Got up around 6.45 this morning! Whoa! It was necessary to catch a ride to Healdsburg from San Francisco with a colleague who makes the drive every day. I wanted to visit the Murphy-Goode offices where I was able to get a little work done today, unofficial-like.
Today gave me an opportunity to see behind the scenes and to meet some new and interesting peeps who are part of the backbone of the Jess Jackson empire.
Behind my ‘loaner’ office is one of the many Jackson Vineyards. Next to the building is a wonderful park with a gorgeous fountain. A great escape only seconds away from anyone’s desk, should the need to get away from the fluorescent lighting arise. It certainly did for me.
All in all a great experience and a chance to see how the others do their thing around here. Looking very forward to learning more and ultimately implementing my ideas with the projects currently in discussion involving me. Don’t worry, I can keep a secret.
So gang, it’s all over and what a strange trip it’s been! We’re all thrilled at Murphy-Goode’s decision to award Hardy Wallace with A REALLY GOODE JOB! And you should be too. He’s certainly the best person for the gig! Cheers Hardy!
I’ll be slowly creating some closure around this blog but first I need a few days away from all of this wonderfully unique madness. I will be spending a few days in San Francisco getting to know a town I last saw back in 1996, so that’s what’s next on my own personal journey.
And for those of you not aware of it, several of the Top 10 candidates, including yours truly Kamary Phillips (me, silly) have been offered A REALLY AWESOME JOB and I dare say for my personal talents and strengths, a much better fit. So look forward to another amazing, exciting and groundbreaking marketing wave from Murphy-Goode Winery including the one and only Kamary Phillips!
And as for “I cannot believe any company would employ you for any public facing role.” as some winey guy named Erik put it… IN YOUR FACE! ‘Nuff said. First beer’s on me dude.
Hardy, you rock! We’re all proud of you. Cheers my friend.
Nancy used her editorial prowess and chopped it up a bit (ok, a lot) since I like to write a bit (ok, a lot). Here’s the original, unedited version for better or worse and some of the wonderful comments folks left, I’ve attached at the end. Thanks so much for the support of anyone who reads it and especially those who shared their positive vibes with the world and with me. It was a pleasure being asked.
Old enough to drink and market wine.
I grew up in Colchester and Burlington Vermont, so I’m a hick at heart. As an adult, made my home in Munich Germany eventually ending up in Hamburg where I currently live.
Current town and why you’ve ended up here?
At present, I’m sleeping on a couch in Los Alamitos, for no other reason than to find work and that’s the only place I had to crash in the LA area at present. My roommate is an R&B singer and I’m producing some of his tracks in exchange for the lumpy couch.
I consider myself a Content Producer as it’s the only modern title which seems to encompass all the things I do and do well. From music production, video production, writing, screenwriting, web design, performance and more artsy-fartsy stuff. I’m no fan of titles in general, however I have grown quite accustomed to Wine Country Lifestyle Correspondent.
How did you find out about this job?
Someone I know used to work for Kendall Jackson. I was in Amsterdam enroute to Rotterdam when I got an email from him telling about what he consider the perfect job for me. So, I check it out and here I am thousands of miles and hundreds of dollars later.
What about the job description inspired you to put yourself out there as a candidate?
Well, frankly reading the job description was enough to get me to participate. It seemed like a no-brainer. And straight up, the first impression from Murphy Goode was unlike any wine company I’d experienced over the years, which were generally French, Italian, Spanish and German wines. The French and Italians were often snobby. Basically, a turn off. German and Spanish wine scenes were fairly kick back and cool, for lack of another word. Murphy Goode came across to me as COOL too.
Did you ever imagine you would make the final 10?
