VINTAGE MEETS VIRAL: HOW PMJ HAS MASTERED THE ART OF SOCIAL MEDIA IN A RETRO STYLE

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by Connor McCormick on November 1, 2024

in CD-DVD,Extras,Music

Postmodern Jukebox (PMJ) has carved out a unique corner of the internet, skillfully merging the sounds and aesthetics of bygone musical eras with the digital reach of modern-day social media. Founded in 2010 by jazz pianist and arranger Scott Bradlee, PMJ began as a grassroots project in a basement apartment, reimagining contemporary pop hits in vintage genres like jazz, swing, and doo-wop. A decade later, PMJ is a global phenomenon, amassing millions of followers across social media platforms like YouTube, Instagram, and TikTok.

PMJ’s strategy for social media success is as layered as the music they produce. By authentically embracing vintage themes while leveraging the latest digital trends, PMJ has captivated an audience that spans generations. Here’s a look at how the collective combines old-school appeal with digital know-how to engage fans worldwide.

The YouTube Foundation: Building a Digital Vintage Community

Postmodern Jukebox’s initial success owes much to YouTube, where they posted their first viral video, a 1930s-style cover of Macklemore’s “Thrift Shop,” in 2013. YouTube’s visual format allowed PMJ to showcase not only their music but also the intricate staging, costumes, and production values that give each video a distinct vintage look. Bradlee – who previously served as the music director of Punchdrunk’s immersive theater production, Sleep No More – understood early on that for the concept of Postmodern Jukebox to resonate, he would need to create an immersive world for fans. By watching the evolution of the group’s videos on YouTube from sparse living room sets to fully-staged and costumed Old Hollywood-style production numbers, we can see this philosophy put into practice.

Today, PMJ’s YouTube channel has over six million subscribers, with videos regularly receiving millions of views. This strong following is no accident; it’s the result of a consistent and deliberate content strategy, delivered over a decade. PMJ releases new videos approximately every two weeks, maintaining a steady output without overwhelming their audience with content. Each video is meticulously styled to recreate specific eras, from the roaring 1920s to the Motown 1960s, creating an immersive experience for viewers.

Beyond individual videos, PMJ has used YouTube to foster a community. They engage directly with fans through comments, often pinning thoughtful responses and encouraging conversation. Their diverse, multigenerational fan base takes the lead in analyzing each new video, often drawing parallels between the present day and classic records from the past. This blend of high-quality music videos and interactive content has helped transform their YouTube channel from a passive listening platform to a lively digital gathering space for fans who share a love of vintage music.

Instagram: Visual Storytelling with a Retro Twist

Instagram has been a natural fit for PMJ’s aesthetic, offering a platform to showcase the glamorous, nostalgic style that is central to their brand. In addition to video content, PMJ’s Instagram page features promotional posters for upcoming shows that are designed to look like vintage advertisements, retro-themed photoshoots with their artists, post-show “selfies” with live audiences around the world, and candid shots of band members backstage in period-appropriate costumes. The result is a feed that feels like a portal to another era.

Rather than solely focusing on the individual artists in their collective, PMJ’s Instagram strategy also emphasizes the collaborative spirit of the group. Instagram Story posts often highlight the friendships and collaborative energy that define PMJ, with images of band members interacting on stage and backstage. This helps humanize the group, making them relatable and approachable for fans who may never get a chance to see them live. Additionally, Instagram Stories have allowed PMJ touring cast members to share “day in the life” moments and provide glimpses into their creative process, enhancing the feeling of closeness with their followers.

One standout aspect of PMJ’s Instagram presence is their ability to blend vintage and modern visuals. Their posts often include carefully crafted captions that explain the origins of the songs they’re covering and offer subtle clues to the inspiration behind specific arrangements. These captions act as a bridge, contextualizing PMJ’s vintage style in a way that resonates with modern audiences who might be unfamiliar with the genres and musical eras PMJ draws from. This educational aspect of their Instagram presence has contributed to their reputation as not only performers but also as ambassadors for classic music styles.

