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juggalos: rabid
     branding,
  a case study


         jenny benevento
             @jennybento
http://www.jennyjenny.org
#sxjuggalos
FIRST RULE OF ICP LECTURE!




• we’re not gonna talk about
  the quality of the music.
Juggalos: Rabid Branding, A Case Study
Juggalos: Rabid Branding, A Case Study
Juggalos: Rabid Branding, A Case Study
Juggalos: Rabid Branding, A Case Study
miracles
Juggalos: Rabid Branding, A Case Study
Juggalos: Rabid Branding, A Case Study
gathering of the juggalo
list of things at gotj
                                                   wrestling
                                              juggalo court
                                                   hayrides
                                            bouncy castles
ladies oil wrestling                        helicopter rides
open mic rap battle                           carnival rides
miss juggalette contest                          freakshow
autograph & photo sessions                          midway
wrestling tryouts                              burning man
wet t-shirt contests
dating game
movie screen
                    photo by Derek Erdman
George Clinton &
Parliament Funkadelic
Powerglove
Kittie
                                  acts at gotj
Bobby Brown
Ying Yang Twins         Scarface               Esham
Afroman                 Method Man & Red Man   ol dirty bastard
Andrew W.K.             Naughty By Nature      Bone Thugs-n-Harmony
GWAR                    Warren G               Digital Underground
Ron Jeremy              Tone Loc               Too $hort
Brian Posehn            Coolio                 Ice-T
Pauly Shore             Twiztid                Xzibit
Tom Green               Rob Base               2 Live Crew
Dustin Diamond          MC Chris               Tech N9ne
Ghost Hunters           Busta Rhymes           Three Six Mafia
Harland Williams        Flava Flav             Chuck D
Jimmie JJ Walker        Mystikal               e40
Charlie Sheen           Juvenile               Kottonmouth Kings
The Iron Sheik          Lil Jon                Ice Cube
Rowdy Roddy Piper       Vanilla Ice
Mick Foley              Chyna
Jerry Lawler            Colt Cabana
Cowboy Bob Ortin                                 photo by Derek Erdman
why should we care?
best selling
indie band of
  ALL TIME
20 years, 23 albums


               ~$10 million/year


100,000 people
attended GOTJ, in
the middle of
NOWHERE
longest running hip
hop album on
billboard



        gold/platinum albums that
                       debut at #1
no radio
    play




who buys    more fans
  records   now
anymore?    than ever
kings of all media
      albums                      merchandise




 energy
 drinks
                   music videos          comic
    2 record         radio station       books
     labels           & podcasts
                                         feature films
wrestling league      sports videos
Independent
t h a t ’ s some
     n ic h e
d o you
ma ke
a
ju g g a l
o fo r
yo u r
bra nd
stand for something



something specific

    something obvious
      by looking at you
                      23
“Everybody we kill is either a racist
bigot or they're somebody who
beats their wife, or they’re a drunk.
That's who we kill--we're like
vigilante superheroes. But I don't
justify my lyrics. We are just plain
fun."
                  Violent J, MTV News 1997
“If you’re a juggalo, you ain’t one of
the cool kids in your high school,
and if you are, so the fuck what? If
you’re into that, you shouldn’t be
looking down on other people.”
--Shaggy 2 Dope, G4TV interview
something
   tha t’ s no t
fo r e v e r yo n e
“The thing with ICP is there are
very few sort of ‘casual fans.’
I’d say people who like the
music but don’t consider
themselves Juggalos make up
maybe five to ten percent of
their overall fanbase.”
                       Vice, “In the Land
                        of the Juggalos”
e
d if f e r
e nt,
ju s t
lik e
e ve ry
one
e ls e
Juggalos: Rabid Branding, A Case Study
Juggalos: Rabid Branding, A Case Study
different,
but part of
something
Juggalos: Rabid Branding, A Case Study
Juggalos: Rabid Branding, A Case Study
find an enemy
“The World’s Most Hated Band”

                           Disney
corporations
               normals
     Eminem              mainstream
                TRL
Juggalos: Rabid Branding, A Case Study
Juggalos: Rabid Branding, A Case Study
Juggalos: Rabid Branding, A Case Study
haters
  reinforce
       your
community


 embrace
 being
 underground
Juggalos: Rabid Branding, A Case Study
community
before
product
“I don't care if you've
been down 1 day or 10
years, you're all the
same to me. you're my
family.”

                 American Juggalo
"It's a lifestyle, it ain't
a music choice. It's
a lifestyle."
                     “Why am I a
                     juggalo? cuz that's
                     how I was born."

