Hello Cuties, this is Neus Díez Welcome to this video. It’s a video you’ve asked me to do in instagram C. Tangana’s Marketing If you want to know how C. Tangana has changed from this to this stay until the end of this video C. Tangana is an artist with a LOT OF EXPERIENCE He’s one of the OLDEST in this sector he started in 2005 and hasn’t stopped until now My analysis can be split into 5 important points 1. TYPE OF MARKETING 2. THE CHARACTER 3. HIS LOOK 4. WHAT WILL HIS FUTURE BE? But before I start with the analysis you should know that Antón, I mean C. Tangana once belonged to rap music under the name of Crema Now you need to pay attention because what i’m about to say is VERY VERY VERY IMPORTANT because if you don’t understand this, you won’t understand the brand of C. Tangana Spanish UNDERGROUND RAP was based on 3 points 1. DON’T SELL YOURSELF you can’t do rap for money 2. NO MIXING STYLES Autotune and Trap was totally forbidden And the 3rd point was NOBODY PAYS You’re almost not being paid for the concerts, not being paid for your videoclips or your songs and because nobody pays, this industry is almost NON-EXISTENT Why am I telling you all this? because to understan C. Tangana’s brand, you should know 2 things about Crema First, he was one of the first people that wanted to make money of rap He wanted to sell his album he was one of the first capitalists and the 2nd thing you should know is that Crema was a pioneer in doing “Madrid Rap” he was named “El madrileño” Remember very well these 2 details about Crema, alright? Now let’s go to point number 1. 1. MARKETING CAME TO ME When Antón stopped being Crema and became C. Tangana he was HUGELY CRITICIZED As I’ve said, rap world is very narrow minded Have you heard “You were cool when you were Crema” ? This situation is a HUGE WEAKNESS for a brand because THEY DON’T LET YOU ADVANCE in music In view of this situation, that whatever you do, you will always offend someone we have 2 options: 1. WE RESIGN 2. WE OFFEND EVEN MORE What do you think C. Tangana did? Exactly, if we offend, we offend well If we’re going to be critized at least let’s get some fame out of it And this is when C. Tangana discovered a technique of Marketing that he has been using until today VIRAL CONTROVERSIAL MARKETING For me that was the moment when Crema died and C. Tangana was born Antón is a great strategist because he has turned his biggest weakness (which is his past in an industry that didn’t let him grow) into his biggest STRENGTH What was the first controversy that changed everything? Alligators videoclip This is a abomination for rap What the f*ck was that? what is he doing? Crema advertising Lacoste Crema, Lacoste, an Alligator… what happens here? What happened? Viral controversial marketing And did it work? hell yeah, it did work let’s do a review He released Alligators videoclip, which creates controversy and they talk about him A rapper from “Los chicos del Maíz” had a beef with him in a song He took advantage of this to promote his new album so he answered back with his song “Nada” where he says he will slap him His album was already controversial enough because he copied Drake’s cover design and beats does controversy end here? no why? because he wrote a tweet to politician Pablo Iglesias Pablo Iglesias answered back And after he proposed to Carlotta Cosials in a song all this was viral controversial marketing I insist he’s been using viral controversial marketing until now his logic is: SONG? CONTROVERSY ALWAYS provoking, always provoking I want you to notice another important thing C. Tangana always creates controversy with somebody who is in his same level never to somebody that is above him he always knows in which position he is a lot of people tries to use viral controversial marketing but they do it by using people that are above them and what happens? that those people don’t answer back and they make you look like a LOSER and it’s too obvious that you’re trying to use somebody’s fame but not him. He always sets REACHABLE GOALS 2. CREATION OF THE CHARACTER In 2017 C. Tangana created “Bad Woman” and he kicked ass at that time, C. Tangana’s purpose was creating New Pop a style that had nothing to do with rap or with boring spanish pop When C. Tangana kicked ass, he decided to create C. Tangana I mean, the character A character is created everytime an artist uses the technique of viral controversial marketing for example Dalí Dalí was a character Dalí wasn’t crazy or for example McGregor McGregor is not a son of a b*tch asshole dwarf He’s a character that sells a lot why everytime we use viral controversial marketing we create a character? because of 2 reasons First of all because we are people we have feelings and controversy creates a lot of hate and that hate creates pain all that hate has to be taken by an alter ego And second, because business is very hungry Controversy should be always bigger and bigger and most of the controversy doesn’t start in us but in an artificial character that has been created by marketing how is this character that C. Tangana has created? 1. He’s the wisest man in Spain he’s the one who wanted to make money of music and has opened the door for artists to leave underground he is ahead of his time 2. He is capitalist wait a minute. isn’t that what i said before about Crema? let’s see, let’s rewind you should know 2 things about Crema First, he was one of the first people that wanted to make money of rap He wanted to sell his album he was one of the first capitalists You see how C. Tangana’s character is in perfect harmony with his music career? you see how he turns his worst weakness into his best strength? By the way. Do you know what Crema means? at that moment in Madrid, saying that something was “crema” meant that it was very well done This is “cremita” so he named himself Crema by the way, notice the change in his name from “this is cremita” to “C. Tangana” what does C. Tangana mean? Tangana is a game which consists of throwing yew against a cylinder of wood the one who throws the cylinder of wood wins money Don’t you think he means he will throw music industry to win money? And moreover, a synonym of Tangana is Chito Chito, Puchito, El Madrileño, C. Tangana it all makes sense now he had planned it all from the very beggining that