Shock value doesn't work for everyone — publicists

Shock value entertainment is not a new phenomenon on the local music circuit. For years, artistes have been raising eyebrows with their aggressive marketing strategies.

However, in recent times, it seems entertainers are willing to go even further to get the buzz they want, with these extremes working for some more than others.

Alkaline, Ishawna and most recently, Chozenn and Spice are among the entertainers, whose careers have benefited from a shock value-related boost. Furtyle Brain, Linguiss Di Saviour, Ikon D Link, and J Amsterdam are among those whose extreme marketing strategies did more harm to their career than good.

Speaking with THE WEEKEND STAR about the concept of shock value entertainment and why it works for some and not others, publicist Raymond 'Shadow' Small explained that in order for the marketing tool to be effective, the person attempting to evoke people's attention must first understand the concept in its entirety. He said that some artistes have not been able to benefit from their attempts because they did not fully comprehend what they were getting themselves into.

"Though it may be clichE, the truth is 'if you fail to plan, you plan to fail'. Some see it as a way to grab attention, and they forget to plan how to mitigate the impact of the outcome. Hence, the reason it backfires, and many times persons end up doing irreversible damage to their image or reputation," he said.

Small explained that for shock value to work, artistes must take every detail into consideration from their audience to what they want people to feel when the message gets out. He also said that artistes also need to be prepared to do damage control if their attempts at evoking people's attention draw some negative feedback.

UNDERSTANDING NEEDED

"We have to first understand the practice (of shock value entertainment) and be strategic for it to have the desired effect or impact," he said. "You must know and understand your audience. The point of shock value is to provoke a reaction from your targeted audience whether it be anger, disgust, laughter or fear."

Another publicist, Ronnie Tomlinson, agrees.

"I feel shock value entertainment work for those with a plan. For some artistes, shock value just does not last because nowadays, it is not always planned out," she said. "The attention span of people today with social media is so quick, so fans are quickly on to the next. There has to be a plan whether you decide to use shock value or not."

She added that artistes who choose to go the route of shock value entertainment need to know what they will do after they've got people's attention. The latter, she says, is the reason many persons have failed.

"Once you have captured that attention, what next? Where is the substance to follow up with?," she questioned.