Lefsetz Letter » Blog Archive » Vogue/Drake/21 Savage

“Drake’s fans love his fake promotional tour. Fashion, not so much. – Vogue’s publisher is suing Drake and collaborator 21 Savage for trademark infringement for making fakes the magazine to promote their new album ‘Her Loss’ “: https://on.wsj.com/3tfPqJe

This is why mainstream media is not respected. Totally out of touch!

And tell us to watch out for a red wave that doesn’t appear to be coming until midnight on Election Day. They cite polls, analyze to death, when in reality these mainstream media are engaging in circles of bastards of their own design. They listen to each other, not the public. They don’t know what’s going on with the public.

Such as “Fashion”.

I bet you didn’t know that Drake and 21 Savage had a Vogue vacation to promote their new album Her Loss.

As you may not know, the track from “Her Loss” has completely replaced the track from Taylor Swift’s “Midnights” in the top 10 on Spotify. Well, Taylor does have a track at No. 4, but… if you pay attention to the mainstream media you probably didn’t even know “Her Loss” was out! But everyone knows Ms. Swift has put out a new album because the brain-dead media, which is losing credibility every day, just repeats what industry PR people say, misrepresenting readers’ opinions, assuming anyone is reading.

Yes, instead of doing traditional publicity for their new collection, Drake and 21 Savage created their own campaign using fake media. Once upon a time, “Harvard satire” owned the orb, most notoriously the fake “Time” that appeared on newsstands. What did “time” do in the 60’s… nothing! Time realizes this is ultimately a tribute, and if you’re big enough to imitate…you must be really big!

Regardless, Drake and 21 Savage will tell the press about their new album. This is all our best work to date, let me tell you the pain of making it, these articles are all over the paper, I don’t know who they are written for, I certainly don’t read them, they are pure Hype!

So Drake and 21 Savage are getting creative, just when we think every trick is being used. Their campaign was excellent. And they’re not pushing it to the usual channels, it’s for fans and only fans care. Also, it is a rare unique item. In the era of people collecting sneakers, although the market has not been good recently, everyone is looking for collectibles, especially in a virtual world with few physical objects.

To further credit Drake and 21 Savage…they not only came up with the idea for this parody, they were executed! Ideas are a dime, execution is the hard part.

Now here’s a free link to the Wall Street Journal article above. In the first paragraph, you will see Drake and 21 Savage…

“…posted a series of fake media appearances – a fake NPR ‘Tiny Desk’ concert; a fake interview with Howard Stern; a fake music performance on ‘Saturday Night Live’; a fake Vogue cover – promoting their new album Her Loss.”

They cover the market.

Come on, “Little Table” has the most credibility to the serious public radio listeners who are still reading The New York Times.

SNL is a joke, it’s the only place record companies can think of promoting their priorities, everything else is pointless.

As for Howard Stern…Stern is shrewd, I mean when you have the biggest rapper in existence paying homage to you, what could be better! he made it!

Howard talked about fake interviews, and that’s another story, if you mention someone, they’ll comment on it. If SNL were smart, they would take off when they took off.

Howard knew it was an honor, and he praised Drake and 21 Savage…

But fashion?

Fashion Sue!

Who actually reads Vogue now…well, some fashion-conscious women. But it’s shrinking in scope, and it wasn’t that broad to begin with. Drake and 21 Savage are doing Vogue a favor. As for the “Vogue” claim, someone would confuse and buy a fake “Vogue” instead of the real one…it could happen, I doubt it, but what’s to lose here anyway, do you think the buyer would be Angry at Vogue? of course not!

But that’s not my main point, and it’s not why I’m writing this, it’s that Vogue is totally out of touch with today’s world, with internet life. If someone does something you don’t like, ignore it! There are so many things brewing every day that few get noticed. But if you pour gasoline on a smoldering story, it will ignite and everyone can see the fire!

Yes, most Americans will never know about Drake and 21 Savage’s fake campaign. It’s good because they know that if you play with everyone you’ll end up losing your core. As big as you are, you have to be in it, you have to look cool, and trying to attract people who haven’t been introduced is a complete mistake. That’s what these newspaper articles are all about, for people who are barely interested, not interested. Because in today’s market, fans are crazy and they know it! I know people don’t like hearing this, they want to believe they can reach newbies, but the only way to actually do it is through fans/listeners/readers/observers. They have to tell others. Today everything depends on going viral, everything!

