Tag: itunes

Launching the iPad: A Marketing Perspective

Digital Strategy, Social Media19 Comments

apple-ipadWith the interwebs (especially Twitter) all aflutter over the launch of the Apple’s latest technological marvel, the iPad, I thought it would be timely to post my reactions. However, instead of passing judgment on a device that I am yet to get my hands on (hint, hint Apple reps), I thought it would be fun to look at the launch from an entirely different perspective.

First of all, this is not the first Apple product unveiling I have borne witness to. I was there (well, not actually there, but aware of it anyway) when Steve Jobs announced the iPod, iTunes, the switch to Intel chips and the original iPhone. Yet somehow, the hype leading up to those pales in comparison to the amount of speculation and praise that has been heaped on the iPad in the weeks and months leading up to Jan 27. It was hardly surprising that Mac Fanbois, spurred on no doubt by Steve Jobs own comments,  claimed that the then-unnamed Apple tablet was going to be a “game changer”, but then so too did the mainstream press who heralded it as ushering in a new era of computing, entertainment, media, etc.  all before the device had even be released.

While it might turn out to be a game changer, my first impressions are that it is nowhere near the giant leap forward that the iPhone, iTunes or even the iMac were. To me, those three did more to revolutionise how we think about mobile phones, music and the computers place in the home.

ipad_2

Irrespective of whether the iPad lives up to the hype, full marks must go to Apple’s marketing team for another outstanding product launch. They have leveraged the reach and power of internet (not to mention the brand’s mystique) to ramp the rumour mill into overdrive by saying, well, very little. Instead of shouting about it, they leaked snippets of information and essentially left their fans and industry analysts to let their imaginations run wild.

Next time you think about putting out another piece of collateral telling consumers how great you are, stop and ask yourself if you are saying more than you need to. Too much and you run the risk of painting yourself into a corner and alienating potential customers. Not enough and they won’t know what you’re about. While chances are you don’t have the same brand cache and fervent fan base as Apple, it is worth considering how much detail you need to put out there to tantalise your audience and to know what will get them excited.

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Infusion – All Night Sun Light Review

Music0 Comments

Before The Presets, Klaxons, Galvatrons, Boys Noize, etc. there was Infusion.

Although it’s been out for a few months now, I really wanted to post something about All Night Sun Light simply because it’s brilliant. In the last 2 months or so, it has been on constant rotation both on my iPhone and in my car.

I first came across Infusion back in 2000 back when I was slinging vinyl at a record store. Their sound captivated me and has continued to compel me to spread their gospel to anyone who will listen. Now 5 long years after their groundbreaking second album Six Feet Above Yesterday, the boys are back with what is in my mind their most accomplished album to date.

From the opening chords of Two Player Game, I knew I was listening to something really special. Built around their trademark melodic hooks and synth-pop, All Night Sun Light is an evolution of the Infusion sound and covers a lot of ground from quiet introspection (So Soon, Horizons) to radio-friendly pop (Memory Cheats, Gotta Leave Now) to straight-up dancefloor mayhem (Dogtown, All That’s In Your Head). The highlight for me, however, is the hauntingly beautiful Try It On that represents Infusion at their lyrical and musical best.

While All Night Sun Light may not have the same electronic sensibilities that defined their sound throughout the early 2000’s, it is still unmistakeably Infusion. Their new sound is more evolution than revolution and displays a maturity and confidence of a group that are at the top of their game with a quality of songwriting and production that eludes much of the instantly disposable eletro-pop currently doing the rounds.

Infusion’s shiny new website

iTunes album link

Full disclosure: When I discovered Infusion, I was also heavily involved in the electronic music scene and brought Infusion to Adelaide on a number of occasions. I am also fortunate to consider Manny, Jamie and Frank as friends. But don’t let that cloud your judgment of my words above as you’d only be doing yourself a disservice by not checking out the album.

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