Nils Gums: Karmin, Complex, and the Purple Cow
Nils Gums gives us a glimpse into the world of pop music’s most viral videos, and explains that an artist’s ‘purple cow’ can replace a hefty marketing budget on the way to making it big in today’s entertainment industry. He also gives us an exclusive sneak peek into Karmin’s Saturday Night Live performance just one week after the event.
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ABOUT Nils Gums
“Nils Gums is a co-founder of The Complex Group . The Group specialises in a progressive and comprehensive approach to video production and music in an ever-changing, multi-media landscape.
By approaching the media world with a disruptive vision and a comprehensive approach to emerging audio and video techniques, the Complex Group have been able to provide artists such as Karmin with complimentary synergies that drive the monetisation of creative properties.
Their idea goes like this. People search for popular songs on YouTube all the time, if they unearth a cover of a song, they might become fans of the artist. But Nils’ plan was more sophisticated, and involved searching Billboard charts and making projections for the right songs, tagging and retagging the videos to maximise their searchability, and creating an illusion that their rise was organic, by slowly increasing the quality of the video as they were released.
He chose an act that possessed three key factors: talent, work ethic, and personality. Talent was a no-brainer, but the other two are also critical. He worked Karmin hard, they had to produce two covers and one original video every week.
“From the very first video, even though it was a cover, the listener experienced what their original music was like,” Nils said. His plans for Karmin include a clever reversal of the cover strategy, they’re inviting others to cover Karmin’s original songs.”
The VIDEO
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