Childish GambinoM6.2

Who is Childish Gambino?• Musician (rapper, singer, producer) • Actor (Derrick Comedy, Community)

• Comedian• Writer (30 Rock)

Who Is Childish Gambino (cont’d)

Childish Gambino (Donald Glover) started Derrick Comedy (comedy group) which eventually led to him getting hired as a writer on the comedy series

30 Rock. Although he is known to many fans as Troy on the TV show Community, he most notable for his rapping.

Childish Gambino Discography(not including mixtapes)

Camp (2011) Because the Internet (2013)

Online/Social Media Presence

• Sound Cloud: childish-gambino• Twitter: @DonaldGlover• Website: iamdonald.com

Online/Social Media Presence (cont’d)• Soundcloud (childish-gambino): Childish Gambino uses this as a great tool

to upload, record, promote and share his original music.• Twitter (@DonaldGlover): By using Twitter, Childish Gambino can keep his

fans informed by sending updates from the studio when recording music, setting reminders about release dates and shows, and posting any other

type of work related news.• Website (iamdonald.com): currently his website offers informational news

regarding his on-going tour for his most recent album, Because the Internet.

Online Communities• Fan Website: foreverchildish.com

• Tumblr (fan): gambinogirls.tumblr.com• Facebook: facebook.com/iamdonald

Online Communities (cont’d)• Fan Website (foreverchildish.com): the “official” fan website that offers

information, news, and media relating to Childish Gambino. This website was created by a fan (Miles Konstantin) and is maintained by

various moderators.• Tumblr (gambinogirls.tumblr.com): Tumblr users post Childish Gambino

related multimedia content in a blog format. This Tumblr page is monitored by the user who created it, and is kept alive by the

moderator as well as each person who uploads content and uses the ‘gambinogirls’ hashtag.

• Facebook (facebook.com/iamdonald): this is the official Childish Gambino facebook page and acts as a great way of informing fans about

various music releases, concert dates and other Childish Gambino news. This page was created by Childish Gambino and is monitored by

his Facebook team.

Childish Gambino(Find Your Audience)

• Childish gambino has has built an entire following from his work on the TV show Community.

• Childish Gambino also appeals to college students (other young people too) by rapping about relatable stuff (love, fashion, pop culture, etc).

• Childish Gambino also appeals to fans who enjoy dark humor and controversial subject matters (ex: Treyvon Martin, Casey Anthony case, etc).

Find Your Audience (cont’d)• During an interview with The Breakfast Club (105.1 fm), DJ

Clue stated that Childish Gambino has a “cult following” and a “core base” which is the best type of fan base.

“I don’t want to be niche, I think that’s so lame. I’m not here to just be like, oh yeah, heres some nerd stuff for nerds. I hate that label. I want to be as big as I possibly can be. My core fan base

is actually just as much in control of my art as I am. I can’t sit there and be like well forget what everybody thinks. The world exists. You gotta make music for everybody”. – Childish

Gambino

video link: www.youtube.com/watch?v=sLA8L_VzG_o

Meaningful, Sharable Content• Although Childish Gambino has shared many tweets, he is

also known for sharing music online for free. • Not only does he share single MP3 files, he also shares free

EP’s and mixtapes.

Culdesac (2010) EP (2011) Royalty (2012)

Meaningful, Sharable Content (cont’d)• Besides sharing meaningful music with his loyal fans and followers, Childish Gambino also expresses himself

through letters he has shared through Instagram.

Engage with Fans• Childish Gambino engages with fans through a number of social media

websites and app’s such as Instagram and Twitter. • He throws spontaneous listening parties for his fans (New York, Toronto).

– Childish Gambino randomly announced his whereabouts through Twitter and eventually greeted hundreds of fans personally.

• "We were like, how about we just tell people to come and then people did, I didn't expect it," Glover told MTV News. "My fans are the only reason I'm here.

Their feedback is important.” – MTV news.

Converging Online & Physical Spaces• Not only does Childish Gambino host a number of spontaneous and

intimate gatherings for fans, he also blends the online world with reality by….

– Setting up a viral marketing tactic that lures fans to purchase tickets for his Deep Web Tour through a faux adult site.

• The link on Twitter redirects users to a spoof chat with an Adult performer pretending to type back to you. Once a user types in ‘tickets’ it redirects

him/her to a website to purchase tickets for upcoming shows.

Post Consistently• Childish Gambino consistently engages with his fans through social media

websites such as Twitter and Facebook.• He also uses Instagram as a tool to share pictures with fans around the

world. Most recently he has been uploading open letters as a way of expressing himself without the form of music or film.

• Childish Gambino also consistently posts videos through his Youtube account ChildishGambinoVEVO.

Conclusion• Childish Gambino is heavily involved with the online world through various social

media websites and applications.• He engages with fans by sharing photos, videos, music and even open letters.

• Childish Gambino uses viral marketing techniques to advertise himself to fans and even throws spontaneous listening parties throughout various parts of North

America.