Hi How Are You? - Why Daniel Johnston is a Marketing Genius

Daniel Johnston has gotten his dues in small batches over a long period of time. The quirky, young-faced boy made a big impact on a few people on the Austin music scene. Those diehard believers have taken on the charge of informing the world of his music, so despite his frequent bouts of absence on the music scene due to mental health issues, his legacy has grown. Many non-profits hope for that one chance to burst onto the world's stage, but those who do often fade out after their 15 minutes of fame has ended. Take a page from the book of Daniel and go out and forge meaningful relationships with like-minded thought leaders, and your mission's legacy will live on long after you've moved on.

Before you introduce yourself, know who you are. Despite his often frazzled look, Daniel Johnston knew exactly who he was and what he had to offer to record studios, to his fans and to the artistic community. 

Daniel started by figuring out who he was, what he stood for and what his look and sound were. He carved out some emblematic images (like eyeballs, Casper the Friendly Ghost, Captain America, the devil and death) for his signature look and matched those with corresponding themes in his songs about seeing, believing and immortality.

He began playing the local Austin music scene, sending his tapes to radio stations and producers, hanging around other artists and generating a buzz for himself. Not unlike most musicians, comedians and actors, Daniel figured out who would “get” him and where he should fit in and then he ran with it. 

Too often, we sit back in our office desks and scoff at the idea of throwing ourselves out there. As representatives of an organization, whether big or small, it’s easy not to hold yourself responsible for your cause, but if you’re not going to sell your organization, why should others want to help? Personal connections and humanizing qualities, as Seth Godin so adeptly recognizes, are becoming more advantageous. As a sea of advertisers hides behind their official posters and logos, a world of opportunity opens up for the individual to stand out. Seize that opportunity, like Daniel Johnston did, and you’re more likely to land in the right place at the right time.

When MTV came to town, Daniel was there. He has established himself as a regular on the local arts scene, which boosted his credibility, and he sought out the opportunity to get himself on MTV and promote his tape in front of millions. Daniel nabbed a few local musician awards and made a point of being around thought leaders in Austin, like record producers, musicians and artists in the area. 

By the time Daniel had fallen into a forceful manic-depressive state that landed him in a mental institution, he had already laid down the groundwork to build his legacy.

Arguably, Daniel’s tragic fall heightened his reputation as a genius in the music world. Regardless of how much his ultimate greater fame hinged upon his tortured mental story though, Daniel did a remarkably meticulous job creating a brand for himself. The artwork, dozens of original music tapes and stories Daniel left behind when he went to hiatus provided exactly enough material to give followers pieces to build their own homages to him with. 

Diehard fans begat new devotees. It started with personal connections with people like Kathy McCarty, who created the album Dead Dog's Eyeball  as an homage to Daniel, and Daniel’s former manager, who got Daniel's artwork into galleries across the U.S. and Europe. It spread to covers and plugs by bigger artists like Nirvana and Flaming Lips, and has spun into new iterations as Daniel’s story has unfolded in the indie darling “The Devil and Daniel Johnston,” an in-depth portrayal into Daniel's life.

What is the key to Daniel's success? Figure out who you are start introducing yourself. Art warrants reflection and transformation, so if your initial instincts are a bit off-kilter, re-align yourself and continue to forge your path. In “I Live My Broken Dreams,” Daniel sings,” “But I threw all my belongings into a bag, and out into the worldness I did roam...And now I’m here, and here I stand, I live my broken dreams.” It might serve us well to follow Daniel’s approach. Just as Daniel has cast aside concerns about failure and perfection to embrace who he truly is and market what he stands for, so too should we.