When I first read about Falz, I gave him zero chance of survival. May be part of my challenge was that I thought he craves to ride on the fame and influence his dad already has, in order create a formidable music career.
The dude has a masterstroke he is harnessing to get the attention he craves for. Truth be told, Falz isn’t the best of singers. If the music industry were to be a Reality TV Show, he might not make it to the finals. He however makes up for it with his witty lyrics, dramatic song writing and an engaging social media persona.
It is interesting that he has been able to attract massive buzz for his music through the power of humour and engagement. You might ask: “What is the connection between being funny and your music being acceptable.”?
Just take a chill pill.
According to a study by the Journal of Marketing, humor is the one kind of marketing message that tends to stand out. Just so long as the content was appropriate and didn’t fall flat, humor aided product recall and influenced purchase decisions among consumers.
Six months after its release, Marry Me video by Falz featuring Yemi Alade and Poe, has crossed the 1m view mark on YouTube.
How did he make this happen? It’s not just because his music is rich in melody, but also because of the hilarity in the lyrics and the fact that it’s dramatic. When what you do becomes memorable and gives people a positive feeling, they will always want to associate with you .It’s one of the secret weapons of Falz.
In the entertainment industry it’s an heroic task getting the attention of your fan and sustaining that attention. One of the tools for gaining maximum attention within minimum period is humor .An expert puts it this way: “People commit witty and entertaining language, illustrations, and occurrences to memory and they share them with others.
In an interview Falz reveals the inspiration behind the #ElloBae series: “Humour has always been in my music. I decided to show the character more via my social media platforms.I created an #ElloBae series on Instagram which people loved.This inspired me to create a song around ElloBae. My comedic self is embedded in my musical self”
Unlike other celebs, who just posts pictures of themselves on Instagram clad in a glamourous outfit or showing off their new toy ,Falz actually engages with his fans. His followership grew in leaps when he initiated the #ElloBae competition.
The viral competition began on January 31, 2015 and in the space of two weeks, hundreds of hilarious entries were received. The rule of the competition state that the individual with the funniest clip will emerge as the winner and will get to hang out with Falz.
Organizing a competition or a giveaway boosts engagement on social media. Don jazzy has also learnt the art of engaging his fans on social media. He asks questions, posts funny video clips or simply says something funny.
I have finally accepted that Falz isn’t a flash in the pan. I have been infected with the Falz fever!
With over 1.4 million followers on Instagram, endorsement deals and a thriving music career, all i can say is that Falz isn’t here to joke.