You might have read what has been happening recently between Prince and his legions of online fans. Rolling Stone summarised it nicely with their headline “Prince Attempts To Alienate Entire Fanbase In One Fell Swoop”. In short, Prince has hired a “web sheriff” to issue cease and desist letters to Prince fan sites demanding that they remove all photos, artwork and fan-submitted, Prince-related pictures.
The fans have then fought back by creating an organisation called Prince Fans United to fight for their right to worship Prince.
In an incredible tit-for-tat manoeuvre, Prince has now set up a site Princefamsunited.com” (check the deliberate misspelling) where he has posted a song called “F.U.N.K” which lays into Prince Fans United and specific individuals, including someone called Weemolicious. (Weirdly, some fans have said this is the best track they’ve heard from Prince in a long while…)
What fascinates me about this is how completely opposite this is to what anyone would advise a big brand. So many brands these days are desperate to get into the affection of their online audience. Important bloggers and webmasters are being courted by brands desperate to prove their openness and transparency. Online influencers are being invited to previews, special sessions and product development panels.
But ever perverse, Prince has gone in completely the opposite direction. He doesn’t want to be loved. He wants his art to be respected not democratised.
In many ways he’s operating like a high fashion brand – being as inaccessible as possible, stimulating desire and aspiration.
Something to think about next time you’re advising a brand how important it is to bring their online audience “on the inside of the brand”.
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