by Josh Gross
I often find myself in the strange position of defending a band ranked as one of the worst in history: Insane Clown Posse. Not because I want to paint my face and drink Faygo at The Gathering, but because a ton of other people do. And if a band has reached that many people, clearly it's doing something right. Like it or not, the data shows that ICP is the most successful independent band of all time, and that is a topic worth examining rather than discarding outright.
A lecture at this year's SXSW conference aims to do exactly that. Librarian and information architect Jenny Benevento will examine the global phenomenon of Juggalos from a marketing and branding perspective, trying to pin down how it is that a band widely perceived as repulsive has sold millions of records without radio airplay, and has used their schtick to build an empire.
From the event listing:
The group's brand is so far reaching that millions of people who have no interest [in] violent clown rap have watched their viral videos.
We'll look at what the band did historically to garner such a devoted fanbase and how you can do the same for your brand. If these clowns can make 7 figures a year, so can you!
The presentation will be held from 11 a.m.-noon, Tuesday, March 13, at InterContinental Stephen F. Austin Capitol Ballroom B.