Audio here: http://schedule.sxsw.com/2012/events/event_IAP8680 This lecture was given as part of the branding track at SXSW Interactive 2012.

1. juggalos: rabid
branding,
a case study
jenny benevento
@jennybento
http://www.jennyjenny.org

2. #sxjuggalos

3. FIRST RULE OF ICP LECTURE!
• we’re not gonna talk about
the quality of the music.

8. miracles

11. gathering of the juggalo

12. list of things at gotj
wrestling
juggalo court
hayrides
bouncy castles
ladies oil wrestling helicopter rides
open mic rap battle carnival rides
miss juggalette contest freakshow
autograph & photo sessions midway
wrestling tryouts burning man
wet t-shirt contests
dating game
movie screen
photo by Derek Erdman

13. George Clinton &
Parliament Funkadelic
Powerglove
Kittie
acts at gotj
Bobby Brown
Ying Yang Twins Scarface Esham
Afroman Method Man & Red Man ol dirty bastard
Andrew W.K. Naughty By Nature Bone Thugs-n-Harmony
GWAR Warren G Digital Underground
Ron Jeremy Tone Loc Too $hort
Brian Posehn Coolio Ice-T
Pauly Shore Twiztid Xzibit
Tom Green Rob Base 2 Live Crew
Dustin Diamond MC Chris Tech N9ne
Ghost Hunters Busta Rhymes Three Six Mafia
Harland Williams Flava Flav Chuck D
Jimmie JJ Walker Mystikal e40
Charlie Sheen Juvenile Kottonmouth Kings
The Iron Sheik Lil Jon Ice Cube
Rowdy Roddy Piper Vanilla Ice
Mick Foley Chyna
Jerry Lawler Colt Cabana
Cowboy Bob Ortin photo by Derek Erdman

14. why should we care?

15. best selling
indie band of
ALL TIME

16. 20 years, 23 albums
~$10 million/year
100,000 people
attended GOTJ, in
the middle of
NOWHERE

17. longest running hip
hop album on
billboard
gold/platinum albums that
debut at #1

18. no radio
play
who buys more fans
records now
anymore? than ever

19. kings of all media
albums merchandise
energy
drinks
music videos comic
2 record radio station books
labels & podcasts
feature films
wrestling league sports videos

20. Independent

21. t h a t ’ s some
n ic h e

22. d o you
ma ke
a
ju g g a l
o fo r
yo u r
bra nd

23. stand for something
something specific
something obvious
by looking at you
23

24. “Everybody we kill is either a racist
bigot or they're somebody who
beats their wife, or they’re a drunk.
That's who we kill--we're like
vigilante superheroes. But I don't
justify my lyrics. We are just plain
fun."
Violent J, MTV News 1997

25. “If you’re a juggalo, you ain’t one of
the cool kids in your high school,
and if you are, so the fuck what? If
you’re into that, you shouldn’t be
looking down on other people.”
--Shaggy 2 Dope, G4TV interview

26. something
tha t’ s no t
fo r e v e r yo n e

27. “The thing with ICP is there are
very few sort of ‘casual fans.’
I’d say people who like the
music but don’t consider
themselves Juggalos make up
maybe five to ten percent of
their overall fanbase.”
Vice, “In the Land
of the Juggalos”

28. e
d if f e r
e nt,
ju s t
lik e
e ve ry
one
e ls e

31. different,
but part of
something

34. find an enemy
“The World’s Most Hated Band”
Disney
corporations
normals
Eminem mainstream
TRL

38. haters
reinforce
your
community
embrace
being
underground

40. community
before
product

41. “I don't care if you've
been down 1 day or 10
years, you're all the
same to me. you're my
family.”
American Juggalo

42. "It's a lifestyle, it ain't
a music choice. It's
a lifestyle."
“Why am I a
juggalo? cuz that's
how I was born."
"This is home."
taken from American Juggalo

43. "I don't come here for the
parties, i don't come here for
the music or the rides, I come
here for the family. And
everybody just accepts who I
am and what I do. and I love it
a lot--I couldn't ask for a better
lifestyle."
American Juggalo

44. "I'll tell you for real about
being a fucking juggalo that
shit made me the
motherfucker i am today....I
grew up to be a fucking
decent fucking good hearted
good natured motherfucker."
American Juggalo

45. take care
of each
other

49. But my homies are family too
Who was you with when you got tattoos?
Who was you tripping with when you did them
mushrooms?
Who the fuck threw up all over your car?
And then felt worse then you about that shit in the
morning? (Friends ya'll)
Who loans ya money, homie?
Who owes ya cash?
Who taught you how to use the bong for the grass?
We worldwide, were homies around the planet
Sticking together like zippers on Michael Jackson's 'Beat
It' jacket
They got my back like a tat for that, I love ya'll
Hanging till we old and grey like grandpa

52. don’t bust your community.
help them.

55. let them say
what you
can’t

57. give them places
to meet

58. be one “They’re
more fans of
of them their fans
than their
fans are of
them.”
--MTV News,
“All these 1999
motherfuckers be
me.”
-Shaggy2Dope

59. let them run it
“We don’t lead
them, Juggalos
lead us.”
-Violent J, Wired
11/2010

64. have a mythology

66. “When we speak of Shangri-La, what do
you think we mean?/
Truth is we follow God/
We’ve always been behind Him/
The Carnival is God/
May Juggalos find Him”
"The Unveiling"

67. piggyback
on an
established
brand

69. Require physical cues

72. merchandise!

73. be sincere
73

74. hard work
74

75. “Every damn day! Every day we don’t stop...You
have to keep banging on these pots & pans. If
you don’t you won’t have their attention. They’ll
stop looking at you if you’re not making no
noise. You better keep their attention, and then
when you got their attention you better stand up
and fucking dance...better believe to the right of
you and to the left of you there’s guys dancing
all over the place. If you want it, it’s right there.
If you want to get to the top of that
mountain....you can slowly but surely start
walking that motherfucker...It may suck...that’s
how you make it. Your destiny is in your hands.”
Violent J, The Adam
Carolla Show, 08/08/2011

76. Believe in something
that’s unlike anything else
emphasize the weirdness
to the alienation of some
Making a community that people
want to join
give them free reign
let ‘em do all the work
Have a mythology
Have a visual indicator for joiners
Preferably one they bought
Do it every day from you

77. #sxjuggalos
jenny benevento
@jennybento
http://www.jennyjenny.org
77