Vaig poder gaudir ahir del concert dels Stones a Barcelona el passat dia 21. Era la primera vegada que els veia en directe, no he sigut mai aficionat a aquest grup ni els he seguit, la veritat és que he volgut anar al concert per curiositat i per poder dir quan sigui gran 'jo he estat a un concert dels Stones'.
La veritat és que ha estat espectacular, amb 60 i pico anys aquesta gent transmet una energia increïble. És rock pel broc gros, sense matisos. I aquesta és la seva gran força, s'han apoderat d'aquest concepte i l'han explotat durant més de 40 anys. Ho vaig veure clar a meitat del concert, quan entonaven un clàssic: "I know: it's only rock'n'roll, but I like it!". I el fi de festa amb 'Satisfaction'.
A nivell de marketing, és impecable: un posicionament clar i constant en el temps. Si han tingut altibaixos, els han sabut superar. És una mica el que vaig dir en la darrera entrada al bloc, idees senzilles i potents, coherents en el temps, són la clau de l'èxit. Apart dels mèrits purament musicals, que els tenen i són indiscutibles.
Apart d'això, s'ha dit molt sobre "l'operació de marketing" que suposa aquesta gira, es diu que la més cara de l'història, i la més rentable pel grup. Res a dir: si tu tens un "monopoli temporal", com deien els gurús finlandesos de Funky Business, l'has d'exprémer al màxim i després, quan ja t'entra la competència o se t'ha acabat l'exclussiva, passar a una altra cosa ràpidament i cercar un nou monopoli. I en el cas del Stones aquest monopoli temporal ja fa 45 anys que dura...
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