Jacqueline Rhinehart


Companies that design custom-made clothing for transgender and gender non-conforming people are coming to the forefront, as more diverse models gain visibility in the fashion industry — and redefine the parameters of gender identity. 

WATCH: ‘The right to be handsome’: Clothing for gender non-conforming people on the rise

An industry sage recently noted, ” When people say they are in the music business — these days,  they are talking about Fashion, Endorsements deals, Tech, Brands…” I get it. i.e. its all connected.  So connect this.

On That Note: People/Purpose/Purchase

As she explained the motivation guiding Pepsi’s corporate direction and product development, Indra Nooyi, the chairman of Pepsico, said “People are putting purpose to their purchase, so we are putting purpose to our performance.” At the time, her statement appeared to be a rare glimpse of corporate introspection, but soon, many other companies were following suit. Today, ads touting the purposeful performance of employees and products are increasing: we see workers who’ve built GE’s medical equipment (meeting the cancer-free patients they helped); assembly plant workers watch with pride as jets installed with engines they’ve built soar off into the horizon; or celebrities extolling the cost of one HIV pill support Bono’s (Red) campaign; or Chrysler 300 cars, proudly “Imported from Detroit” —products are becoming aligned with purpose. Even the local grocery chain, Piggly Wiggly is getting in on purpose with their campaign, “local since forever.”
Yes, all roads now lead to purpose….
Operating on this same premise, and in a more protracted way, there’s Oprah’s “Life Class-The Tour” on OWN. A series of in-depth conversations rarely had between two people, are conducted essentially for everyone on planet earth: huge local audiences, televised live, engaging interactive (Skype, Twitter, Facebook); and featured ‘teachers’ Deepak Chopra, TD Jakes, Tony Robbins, Iylana Vanzant.
Oprah’s Lifeclass, along with her “Super Soul Sundays” and Oprah’s Next Chapter interviews, have captured Nooyi’s mantra of marrying purpose to performance. For Oprah, purpose is what she’s selling. She wants people to be engaged in a deeper, intentional conversation and to pursue, i.e ‘purchase’ a more purposeful life. Unlike any other show, during her hey-day and now, Oprah was an early adoptor, integrating purpose and the ‘big picture’ into her daily television productions. Now of course, Oprah has an entire cable network, and she’s attempting to integrate ‘purpose’ into her programming DNA - an ambitious feat. But, as she noted, “If you give me your time watching TV, I don’t want OWN to waste your time.” And she doesn’t.

However competition in the realm of purpose is good and growing. And on Sunday nights OWN is in a contest for the primetime slot with another purpose driven show…AMC’s award winning Mad Men.
Now the best scripted shows are also delivering purpose. Mad Men, AMC’s tour-de force has returned! And its purpose - the painstaking delivery of historically accurate psycho-social-cultural detail is peaking. Although many baby boomers think they remember the “60’s”, or can recall the social minutia of their time- many of us really do not remember the timbre, the temperature of the room, without the stage being set so precisely by Mad Men.
If you thought Anita Hill’s claims against Clarence Thomas were hysterical or implausible, watch Mad Men and then, consider the time when term “sexual harassment” was not even a concept. Sure, we may each recall in part, but do you really remember the era when women were not allowed to wear pants in the workplace anywhere; when unmarried pregnant teachers, and other working women were fired due to ‘moral clauses’; or when men in the workplace were waited on, accepted, and expected, to flirt, touch, and seduce their secretaries; or when no black people worked on Madison Avenue, and JET-EBONY, alone, were the sole black media.
No, we don’t often see the grand design without help and that’s the purpose of great literature, theater and TV to help give our personal journey the benefit of broader perspective — a sliced dissection of society. The reason I am such a fan of Mad Men is its excellent portrayal and framing of the zeitgeist, the spirit of the time, and its implications on each life. The irony is that the show’s focus is the advertising industry – an industry that shapes what we see, and seeks to identify consumers based on who we are, what we want, and how we live – yet, it is an industry that inherently lacks the diversity it pretends to know and portends to extol. We are often directed and consumed by advertising that presumes our purpose.
Today, while consumer marketing drills deeper for consumer data and customer research, it also requires companies (the new individual – as deemed by the Supreme Court) to have knowledge of self - i.e. your product and its intent, and its purpose. For as Ceelo sings, “whether you’re selling a dream, selling a scheme, or playing a role, like it or not we’re selling soul.”
A corporation with “Purpose” can surely become the generator of new marketing connections – just make sure they represent the purpose you want to support.

