Mastering Mimetic Desire: The Secret to Creating a Buzz Around Your Music
How Top Artists Use it to Win Fans & Sell Out Shows
The concept of mimetic desire, as theorized by René Girard, suggests that humans learn to desire certain things by imitating the desires of others. Girard argues that desire is not innate but learned and shaped by social interactions and cultural influences.
The concept of mimetic desire can be a useful tool for music marketing. When it comes to building a fanbase, the key is to create desire in potential fans for your music and brand. By leveraging the power of mimetic desire, you can tap into the innate human desire to belong and connect with others.
One way to do this is to focus on creating a strong and authentic brand identity that resonates with your target audience. By crafting a unique image and sound, you can appeal to the desires of your fans and create a sense of community and belonging around your music.
Another strategy is to leverage the power of social proof. When people see that others are enjoying and engaging with your music, it can create a sense of desire and FOMO (fear of missing out) that can help to build your fanbase. You can achieve this by building a strong social media presence, using influencer marketing, and engaging with your fans directly to build a loyal and passionate community around your music.
A recent example of an artist who has effectively utilized mimetic desire in their marketing is Billie Eilish. Her unique style, both musically and visually, has helped to set her apart and attract a devoted following. By creating a distinct brand and image, Eilish has tapped into the desire of her fans to be unique and stand out from the crowd. Additionally, her vulnerable and relatable lyrics have helped to foster a strong emotional connection with her audience. This, in turn, has helped to fuel the desire of her fans to see her in concert, purchase her merchandise, and consume her music.
Another example is Lady Gaga. Early in her career, she crafted a unique image and persona different from anything else in the mainstream music world at the time. By being unapologetically herself and embracing her unique quirks and qualities, she created a desire in her audience to be like her or be associated with her somehow. This desire was further amplified through her highly stylized music videos and performances, often featuring elaborate costumes and makeup.
Gaga's music and image inspired a wave of copycats and imitators, further fueling the desire to be associated with her. She also embraced her fans and gave them a sense of belonging and community, which made them feel even more connected to her and her music. This helped to create a powerful feedback loop of desire and imitation that propelled her to become one of the biggest pop stars in the world.