Elton John, Culture

The ultimate tailgate party attracted over 500,000 fans to Times Square and millions more in 226 countries with 13 live broadcasts of the event. In fact, more people watched the kickoff than voted in the prior presidential election.

Although music has become an important dimension of the NFL brand, Collins points out, “We’re not trying to be in the music business, but we are trying to be in the fabric of the American culture and be ubiquitous in terms of where that shows up. It’s all part of trying to be where people are and becoming part of their culture.” The tricky part is that culture changes. If it didn’t, we’d all still be swinging to Glenn Miller or waltzing to Mozart. Instead, legions of fans rock to the Rolling Stones, Aerosmith, and KISS, sing along with Elton John and Neil Diamond, and dance to Madonna. They have been adopted by the culture as fervently as Coca Cola, Starbucks, and Wal Mart have, with even more emotion and devotion from their fans. The remaining chapters reveal the strategies that these artists have used to win fans and create profits.

El ton John:

/ Music Man, Marketing Man, Architect of a Brand Rock and roll, man, it changed my life. It was like the Voice of America, the real America, coming to your home.

-BRUCE SPRINGSTEEN Elton John has had at least one top 40 hit every year for 30 straight years; not even Elvis, with 23 years, matched John’s record! From behind his piano, John has reached the hearts and souls of millions of people with a music montage ranging from romantic ballads to toe tapping rock and roll. “Your Song.” “Rocket Man.” “The One.” Chances are you and your teenage kids can name at least three Elton John songs without too much effort. While you may remember his hits from the 1970s, the names of songs from Disney’s films The Lion King or The Road to El Dorado may roll more readily from your children’s tongues.