son of a b*tch so wise and where can we see this character that C. Tangana has created? of course, in viral controversial marketing nowadays in 2017 he gave an interview and this is what he said: “I am not sexist” “and feminist?” no, I am a trans masculinity and femininity ideals in Spain eat my pussy If you watch the entire interview you can see that C. Tangana is an intelligent person in line with his character but this doesn’t end here because after creating this controversy he released this song once again: controversy, song another example happened in 2018 when he gave an interview and he said this: the king is an asshole the mother of the king sucks my balls f*ck, this was a very controversial issue and if you watch the whole interview you will see he looks very intelligent since everybody was searching “C. Tangana King” what did he do? of course, controversy, song He released his song “I am the king” to have beef with ” Fernandito” what did Fernandito do? he answered back what did C. Tangana do? he.. wait, he didn’t answer back yes, he answered. But before, he took Yung Beef’s face and Che’s face and he joined them and with this image he sold t-shirts and when he earned 20.000 EUR, he answered back because he said that he wouldn’t work for less than 20.000 EUR here you can see his capitalist character and the wise one we already have a few attributes we have viral controversial marketing we have the character and now let’s go to point 3 3. HIS LOOK In 2018 C. Tangana released his videoclip “Bien Duro” and he changed his look radically he moved from this: (a capitalist) to this 70’s 80’s look in Madrid I believe this was his 4th phase because this look is HUGE It’s huge for 4 reasons 1st reason: because this look is in perfect harmony with his character and moreover, do you remember that at the beggining of this video i have said… Crema was a pioneer in doing “Madrid Rap” he was “El Madrileño” C. Tangana is an artist with a LOT OF EXPERIENCE He’s one of the OLDEST
in this sector he’s been playing this game for a long time because he’s one of the oldest in this he can use this “Sir” look this look is perfect in order to have a good look the look needs to be in line with the character And C. Tangana nailed it 2nd reason why this look is huge Because NOBODY ELSE IS USING IT Nowadays in trap, everybody looks the same but he wears a moustache, tartan shirt, grandpa’s pants and nice face so he stands out from the rest obviously 3rd point is that there is a growing interest in Spanish culture not long ago I saw an ad about cars for young people. And it showed Flamenco Young people, flamenco, cars… and 2 days ago in instagram i saw a post about a recipe that showed Camarón that never happened to me before And lastly, point number 4 he’s using FREEMIUM MODEL Music nowadays uses freemium model strategy in other words “for free” C. Tangana is not letting you pay for listening to his music yes, you may see an ad in his YouTube videos but it’s not like before, that you had to buy the CD Because of this freemium model, it’s necessary to make money of everything and the best way to make money is via FASHION INDUSTRY He has a very unique look so he’s a perfect brand ambassador which opens the door to fashion industry Who could be better than C. Tangana in advertising your grandad’s pants? tell me. who? where can we see this attribute of C. Tangana’s brand? in viral controversial marketing strategies that he used at that time like when he went to O. T in 2018 to introduce his song “Un veneno” when he finished singing his song, he didn’t goodbye and this created a lot of controversy so what did he do? he released his song on YouTube taking advantage of the searches and also he posted some stories in instagram where he was laughing at what had happened and to top it off, he said this phrase in his song This sentence means “i have tricked you” “i’m so smart” another example of his viral controversial marketing is when he released his song “ONTAS” “ONTAS” was a meme and everybody was talking about that meme everybody was saying “ontas” even American celebrities that didn’t even know what it means but they were still posting “ontas” in twitter and giving fame to C. Tangana what did he do? he released a song called ONTAS And it looked like people was talking about him but they were not talking about him and that song had a lot of searches because people were searching “ontas” i would have loved it if he released a song about the lesbian old man (viejo lesbiano) and also, when he finished singing his song, he said this: “everytime there’s an opportunity, i score a goal” Again, i’ve tricked you i’m so wise And his 4th phase, which hasn’t come yet, but it will (i know it because i know a lot about strategies) mama, I want to be an actor he changed from this to this Do you really think this man has made all these changes just because? just to try? no this old man has a plan this man has been acting more and more in videoclips and he has always been acting under the name of the character we’ve been talking about little by little he was hiring actors that at that moment were kicking ass and he also hired Eduardo Casanova Known for his role “Fidel” to direct one of his videoclips it’s obvious that he wants to become an actor and with all my heart, i wish you get what you’re looking for If C. Tangana was a Company, he would be NETFLIX He would be NETFLIX because of his ability to adapt to the environment and because of his viral marketing NETFLIX uses viral Guerrilla Marketing and C. Tangana uses viral controversial marketing but the essence is the same doing adversiting and by means of advertising, fame And lastly we are going to give an overview of C. Tangana’s brand of his keys to success 1. He has turned his weaknesses into his strengths 2. He has set reachable goals using viral controversial marketing 3. His character is in line with his past 4. His look is in line with his character 5. He will have a bright future as an actor Alright Cuties, this is the end of the analysis you’ve asked me to do in instagram If you’ve liked this video, LIKE, SHARE and SUBSCRIBE 80% of the people that are always watching us, never subscribe Well Cuties, I expect to read in the comments your opinion and suggestions to do other analysis ciao!