GAYLE's abcdefu Video Was Staged: What It Teaches You About Music Content

Believe it or not, a very simple video played a major role in changing one musician's career.

This was the first video on social media to feature abcdefu by GAYLE, a song that went on to be Grammy-nominated for Song of the Year and hit #1 on the Billboard Global 200.

The video itself is easy to copy. What I want to talk about is the smart marketing move behind it, a subtle detail that maybe 0.01% of viewers would ever catch.

What happened

The video went up in July 2021, and it was the first time GAYLE performed abcdefu. It's framed as a reply to a comment that asked, "Can you write a breakup song using the alphabet?" The performance feels simple, just vocals and guitar.

But here's the twist. The song was written before that comment was ever posted.

As it came out later, "Nancy Berman", the account that left the comment, was a media strategist at Atlantic Records. So basically, GAYLE and her label staged the video to look like a spontaneous moment of songwriting genius. In truth, it was a carefully planned marketing move designed to go viral.

Is it ethical? Is it deceiving the audience? It might be. But it worked. And it's a reminder that if you want to succeed on social media, sometimes you need to play by the same rules as the big players.

How to use the same idea

Understand that social media is the new TV.

Everybody knows reality shows are scripted, and people keep watching anyway. Today people watch much less TV than before. They watch TikTok, Reels and Shorts instead. You are the entertainment, so entertain them, even if it's scripted.

Create challenges.

Try ideas like "Making a song with my eyes closed" (when it's already written), or "Asking strangers for random words to turn into lyrics" (when you've planned the words in advance).

Ask your friends to start the conversation.

Ask them to comment "What's this song called?" or to challenge you to write about something, and then post your response video. It creates curiosity and boosts engagement.

"But Finch, I don't want to fake it"

You don't have to lie. Think of it as storytelling.

Nobody is mad at GAYLE. When I learned it was staged, I thought, "Huh. Smart." People understand that social media is entertainment.

If it feels weird to you, you can even write in the caption that the video is scripted. People will respect your honesty and your creativity. And if they don't, maybe social media just isn't for them.

How much are you giving your audience for free?

Since I started learning marketing seriously, I've noticed how common the "free sampling" strategy is.

It starts with food companies handing out snacks in the supermarket, and it continues with businesses offering free guides, tools and newsletters (guilty!).

As a music artist, you should be doing the same. If you're not giving anything away for free yet, start. And if you are, do it even more. Giving builds connection and trust, and it massively increases the chance that people become long-term, loyal fans.

Here are 3 things you can start giving for free today.

Free performances

I hate to admit this, but I got hooked on a cheesy Japanese idol group. I saw them performing for free outside a mall while I was shopping in Japan. I looked up their song, and now I've streamed it 10+ times.

You don't need a full production. A simple street performance can make people stop, follow you on Instagram and look up your music. It also gives you great content, because it shows you're putting yourself out there and meeting music lovers in person.

Free merch

A few years ago, an artist I followed ran a pre-save campaign and gave away a t-shirt with the new single's artwork. I joined, won, and the shirt showed up at my door.

I streamed the song, and I also made a video trying on the shirt and gave the artist a shoutout.

Free merch creates buzz, drives engagement and connects you with fans on a deeper level. So tell me, what has more impact? Spending $50 on a playlist placement, or giving that $50 to a fan who will support you long term?

Free meetups, online and offline

This one is a must, and it only takes a little time.

Start a stream on Instagram or TikTok. Talk to your audience, share updates and take song requests. It boosts your story visibility and reminds people that there's a person behind the music.

And if you have local fans, organize a casual meetup at a park or a coffee shop. Trust me, the impact is huge.

Give because you want to

Posting once in a while or running a few ads isn't enough. Even paying an agency won't get you fans unless you're building relationships with the people who listen.

Give your time. Give something of yourself. And don't give just to get something back. Give because you want to.