The Mix Tape: A Content Case Study

Reading Love is a Mix Tape by Rob Sheffield* made me think that the mix tape is one of the greatest and overlooked examples of a content program of all time. Like Sheffield and many people, the soundtrack to my life is filled with the sounds of musicians and bands across a variety of genres and eras. Moments, friendships, love lost and love found were marked by a compilation I stitched together. They were created for road trips, Sunday afternoons, best friends, and job searches. Once I made a mix for a new coworker who thought I was hitting on her … awkward in so many ways.

The best and engaging content programs invite their audience to participate and build a community around sharing and commenting. When I received a mix, not only was a personal connection deepened but I was exposed to a new band or album. What did I do? I usually bought the album and most likely even forwarded a song or two (or three) on another mix.  Today, this cycle is accelerated with social media and other digital technologies.

So there you have it. The music content speaks to an audience where it is shared and redistributed via a thoughtfully built mix tape. The b(r)ands gain exposure and even more sales, learn what the audience wants and gives them more. Some people become so impassioned by the content, they volunteer time and energy to become an ambassador. It’s practically a rough content program cycle right before our very ears.

*You must read this book if you grew up in the 80s/90s and music was an integral part of your life. Sheffield shares the story of growing up, getting married and becoming an unexpected widow at a painfully young age. You can almost hear the music playing in the background.

**This is just a simplistic, working theory. I am sure there are massive holes in it and curious to hear your thoughts. And send me a mix. Make it good.

Posted By: Larry Williams