"This is home."

                     taken from American Juggalo
"I don't come here for the
parties, i don't come here for
the music or the rides, I come
here for the family. And
everybody just accepts who I
am and what I do. and I love it
a lot--I couldn't ask for a better
lifestyle."
                         American Juggalo
"I'll tell you for real about
being a fucking juggalo that
shit made me the
motherfucker i am today....I
grew up to be a fucking
decent fucking good hearted
good natured motherfucker."




                                American Juggalo
take care
of each
other
Juggalos: Rabid Branding, A Case Study
Juggalos: Rabid Branding, A Case Study
Juggalos: Rabid Branding, A Case Study
But my homies are family too
Who was you with when you got tattoos?
Who was you tripping with when you did them
mushrooms?
Who the fuck threw up all over your car?
And then felt worse then you about that shit in the
morning? (Friends ya'll)
Who loans ya money, homie?
Who owes ya cash?
Who taught you how to use the bong for the grass?

We worldwide, were homies around the planet
Sticking together like zippers on Michael Jackson's 'Beat
It' jacket
They got my back like a tat for that, I love ya'll
Hanging till we old and grey like grandpa
Juggalos: Rabid Branding, A Case Study
Juggalos: Rabid Branding, A Case Study
don’t bust your community.
help them.
Juggalos: Rabid Branding, A Case Study
Juggalos: Rabid Branding, A Case Study
let them say
what you
can’t
Juggalos: Rabid Branding, A Case Study
give them places
to meet
be one                   “They’re
                    more fans of
of them                 their fans
                       than their
                      fans are of
                           them.”
                   --MTV News,
          “All these         1999
          motherfuckers be
          me.”
          -Shaggy2Dope
let them run it

“We don’t lead
them, Juggalos
lead us.”

-Violent J, Wired
11/2010
Juggalos: Rabid Branding, A Case Study
Juggalos: Rabid Branding, A Case Study
Juggalos: Rabid Branding, A Case Study
Juggalos: Rabid Branding, A Case Study
have a mythology
Juggalos: Rabid Branding, A Case Study
“When we speak of Shangri-La, what do
 you think we mean?/

Truth is we follow God/

We’ve always been behind Him/
The Carnival is God/

May Juggalos find Him”
                          "The Unveiling"
piggyback
   on an
established
   brand
Juggalos: Rabid Branding, A Case Study
Require physical cues
Juggalos: Rabid Branding, A Case Study
Juggalos: Rabid Branding, A Case Study
merchandise!
be sincere




             73
hard work




            74
“Every damn day! Every day we don’t stop...You
have to keep banging on these pots & pans. If
you don’t you won’t have their attention. They’ll
stop looking at you if you’re not making no
noise. You better keep their attention, and then
when you got their attention you better stand up
and fucking dance...better believe to the right of
you and to the left of you there’s guys dancing
all over the place. If you want it, it’s right there.
If you want to get to the top of that
mountain....you can slowly but surely start
walking that motherfucker...It may suck...that’s
how you make it. Your destiny is in your hands.”
                                         Violent J, The Adam
                                         Carolla Show, 08/08/2011
Believe in something
     that’s unlike anything else
                 emphasize the weirdness
                         to the alienation of some

                          Making a community that people
                          want to join

                                       give them free reign
                                      let ‘em do all the work
                                      Have a mythology

                         Have a visual indicator for joiners
                               Preferably one they bought
Do it every day                from you
#sxjuggalos




                  jenny benevento
                      @jennybento
         http://www.jennyjenny.org
                               77

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Juggalos: Rabid Branding, A Case Study

