Branding Blog

One lonely Beastie I be…

Written by Dale Berkebile | Fri, May 04, 2012

Traveling around the world with nobody…

These lyrics still make me laugh if you are not familiar with this lines they are from the Beastie Boys song Paul Revere. I must have been in 8th grade or something when this came out. Me and my friends would walk the halls singing this song back and forth and just crack up.

You know it is a funny thing, the Beastie Boys story goes something like this. They started out as a Punk Rock band and after loosing two of the original 4 members and replacing them with Adam Horovitz (Ad Rock). Because of blowing up in the underground dance scene with Cookie Puss based on a recorded prank phone call to Carvel and the increasing larger hip hop scene, they decided to do a hip hop song You Gotta Fight For Your Right to Party as a joke. Next thing you know this thing went through the roof and the Beasties became a hip hop band because people thought they were serious. It is crazy how your audience and a joke can define your brand.

I have followed the Beasties from the early days and have been impressed at their level of innovation. They were able to make a strong brand  by working change and innovation into the mix. You never knew what you were going to get on the next album. The only consistent thing was quality music no matter what influenced them at the time.

So I write this article to not only share interesting concepts on how to manage a brand, but also to share todays news…

Sadly today Adam Yauch (MCA) of the Beastie Boys has passed away after fighting a long bout with cancer. In July of 2009 the Beastie Boys released this video where they announced MCAs cancer. Sadly this morning the fight finally ended.

Adam, you will be greatly missed! RIP!