If you missed Sigur Ros on tour this month, boy did you miss out! In the last week this internationally famous rock band from Iceland headlined at Madison Square Garden and the Agganis Area, wowing crowds with their spectacular soundscapes; perfectly choreographed with energetic light shows and videos.
Last night I had the privilege of seeing them, and started thinking about the many lessons tech companies could take from this band about effectively communicating with customers, reporters and any other influencers.
Never let go of your audience
Sigur Ros and many other world famous bands do as much between songs as during them to keep their audiences engaged. While doing a quick tune up or instrument change, Sigur Ros always had a video or light show playing in the background. This kept the audience on the edge of their seats for every minute of their show.
Lulls between songs at a concert remind me of company lulls between product launches. Tech companies must put in place strategies to keep prospective customers and journalists engaged between news announcements.
Wow your audience with lots of great content
Bands don’t just go on stage with instruments anymore. A light show and professionally made video accompanied each song Sigur Ros played. Even if the music wasn’t your taste, the show was a spectacular sight to see. (For a quick example, check out this Vine of how they projected video onto a silk screen surrounding the stage!)
Similarly with tech public relations, putting out a press release is rarely enough to capture an audience these days. Images, videos, infographics and any other content that helps convey news must accompany each press release. Prospective customers and journalists alike are most impressed when this content comes together in a way that tells a clear, unified story.
Don’t be afraid to engage
I never know how bands have the nerve to stop in the middle of a song, expecting their audience to sing along with them. This is particularly interesting with Sigur Ros, as most of their lyrics are in Icelandic. But still, when they stop singing, the crowd is still excited to stumble through a few words.
Tech companies should take a note from Sigur Ros’ book and make sure they give their customers lots of opportunities to engage. Whether it’s running a competition or asking for feedback on a design through Facebook, companies must make sure they give people a chance to engage.
Embrace your voice
Sigur Ros’ front man has a huge singing range and can hit wildly high pitched notes. Still, it’s this voice that gives the band a distinct sound and is likely a major contributor to the band’s success.
Sometimes people in the tech community worry about being edgy or different. The bottom line is that finding a unique way of expressing yourself can help you stand out.