’ve made an impression through singles, videos and live performances. Judas Priest’s Rob Halford called BABYMETAL “the future of metal” and whilst I’m not into the metal scene, I’m half-inclined to both agree and add Bring Me the Horizon to that conversation. I’m just amazed there is a cyber-kawaii metal song on the charts. I’m honestly astonished. Oh, and it helps that the song is incredible. On the album there’s a short interlude that functions as an introduction but honestly the short, aggressive synth riff followed by an immediate crash into the metal groove and Sykes yelling his lungs out works better on its own to just shove you face-first into some insane music. I love how that opening yell is chopped up and digitally re-arranged in the background of the chaotic instrumentation. The cutesy and bleep-bloopy synths that are not new to Bring Me the Horizon’s repertoire are used to their full potential here and yes, it is complete sensory overload, but it’s also kawaii-cyber metal. I mean, what did you expect? It also thematically makes sense. The song is about Call of Duty but it’s also an ode to the people willing to stand up for what they believe in even if it’s illegal and even if it doesn’t abide by rules and regulations. The album is full of these songs that fully support a revolutionary attitude and a clear frustration with keeping up with the old guard for all these years. You can hear how fed up and sick and tired of the political hellscape Sykes is in his shifts between pitch-shifted whining not dissimilar to Blink-182 and gravelly yelling straight out of extreme metal, except unlike most extreme metal I’ve heard, this is actually mixed properly. This track and especially the opener, “Dear Diary”, have so much anarchic energy and that is what I love about the hardcore punk edge to a lot of the album, not necessarily as much sonically as that in content and lyrical themes, where Sykes presents his inner mental struggles and contextualises them on the world stage, making an album that tackles the pandemic, racism and corruption vaguely and with poetic wit without being shallow or impersonal. Most songs that relate to the social distancing will not use the depressive emotional bloodletting of “Teardrops”, the subtly ominous yet still anthemic choruses about lockdown in “Obey” (seriously, these guys can make even YUNGBLUD sound listenable) and even the slow, sour conflict with both Mother Nature and general isolation on the closing ballad that has a name way too long for me to recite, as much as I enjoy upping the word count on every episode. Sykes’ verse in “Kingslayer” discusses opposing points of political opposition and protest, on one hand wanting to express how sick people are of going through the capitalist machine only to be spat back out again but also asking him the condescending question of if he really wants to poke the governmental bear. On the pre-chorus, he voices those frustrations in profanity-laden motivation that is asking not just himself but the general public to wake up, not that they’re unaware of how unfair the system is but instead acting as a call to action. Su-Metal of BABYMETAL takes this ode in a different angle, seeing revolutionaries as idolised figures, so much so that the chorus works as a confession of love or just awe in how the “kingslayer” is destroying castles in the sky and will save “us” from the darkness and from the struggles that the corrupt elite forces onto the populace. In the verse Su-Metal juxtaposes the imagery in the hook of some kind of medieval warrior (“angel of the blade”) with the near-incomprehensible verse, which is half-sung in Japanese with a cry for help responded to in commanding English, which I see as a reaction from the authority that undermines these problems. They call the revolutionary “artificial” and “modified” in a condescending, mocking tone, as well as using so much digital jargon that the verse becomes practically meaningless, especially backed by the heavy, loud music that drowns some of the messaging about and very much intentionally. It also seems pretty intentional that this song sounds like a take on an anime opening, as all of this cyber-punk imagery and anti-authority lyrical content feels a lot sharper when coated in references and criticism of mass-media. Oh, and it also helps that the song rocks, Su-Metal’s melodies are beautifully placed against a frenetic, monotone bass note in her verse, and that final chorus is absolutely perfect. That rapid-fire addition to the chorus took me by surprise on first listen and just completes the song for me. The song ends with one last wake-up call from Sykes about the rabbit hole before his yell is manipulated, screwed and played with by the production, rendering his scream inhuman... and followed by the playful, childlike inflections of BABYMETAL. If we don’t at least try to change in this time, the generations after us will suffer from our mistakes and missed opportunities. Man, this song is a rollercoaster that starts with drum and bass rhythms and ends with Oli Sykes growling gratuitous profanities that get close to feeling like he’s insulting the listener – it’s really brutal – and I’m here for it all the way. There have been songs on REVIEWING THE CHARTS that I like and that I love and whilst I know this won’t stick around (it is still cyber-kawaii metal), this is undoubtedly the best song I think I’ve ever covered on this show and might as well just be one of the best songs I’ve heard this year and maybe ever. I adore this track, please, PLEASE check it out.

