Yesterday, August 3, Gordon Stoker was 87 and Tony Bennett 85. Always looking for irony I noted the difference in these two singers. I mentioned it at a meeting where the ages of the attendees ranged from 12 to 89. The young folks knew nothing about either of these men. The older ones needed a reminder about Gordon Stoker and his quartet the Jordanaires.
Tony Bennett, "I Left My Heart in San Francisco," is a well known singer. He is known for a distinct style that is not easy to duplicate. Using business terms, he is known for delivery of a consistent product experience that appeals to a certain demographic.
What is perhaps not so well known is that Gordon Stoker has at least 100 times as many recordings as Bennet and many more personal appearances. At one point in the 1960s Stoker and his Jordanaires were on 80 of the then current top 100 record singles.
Because my focus is on how to function in the new economy I spotted something here.
Jerry Garcia once said "Don't be the best at what you do. Be the only one who does what you do." I have always interpreted that as being the best in a unique way. Maybe that interpretation is too narrow.
Gordon Stoker and his male quartet the Jordanaires had started as a country gospel group. There were many such groups at that time. All were good though perhaps not "world class" quality. The market was becoming saturated with gospel singers, records and performances. Market share of any one singer or group was small.
The Jordanaires became backup for many "stars" over 45 years. They were with Elvis Presley during his most important first 14 years. When Elvis began nightly performances in Las Vegas the Jordanaires could not meet the required schedule and still have diversity.
In one way of looking at it Gordon Stoker and the Jordanaires became unique in not aiming to become known for themselves and by diversifying inside of backup music. They did not have to incur large marketing costs.
In today's meta markets the Jordanaires business model is a good model.
David Sneed
Tony Bennett, "I Left My Heart in San Francisco," is a well known singer. He is known for a distinct style that is not easy to duplicate. Using business terms, he is known for delivery of a consistent product experience that appeals to a certain demographic.
What is perhaps not so well known is that Gordon Stoker has at least 100 times as many recordings as Bennet and many more personal appearances. At one point in the 1960s Stoker and his Jordanaires were on 80 of the then current top 100 record singles.
Because my focus is on how to function in the new economy I spotted something here.
Jerry Garcia once said "Don't be the best at what you do. Be the only one who does what you do." I have always interpreted that as being the best in a unique way. Maybe that interpretation is too narrow.
Gordon Stoker and his male quartet the Jordanaires had started as a country gospel group. There were many such groups at that time. All were good though perhaps not "world class" quality. The market was becoming saturated with gospel singers, records and performances. Market share of any one singer or group was small.
The Jordanaires became backup for many "stars" over 45 years. They were with Elvis Presley during his most important first 14 years. When Elvis began nightly performances in Las Vegas the Jordanaires could not meet the required schedule and still have diversity.
In one way of looking at it Gordon Stoker and the Jordanaires became unique in not aiming to become known for themselves and by diversifying inside of backup music. They did not have to incur large marketing costs.
In today's meta markets the Jordanaires business model is a good model.
David Sneed
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