Written by: Vickie Sullivan | June 17, 2021
How to Use Passion Projects to Grab the Spotlight
Using passion projects like contests and celebrations to grab the spotlight isn’t a new tactic, but it’s become quite popular. Even Lady Gaga is using it. She’s partnering with Klarna and opening a creative hub in Los Angeles County. The Studio by Klarna x Haus Labs is a resource for emerging creatives, plus it’s a platform for Lady Gaga’s cosmetics brand.
Now that celebrities are getting the limelight, can passion projects still work for us lesser-known thought leaders? Yes, if you follow Lady Gaga’s example in these two ways:
• Tie into a larger message. Yes, a cosmetics company helping makeup influencers is a no-brainer. But the support shows a strong connection to the star’s overall message of creative freedom. How you can apply this strategy: Think about how you can tie your larger message into a specific endeavor.
Listen: The Business Case for Passion Projects
• Expand the experience. It’s one thing to support artists in your field. It’s another to make it a party. The Studio’s smooth lounge sets the stage for magical moments that can go viral. What you can do: Think about how you can build more experiences into your projects.
The good ol’ days of launching contests and “in search of ” projects are over. Passion projects are now the platform for messaging and experience. It’s time to up your game.
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