While it was highly uncharacteristic of me, I somehow managed to watch a good portion of the Grammys last night. To say that the young English soul singer Adele (full name: Adele Adkins) stole the show would be an understatement. Her six wins tied her with Beyoncé for the most wins by a woman in a single Grammy evening. Without out a doubt Adele’s album is outstanding. A one or even two hit wonder she is not.
However, the reality is it’s also highly unlikely that anyone familiar with American pop music would have predicted last night’s landslide months ago when the album “21” was first released. Yet now it all makes perfect sense. Here’s what I think we can all learn from Adele:
—Content is still King or in this case Queen. She didn’t sell hype, endorse soda, manipulate Google SERPs, spew excessively on Twitter, wearing clothing made out of meat or stage a fly-by-night marriage. No, actually Adele did it the old fashion way. She and her team created something of true value. Mind you, I am sure she benefited from social networking. But it was quality work that fanned those organic flames. It wasn’t spin, hot air and spammy tactics.
—Quality is important, very important. The efforts of her team was put into creating something beautiful, crafted, exquisite and memorable. It was not a case of let’s half-ass it and then pull out every trick in the contemporary marketing playbook to try to pass off a stale doughnut as French pastry. In short, it’s more cost effective and smarter to get it right from the start than to try to fix a train wreck with smoke and mirrors.
—Be mindful of spot on execution. What they did they did damn well. Some would say, myself included, to the point of perfection. Would anyone call Adele an innovator? I don’t think so. Her style is timeless classic soul. And when she performs she is 100% committed. Adele sings purely from the heart. But then again, perhaps in the context of today such conviction and a willingness to go against the grain is innovative? The question is, how much are you faking it? And maybe paying greater attention to execution would fall under being innovative as well?
—Show some class. Show some restraint. Respect who you are. While the majority of the other performances were over the top, Adele nailed “Rolling in the Deep” with minimal excess. Mind you, I understand it’s pop music. There’s always a certain amount of frivolity. But perhaps your brand shouldn’t part-take in sugar-coated contests and such just to get people to Like your Facebook page? Perhaps there’s actually more value in being yourself (i.e., something of value) over the long term than trying to be something else in the short? Quality over quantity, right?
—Even in 2012 there is no I in team. Award after award Adele mentioned her producer and thanked her fans. She consistently tried to shift the spotlight way from herself and pull her producer/co-songwriter into the mix. In spite of being sold as a one-woman show, Adele was transparent and shared her moment with her team. Which leads me to my last point.
—Be humble. I don’t watch such award shows often but I’ve seen enough to know that Adele was humble and authentic. She didn’t come off cocky, like she deserved it. Instead she was restrained, natural and nearly embarrassed at all the attention. In other words, she acted like a true professional. That said, you got a sense that deep down she wasn’t surprised. Obviously, their goal was to do a high-quality work of art. They achieved that goal. I am certain she knew this. If she was surprised, it was that so many others had noticed. So, is your brand acting like a giddy one-hit wonder or when you stand in the end-zone do you look like you’ve been there before? That that’s where you belong?
Kudos to you and your team Adele. You’re a beacon of hope for those of us who still believe in quality.