blog

I am sort of a Dixie Chicks fan

by Mike Ma

In general, I hate country music.

But the cover of this month's Time struck me (not just for the cover photo) because the Dixie Chicks are beginning a branding metamorphasis. They are betting on a certain segment of their listening base for their future endeavors. They are realizing that they don't need to satisfy everyone.

The article details their unapologetic political tone and their infusion of Washington criticism into their music. It's created a bit of a backlash across the general country music listening base, but no matter to the Dixie Chicks.

Says Martie Maguire (right), "I'd rather have a smaller following of really cool people who get it. Who will grow with us as we grow and are fans for life, [rather] than people that have us in their five-disc changer with Reba McEntire and Toby Keith. We don't want those fans. They limit what you can do."

I've been having some discussions with several clients who intend on focusing their efforts on certain segments of the asset base, and I thought it interesting this phenomenon is happening across industries. It's an intersting experiement the Dixie Chicks are beginning, but I think it's spot on, and have been advising my clients as such. As you talk about quality and stickiness of assets, an asset manager may not see it as purely a product responsibility, but also a brand responsibility to focus on those few who can be "fans for life" -- it surely isn't everyone.