Is this 1983?

The art of making people care

In 1983, I was a third grader in Rushville, Ind. I began my love for music much younger than this, but there were two albums released in 1983 that changed the game for me, Michael Jackson’s Thriller and Van Halen’s 1984 (yes, it was released in 1983).

Both albums feature Indiana-born singers at the top of their game. One of the premiere songs on Thriller was “Beat It,” which features a blistering guitar solo by Eddie Van Halen. The 1984 album was the last record to feature David Lee Roth on vocals until last week, when Van Halen released “A Different Kind of Truth,” which sees Roth back on vocals.

So what does all of this have to do with anything?

Two events this month at Bankers Life Fieldhouse have brought back 1983 for me. Bohlsen Group is assisting with publicity for Van Halen on Feb. 22 and Michael Jackson THE IMMORTAL by Cirque du Soleil, Feb. 24 and 25. The shows have caused a question to start rolling over in my mind: Why did I care so much about this music back in 1983? Why do I still care? And what is it that makes people care?

In 1983, people really cared about Thriller and 1984. It was the height of MTV, and Michael and Van Halen were bursting into living rooms across the globe. They were creating a new foundation for the importance of music as a visual medium in pop culture. Each group had all the elements: great songs, a great look and the ability to truly identify with their audience – elements still crucial today, but too often overlooked.

Successful? You bet. 1984 has sold more than 10 million albums in the U.S. alone, while Thriller has sold an astonishing 110 million copies.

Now, how do we persuade people to attend these shows in 2012?

In order to move them to purchase, you have to take an emotional approach. Re-identify the fans who remember when “Jump” and “Billie Jean” mattered. At the same time, work the angles to engage those who missed it the first time, were too young or weren’t even born yet.

Translation? MAKE THEM CARE. 

How do we do this? By educating the media outside of the obvious categories and convincing the public that each event is an opportunity and not an option.

So, in mulling over my memories of why I was convinced to care about Van Halen and Michael Jackson at a young age, I realized that it was the individuals orchestrating the brands behind the scenes who are ultimately responsible for leading me to follow.

And, in the case of how Bohlsen Group approaches events … this is exactly what we focus on.