#46 – “Flooded” – M Huncho and Nafe Smallz

Produced by Sean Murdz

Okay, seriously for a second: who cares? There’s nothing interesting here. A synth-based soundscape with some cheap flute loops drowned out by trap percussion that doesn’t even drop in, it just awkwardly fades in – yes, even the 808s – and Auto-Tuned mumbling from a nasal-voiced child with an unbearable falsetto. What is the appeal? None of them sound interested, there are no bars of any interest or even a funny line, not even unintentionally. D-Block Europe make me laugh but this tragically awful duo make me bored to death. M Huncho has a cool mask he wears and I wish his gimmick was more than just that and you know, actually translated to the music, but he doesn’t sound intimidating or like a villain. He just sounds like some dude who decided to rap barely on the beat of badly-mixed type beat with bass mastering that should be pitied. He did have a fluke song that kind of slapped called “Pee Pee”, which just comes to show that the more ridiculous and stupid he gets, the more vaguely entertaining he is. So why is he this dull and lame?! The flow is either talking over a beat that refuses to stay still but never truly reaches any kind of climax or even build-up, or just trap-rap word association. “I flooded the chain, it’s like a lake, we runnin’ the game, you pressin’ the brakes.” There’s nothing here, absolutely nothing, and these two hacks cannot sell it. I’m just looking for some effort and even if something is effortless, at least have the charisma to make it sound like you give a damn because this is pretty inexcusable.

#35 – “Paradise” – MEDUZA and Dermot Kennedy

Produced by MEDUZA

I’m tired and I feel like I’m almost at breaking point with these songs. What would usually be generic and uninteresting is sounding offensively bad to me right now and I’m not sure why. That doesn’t really matter all too much to me though as this show has never been an in-depth critical assessment... okay, well sometimes it becomes as such but these are usually just my first impressions of tracks that happen to debut that week on the UK Singles Chart and this can range from volatile frustration to immediate adoration to not giving a rat’s ass about a single one of the songs that debut, depending on how I feel that day. That said, this song is fine. I actually really like Kennedy’s delivery, even if his rougher edges are smoothened and cleaned up by the vocal production here, which is pretty reverb-drenched but does allow for Kennedy to actually release rather than editing the vocals to sound really tight and closed-in... except for that really weak, pathetic drop but I do like the lyrical content, fittingly about distanced relationships as England enters a second lockdown. There’s little to say here but it’s worth a listen.

#32 – “Four Notes – Paul’s Tune” – Paul Harvey, Daniel Whibley and BBC Philharmonic

Produced by ???

No production credits for this one for whatever reason. Anyway, I am tired to the point of just complete speechless confusion at why this charted, and especially so high, rather than having any intrigue in why, but I looked it up anyway. Paul Harvey is a man from Sussex with dementia who is able to improvise beautiful piano melodies with only four notes as a reference point, hence the name. This was recorded by his son Nick and posted onto Twitter, where it soon became viral. This composition was then arranged by Daniel Whibley and recorded by the BBC’s Philharmonic Orchestra to be released as a charity single with proceeds being split between the Alzheimer’s Society and Music for Dementia. This isn’t a song I can critique. The arrangement is really pretty and it was in the original video, with the BBC Philharmonic Orchestra only serving to make it sound grander and fitting for a single release. Dementia, Alzheimer’s and any kind of brain disorder are all really tragic and really depressing things to happen to anybody, especially to the people it tends to affect: the elderly. It’s sweet that this is a single and I like that it charted high so those organisations that can assist science in treating these disorders and give help to those with family members diagnosed with and suffering from brain disorders have more funding. The song sounds good, it’s mixed well and honestly it’s pretty gorgeous at times, and if this helps people, then it’s done its job, and I commend Harvey and his son, Daniel Whibley and the BBC for letting this happen. Now for something completely different.