TikTok: Bringing Vintage to the Viral Generation

One of PMJ’s most successful recent adaptations has been its foray into TikTok, a platform that might seem an unlikely fit for vintage music. However, PMJ has found ways to make their retro vibe work within TikTok’s fast-paced, trend-driven ecosystem. With a younger user base and a focus on short, engaging videos, TikTok has allowed PMJ to reach new fans who may not have discovered them on YouTube or Instagram.

PMJ’s TikTok strategy focuses on short clips from their performances, often highlighting unexpected or humorous moments to catch users’ attention. The platform’s audio-sharing capabilities also enable fans to remix or duet with PMJ’s covers, further extending their reach. PMJ taps into TikTok trends by incorporating popular challenges and filters but does so with a vintage twist that feels authentic to their style. For example, they often share digitally-aged versions of their videos, giving the footage a grainy, sepia-toned look and making the audio sound as though it came from an old 1920s gramophone. This “vintage remix” format aligns with their vintage aesthetic while appealing to the platform’s preference for novelty and creativity.

Additionally, TikTok’s algorithm favors engagement, and PMJ has embraced this by encouraging fans to comment on what songs they’d like to see in a new style. This interactive approach has helped PMJ reach over 800,000 followers on the platform, with many younger users drawn to the novelty of hearing contemporary hits transformed in ways they’ve never heard before.

Consistency, Authenticity, and the Power of the Niche

Part of PMJ’s social media success stems from its consistent commitment to a specific niche. In an era where artists often feel pressure to adapt their style to reach broader audiences, PMJ has stayed true to its vintage-meets-modern approach. This dedication to a cohesive aesthetic has helped PMJ stand out in a crowded digital landscape, where trends come and go.

PMJ’s niche appeal doesn’t mean they lack versatility, however. Instead, they’ve found ways to adapt their vintage style to fit the unique demands of each platform. YouTube is used for full-length videos that immerse viewers in retro soundscapes; Instagram provides a space for visually compelling, vintage-inspired content; and TikTok allows for quick, engaging clips that appeal to younger audiences while staying true to PMJ’s aesthetic.

In his 2017 memoir, Outside The Jukebox: How I Turned My Vintage Music Obsession Into My Dream Gig, Bradlee writes:

“Contrary to popular belief, an ’˜overnight success’ has often been years in the making. In the same way that we’re only able to see the tip of the iceberg that’s above water, the general public really only gets to see the “overnight” part of a success story. A truly successful project generally takes years to build and involves a series of smaller successes punctuated by a few failures. Eventually, a critical mass of attention is reached, and the project gets launched into the mainstream, where it circulates widely, and its identity is cemented in its current form’”a form that, intentionally or otherwise, rarely pays obvious homage to the years of blood, sweat, tears, and more rudimentary sounds that engendered it.”

Multigenerational Appeal and Engaging Diverse Audiences

A unique aspect of PMJ’s social media presence is its appeal across age groups. Younger audiences discover PMJ through platforms like TikTok and YouTube, drawn in by the novelty of hearing familiar songs transformed by big band or jazz arrangements. Older audiences, meanwhile, are often introduced to PMJ by friends or family and follow along on platforms like Instagram, where the nostalgic visuals resonate with their memories of past musical eras.

This multigenerational appeal has been crucial to PMJ’s longevity. The group’s social media strategy focuses not only on attracting new fans but also on keeping their existing audience engaged. By offering a mix of content’”educational, entertaining, and interactive’”PMJ has created a digital space where fans of all ages can connect through a shared love of music.

In an online world where algorithms favor rapid adaptation, PMJ’s approach demonstrates that consistency and authenticity can yield long-term success. Through careful adaptation to the strengths of each platform, Postmodern Jukebox has transformed itself from a basement experiment into a global musical collective. Their ability to stay true to their vintage brand while embracing the possibilities of digital media is a testament to their understanding of both music and modern audiences. With millions of followers and a passionate fanbase, PMJ continues to remind us that sometimes, the past can be just as captivating as the present.

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