Everybody sing it with me…. “take this message to my brother ……… you will find him everywhere” . Yeah, you got it. It’s “Takin’ it to the Streets” by the American Rock/Pop band the Doobie Brothers, released in 1976.

Truth be told these lyrics written by singer/keyboardist Michael McDonald was a message to listeners that there are people in this world that are in desperate need. But the underlying memo to the world was to get the word out person to the person.

Many years later in the early to mid 1990’s a grass roots effort was born out of this philosophy, yes the music world was facing a crossroads of sorts. As the 1980’s introduced the rap genre’ to the recording industry the monopolistic like record labels felt threatened by the underground swelling popularity of the newer “gangsta rap”.

While big labels were shying away from the violence and anger of hardcore rap artists, young urban entrepreneurs in the recording and entertainment field were not. The fact is that rap music is very inexpensive to produce, record, and release compared to most other styles of music. As a result smaller record labels were popping up offering a host of “gangsta” artists to a growing rap hungry audience.

The reality is however that operating expenses were very tight compared to the big boys and girls. So as Indie record labels like Jive, Loud, Bad Boy, and Priority Records were putting together “gangsta rap” bands, they were a little short in the cash department for a competitive promotion and marketing plan. What would they do?

They employed a method that had been done to some degree in the past. They created what has become known as “Street Teams”. Literally speaking a street team is simply a group of devoted fans that bring your product or product awareness straight to the people. Within the “gangsta rap” community the idea was to create a fan base to bug local radio stations to play a particular artist or for local venues to bring in that band for a live show.

Legend has it that MC Hammer (Stanley Burrell) used to hand out demos of his work in the Oakland, CA playgrounds and Oakland, CA night clubs until he got someone’s attention. Similarly a couple teenagers from Indiana are credited with putting in motion what later became known as the KISS Army to promote their favorite rock band, KISS. As their impact grew amongst teens and was garnering attention, the band Kiss led by Gene Simmons wisely recruited these youngsters and organized them all over. By offering some coveted perks the band got these kids to spread the word in an organized fashion. This was putting a new meaning to “fan club”.

So the appearance of Street Teams was simply the latest slant on this fan club style marketing concept. How does it work?

• Placing stickers and posters in their local area
• Cheer leading and persuading friends to go to live shows
• Convincing people to buy CD and Merchandise (T-shirts, etc)
• Hounding local radio for air play
• Getting songs out to clubs
• Posting band news and announcements on forums and bulletin boards
• Operating and/or maintaining fan websites and e-zine articles about band

How successful is it? Well the numbers don’t lie. “Gangsta Rap” grew out of the success of Street Teams. However it has mushroomed beyond the music industry. The street team philosophy has branched out into other businesses. The tech industry, media/direct marketing firms, name brand corporations, and other entertainment arenas like the sports and film/TV industry have put their own street teams to use. Some business folks are calling them “Brand Ambassadors” or as I call it “free promotion”.

• Product awareness for companies
• Promoting the sale of brand products
• Promoting promotional products for brands
• Promoting merchandise for celebs/athletes/brands

As odd as it may seem or as unlikely as it sounds, there is a percentage of people out there who take brand loyalty to an unprecedented level, although now it has become somewhat of a precedent. Some will interject that when it comes to the music artists and public personalities a street team will probably mostly consist of “teamers” from the younger generation. But that doesn’t and shouldn’t matter. The fact is these are loyal fans and people who want to contribute to your success.

A unique feature of this method is that Street teams can be supported and utilized all over the geographic map. This works out tremendously because the teams are working together and yet they will perform with pride as their own entity. It turns out these street teams feel a sense of accomplishment and duty for their product or band. They also seem to take it personal.

In return your street team will be rewarded with perks relative to your business or enterprise. As we mentioned before if you’re a band than you can dish out some premium merchandise, unique items, a steady flow of tickets and CD’s to your street teams. If you’re an athlete you may also reward your devotees with some autograph goods and some seats at a game. A benefiting company can honor their team and pass on some righteous savings and some freebies to their walking/talking billboards.

So are you a music artist, literal artist, author, entertainer or a company maintaining a presence on the Internet? Then why not assemble your own collection of volunteer street teams to spread the word about your out of this world products, your hair raising exhilarating music, your fab art, your classic novel and send them out on a ’seek and destroy’ promotional mission. In all actuality they are already there waiting for the thumbs up and your backing.

Game, set, match? Yeah boy! Word up on the Street? It can be if you enlist the support of your own group of supporters. Especially you aspiring bands out there looking to get your music heard and your CD’s sold. The street team has long been a staple for your advertising and people awareness. But by all means if you have a trendy item or sell brand name stuff that lends itself to the now, then put out the call and get the word out by taking it to the streets.

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