On a late night scroll through Instagram I saw this post from @TheFatJewish. He’s one of Instagram’s most popular channels with 5.8m followers. Part comedian, part cultural raconteur. He say’s what you’re thinking, loves Pizza (note the capital P), a good meme and is the voice of a generation.
He’s Insta famous, a cultural figure who’s online influence is pushing out into the “real world”. Apple Music brought him to host a show on Beats 1 radio – a move that’s on point. They noticed a trend and nailed the casting. You couldn’t get more millennial if you tried.
At first glance his post looks like a flyer for a wack club night. That’s until you dig a bit deeper. Behind the loud, bubblegum neon 80’s aesthetic live four cultural mover and shakers, donning shirts with references to the nineties and all shot with Terry Richardson style polish. Throw in some Comic Sans typeface and the tongue-in-cheek styling would have been complete. All a far cry from Apple’s normally clinically minimalistic brand styling. Don’t worry Fat Jewish, you had me at Dubstep Robot Sex.
As a reaction to the tired celebrity game, these counter-cultural personalities like Fat Jewish have emerged to cater to a niche, but influential group of individuals. You no longer have to eek it out on a TV chat show, or you can go right to the heart of the relationship – the consumer.
However the challenge to build brand credibility still exists, Fat Jewish’s Instagram posts normally generate around 200K Likes, one post about a dick generated nearly 500K. But his Apple Beats promo generated a tenth of his normal engagement, only 22K Likes. There’s also a lot of nasty comments in there calling him a sellout, what do you think?
His followers want to be entertained; they want micro content, to laugh at a meme and tag a friend in the comments. Creating new content streams that are based on the format that his fans already love but build in fresh stories from his radio show is where this is going. For example a celeb makes an anecdote live on air and within minutes, it’s as out as .GIF to his millions of followers.
Apple Music is going to be cool. Fat Jewish is cool. But not by accident. It’s by design.