Does your brand have its own TV network?

Trevor Young, Melbourne

I love the fact every brand can now own and operate its own TV network (or radio station or online newspaper or magazine).

It’s a pretty powerful opportunity we all have at our fingertips. The smart set are all over it. What about you?

Gary Vaynerchuk is a shining example of someone who went from zero to hero via his enthusiastic and savvy use of social media, especially his online Wine Library TV webcast which proved to be a game-changer for the Belarus-born entrepreneur who has gone on to become a bona fide is a New York Times bestselling author.

But we can also learn a lot from someone who went the other way – pop legend Daryl Hall (the ‘Hall’ in Hall & Oates, one of the biggest-selling recording duos of all time), who has reinvented himself with his popular web show Live From Daryl’s House.

Hall & Oates were massive for a considerable period garnering a total of eight #1 hit singles along with dozens of hits throughout the 70’s, 80’s, 90’s, including 2002’s “Do It For Love,”. Other top singles include:  “Rich Girl,” “Kiss On My List,” “Maneater,” “Private Eyes” etc.

But as a rule time catches up with even the loftiest of rock stars. Fans move on, music trends change and artists struggle to recapture their mojo with audiences. That happened with Hall and Oates.

But Hall did something pretty cool.

He created a free internet video show – ‘Live From Daryl’s House’.

Now he’s relevant again. Cool even! Younger people are rediscovering his music. Emerging artists have no problem collaborating with him ‘in da house’.

An unexpected bonus from broadcasting the show and building a solid viewership is that broadcast TV networks come calling.

What about your brand?

Sure, you’re not Daryl Hall or Gary Vaynerchuk but there’s every chance that you (personally or your company or organization) has something to offer the marketplace. A series of stories maybe, some interesting behind the scenes action – why not take people behind the ‘velvet rope’, give them a glimpse behind the ‘corporate firewall’ – loosen up, push your experts forward so they can give opinions on issues and trends affecting your industry.

But don’t be too slick, polished and over-produced.

In this NYdailynews.com article, Hall says of his webcast:

“There’s a certain lack of structure at its core and irreverence. It also has a certain kind of attitude. This isn’t a reality show. It’s something altogether unique.”

Oh, and don’t forget to collaborate!

It makes it less about ‘you’ – it broadens your audience and, if you’re a pretty stodgy brand, it’s not a bad way to start becoming relevant again. Just ask Daryl Hall!

Thanks to his regular webcast, Hall is collaborating (and leveraging off) some of the biggest names in the business, including young emerging artists that help familiarize his name with new audiences.