Musings from Dennis #282. I finally decided to watch the theatrical release of 'Michael', which chronicles the life of the late King of Pop up through his Bad era in 1988.
It immediately transported me back to September 1993, when I was in my second job at Pico Art International. My brother and cousin had front-row tickets to the Singapore leg of the Dangerous tour - joining some 80,000 fans across two nights - but I couldn’t go. I was tied up with a project that required overtime. So there I was, in the office that evening, when I suddenly heard a loud boom in the near distance. It hit me - I was very near the open-air National Stadium, just 1 km away, the concert venue! From my office window, I could see the venue silhouetted against bursts of pyrotechnics and fireworks. I took a break, hoping to catch a glimpse or hear something, but all I could make out were the audible screams of the audience. That’s when the regret of not going began to sink in.
Which brings me to why I’m sharing this today. Initially, I had decided to skip the film and wait for its streaming release, especially given the negative press surrounding it. But once I saw how strongly it was performing at the box office, I changed my mind. And I’m glad I did. As the film unfolded, I began to understand why, despite the critics, the audience (fans and even non-fans) are embracing it so enthusiastically. This wasn’t a product that spoke to the mind - to logic, accuracy, or critique. It spoke directly to the HEART. It gave audiences the chance to relive a wave of joy, nostalgia, and emotional connection - singing along, feeling the music, and immersing themselves in the moment. I’ve even heard of many going back for repeat viewings.
There’s a powerful lesson here for all of us in the consumer products character IP licensing and retailing space. We have to ask ourselves: How do our consumers feel when they interact with our products?
Whether it’s the category, the design, the marketing, or the launch - EMOTION is everything. I’ve always believed this: I’m not marketing a T-shirt or a CPG product. I’m selling happiness. If consumers simply wanted a T-shirt, they could easily buy a plain, generic one. But they don’t. They choose products featuring their favourite characters because those characters represent something deeper -memories, identity, joy, and personal connection. That emotional bond is what ultimately compels them to spend.
Let this guide us as we continue to create meaningful, emotional connections with our customers - while also delivering strong ROI. Because when we get it right, our products don’t just perform well… They become bad. Michael Jackson BAD.
