Friday, August 16, 2013

The Right Kind of Synergy

n. pl. syn·er·gies
1. The interaction of two or more agents or forces so that their combined effect is greater than the sum of their individual effects.
2. Cooperative interaction among groups, especially among the acquired subsidiaries or merged parts of a corporation, that creates an enhanced combined effect.

John Mayer drops a new album in a few days, Paradise Valley. Mayer (and I have no doubt he's behind this) has made a Spotify playlist available of "Paradise Valley influencers." In other words, this is a curated playlist of songs that informed his songwriting on this album. Here's a link to the playlist.

This is the right kind of synergy, and a wonderful use of Spotify as a tool to both promote an upcoming release and connect with the audience in a personal way. This is something theater companies and producers could and should use!

For example: in my review of The Baby, I made note of the incredible preshow music they play, music that sets the scene better than any preshow program in recent memory. There's no reason why that playlist couldn't be put onto Spotify.

Or perhaps the composers behind the original music in a show like Songs of Bilitis or Watson and the Dark Art of Harry Houdini could post playlists of their "influencers."

To reiterate my advice for using Pinterest, this tool should not be used for self-aggrandizement. Use it to share with your audience, to initiate and facilitate your conversation with them. Use it to get them excited!

(BTW, I've listened to Paradise Valley, and it is a delightfully informal and warm album. If you're a fan, it's a must-have. If you're not a fan, you may be surprised by its range and listenability. Regardless, check it out.)

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