After Governor's Ball, dd:IMPACT's "Groundswell: The Next Wave of Content" conference all made sense. Digital Dumbo's bi-annual event featured panels on the next wave of campaigns, curators, storytelling and media formats & platforms. This deck is a takeaway, in the form of ten commandments - inspired by Kanye.

1. Text
THE BOOK OF YEEZUS
10 Commandments
Image source: ClashMusic.com
June Eighteen Two Thousand Thirteen
Carrot Creative

2. Image source: Soundisstyle.com
The following represents key points
discussed at dd:Impact 2013. It draws
parallels between Kanye’s album
distribution strategy and the next
wave of content, a key theme of this
year’s conference.
Enjoy.

3. “I GOT A NEW
STRATEGY CALLED
‘NO STRATEGY’ AND
A PLAN TO MAKE
BETTER MUSIC
CALLED ‘MAKE
BETTER MUSIC’”
-KANYE WEST AT GOVERNOR'S BALL, 2013
Image source: Soundisstyle.com

4. BUT THAT’S
ALL PART OF
HIS STRATEGY.
Image source: trashness.com

5. TO LAUNCH
THIS ALBUM
Image source: Idolator.com

6. COMMANDMENT 1:
BUILD TRUSTKanye started with Top 40 hits that created a
strong foundation for future audiences.
Image source: Google.com

7. COMMANDMENT 2:
KNOW YOUR AUDIENCE
Fans today are connected, skeptical and
curious to know what he’s going to do next.
Image source: officialpsds.com

8. COMMANDMENT 3:
KNOW YOURSELF
Stay consistent with brand tone and
identity without being afraid to evolve.
Image source: informationng.com

9. COMMANDMENT 4:
BE INTERESTING
Kanye does this through controversy,
relationships and music.
Image source: Flickr

10. COMMANDMENT 5:
FIND THE RIGHT PARTNERS
That share a common passion or interest, even if
they may not seem like the most obvious choice.
Image source:wallmay.net

11. COMMANDMENT 6:
PLAN CHANNELS EARLY
Kanye understood channel impact and
released content via building projections.
Image source: YouTube.com

12. COMMANDMENT 7:
FIND STORYTELLERS
That help to tell the full story. Kanye did an
interview with Jon Carmanica of the NY Times.
Image source: NYTimes.com

13. COMMANDMENT 8:
EMPOWER THE CREATORS
While giving the curators content to share.
The plain album asks fans to “add graffiti.”
Image source: YeezyGraffiti.com

14. COMMANDMENT 9:
GET OUT THERE
Kanye’s appearances create opportunities for
others to create content around the album.
Image source: Instagram.com

15. COMMANDMENT 10:
HUSTLE
Never underestimate the power of hustle.
Image source: idolator.com

16. Image source: Idolator.com

17. BROUGHT TO YOU BY:
@CarrotCreative
@AmandaKRue
Core concepts reflect key topics of discussion outlined at dd:
Impact, a bi-annual conference showcasing digital innovation
that fundamentally disrupts, evolves and advances business
and culture. Kanye’s strategy is an excellent example that
brings to life discussion points outlined in this year’s theme,
“Groundswell” reflecting the next wave of campaigns,
curators, storytelling and media.