Socialize This. But don’t f*^king tell me how to feel about it

Luckett rocks some Jeremy Scott Adidas

Oliver Luckett loves art (just look at his shoes) and hates injustice  When he sees art relegated to insular, bureaucratic rule of old media and old rules, he tends toward vigilantism. He’s a liberator. A barrier breaker. A man on a mission to letpeople embrace content on their terms. Topple the top-down, paternalistic, uber-controlled messaging. End Corporate Munchausen syndrome!

Luckett rocks some Jeremy Scott Adidas
Luckett rocks some Jeremy Scott Adidas

In 2011, Luckett—along with Ari Emanuel and Sean Parker—founded theAudience, a company determined to close the gap between artists and fans. But there’s a business mode here: their ability to grow an artist’s social presence in an economy where followers, likes, shares and retweets make a big difference to sponsors attracted to celebs and athletes with an engaged fan base. Once they solidify the social foundation, theAudience  helps artists (predominantly A-listers) build businesses that aren’t dictated by corporate brass, in a way that feels authentic to who the artist is, or at least who the artist is for fans.

Luckett explained all this at the Paylay Center for Media in Beverly Hills last night at ThursdayNights’ invite-only executive symposium.  According to Jim Jonassen’s opening remarks, the member-sponsored group wants to encourage a dialogue in LA’s burgeoning tech community that embraces innovation and fosters growth and mentorship beyond the community.  Supporting City Year LA and the Boys and Girls Club of Santa Monica, among other local charities, ThursdayNights has raised $275K to date.

What else did the ThursdayNights crowd learn from Luckett, other than he’s not afraid to drop a few f-bombs in front of even the highest-level execs in LA? A lot, actually.

5 Takeaways Oliver Lucket, the Audience CEO

  1. People love content. And want to embrace it—on their terms.

  2. Don’t make decisions for your audience. Luckett sites his experience launching Toy Story 3 with a social post of the film’s signature poster. “The marketing department [at Disney] sent over an email with the caption that they demanded go with the post. Kids, here’s the new Toy Story 3 poster! Isn’t it great? Luckett said that post resulted in more than a dozen instances of f*^k within minutes. He took down the post, eventually reposting the poster with the same caption, minus the condescending “Isn’t it great?” It proves his point: “Don’t make a decision for me. I hate you.”

  3. Hire passionate people. People who live and breathe their vertical; the artists they work with, the characters they animate in the social graph (AKA all the ways we communicate and engage on social media).

  4. You can teach how to do what you do. The people technology. The production process. Whatever. You can’t teach passion.

  5. Don’t limit how you publish and share content.  Whether you’re Disney, Fox, Justin Timberlake or whoever—creates a void that others will fill because they want that content so badly. It creates an environment that encourages piracy and actually gives you far less control of your content. No matter what your legal department thinks.

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