Country music and hip-hop. Two things that no human being in their right mind would EVER put together, right? Like, can you imagine Ice-T and George Strait collaborating on a track? The obvious answer is, NO.
Fast-forward to 2012 and you have the Cruise Remix, Florida Georgia Line and Nelly. In my memory, this was one of the first big country / hip-hop collaborations that I can remember. I loved Nelly, but wasn’t quite sold on FGL yet. The song was catchy and fun since it bumped but, come on, who's going to like it? Well the guys toured together after that, for crying out loud so obviously a lot of people liked it. I went to see that concert and let me tell you, it was AWESOME (I mean, what 90s baby wouldn't love seeing Nelly in concert??)!
2018, Say Something, Justin Timberlake and Chris Stapleton. Let me just say that each of them, in their own right, are absolutely magnificent. Their voices are very different but illicit real emotion which is what every musician strives to do. But, the two of them together? Mind. Freaking. Blown (insert mind blown emoji here). I would go as far to say that this may be one of my favorite songs ever.
Finally on the list as of recent, Old Town Road Remix, Lil Nas X and Billy Ray Cyrus. Now, I can’t say this is literary genius or musically inspired. HOWEVER, I. Cannot. Stop. Listening. To. It! Billy Ray was the perfect fit for it, I don’t think it would have worked with anyone else on the feature. It’s hilarious and outrageous and also just makes you want to stank face and Night At The Roxbury head bang.
But, why? Why do two things that have almost nothing in common work?
This is marketing strategy at it’s finest. Yes, you need the cookie cutter to lay the groundwork, to build your foundation. But, you’re not going to get anywhere above the status quo without raising a few eyebrows.
Look for the commonalities in the obscure, in things that don’t seem to go together. You might just have the next big “hit” on your hands…