Paul said it so well, there was no need for me to try; just REPOST…The truth as I know it!

Good, succinct advice …. I couldn’t have said it better, so I won’t try! Read on…

On That Note/ There’s No Demand for New Music – Just Great Music

Jacqueline Rhinehart

I am a music executive the way a musician is a musician. Whether you’ve got a deal or not, this is the business you do, follow, know, and love. With that perspective I’m appreciative of the current view of the industry, that’s afforded to me via my varied work. Here’s my summary of what I think matters in the music marketing.
1. Strictly as a marketer Soundscan sales numbers are not the Holy Grail. They are not the complete and great indicator of band/artist popularity. Streaming numbers are. Tell me who’s listening and how many, that’s the motivation for a lucrative brand partnership. We are seeing more artists jump to the majors (i.e. Corporate Sponsorship) before they EVER sell platinum (Janelle Monae’– she’s been to the White House, because she had the FLOTUS listening.)
And why do industry trade ads still only tout the radio add/audience numbers but not the streaming audience (afraid of competition)? Isn’t the point to demonstrate how strong the listening demand is for your record? And yes, I know that radio still has the biggest slice of the pie – 35% of people discover new music through radio, but an equal percentage can be reached by combining Word of Mouth (21%), YouTube (10%), Pandora (9%) and Facebook (4%).

2. Music/Brand Sponsorship/Partnerships should be organic or stop! (And hence, the genesis for my company’s name: Organic Soul Marketing.) We’ve all witnessed the debacle of brands that have hired or tied their brands to artists solely due to their numbers, but not their soul. Think it’s irrelevant. Think again. Just as brands are drilling data to analyze their customer’s current and future desires, being perceived as misogynistic, homophobic, or racist ain’t one of ‘em. When you pair up with an Artist, you better know who you’re dealing with. Or as CeeLo put it, “Whether you’re selling a dream, selling a scheme, or playing a role – like it or not, we’re selling soul.”

3. Know that Not Everyone Knows Your Name - With so many platforms and channels to view/hear music content, do not assume that your name – although well known in your niche– is known by others outside of it. That’s what just happened to Pharrell - Everybody knows him NOW. Before he was well known in his niche (influential and sexy as his musical career was - it was not the magnitude of this mainstream audience). So, when you travel outside your circle, be humble, make friends, put on a hell-a-fide show (oh yeah, because knowing your name won’t make me buy a ticket either) and introduce your peculiar/freaky/unique self to the greater body.

4. There is No Demand for NEW Music. There is so much good music invested (i.e. #1 Market share Universal Music Group acquisition of Capitol) and accessible in the world, that record companies are able to sustain their profitability on the sales of catalogue. So where does the demand for new music come from? Not the labels. Or it doesn’t have to. It doesn’t have to because labels first hedge their investments (bets), by qualifying new artists with the new/old rigmarole: How many YouTube views; how many Facebook Likes; how many Twitter followers you got? As if they weren’t buying these metrics already. Please, everything is corrupt or open to negotiation. YouTube views and Twitter followers can be bought. But instead of doing the gritty work of listening, discovering and nurturing real talent, most labels are looking for the expedient. The shooting star across the digital sky. But really all that matters is the artist that can withstand the heat…who is in it for the long haul. Who is still relevant tomorrow?
The winning label will be the one that cultivates an amazing A&R filter: the label that can differentiate the wheat from the chaff. People will actually look for your stuff again (hey, Motown) Remember when Quincy Jones was an A&R man?