  • 1. juggalos: rabid branding, a case study jenny benevento @jennybento http://www.jennyjenny.org
  • 3. FIRST RULE OF ICP LECTURE! • we’re not gonna talk about the quality of the music.
  • 11. gathering of the juggalo
  • 12. list of things at gotj wrestling juggalo court hayrides bouncy castles ladies oil wrestling helicopter rides open mic rap battle carnival rides miss juggalette contest freakshow autograph & photo sessions midway wrestling tryouts burning man wet t-shirt contests dating game movie screen photo by Derek Erdman
  • 13. George Clinton & Parliament Funkadelic Powerglove Kittie acts at gotj Bobby Brown Ying Yang Twins Scarface Esham Afroman Method Man & Red Man ol dirty bastard Andrew W.K. Naughty By Nature Bone Thugs-n-Harmony GWAR Warren G Digital Underground Ron Jeremy Tone Loc Too $hort Brian Posehn Coolio Ice-T Pauly Shore Twiztid Xzibit Tom Green Rob Base 2 Live Crew Dustin Diamond MC Chris Tech N9ne Ghost Hunters Busta Rhymes Three Six Mafia Harland Williams Flava Flav Chuck D Jimmie JJ Walker Mystikal e40 Charlie Sheen Juvenile Kottonmouth Kings The Iron Sheik Lil Jon Ice Cube Rowdy Roddy Piper Vanilla Ice Mick Foley Chyna Jerry Lawler Colt Cabana Cowboy Bob Ortin photo by Derek Erdman
  • 14. why should we care?
  • 15. best selling indie band of ALL TIME
  • 16. 20 years, 23 albums ~$10 million/year 100,000 people attended GOTJ, in the middle of NOWHERE
  • 17. longest running hip hop album on billboard gold/platinum albums that debut at #1
  • 18. no radio play who buys more fans records now anymore? than ever
  • 19. kings of all media albums merchandise energy drinks music videos comic 2 record radio station books labels & podcasts feature films wrestling league sports videos
  • 21. t h a t ’ s some n ic h e
  • 22. d o you ma ke a ju g g a l o fo r yo u r bra nd
  • 23. stand for something something specific something obvious by looking at you 23
  • 24. “Everybody we kill is either a racist bigot or they're somebody who beats their wife, or they’re a drunk. That's who we kill--we're like vigilante superheroes. But I don't justify my lyrics. We are just plain fun." Violent J, MTV News 1997
  • 25. “If you’re a juggalo, you ain’t one of the cool kids in your high school, and if you are, so the fuck what? If you’re into that, you shouldn’t be looking down on other people.” --Shaggy 2 Dope, G4TV interview
  • 26. something tha t’ s no t fo r e v e r yo n e
  • 27. “The thing with ICP is there are very few sort of ‘casual fans.’ I’d say people who like the music but don’t consider themselves Juggalos make up maybe five to ten percent of their overall fanbase.” Vice, “In the Land of the Juggalos”
  • 28. e d if f e r e nt, ju s t lik e e ve ry one e ls e
  • 34. find an enemy “The World’s Most Hated Band” Disney corporations normals Eminem mainstream TRL
  • 38. haters reinforce your community embrace being underground
  • 41. “I don't care if you've been down 1 day or 10 years, you're all the same to me. you're my family.” American Juggalo
  • 42. "It's a lifestyle, it ain't a music choice. It's a lifestyle." “Why am I a juggalo? cuz that's how I was born." "This is home." taken from American Juggalo
  • 43. "I don't come here for the parties, i don't come here for the music or the rides, I come here for the family. And everybody just accepts who I am and what I do. and I love it a lot--I couldn't ask for a better lifestyle." American Juggalo
  • 44. "I'll tell you for real about being a fucking juggalo that shit made me the motherfucker i am today....I grew up to be a fucking decent fucking good hearted good natured motherfucker." American Juggalo
  • 49. But my homies are family too Who was you with when you got tattoos? Who was you tripping with when you did them mushrooms? Who the fuck threw up all over your car? And then felt worse then you about that shit in the morning? (Friends ya'll) Who loans ya money, homie? Who owes ya cash? Who taught you how to use the bong for the grass? We worldwide, were homies around the planet Sticking together like zippers on Michael Jackson's 'Beat It' jacket They got my back like a tat for that, I love ya'll Hanging till we old and grey like grandpa
  • 52. don’t bust your community. help them.
  • 55. let them say what you can’t
  • 58. be one “They’re more fans of of them their fans than their fans are of them.” --MTV News, “All these 1999 motherfuckers be me.” -Shaggy2Dope
  • 59. let them run it “We don’t lead them, Juggalos lead us.” -Violent J, Wired 11/2010
  • 66. “When we speak of Shangri-La, what do you think we mean?/ Truth is we follow God/ We’ve always been behind Him/ The Carnival is God/ May Juggalos find Him” "The Unveiling"
  • 67. piggyback on an established brand
  • 74. hard work 74
  • 75. “Every damn day! Every day we don’t stop...You have to keep banging on these pots & pans. If you don’t you won’t have their attention. They’ll stop looking at you if you’re not making no noise. You better keep their attention, and then when you got their attention you better stand up and fucking dance...better believe to the right of you and to the left of you there’s guys dancing all over the place. If you want it, it’s right there. If you want to get to the top of that mountain....you can slowly but surely start walking that motherfucker...It may suck...that’s how you make it. Your destiny is in your hands.” Violent J, The Adam Carolla Show, 08/08/2011
  • 76. Believe in something that’s unlike anything else emphasize the weirdness to the alienation of some Making a community that people want to join give them free reign let ‘em do all the work Have a mythology Have a visual indicator for joiners Preferably one they bought Do it every day from you
  • 77. #sxjuggalos jenny benevento @jennybento http://www.jennyjenny.org 77