In a landscape dominated by text, vlogs, and voiceovers, the challenge of captivating an audience without relying on words is a persistent one. Blue Man Group has confronted this obstacle head-on, consistently proving that the Blue Men can grab attention without uttering a single word. The vivid blue hue, compelling gaze, and distinctive instruments create an instant intrigue when encountering a Blue Man in your feed. This led us to position the Blue Man character as the focal point of our social media presence, prioritizing it over brand-centric content.
Every piece of Blue Man Group content is deliberately non-verbal. Our narratives unfold through the perspectives of the Blue Men, with a strong emphasis on music to convey their actions and emotions. Whether it's a humorous TikTok video featuring trending audio, the Blue Men interpreting current song covers on their unique instruments or venturing into new musical territories with freshly composed tracks, our brand voice on social media encapsulates the world through the eyes of the Blue Men.
However, this music and character-focused approach comes with its set of challenges. Our instruments, like the Drumbone and PVC pipes, are one-of-a-kind and performance oriented. Each PVC pipe in every Blue Man Group show is arranged differently for visual appeal, and the notes are not chromatic like a piano, adding complexity to composing and reimagining songs.
Retention poses another hurdle. With a content style resembling silent movies, our social media and content team, albeit small, meticulously studies content performance to make the right decisions. We analyze how viewers retain our videos and decipher the pacing of each piece of content released. We work closely with the Blue Men to develop creative that represents the character while also ensuring optimal performance based on analytic data.
This year, we made substantial investments in crafting new music specifically for social media, developing custom content featuring trending audio, collaborating with creators and brands, producing our first-ever Holiday EP and working with sound designers to refine our musical storytelling across platforms like YouTube, TikTok, Instagram, and Facebook. Our objective was to remain faithful to our shows and character essence, aiming to evoke emotions such as laughter, wonder, curiosity, or pure party vibes through the Blue Man sound.
Our music-centric strategy yielded remarkable results. Blue Man Group's social media audience expanded organically by 2.3 million, soaring from 3 million to 5.3 million (a 176% increase compared to 2022). This growth was accompanied by a total of 412.5 million views (a 346% increase) and 23.7 million engagements (a 501% increase). We also saw an increase in comments from those that may have forgotten about Blue Man Group, proving our reach was expanding to newer audiences.
Experimenting with different forms of sound:
The Blue Men are known for their innate curiosity, so we have prioritized expanding their musical horizons by delving into various forms of sound. This commitment to exploration has propelled the Blue Men beyond their traditional instrumental and unique instruments, fostering innovative connections with new audiences and creative ventures.
Examples of this strategy include:
BioSonification: In collaboration with Hey Rooted the Blue Men utilize a process called BioSonification to pull the natural frequency from plants and mix it with custom music from our PVC pipe instrument. The content sparked conversations with like-minded music collaborators such as Andrew Huang and branded partnership opportunities in 2024.
ASMR: Through original series and one-off content, we utilized the popularity of ASMR to create music-focused content that showcase how the curious and rhythmic outlook of the Blue Man character could come together. Examples include how the Blue Men would approach home improvements to camping in the wilderness.
Meditation Music: Blue Man Group’s naturally melodic instruments lend very well into the meditative space. After seeing an increase in YouTube keywords related to the topic, we produced a never heard 30-minute meditation track with the primary KPI of increasing YouTube watch time. The YouTube video has garnished 9.6k views with a watch time of 3:56 minutes (2:38 higher than typical performance).
Conversing with fellow collaborators:
Collaborating with like-minded content creators and brands stands as a central focus in our marketing strategy, allowing us to introduce the Blue Man character to new audiences. When crafting creative content, our priority is to adopt musical approaches infused with comedic storytelling. This intentional blend of music and humor has proven to be a powerful means of connecting with diverse audiences and generating significant engagement.
Examples of this strategy include:
- Blue Man Group Las Vegas and Red Bull build anticipation around Vegas F1 musically – 52.8M views
- Josh Harmon and Blue Man Group NYC make a fire with sounds – 33.2M views
- Blue Man Group Boston duets Dorthea Taylor’s challenging drum workout – 10.3M views
- Blue Man Group Chicago invites Benny the Bull to learn how to drum – 837k views
A Musical Dedication to Our Fans
Blue Man Group's social media and content team collaborated with Warner Music Group to craft a 9-song Holiday EP – something longtime fans have been asking for years to receive. Putting the EP at the forefront of their social media strategy, the team produced four original music videos and eight promotional vertical videos. The EP along with the content can only be seen and heard online, making it a unique and inclusive offering for every fan to enjoy this holiday season.
Each track in the album was meticulously designed and crafted with a focus on social content. Analytical insights guided our decision-making, revealing that our Drumbone consistently excels in reaching new audiences, with a high potential for virality. Armed with this knowledge, we strategically executed a song that showcased the instrument in a novel and innovative manner—resulting in the creation of "Jingle Bones," a composition entirely performed on two Drumbones simultaneously.
Since the EP's release in mid-October, Blue Man Group's social media audience has added over 260k followers, and all Holiday EP-related content has accumulated a total of 39.4M views and 1.6M engagements across YouTube, Facebook, Instagram and Tik Tok. The EP itself has been streamed globally 45.8k times across all major streaming platforms such as Spotify, Apple Music and Pandora.
- Blue Man Group Teases EP on July 25th (Christmas in July) - 35.9M views
- Official EP Announcement with Jingle Bones Music Video - 335k views
- OVERJOY TO THE WORLD EP release with Dreidel Mashup Music Video - 2.2M views
- Kick-off the holiday season with Nutcracker Medley Music Video - 27.9k views
- Additional promotional videos - 1M views
Covers on topical music pieces:
Certainly, the Blue Men thoroughly enjoy embracing audio trends, incorporating them into comedic shorts or viral dance routines. However, what has particularly resonated is our ability to recreate these trending songs on our distinctive instruments. We've developed streamlined processes to swiftly produce topical and engaging musical pieces. This approach allows us to not only stay current with popular trends but also showcase our musical creativity in a way that uniquely defines the Blue Men.
Examples of this strategy include:
- Jumping on the Barbie film conversation with a cover of Aquarium’s Barbie Girl - 4M views
- Kicking off Summer with a PVC medley of popular songs such as Pina Colada Song, Tequila and Brick House - 451k views
- Getting into the Halloween spirit with a rendition of the Spooky Halloween Song - 340k views
- Inserting Blue Man Group into the trending audio of Sitting is the Opposite of Standing - 147k views