The biggest thing in culture this week isn’t the fact that the Forbes CMO Summit and Billboard’s Latin Music Week took place in the same Miami hotel at the same time (although I did wind up seeing Peso Pluma in a beautiful, 300 cap theater). No, the big story is the unexpected relationship between two stars from seemingly opposite sides of the pop culture aisle.
Taylor Swift is arguably the most famous person in the world — and certainly in music – and Travis Kelce is arguably the most enthralling, if not most famous, player in the NFL. Apart from winning the super bowl last year, Kelce has been steadily charming and wowing fans with his personality and flair, notably demonstrated by him hosting SNL in 2022; his hit podcast, “New Heights,” with his brother and fellow NFLer, Jason Kelce; and his big music festival during the NFL Draft Weekend called “Kelce Jam.”
Taylor is clearly “bigger” than Travis, but both won from this PR bump. And hey, comparing is never good for a relationship, right? They’re both getting a lift as brands, media outlets, and influencers attempt to insert themselves into the lovefest.
Heinz, however, demonstrated how to create a monetization moment, when they dropped a hilarious new condiment around the romance. Coming on the heels of their pink Barbie ketchup, this company is quickly becoming the model for how to make pop culture work for the bottom line. More brands should follow their lead. Super Bowl commercial, anyone?
There are concerns about this relationship being a PR stunt, so brands attaching themselves to a volatile moment like this need to be careful. The media frenzy itself could add to the uncertainty. If they break up, where will it lead? Will brands be left holding the bag? Too soon for the break up song? AI keeps us in the future.
More on the data in this “Stat of the Week” collaboration with Clay Durant & Chartmetric.
Back in New York, we’re going to be talking about advanced marketing tactics in regards to AI and data at The Mondo Conference. Taking place the week of October 10th, it should be a great gathering of musicians and thought leaders. My talk is on Friday, October 13th at 2pm. If you’d like to check it out, here’s a 25% pass discount: beatsbytes25. There’s a reason this one feels like CMJ: it was created by the founders of CMJ and takes place in Williamsburg. Come exchange ideas and talk shop!
Also published on Medium.