This is a post from our WordofMouth.org project. Check it out for more great word of mouth marketing tips like this every day.
The word “epic” gets thrown around a lot these days (“Epic fail,” Epic Meal Time, the movie Epic, etc.). But let’s get back to what it really means: A long, heroic story in elevated style. It’s an adventure, it’s history-making, and it’s worth talking about.
Epic is The Wu – Once Upon a Time in Shaolin, the Wu-Tang Clan’s top-secret album that’s been in the making over the past six years. There’s only one copy, and right now it’s hidden “under the shadow of the Atlas Mountains” in Morocco. The silver and nickel-plated box was made by an artist who has had works commissioned by royalty.
The album will go on a tour of museum galleries around the world where patrons can pay to listen to it through headphones (after security clears them for recording devices). Once the album’s completed the journey, it will be sold for millions to a single owner.
In a market crowded with marketing stunts and enormous budgets, the Wu-Tang Clan chose to stand out by elevating their music as true art — by giving it an epic story. And everyone’s talking about it.