The project is the result of an idea I received after presenting at the Social Media for Communicators conference in Las Vegas in March.

I wanted to do something with music that was different and would help set a fun mood for future presentations. After a bit of searching I found a tune I liked and began writing lyrics with my wife for the new social media song, Crazy Little Thing the Web.

I called on my talented music composer and arranger friend, Tyler Castleton, and was able to get a minus track put together thanks to Mark Scholl at Screaming Tigers. Then, after a couple hours at M.J. Greene Audio, a Salt Lake City recording studio, we finished the vocal track.

The biggest piece of the puzzle was the music video. In April this year I gave the closing keynote presentation at the Utah Public Relations Conference at Utah State University. There I met a public relations professor, Preston Parker, who just so happens to own a video production studio in Logan. Preston’s company, MultiMediaWise, was the greatest single contributor (besides me, of course) to making all of this work.

MultiMediaWise handled the video production from scripting to the final product — a YouTube video and DVD. They do it all, folks. And they do a great job, which you can certainly see for yourself in the Crazy Little Thing the Web music video.

Here’s What I Learned

Besides learning the procedure YouTube follows for verifying legitimate video views, I’ve been reminded that creating a different kind of product for your industry helps set you apart.

Combining knowledge and experience in a new, creative endeavor can not only demonstrate expertise but also provide a light-hearted look at business, which some have a tendency to take too seriously.

Are there creative ways you can demonstrate your expertise? Are there new digital channels you can use to educate or entertain in different ways than you’ve done before? Think about it, and let me know.

And feel free to share any comments about Crazy Little Thing the Web.