Related Articles
A cult film upon release, Rob Reiner’s 1984 comedy This is Spinal Tap has since been credited by many for popularizing, or even launching, the mockumentary format. While This is Spinal Tap remains every bit as entertaining today, the film also offers valuable lessons for businesses on building and promoting a brand.
From turning up the volume on promotions to recovering from leadership losses and navigating Stonehenge-sized missteps. By looking at these moments in This is Spinal Tap, brands can learn that adaptability, risk management and thinking outside the box are key to staying ahead.
Turn It Up to 11
In one of the film’s most memorable scenes, Spinal Tap’s lead guitarist Nigel Tufnel proudly shows off his amplifier that, unlike traditional models that go up to 10, “goes up to 11.” Filmmaker Marty Di Bergi asks Nigel whether 11 is, in fact, louder than 10, to which a nonplussed Nigel responds, “11 is one louder, isn’t it?” Though the scene is played for absurdity, its message rings true for business branding — sometimes you need to go beyond the norm to get noticed.
For companies, turning things “up to 11” means pushing campaigns, promotions and marketing strategies further than the competition. Whether it’s launching a unique social media campaign or adding extra value to services, businesses thrive by going above and beyond, distinguishing themselves in crowded markets. Whether or not 11 is truly louder than 10 doesn’t really matter — what matters is it’s one louder isn’t it, and it’s all about messaging.
Spontaneous Combustion
Bands and businesses alike face crises, although they’re unlikely to match the heights of Spinal Tap’s personnel issues. The repeated demises of Spinal Tap’s drummers — ranging from a mysterious gardening accident (which the authorities said was “best left unsolved, actually”) to choking on someone else’s vomit (with no forensic evidence; “you can’t really dust for vomit”), to spontaneously combusting (which band member David St. Hubbins insists is an underreported phenomenon to which many are lost each year) — is a silly reminder of the real importance of preparing for personnel crises.
For businesses, losing key leadership can cause significant disruptions, but it’s imperative to be prepared for anything that gets thrown your way. Whether it’s replacing a lost leader or adapting to internal changes, a business must remain flexible and resilient in the face of unforeseen challenges. Having a succession plan and promoting a positive company culture that can weather the loss of key members is essential to maintaining momentum, no matter how combustible things may get behind the scenes.
The Black Album
Spinal Tap is a band in decline and much of the mockumentary centers around the launch of their Smell the Glove album. Controversy surrounds the band’s provocative album cover and change is forced by studio execs. One of whom informs the band’s manager what is on the cover matters little, pointing to the Beatles’s White Album, which had nothing on the cover. Inspired by this exchange, band manager Ian Faith presents a new album jacket to the band, which is all black and “looks like death,” informing the band that this is a turning point and that it’s time to kick ass.
The Rolling Stone Culture Council is an invitation-only community for Influencers, Innovators and Creatives. Do I qualify?
While Smell the Glove is a commercial failure that nearly spells the end of Spinal Tap, the all black album cover serves some important lessons for business owners. The new design was an outside-the-box solution forced by controversy, and it reflects how businesses must sometimes innovate to navigate client missteps or public backlash. Albeit, Ian Faith’s solution is more precautionary than prescriptive in both finding proper compromise and market awareness.
A fading rock band playing second bill on a marquee to puppets is not the Beatles and, as a result, attempting a maneuver that worked for the Beatles on name recognition was an obvious lack of judgment. The Beatles also crucially did have the band name on the White Album, which Spinal Tap boldly forwent on Smell the Glove. Know your brand like the band like the back of your hand and you can find solutions that fit like a glove.
Murphy’s Law
In March 2014, Rob Reiner reflected on This is Spinal Tap in an interview with Rolling Stone, discussing the real-life parallels that emerged over the years as life imitated art. These included a band member who passed away in a bizarre gardening accident and a member of Black Sabbath who suggested that Reiner and his team had stolen their Stonehenge idea — a reference to the infamous scene in which an 18-inch Stonehenge replica is mistakenly lowered onto the stage, instead of the intended grandiose life-size version. According to Reiner, This is Spinal Tap was conceived by imagining everything that could go wrong for a touring band. While the film takes these missteps to absurd conclusions, the parallels remind us that the band’s struggles are rooted in real-world crises.
Reiner’s vision brings to mind the adage “Murphy’s Law,” which is commonly understood as “whatever can go wrong will go wrong.” The true meaning of Murphy’s Law is somewhat debated, but it is often seen as more precautionary than pessimistic. The idea is that if there are multiple ways to do something, and one of them could be catastrophic, someone will inevitably choose that path.
In the context of project management, this underscores the importance of risk management. Clear communication with your team can prevent mishaps like a bite-sized Stonehenge, collaboration on solutions can avoid an anonymous all-black album cover and being prepared to handle inevitable setbacks can improve your risk management strategy.
Final Thoughts
In the end, the doomed rock band in This is Spinal Tap finds redemption, navigating their internal conflicts and eventually achieving unexpected success in Japan. For businesses, the takeaway is this: even amidst chaos, there are always potential new markets and pathways to success.
Whether by turning things up to 11, weathering leadership changes or navigating public controversies with creative solutions, the film offers enduring lessons about perseverance and adaptability.