#26 – “Deluded” – Tion Wayne featuring MIST

Produced by Steel Banglez and Chris Rich Beats

Steel Banglez, Tion Wayne and MIST? God, maybe we are returning to the new normal; this is a 2019 line-up. Tion Wayne is a character and a presence on the track always and MIST is quite the opposite, but that “So High” song with Fredo was pretty cool, I suppose. Tion Wayne has always been more of an entertaining presence than half this crop of drill rappers, even if his flow and bars suffer from it, but he’s always a lot more fun and he does have a couple punchlines that hit. This particular song uses that “mm-mm” flow that originated on his track “Keisha & Becky”, and both him and MIST sound really interested and enthused here, as they trade bars in the verses and support each other with ad-libs throughout. The two seem to actually have some chemistry and it’s not an unnatural collaboration. Even in Tion Wayne’s solo chorus, MIST is shouting behind him, and it overall makes the song really aggressive and punchy, even if some of the lyrics are just kind of uninteresting or even confusing, like the oddly-specific jab at an unnamed crack abuser, always referred to as “you” in the song. Is the listener a crack addict? Should I be scared? I’m not entirely sure, but this kind of slaps, especially the keys and vocal sample in the outro. It kind of reminds me of a harsher version of the #1 hit back from 2018, “Funky Friday” by Dave and Fredo, except these guys are legitimately menacing in the song and the bass-heavy drill beat never subtracts from that, not to say that “Funky Friday” is a bad song (far from it). It’s not about being able to convince me with lyrics, it’s about being able to sell what you say effectively and interestingly – not even uniquely, but just in a way that’s presentable and leads to genuinely good music. M Huncho and Nafe Smallz could take a couple hints from these guys.

#16 – “motive” – Ariana Grande and Doja Cat

Produced by TBHits, Joseph L’Etranger, Mr. Franks and Murda Beatz

Murda Beatz, huh? Well, I haven’t listened to Positions yet, mostly because I’ve been bumping Goddamn Bring Me the Horizon for the past week, but also because 14 tracks of the same song doesn’t necessarily interest me. For the sake of the show I probably should check the album out – it’s not that long – but don’t expect me to have that a positive opinion on it. I said my peace on Grande last week and given the singles I seriously doubt this album will erase my continuous issues with her projects. I’ve always felt that despite her unbelievable talent, she is also unbelievably disinterested and detached from her own music to the point where whatever artistic contributions and creativity she and her team had is completely washed out by the questionable production, weak-sauce trap beats and misguided song ideas (I still roll my eyes on “7 rings” and “sweetener”). From what I’ve heard from this new album, it has a lot more classic R&B keys and strings undercut by trap skitters and modern vocal production, and this is pretty clear in “motive”, a funky house-inspired dance-pop tune that feels miles less robotic and factory-made than most house on the charts, instead going for an organic fast-paced groove and mildly annoying vocal samples. The trap breakdown in the pre-chorus is what gives Murda Beatz the right to put his producer tag at the start of the song, which is honestly just funny. I do like the verses but the chorus doesn’t hit in quite the same way it should, possibly that pre-chorus is just garbage and it doesn’t build to an effective crescendo for the chorus to build up on off of whispery murmuring. Oh, and Doja Cat is here, which took me by surprise when she started lazily rapping since Ari actually sounded like her in the second verse. In fact, this is a Doja Cat song in all but lead artist credit and honestly, the song kind of suffers because of it. This is decent, I suppose, but a collaboration that doesn’t favour either artist.

#9 – “34+35” – Ariana Grande

Produced by ProdByXavi, Mr. Franks, Peter Lee Johnson and TBHits

Ariana Grande’s albums have disproportionate producer credit to producer effort ratio. At least there’s not a M-M-M-Murda on this one. The song title is stupid but this was pushed to radio so I guess it has to be family-friendly PG clean to some degree. It is interesting how it goes for the absurdity of being dirty over Disney-like orchestral blossoms and pretty nice-sounding strings, but it doesn’t go far enough other than the chorus. It’s missing a good, effective, funny opening line, and I feel that the verses are pretty lacking. The pre-chorus is almost cringeworthy and just going into bizarre levels of horny on main but that is very much the point of the whole thing. “You know I keep it squeaky”? I find it almost difficult to take this song as anything more than a joke, but she does have some pretty commanding tones when she asks him to “just give me them babies” and the snarky laugh in the intro combined with pretty slick albeit absolutely stupid punchlines that go from so bad it’s good territory to just unabashedly ridiculous and embracing itself as such. I love the falsetto in the chorus even if it is just building up to that stupid title that is nowhere near as clever as Ari thinks it is. By the way, she completely delivers here and it’s a pretty damn great performance from her, one of her most enthusiastic on record, even with her now typical “yuh”s spread throughout. Hell, the rap verse actually works this time mostly because her charisma actually comes through and the trap skitter has some energy this time, unlike “7 rings”. I don’t get the end where she says she was never good at maths, though, because “34 + 35 = 69” is a pretty solid and correct albeit obviously simple calculation. You got the answer, give it a tick in a different colour pen.

