My dad sends me all kinds of interesting articles. The latest has been this article in Forbes about Sean Miyashiro and his company 88Rising. In a nutshell, 88Rising is a media company “dedicated to celebrating global Asian culture.” However, there’s a lot more to it when we look at what they do.
88Rising is fascinating because they’re essentially in the business of “creating coolness.” On the surface, they’re a record label, PR company, booking agency, and manager rolled into one. It’s cool that they’re a “one-stop-shop” but that’s not why they’re successful. The real value 88Rising brings is the elusive knowhow of engaging people and building a following.
These days, getting someone to say, “Check this out” to a friend, is arguably more important than radio airplay. It sounds simple, but it’s easier said than done.
How do I create viral buzz? How do I build a following? We’ve all been told to consistently produce high quality content. It’s true that there are plenty of brands hitting it out of the ballpark. On the other hand, there are plenty of brands failing miserably.
88Rising has over a million subscribers on their YouTube channel. Their videos are extremely popular. They’ve built a following for themselves and their artists. That’s the elusive holy grail everyone is chasing these days.
Rich Chigga and the Reaction Videos
Rich Chigga’s music video is really captivating. As Forbes writer Shawn Setaro puts it, it’s “strangely hypnotic.” What’s even more interesting is the reaction video featuring legends like Ghostface Killah, Desiigner, and Tory Lanez.
88Rising and Rich Chigga are doing an amazing job of creating dope music and viral videos. Additionally, they’re doing an incredible job of promoting this content. Here are some links to their work.