![]() They were among the first to stream portions of concerts online. ![]() This was early on with the technology and it wasn’t pretty, but they gave us a view we hadn’t seen before. I logged in and saw them recording backing vocals and drums…not the fun stuff like lead vocals and guitar. They streamed live footage of their recording of the CD online. With “Crush”, they did something few bands were doing yet at that time. They built their email list to send newsletters and announcements. They’ve launched many iterations of their website with each new CD. They’ve embraced digital marketing and social media. It didn’t feel or sound like a stunt or quick money grab. They described it as Bon Jovi music with a Nashville flavor. A move like that has killed many bands, but Bon Jovi had an authenticity to the music. But, the CD is actually one of their better CD’s, I say begrudgingly. I wasn’t a huge fan of it at the time as I’m not a country music fan at all. They even crossed over into the country music world…and did it well. The band even donated $1 million to Oprah Winfrey’s charity on her show.ĭuring this time, they continued to release new CD’s and sell out arenas around the world. Jon bought the Philadelphia Soul of the Arena Football League and used them to further enhance his charitable missions. They began multiple philanthropic efforts to help those affected by 9/11 and homelessness. Jon Bon Jovi began appearing everywhere in politics, business and general celebrity. They were sharing the stage with the biggest names in rock royalty and standing proud. When all the artists came out to sing with Paul McCartney, Jon Bon Jovi planted himself right behind him. At the concert for New York, they played an incredible set. They weren’t the only ones, but they may have been the most visible. Bon Jovi was front and center offering support and doing what they could to help those suffering. Tragedy struck in the form of 9/11 shortly after. People were noticing their longevity and ability to flourish by staying true to who they were. This amidst another shift in the music scene…this time known for boy bands and Brittany Spears. After another hiatus that saw Jon Bon Jovi explore acting, they roared back with “It’s My Life” from their “Crush” CD. ![]() The CD sold well, despite a changing music scene.įast forward to 2000 with their next “come back”. After a band break (and some band therapy), they returned with “chapter 2.” Now, with a more socially conscious approach to lyrics. Their brand transformation started with their “Keep the Faith” CD in 1992. Add their philanthropy to that and it’s easy to see why the evolution worked.Įven my cat, Echo, can’t keep her eyes off of Bon Jovi! But, their image in the hair band scene evolved with a multitude of new anthems and never-give-up messaging. Not the songs mind you, “Livin’ on a Prayer” and “Wanted Dead or Alive” still hold up all these years later. ![]() They’ve completely lost their association with that era. They’ve done more than grow up from the hair band days. When you think of Bon Jovi these days, a far different image comes to mind than in the ’80’s. Second, they’ve embraced digital marketing and the opportunities it has created for them. First, they managed to transform their brand image while also staying true to who they are. From a marketing standpoint, there are two things that Bon Jovi does better than any band besides the Beatles. They have enjoyed even larger success in the 2000’s than in their 80’s “heyday”. Celebrating their 30th anniversary this year, Bon Jovi went from the darlings of MTV to a global band. As I posted a couple of weeks ago, rock artists can teach us a lot about marketing.
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