Got the neighbours yellin’, “Earthquake!” / 4.5 when I make the bed shake

There’s a song in the top 10 that uses the moment magnitude scale as a sex metaphor. 2020, everyone.

Conclusion

Let’s cut to the chase: Best of the Week goes to Bring Me the Horizon and BABYMETAL for “Kingslayer”, which should have been obvious. I’m so glad I expanded beyond the top 40 on this show. It means I can talk about songs like that in depth. Honourable Mention might actually go to Ariana Grande’s “34+35” on plain fun alone, although the similarly numeric “1x1” did get close. The Worst of the Week is really a toss-up because there was a lot of disposable filler between the good and interesting stuff this week had to offer. I’ll probably go with “Flooded” by M Huncho and Nafe Smallz, with a Dishonourable Mention to “Too Many Nights” by 220 KID and JC Stewart. Both are just impressively lacking in effort or any appeal I can search for, but knowing my luck, they’ll both be “Old Town Road”-level big. Here’s our top 10:

Thanks for reading this! You can follow me @cactusinthebank on Twitter and I need some sleep. See you next week!

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samuelpboswell · 4 years

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B2B Content Marketing Lessons from 2019’s Nerdy Film & TV Franchise Finales

2019 may be remembered as the year we reached peak nerd. When I was growing up in the '80s and '90s, nerd culture was still underground, something for weird kids and weirder adults. Now our biggest entertainment franchises are what used to be nerd stuff: High fantasy, epic science fiction, comic book heroe,s and horror movies. But 2019 was the year that cracks started to show in even the most lucrative franchises. Several high-profile series came to an end — and only one of them really stuck the landing. Let us take solace in the words of Jedi Master Yoda himself: Marketers can learn a lot from each of the year’s biggest nerdy swan songs. (All opinions about nerd cinema are mine and not necessarily those of TopRank Marketing. I’m sure some of us loved the "Game of Thrones" finale.)

Content Marketing Lessons from 5 of 2019’s Biggest Film and TV Franchise Finales

#1: Star Wars: Have a Plan and Stay Consistent

The first three "Star Wars" movies told a complete story with a beginning, middle, and end. The prequel series, for all its faults, did the same. But the final three movies don’t have the same consistency in narrative and purpose. "The Force Awakens" hit the same plot beats as "A New Hope", the 1977 original film. The sequel, "The Last Jedi", threw away the rule book and aimed to surprise and challenge fans. Now the final entry is already being panned for returning to predictable fan service. What happened? Disney didn’t have a plan for the entire trilogy. There was no one keeping the tone consistent across all three movies, no agreed-upon plot points or even an ending in mind. The result: A bumpy ride for the end of a 40-year franchise. The B2B Content Marketing Lesson: Every encounter with your brand should feel like it’s part of one ongoing story. That means coordinating your content marketing strategy between departments, and within your own team. It also means starting each campaign with a shared vision, shared objectives, and common KPIs across sales and marketing. [bctt tweet="Every encounter with your brand should feel like it’s part of one ongoing story. @NiteWrites" username="toprank"]

#2: Game of Thrones: Respect Your Audience and Don’t Rush It

The "Game of Thrones" series was a cultural phenomenon. It pulled in record numbers for HBO, inspired countless imitators, and was one of the most-watched (and pirated) series of the 2010s. It seemed impossible that the show’s creators could squander that goodwill… Until the final season premiered. Longtime fans found the episode count reduced, the action rushed, and beloved characters reduced to caricatures. The plot seemed driven by an urge to finish up quickly than to provide a satisfactory resolution. Fans were furious, and even casual viewers could tell the difference. The B2B Content Marketing Lesson: Don’t put expedience ahead of experience. If you’re creating content just to fill the editorial calendar or hit a deadline, your audience will sense it. And they’ll move on to content that demonstrates care and understanding, rather than content for content’s sake. [bctt tweet="Don’t put expedience ahead of experience. If you’re creating content just to fill the editorial calendar or hit a deadline, your audience will sense it. @NiteWrites" username="toprank"]