See how long the exaggerated new version stays in the public conversation. Most things go away right away, which is really bad because in music these days it’s all about longevity, so good and important that people will play your tracks for months, years. Add up, not just numbers, but money!

These days, albums can go stiff overnight. There was a lot of buzz around the release, a weekend, maybe a week, but sometimes just one day, and they’re history. All that effort, that marketing plan, poof! gone!

Because in the end it comes down to art, music, TV shows,…

So all you want to do is fire up your fans and super serve them.

And when you hype yourself, that’s the worst, you lose all dignity. Oh, tell me people don’t care anymore…you’re wrong. If you want to live a long life, you have to have a little self-esteem and credibility. Just like in the past, CBS to Warner. CBS is known for selling more per album. Because they didn’t give up before reaching every possible customer. And Warners would back down and not put out another single and let the show take a break, so when it followed with new music, the audience didn’t shrug it off, didn’t shrug, pissed off because they’d been beaten up over the years. Focusing on albums that they don’t really care about in their first month, first week, or in the beginning. You have to be in it for the long haul these days.

so…

Drake and 21 Savage released Vogue this holiday season.

One thing you have to know about Anna Wintour is that she’s sure her goons don’t stink. She’s on top, her signature hairstyle and front-row fashion show seat…she’s really old school, pre-internet, and in the internet world, you lower the level of the public, you open your wounds, you say you’re not Better than anyone, the reign of the last century was just that.

Someone at Vogue may have contacted the legal team. The legal team gave them a legitimate answer. When it comes to imitation, however, the lines are blurred. Anyway, caught off guard, didn’t know the wait to calm down, “Vogue” pushed back…and made fake ads for DRAKE and 21 SAVAGE everywhere!

Yes, start the google machine. It’s everywhere! GOOGLE showing 3,330,000O results! You can’t avoid this story. And Drake and 21 Savage didn’t do anything about it because Vogue sued the story! And now the image of “Vogue” is about to be damaged. I mean, even if it’s right, who’s on the side of suing the company? Vogue knows nothing about the context of the world. Your image is everything. You don’t want to lose control of it. VOGUE is out of control, it’s a laughing stock!

Oh, trust me, they’ll never go to trial and charge a dime. As for those bogus “Vogue” issues… they’re going to be slammed on them tomorrow, they don’t need to be recalled, they’ll go away immediately, trust me. So you have a fashion magazine up against the biggest rapper in the world? There’s no way VOGUE can win in the court of public opinion, that’s all!

Now, if Vogue was smart, it would immediately claim the lawsuit was fake, saying it was a way of making the magazine famous, associating itself with Drake and 21 Savage. Then said the two would be guest editors for a future issue. It’s a win-win!

But don’t count on that.

When the recoil kicks in, expect a blunder. Vogue will be bombarded with calls from media insiders telling them they were wrong and how to get out of it. Speaking of which, how many friends does Anna Wintour have? People love to see her fail. Have you seen The Devil Wears Prada?

So the world lives online. Cancel your Facebook account and use TikTok. If you want to reach the public, immerse yourself in social media. Get to know the scenery before you play.

Remember the first rule of internet hate…ignore it! If you don’t like something, don’t say anything, it will almost certainly go away. And if you fight back…that’s exactly what your “enemy” wants! They crave attention. I’m sure Drake and 21 Savage were laughing uncontrollably all night! They didn’t foresee this lawsuit, they didn’t foresee this viral explosion, but not as viral as it is now!

The world has changed, and it’s mostly baby boomers who refuse to admit it. They believe that if they have an iPhone, they will stay connected. But that’s how you use it! And if you scoff at young people using it 24/7, that’s your joke! This is where America lives now, online! We could describe all the negatives, but it’s actually a net positive. No one is alone. Go online and you can find like-minded people. You can find laughter. You can feel part of the fabric in an alienated world. But you have to get involved!

GE is breaking up. Sony no longer owns the TV space, and Samsung is the big devil. As for Cadillacs…Anyone under thirty wouldn’t own one, and someone under forty, even if they had a driver’s license in the first place. Do you know what real sexy is? No car at all! Yep, who wants to drive…you can’t make a phone call, it’s better to be pestered!

As such, Vogue has harmed not only itself, but its brethren, traditional media.

As for me…I find it hysterical!

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