#authentic louis

And sometimes it’s not. I cannot get over Louis and his wall. So I’m going to talk about it. So, the album is called Walls and there is a wall with Louis’ face and tracklisting on it in London. If that was all there was, that would be cool as shit. But NO. Louis brought fans all over the world IN to see it in one of the MOST accessible ways possible. So folks all over the world actually got to watch the artist turn a blank wall into a Louis mural. We got to watch Louis show up and see it. And we also got to hunt for Snapchat filters with the tracklist.

Louis is constantly walking his talk. He’s including fans in as many ways as possible. There was no contest to watch the wall being painted. It wasn’t for a select few. It was for everyone with a phone or computer.

Love this look. It’s got it all.

Simple clean styling, strong pattern, hair styled to perfection offsetting his jawline, plus a confident Louis. It’s comfortable, but structured and it all works together presenting a beautiful balanced tension, just like Louis.

I’ve written about Louis and authenticity before. This morning, he released Chapter 1: Reflection to his YouTube channel. 

Did anyone else notice the production value? Meaning, the quality of the video and the setting, etc? If not, go look again. There are at least 3 cameras for the interview (one facing Louis, one facing Gordon, and one that captures both of them) there’s lighting and sound. It’s cut together with live footage from Madrid as well as shots while Louis was recording and around town. This shit was expensive. (Someone with more production experience than I have could probably break it down further).

My guess is that by the time we have all of the chapters that it’ll look very much like either Harry’s Behind the Album or Niall’s On the Record. Both Harry and Niall put theirs on Apple Music. Louis is releasing his on YouTube.

The YouTube choice, in my opinion, is brilliant for two reasons:

Accessibility - anyone with an internet connection can access YouTube. Which means, all fans can view his content regardless of $$ or location.

Discovery - People watch 5 BILLION YouTube videos PER DAY. It’s the second largest website on the planet. A solid YouTube strategy is key to actual growth.

It’s really really hard to adequately judge the effectiveness of a campaign when you don’t know it’s goals. So, I’m really trying not to do that. But I would like to note how the moves that have been made in the last 16 days of KMM promo have done a lot to underscore Louis’ commitment to his fans.

For the sake of this conversation, I’m going to define authenticity as when your words and actions tell the same story. 

Louis has ALWAYS spoken highly of One Direction fans and his solo fans as well. But social media gives him (and his team) a chance to really walk that talk (so to speak).

Using fan-made art and CREDITING that art is a big piece. And we’ve had it at every step of the way. On the very first day, we had a fan-made Twitter banner, then a second Twitter banner, and then the Spotify video. Now, I know this may not seem like much, but fan artists don’t always get credited like this (I’m not saying never). Other options include out and out stealing the artwork or creating something like it and using that instead (just to name a couple). 

The fan pack is also an important move. Because the fan pack says, here, take this HQ stuff and make MORE great content with it. As someone who’s worked with major properties, getting HQ art is ALWAYS fun.

All of this means that when Louis tweets: “Most importantly to my fans, honestly today was a moment for us. Seeing all of you support the record in your own initiative ways is incredible for me to see. Even if I don’t always see you all I feel your presence and your backing. Love to you ALL!” you believe him. Because his actions are backing up his words.

Yep. That seems accurate to me as well. The test will really be around t-shirts and hoodies. But the US prices for the WHOLE package is $85. I’m not saying that’s not a lot of money, but for merch, totally reasonable.

Again, Louis is LIVING his professed values. He could charge twice as much and we’d buy it.

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