#now let's not even talk about how they're raising funds to mass buy albums and awards

[peppertaemint]

Tangentially related to Key's McDonald's drama, did you see the big thing about people boycotting music and stuff from SM, JYP, YG, and Hybe for a few days? Like what does this even have to do with gaza? I swear kpop fans aren't able to view anything or do anything not through a kpop lense. The boycotts are supposed to be for company's directly contributing to Israel. What is this boycott even for? Cause some idols drank Starbucks and ate McDonald's and kpop fans have to "educate" them that that's wrong or something? That's another thing I hate, kpop fans obsession with "educating" people. "We have to educate them" it's the most self important bs and it only ever seems to apply to asian idols. No western singer has ever needed to be "educated"

I dont even know where im going with this. Im not even upset about the boycott, people can do what they want, but it just seems so ridiculous to me. I'm sure there are actual things these people can be doing but i guess it makes them feel important to just not listen to kpop for a couple days

Oh, Anon. You hit some hot button topics here.

They want to punish these ignorant and less-than kpop idols because they know better/best. It's that whole colonizer mindset. I think it's interesting how calling someone "zionist" over the smallest thing is now the ultimate cancel culture gotcha. Like people calling Key zionist with their whole chest 💀 like what crack are you smoking?? It's also sort of main character syndrome adjacent. Like, Key hasn't spoken on Yemen, Congo or Ukraine but they don't care about that. Maybe he's pro-war and wants EVERYONE DEAD. Lol. I just despair.

Maybe these people could focus on fighting the people contributing to the genocide like, idk, the US government? Maybe put your energy there... not listening to kpop for 5 days is performative social activism with zero real world impact, except a sense of superiority and a false sense of "having done something" - except, babe you did nothing. It's better to give $5 to charity than this silly shit.

[suchalilyofthevalley]

I think you raised a lot of good points with how they're going to market both S and C moving forward...I have my own opinion on this "relationship" but regardless I've been surprised they've been promoted as a duo so much? i actually felt sorry for C that her album promo wasn't about her album. and i'm interested to see what shawn's major interview will be like. if it's a fluffy relationship piece i think it will do more harm than good. (part 1)

Also I think his foundation should have launched with an interview not necessarily for his fanbase but to attract corporate partnerships? Would like your thoughts on that and the foundation in general. I just feel like he was on an upward trajectory and that it may have stalled because of the current positioning, but I don't have any figures to back it up, it's just my impression. I do think some new advisors on his team could elevate him though.(part 2)

::cracks knuckles::

First off THANK YOU SO MUCH for an ask like this. It’s very well thought out/well written and it lets me go into what I LOVE about my job/PR - the build and strategy/positioning in regards to media. 

Before I do - the part about the next big interview for him: fan hat off, PR hat on. It NEEDS to be about him, about music, about what’s next. All fandom and mass pop has seen since last summer has been the THEM of it all. Most folks that know him or support him, are there for him and his music. not his relationship. These are the folks that are going to buy albums, concert tickets, merch, stream, tune into interviews, etc. They’re the ones that keep the engines fueled and the lights on. It sometimes feels like that’s forgotten about in the mix of everything. 

The massive Billboard article that dropped about the success of Shawn Mendes: The Tour at the end of January didn’t even get the love and push it should have. This was massive news and it like didn’t even get acknowledged in any way, even industry facing.

This has to/needs to be a legit interview. Not a 5 question curated thing that shows up in like PopSugar or InStyle or online video only with like BuzzFeed. And honestly, after the success of SM3/SMTT - it should be something that elevates his profile. He’s done some of the big ones in Variety, Billboard, Rolling Stone. Which all awesome. But time to build and keep moving forward and upward. 

This next big moment - it NEEDS to go next level to hit wider, more mature more male and female mass pop. My thoughts? Depending on what they’ve actually got to talk about - Vanity Fair or Vogue are both a bit a reach but that would be EPIC goals - especially if there’s something of substance to talk about and he’s willing to be open. More realistic? GQ, Esquire, Interview Mag, even Hollywood Reporter but that skews a little more industry. I don’t trust EW to have enough of a deft hand to handle what really needs to be done, it would be too floof and veering tabloidy for that next meaty piece. 

Total aside - the fact the team hasn’t pitched him for like Men’s Health/Men’s Journal yet BOGGLES considering some of the other folks that have been able to snag covers. To me? No BRAINER to have pitched that at album release or before the tour to talk and dive into his regiment and how he gets into shape to take on a tour/shows. 

For the foundation - there was absolutely Z E R O marketing/pr thought or strategy put out on it or towards it. This launched in the lead up to what was the biggest moment of the tour, his hometown stadium show in Toronto. They basically launched it and was like yeah it’s a thing here’s a sizzle video and some pretty graphics ok donate to us byeeeeee. 

No friends. No. 

You needed to LAUNCH this thing, really and truly. Not only for the general awareness, but like you said dear anon, for the corporate philanthropy of it. Your partners are tour folks who probably got looped in on the tour deal. So what’s happening now? Who else is backing this? How much have you ponied in to start this? What else have you been doing for it? What are your fundraising drivers other than soliciting to fan base and having a donate button on your website? What’s your ethos and mission statement? 

They’re under the umbrella of the Social Impact Fund for the States and Internationally to manage the financials/donation platform website, who also manages the charities/foundations from wii.i.am and Bradley Cooper. Which yay good legit and folks. So that means they’re using THAT team to do a lot of the heavy lifting on the back end with distribution, their charitable status, etc. I know I’ve heard noise/chatter on here before that folks think this is a sham, it’s a tax break/shelter, it’s not legit. The fund they’re using is a fully registered 501(c)(3) here in the States which means they’ve got folks they’ll need to answer to with legit breakdowns of how funding is being used, etc. Folks being the IRS. It looks like they’re under the Sick Kids Foundation/Sick Kids Charitable Fund with donating in Canada. So what this all means is that they’ve got the framework of the foundation without having to do the lift and say have an Exec Director on their staff managing everything.

However, they’re slow to the kick on everything the fan base says is important OR that he’s said is important/has backed before. It took a good beat to answer on the Australia wildfires and we’ve seen more recently with the COVID-19 response. There needs to be true thoughts and efforts put in, against and behind this. The fact that “our impact” on the website is literally links to Instagram posts? It would be a good idea to flesh that out a little bit more. Same with the partners they support - say what programs of theirs you’re giving to, what it’s going towards/for. 

Given this kicked off in Canada around this show, like Macleans would have been a good interview, CBC/CTV or given it’s his hometown show was coming up, the Toronto Star or even go national with the Globe & Mail. It would have been a no brainer to do something with a Billboard for this, loop it in with talking about the show. Even better if you want to go after the double whammy of mass pop and corporate that would span across borders? Forbes. I know the music guys there and that would have been AMAZING. There was so much that could have been done and there just...wasn’t. Which is sad. This could be something and it’s just like a thing that’s there. 

Coming off the album drop, the positive reviews, the blast through of shows/ticket sales followed by the actual tour success? Major positive forward motion and it feels like it’s stalled or backslid. I am all for him taking a beat to breathe and a break, but he shouldn’t do it at the detriment or demolition of everything he’s worked to build. He’s at a serious turning point. It’s also not out of the ordinary for artists to outgrow their teams or change teams. I know I’ve mentioned it before. It’s going to be interesting to see what he and the team, this one now or otherwise, do next all around.