Demand for new music comes from the pure demand that erupts from an audience seeking that voice; that repository of what’s going on – an artist who has integrity, and something to SAY – not just something to SELL. That artist that gives voice to what hasn’t been said; in the way a GREAT artist says it! Period. (I.e. Lorde, Gregory Porter, Adele, Prince (forever))

5. When people see my office and note the many platinum albums they say “it’s not like that anymore!” It’s no wonder, only 13 album titles went platinum in the U.S 2013 – and only one album sold more than 2 million units—Justin Timberlake’s “20/20 Experience.” This reflects an increase from the 10 titles in 2012. And only 106 track titles (topped by Robin Thicke’s “Blurred Lines,” with 6.5 million units) sold 1 million each. Digital album sales in the U.S comprise 40.6% and the CD is still the king format with 57.2%. And in case you’re wondering where said CD’s are bought, while mass merchants Walmart and Target saw sales drop 16.3% – non traditional CD merchants like Amazon, Starbucks and concert venues saw album sales increase by 2.4%. And although iTunes reported a decline in digital album sales, there overall market share grew to 40.6% of the U.S album sales. So, which merchant is selling CD’s on the mobile platform?

About the Author: Jacqueline Rhinehart is the president and founder of Organic Soul Marketing, a consultation firm that integrates entertainment concepts into creative marketing, publicity and branding opportunities. She is the author of My Organic Soul, From Plato to Creflo, Emerson to MLK, Jesus to Jay-Z (Broadway/Random House). With a career span of 30 years in music, she is a masterful omni-media strategist, creating, developing and implementing memorable campaigns in music, entertainment and lifestyle industries. She is a native of South Carolina and Brooklyn, NY. For more information visit Jacqueline’s website at: www.jacquelinerhinehart.net or www.organicsoulmarketing.net; email her at: jackierhinehart@aol.com.

Thoughts on Gen X and Y… Redefining the demographics of music marketing.

Reality is catching up with “reality”…
Billionaires Sterling and Mark Cuban have both expressed their REAL thoughts on racism and prejudice and the results are: Efforts underway to revoke Sterling’s team ownership; and Cuban comments bring him (and those who support him) dangerously close to being called a racist.
Just how then are we to have this conversation?
Is it reality TV? Are we all subconsciously following a script - and looking for others to follow one? Guess what, people! People are balking at the script and billionaires are the first ones to say fuck it!
Interesting that the public can consume Ad nauseam ‘Reality- TV’ diatribe and antics, but when it happens in unscripted reality we are in shock, dismay and anger.
I find the conversation interesting – with detachment, amusement even. Kind of like V. Steviano – watch her on Dr. Phil she’s amused too! Yes, Gail, her 15 minutes are up. http://www.youtube.com/watch?v=0gGU9qBt1IY
Let me keep it even realer: If I see /saw/ would a’seen a black male with a hoodie (obviously hiding his face) and I am/was/could have been alone at night on a city street (NYC. Brooklyn, Jersey City, Philadelphia, or…) I would have – (should have — as I was mugged in this scenario in Brooklyn, on Vanderbilt Street by a black male, to whom I had just said “evening, bro”…) crossed the street, too.
If I had seen a tatted bald-head white male, I would have crossed the street.
So,Yes, Mark Cuban, I too would have pre-judged the situation. Am I a racist? Feel free. Call it what you like. I’m not a billionaire, but I’ve got an attitude like one – so, fuck it.

Emily hits the nail on the head in this essay on what Marketers do!
Take note of #3 - the discovery of your authentic unique selling proposition - a specialty of Organic Soul Marketing.

On That Note - “Taste The Rainbow” …General Petraeus