Matthias Matuschik has provided me with an absolutely perfect blueprint for rebooting the whole personal branding theme. Last week, he had an exciting breakdown. What was it about? In an astonishingly aggressive manner, he lashed out at the boy band BTS, comparing them to a virus (for which a vaccine should soon be found) and calling the band members „Pisser“. This led to a worldwide shitstorm, a remarkable achievement for a radio host of a public radio station from Bavaria.
pBrand success factors
And that brings us to the middle of one of my two favorite topics, personal branding. Personal branding (pBranding) has a lot to do with generating attention. Mr. Matuschik has managed to do that. However, most want to stand out positively in the perception of their target groups. Mr. Matuschik did not manage to do that. Personal branding also has quite a bit to do with conscious, goal-oriented and deliberate action. However, based on the tone of the recording (https://youtu.be/5TWq_TQuJD4), it is reasonable to assume that his failure had little to do with deliberate action. Rather, Mr. Matuschik apparently talked himself into such a rage that terms such as the comparison with the virus and the expression “pisser” slipped out of his mouth.
Music, like art, is a matter of taste, and if BTS cover Coldplay’s “Fix You,” let them. And if that’s bad in his opinion, so what. I withhold my opinion on the song at this point, otherwise I run the risk of Mr. Matuschik insulting me as well.
Predictable behavior of the fans? Could it be foreseen?
But a shitstorm always involves two parties, and for a long time I have left the fans out of it. To those who have harassed Mr. Matuschik’s family, I would like to say: it is only music and music is a matter of taste. Even if the band members are something like godlike figures for the fans, you don’t have to lead a campaign against another person. It also goes more civilized. Nevertheless, Mr. Matuschik should have been aware that the aggression potential of the fans of a goy group here is very powerful when you start to scratch the godlike status of the band.
And what do we learn from this? Conscious and long-term oriented action is the real core of a person brand.
Other satirists, different reaction?
However, it should be noted at this point that the matter would probably have ended differently if Oliver Kalkofe or Jan Böhmermann (German Satirists) had made this statement. But the two would also have provoked deliberately and on purpose (and perhaps considered possible consequences beforehand).
That was the firstto series pBrand (Personal Brand) of the week.
More about Personal Branding …
- Personal branding for the visual arts: the importance of the artistic work.
- Personal Branding for the Visual Arts.
- 4 questions that will make your personal branding project go down the drain.
- Personal Branding, a journey?
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- Personal Branding for musicians.
- Personal Branding for Artists – the entire study.
- Personal branding for DJs.