Reintroducing Aerosmith

Once MTV fans made it clear that music videos were not a passing fad, rock and rollers like Aerosmith hoping to stay popular in the market would have to adapt or die. It was a scary thought for an aging band. Reinvention could bring success or failure-or, even worse, indifference. The potential benefits that music videos brought to the Aerosmith equation were enormous because of Steven Tyler’s sex appeal, Joe Perry’s flare for the dramatic, and the nature of their music. Aerosmith embraced technology, which it continues to do today, and used it to make a big splash during its rebirth.

Rap This Way In addition to examining changes in the environment, brand discipline meant identifying projects that could build rather than undermine the brand equity Aerosmith had built over the years. One potential avenue for reintroducing Aerosmith was collaborating on a remake of “Walk This Way.” As Aerosmith prepared its reinvention, rap music was beginning to emerge from its confined urban market. One group that was getting a lot of attention was Run DMC, comprised of Joseph “Run” Simmons, Darryl “D.M.C.” McDaniels, and DJ Jason “Jam Master Jay” Mizell. They became the first rap act to have an album go gold in 1984 and built further on their status in this growing market with ferocious touring. Run DMC and Aerosmith explored the possibility of making a rap version of “Walk This Way,” singing together on the record and performing together on the video. Why “Walk This Way?” One could argue it was the first rap song to ever hit the charts. Listen to the style and you’ll recognize that Tyler rapped those lyrics in the original 1970s version, before Run, D.M.C., and Jay could spell rap or hip hop. And the lyrics, to this day, are classics.* The remake defines diversity-part urban rap, part rock and roll; young emerging artists, older stalled stars; black and white. Strategic questions over the potential pairing ensued: Would the danger of alienating angel fans be worth the temporary flash of attention? Would it position Aerosmith as up to date or out of place? Would it muddy the group’s rock and roll image? Depending on how it was executed, the union could be either the most brilliant or the most stupid move the band had ever made.