#3: Terminator: Know Your Audience, Don’t Chase Trends

Arnold Schwarzenegger’s "Terminator" franchise was unstoppable — for two blockbuster movies in the late '80s and early '90s. Entries 3, 4, and 5 brought in steadily diminishing returns. In 2018, another decades-old franchise, "Halloween", had a massive hit by bringing back the original cast for one more adventure. The "Terminator" series hopped on the trend, with a new installment featuring the original cast. But "Terminator: Dark Fate" bombed, with the lowest box office of the franchise so far. It turns out, not every beloved franchise from the '80s and '90s has enough audience to support a $200-million new chapter. The B2B Content Marketing Lesson: Are you producing content that meets a verified audience need? Does it offer the best answer to their most pressing concerns? Or is it just hopping on the next shiny trend, seeking to duplicate another brand’s success? It’s worth asking these hard questions during the planning stages.

#4: X-Men: Evolve to Stay Relevant

Director Bryan Singer invented the modern comic book movie with 2000’s "X-Men". The entire Marvel blueprint is there: Superheroes teaming up to fight seemingly unbeatable foes, wielding amazing powers, and quippy dialog in equal proportion. Fast-forward 20 years, and "X-Men: Dark Phoenix" closed the franchise with a whimper, both from critics and at the box office. What happened? Well, essentially, the entire Marvel cinematic universe. Superhero movies evolved dramatically between 2000 and 2019. They got smarter, more engaging, better-acted and scripted, with more coherent, better-directed action sequences. "Dark Phoenix" would have been state-of-the-art in 2000, but it was jarringly unsophisticated to modern audiences. The B2B Content Marketing Lesson: Best practices in marketing evolve faster than mutant DNA. Don’t rely on the same old messages in the same few channels and expect your audience to respond with enthusiasm. Keep your audience research current, explore new ways to connect creatively, and keep track of what’s state-of-the-art. [bctt tweet="Best practices in marketing evolve faster than mutant DNA. Don’t rely on the same old messages in the same few channels and expect your audience to respond with enthusiasm. @NiteWrites" username="toprank"]

#5: Avengers: Practically Perfect in Every Way

The Marvel Cinematic Universe (MCU) features 23 movies (at last count) that represent over $20 billion in box office revenue. It's also the most elaborate shared universe that has ever been, with characters from each standalone film crossing over for adventures across the franchise. "Avengers: Infinity War" and "Avengers: Endgame" wrapped up the first decade of MCU movies with nearly six hours of interstellar, dimension-hopping, time-twisting action. Both installments were beloved by fans and critics alike. What went right? The filmmakers followed every lesson in this post:

They planned the whole story in advance.

They kept a consistent look and feel even as individual movies varied in genre and tone.

They took the time to develop plot lines across movies, without rushing resolution.

They delivered what the audience wanted without aping what other studios were doing.

They evolved over time, picking up lessons in characterization and storytelling and applying them to the final films.

The B2B Content Marketing Lesson: In marketing, as in nerd franchises, there’s no substitute for thoughtful planning. That includes intensive audience research, strategizing and goal-setting, and continuous optimization over time. While your marketing may not have the visceral thrill of, say, Captain America swinging Thor’s hammer, it can still connect with your audience for blockbuster results. [bctt tweet="In marketing, as in nerd franchises, there’s no substitute for thoughtful planning. That includes intensive audience research, strategizing and goal-setting, and continuous optimization over time. @NiteWrites" username="toprank"] Ready to rock content marketing in 2020? Check out our Content Marketing Trends & Predictions for 2020.

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ralphlayton · 4 years

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B2B Content Marketing Lessons from 2019’s Nerdy Film & TV Franchise Finales

Content Marketing Lessons from 5 of 2019’s Biggest Film and TV Franchise Finales

#1: Star Wars: Have a Plan and Stay Consistent

#2: Game of Thrones: Respect Your Audience and Don’t Rush It

#3: Terminator: Know Your Audience, Don’t Chase Trends

#4: X-Men: Evolve to Stay Relevant

#5: Avengers: Practically Perfect in Every Way

They planned the whole story in advance.

They kept a consistent look and feel even as individual movies varied in genre and tone.

They took the time to develop plot lines across movies, without rushing resolution.

They delivered what the audience wanted without aping what other studios were doing.

They evolved over time, picking up lessons in characterization and storytelling and applying them to the final films.

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