Pin It
Favorite

Bomb Garden 

Iby Luke Baumgarten & r & & r & Why the Zune Will Die


The Zune's gonna die, crushed under the weight of its own sprawling marketing strategy. Not since my eighth-grade yearbook photo have I seen an entity struggling so hard to be so cool, only to miss the point completely. Their website proclaims, "Welcome to the Social," asserting they know how you live. Strike one. On their main page, more space is given to bands they've dubbed hip than to their product, presenting hodgepodges of highly cliquey lifestyles rather than, you know, product specs. Strike two.





Apple's greatest trick was convincing us the iPod doesn't play favorites. Their best ad campaign is a bunch of silhouettes dancing around to generic, nameless pop. The silhouettes are placeholders for you. The commercials say, in effect, "you put the music you like in here." That's it.





Microsoft profiles six bands in two months and says, "This is hip, right? Isn't it?" If you haven't heard any of those purposefully obscure bands, Microsoft has not only failed to reach you, it's put itself in a separate social clique. That's like making fun of someone's sneaks, then asking them to buy yours.


Here's a perfect example: Zune.net is currently profiling a hyphy crew called the Pack. Their main page graphic is pretty (though their art department seems to think the way to express hip-hop style is to go emo, then add spray paint). It calls them a "Hip-Hop Hyphy Phenomenon from the Bay Area." That's totally redundant. Hyphy is an incredibly insular hip-hop movement specific to the Bay Area by definition. It's like Microsoft calling Motown a "Pop Music/Soul/R & amp;B Phenomenon from Detroit." The word "phenomenon" just means "thing". All they've said, then, is that the Pack is a hyphy crew. Nice work, Bill's marketeers.





Microsoft is trying to be hip, meaning they must be exclusive to some extent. At the same time, they realize exclusivity has the potential to alienate, so they try to clue you in, shattering the haughty patina they were after in the first place. They're spinning their wheels trying to deliver the impossible, a narrowly targeted message to as many people as possible. All the while we're like, "Uh, what the hell does the thing do?" Strike three. n
  • Pin It

Latest in Comment

  • A Simple Plan
  • A Simple Plan

    Impeaching judges and other modest proposals to shrink government
    • Mar 25, 2015
  • Those Teeth Are Sharp
  • Those Teeth Are Sharp

    Publisher's Note
    • Mar 25, 2015
  • Defending the System
  • Defending the System

    The American criminal justice system guarantees a defense for all; dedicated professionals make it happen
    • Mar 25, 2015
  • More »

Comments

Subscribe to this thread:

Add a comment

Today | Mon | Tue | Wed | Thu | Fri | Sat
2015 NCAA Division 1 Woman's Regionals

2015 NCAA Division 1 Woman's Regionals @ Spokane Arena

Mon., March 30

All of today's events | Staff Picks

More by Luke Baumgarten

  • Chasing Whales
  • Chasing Whales

    Let's focus less on courting big companies and focus more on nurturing big ideas
    • Feb 5, 2015
  • Completely Repellent
  • Completely Repellent

    How can we expect people to find constructive uses for space that wasn't built for them?
    • Dec 30, 2014
  • More »

Most Commented On

  • Why Idaho kids don't go to college

    And what that means for the Gem State
    • Mar 4, 2015
  • New Blood

    Candidates are launching bids for Spokane City Council and could bring big changes to city government
    • Mar 18, 2015
  • More »

Top Tags in
News & Comment

Briefs


Comment


marijuana


Publisher's Note


long reads


© 2015 Inlander
Website powered by Foundation