Garage band syndrome – doing our own thing!
Once a garage band has been playing together for a while, written a few songs and practiced a fair bit, they will, at some point, start to sound similar to some famous and successful band. Sometimes the band members are so pleased with the level achieved that they will decide to throw a gig.
Unfortunately, the audience turnout will be meagre, because no one, other than their friends, wants to come and see a group of musicians that is a watered down copy of another more famous band, regardless of how similar they sound. Instead, people prefer to listen to the original.
These days, young musicians strive to go on TV shows where viewers at home can vote for them. But even these audiences don’t appreciate imitation of celebrity musicians. It is more likely that the copying is detrimental to the garage band as they pale in comparison to the original.
An original artist is forgiven for small mistakes, whereas imitators are not. Even if the audience finds a skilful imitation to be likeable, it will be very difficult to find fans, as people might find the garage band to be good enough for what it is, but they will probably prefer something original and wonderful in its own right.
However, more unique artists will polarize the audience more – they will have both haters and die-hard fans who will vote for them. The second best will always be last, because no-one votes for the second best. And since opposing votes are generally not a possibility, the winner of the popularity contest will be chosen not based on the average, but on the basis of the highest number of votes (the participant who most people see as the best).
The same logic is true for marketing. If the entire target group of a product sees it as second best, it won’t have the second best sales, instead, it will have the worst sales. This is because the result is determined only by how many people buy this product, not by any statistic average of fans and haters. In order for someone to make a purchase decision, the particular product must be the best option for them at that moment. And when a hundred thousand people find a particular product to be the best choice for them at a specific time, these hundred thousand people will bring revenue to the company. Whether or not other people have neutral opinions of this product or whether or not they hate it does not affect the number of buyers.
Impersonation is an important part of learning any art as it is a great way to acquire and test work methods. And the distinction should definitely not be so radical as to seem strange to people. But if you want to achieve imagological success, you will have to go on to do your own thing and shape your own image. You don’t have to be liked by everyone; instead, you need a loyal fan base. And when it comes to a few haters, as a rule, they tend to encourage fans to act on their preferences even more.
Of course, there are those who take on the role of being a copy of something, but this can be sold only at a lower price than the original.