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I produce media for public health campaigns, and I needed a vocalist for a song. I’m fortunate to know a lot of great singers, but as I flipped through my contacts, I just wasn’t finding the bolt of inspiration I was seeking. So, I did what we all do: I began mindlessly scrolling on my phone.
Inspiration found me. The algorithm showed me a cover of a famous 1970s rock song, presented by a singer-songwriter from the small island nation of Sri Lanka. I listened, then I listened again. The voice was perfect. I knew I had found the right singer. So I decided to reach out and ask them to be a part of the project. Maybe it would work out?
This moment transpired some years ago, and, since that time, I have collaborated with many global creatives residing in historically under-represented countries. My talented international friends have become an indispensable part of my production process. In fact, my success today is as much due to them as it is due to my well-known partners in Nashville, New York and Hollywood.
Through this, I learned three key lessons that I believe are useful for anyone considering their talent-sourcing approach for upcoming creative projects and initiatives.
1. Global Talent Is a Competitive Advantage, Creatively
Mention the term “outsourcing” at a dinner party and you’re likely to hear a litany of often-understandable complaints about negative customer service experiences.
But, in creative endeavors, nothing could be further from the truth.
All creative centers tend towards homogeneity in their output, hence the existence of phrases like “The Nashville sound” or “The New York sound.” Many of your competitors are sourcing talent from the same pools and locales. Accordingly, their creative output will likely have an unavoidable similarity.
But find a talented, globally sourced artist, and you can have a creative perspective that your market will experience as fresh and new. You can have all of the sophistication and polish of your competitors but without the stale quality of “been there, done that.” What campaign or initiative doesn’t want that?
This market advantage exists because these artists have taken in the same media influences as anyone else but have forged a unique artistic point of view, drawn from their own culture, geography and values. That’s a strength of their artwork and an edge for your campaign.
The Rolling Stone Culture Council is an invitation-only community for Influencers, Innovators and Creatives. Do I qualify?
2. Global Talent Is a Competitive Advantage, Value-Wise
Water costs more at the airport because it’s the airport. And creatives cost more in London — at least in part because it’s London. No one expects the water to be superior at LaGuardia; it’s just costlier. Yet, far too often, we can assume that the talent pricing found in prestigious urban centers must indicate a superior quality of output. And while that correlation does exist some of the time, it is not a guarantee.
In my experience, global talent sourcing presents a unique opportunity for creative endeavors to get great results and good value at the same time. (This is true even when your globally sourced creatives are being compensated at the top of market value for their area, which they should be.)
If your competitors are only looking in New York and L.A. — because those are the obvious choices — you gain a strategic advantage by casting a wider, more international net. Remember that the obvious choice isn’t always the best choice.
3. Global Talent Is an Organic Approach to Corporate Social Responsibility
Many business leaders today feel a desire to give back to their communities, and to make decisions that better the world, in addition to their bottom line.
Incorporating globally sourced creatives in your project or initiative can profoundly benefit the artist, their family and their community. While a creative in Nashville would certainly be happy to “get the gig,” for a creative in a developing country, this gig is likely to be a lifeline. And, their association with your work is likely to open new doors for business opportunities at home as well.
If you could gain a creative and financial competitive advantage for your project while at the same time bettering another human being’s life, I think you might use the phrase “slam dunk.” (I know I would.)
The Sri Lankan singer agreed to sing the track. I shared it with my stakeholders. And then I received a text from the CEO of an FM rock radio network: “Who is this singer? This guy is great! We’re adding this track to our main rotation.”
I grinned ear to ear. Talk about a proof of concept!
Today, this Sri Lankan singer — Ashen Sandaru — isn’t just a collaborator; he’s a dear friend. We met up recently in Colombo, Sri Lanka. We grabbed a cup of coffee and planned out our next projects. We’re both sold on global creative talent sourcing. Because, when you discover a winning strategy, you should definitely keep going. And, with this approach, we are definitely both winning.
