Ypulse Interview: Gerald Watson, AM Radio

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Lifestyle marketer Gerald Watson doesn’t need a method to reach a client’s audience – he’s a culture scientist.

As the sales and marketing manager for AM Radio, a subsidiary of Mosi Design Group, and co-founder of Shaman Work Recordings, many have become fans of Watson’s lifestyle marketing events. He has taken groups of visual artists for brand-sponsored trips to create art live as a DJ mixes the tunes. He has scheduled “listening parties” with the help of Adidas that will tour through New York, Miami, Philadelphia, etc. Needless to say, Gerald definitely thinks outside of the proverbial box when it comes to lifestyle marketing and has graciously shared some of his thoughts:

Ypulse: What makes a successful lifestyle marketing program?

Gerald Watson: The really good lifetsyle marketing programs that yield the best results tend to be original ideas that involve rooted elements of culture. Therefore, youth can better identify with the brand because the brand is fluent in their language and sensibilities which allows for seamless communication.

YP: And what is a culture scientist?

GW: A culture scientist is someone that’s of the culture, meaning they’ve been raised in it, study it, and contribute to it, usually regardless of financial return. They’re historians and fully understand the nuances of their culture, in that they know what will work from what won’t.

YP: How has lifestyle marketing helped your clients?

GW: Lifestyle marketing tactics have allowed the companies I do business with on one end, to create or maintain their street credibility, and on the other end, they have opened doors to a new customer base…One of the major results, that I’ve noticed, is that lifestyle marketing events, even the bigger ones when executed with the proper components, have allowed for fan(atic)s to hold onto a sense of “ownership” of their favorite brand.

YP: What changes have you noticed in the “urban-youth” market compared to 5, 10 years ago?

GW: Their access to information is quicker, so certain trends, especially within fashion/music, tend to move overnight. They give life to and accept “5 minute idols.” This same access or want for information has, I think greatly effected how they, and pretty much youth across the board, communicate with each other. . . Brands have to be extremely strategic because it’s easier for the message to get lost with things moving so quick.

YP: What do brands and companies targeting urban/multicultural youth need to know?

GW: The biggest thing is that their target market is moving at the speed of “click,” so make sure you have a plan to be ahead of and grow with your target market; not react to it. Brands need to understand their environment. Understand technology. Understand communication. The common denominator, however, will always be to develop original ideas that resonate.

For more coverage of hip hop culture, check out the new Ypulse Urban Channel.

About Gynae:

Gynae is Ypulse’s new Urban editor. She currently works with The Cipher Project in Austin. She’s also been involved in Better Hip Hop Bureau Austin and is currently in training to be a Lonestar Rollergirl, which has a program for young girls called Austin Derby Brats.

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Categorized under: Urban

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