My Morning Jacket
announced two things this week: 1) new West Coast tour dates and 2) what they are calling the "Spontaneous Curation Series
," an opportunity for fans to help determine which songs get played each night. MMJ will use their Twitter account
before each performance to engage with fans and accept requests for that particular show.
What is a little unclear is whether Twitter fans are making suggestions for their encores or for their entire set. It may be vague because certain festival shows, particularly in Europe, can't accommodate their generally lengthy encores. But what is clear is that Fan Club members get an additional opportunity to help decide the opening song.
I really love this "Spontaneous Curation Series" idea for a few reasons. For fans who participate, it will make them feel involved in the performance far more than a "passive" attendee and each show will truly be special and unique. (Which may also drive ticket sales for fans looking to experience a different show each night.) From a social media perspective, it will strengthen their audience, certainly in terms of online engagement but also likely in total number of Twitter followers. That's akin to a social media slam dunk
- reward and engage your core followers while attracting new ones in the process!
MMJ's "Spontaneous Curation Series" reminds me of a 2012 hi-tech version of Elvis Costello
's "Spectacular Spinning Songbook." During his 1986 "Revolver Tour," Costello brought a game show style wheel with him on stage and let fans spin the giant wheel to decide the next song. Costello resurrected the concept in 2011 and recently released the Return of the Spectacular Spinning Songbook
CD/DVD recorded over two nights in Los Angeles. Perhaps the MMJ "Spontaneous Curation" shows will lead to a live album as well...