(By Buzz Knight) We lost one of the great ones this past week in Jimmy Buffett. Although I would be hard-pressed to call myself a Parrot Head, I loved a lot of his music and the loss stings. He was a musician at heart who, not by accident, became quite a businessman.
In an interview with the Washington Post 25 years ago, Jimmy said, “I’m not about to apologize for being a good businessman. Too many people in music have ruined their lives because they weren’t. I’m not a great singer, and I’m only a so-so guitar player. I started running the band years ago because nobody else could, and I turned out to be good at this stuff. There’s never been any grand plan to this thing. I’m making it up as I go along. … Just trying to work the system while maintaining my ’60s anarchic soul.”
Jimmy built quite a brand during his storied career and there are some specific lessons members of the radio community can take away from the life he led. Creating a distinct and unique identity is critical to standing out in a crowded marketplace and Jimmy nailed that early in his career.
Even though he was steeped in the roots of the songwriting community he found his stride when he nailed the secret sauce of his style and vibe, which would become a style of life for many in his Parrot Head nation.
Because of his authentic persona, Jimmy Buffett was able to truly translate to his audience this environment that fostered a sense of belonging. It was a spirit that could tug at the heartstrings but could also make you want to belly up to the bar.
The love of life was the core mission, period.
Storytelling became a craft that Jimmy had a knack for early on, and this lovable attribute was one of his specialties. You always felt like you knew him and one could always imagine that he would spin his tales in person if you had the good fortune to run into him. His storytelling ranged from tales of heartache to debauchery all with that sly and sardonic take that was trademark Jimmy Buffet.
Mastering the creation of a can’t-miss event was one of Jimmy’s strong suits that built his brand into an empire. These weren’t concerts – they were truly experiences.
Jimmy saw an opportunity to create an environment where fan-generated content was welcomed and encouraged and it propelled the Margaritaville experience to new levels.
RIP Jimmy.
“I listen to my audience, I connect with my audience, I don’t play at my audience, I play for my audience.”
Buzz Knight can be reached by e-mail at [email protected]. Read Buzz’ Radio Ink archives here.