Really depends on the day you ask me. Since day one, I believed this is the job for me. I have days where I’m completely fed up with the whole American Idol style process. Never again. I’ve been down, broke, alone, depressed, homesick; A real loser. Other days I look at the plain numbers, the content, the networking, particularly beyond the 60 second video and think WTF? I deserve this if not from pure effort alone. Doesn’t matter what any of us thinks however, it’s about what Murphy Goode wants and what face to represent the brand for a while. Get real, I’m not an obvious choice based on any traditional or past marketing from any winery, ever. But doubtlessly a perfect candidate for new emerging markets and if it were my winery, it’d be about sowing seeds for a whole new generation of wine drinkers who cares less about the How To’s and more about the How Comes. The emphasis on “snobbery and elite wine knowledge” is less important to my audience. They care more about how it tastes, what it costs and where can I get it. The ‘advanced wine culture’ as I call it, should and will remain for those that care about that. That’s the hobby part of it and for some, the professional side. I’m all for it! I can hang with anybody. But that’s not the market I want to marry.
When did you first fall in love with wine?
Ah, don’t be fooled. I’m not in love with wine. I really like wine and have enjoyed it for decades. I really love my job and I’m hoping it’ll be a paid one sooner than later. That’s the passionate part. The work. The love I transport needs to come from Murphy Goode first and foremost and it’s their message I’m translating. Get me? The root consumer I’m after doesn’t even drink wine beyond social events. Getting them to actually start buying bottles while grocery shopping will be a tremendous success. I can help do that and no, it won’t happen over night.
Although you’re not an expert on wine, what advantage do you think your passion brings to this particular position?
My passion is an asset as I will transport the Murphy Goode brand to a broader variety of social platforms on and offline. They have to want to help me do that of course.
Murphy-Goode’s campaign is notable in that it attempts to reach out to the “average guy” and even more specifically, the younger generation, even though the majority of wine consumers are much older — and probably don’t use Twitter. How do you plan on bridging this gap between a new generation of wine drinkers with the old institutions?
It is not my intention, nor focus to cater to the old institutions. Nor is it a necessity for a successful campaign. That’s established already. This is about new markets. Frankly, it’s their kids I’m after if anyone in that realm. In this game, the coolest winery with the most outreach wins. If ‘old school’ hops on board, great! If not, there’s certainly no logical reason for those established numbers to drop. As you mentioned, they’re not too wired anyway.
Who are the new generation of wine drinkers?
That’s the beauty of all this. The real exciting part. There are NO age barriers when dealing with people who don’t currently participate in 2.0 Wine culture. Anyone, and I do mean any person on the planet, who picks up a bottle of Murphy Goode wine for the first time, is a new generation wine drinker. Period. There are millions of those folks at a mouse click away. Murphy Goode’s job (not mine) is assuring they can get a bottle of the goode stuff once I’ve turned them on to it. Myself, on multiple occasions, have not been able to get it and in pretty big grocery stores. That’s lame and I can’t regulate that.
How old is she/he?
I’ve made my point.
What does she do for a living?
Irrelevant. As long as she can afford $8 – $12 a pop.
What does she do for fun?
No idea and it’s not a make or break demographic in my professional opinion. One thing is, she’s wired and using some social site. For many, thats fun. For many others, it’s a habitual or professional necessity. For example, I never considered popping a cork and drinking a bottle of wine solo “fun”, however I’ve done it countless times in my life and did my thing in the process. At the least, she’ll do that. At best, she’ll do that with others and regularly. My job is she’ll be drinking Murphy Goode which ever way she goes about it. People define “fun” in different ways.
What else does she drink?
Why does she choose what she drinks?
Because she’s learned it’s the right choice. External influences or simply from trying something new. She may have won Murphy Goode merchandise in one of my contests and simply tried it out on her next shopping run.
Who is she not?
Well, she’s not a non-Alcohol drinker, that’s for sure.
You mention in your blog that you want to bring wine culture to the black community and “broaden black consumers’ old attitudes towards modern day wine culture” (your informal poll was both funny and alarming). As a Murphy-Goode lifestyle correspondent, where would you start and how would you go about achieving this goal?
This is my favorite question so far. I’ve already started that online and with notable success, particularly when compared to my other social networks which started around the same time over the last several weeks. Fact is, Murphy Goode could hire someone solely to market within the Black scenes around this country if they were so inclined. It’s a big enough market without question and a very exciting one at that.
I’d do it by being me, first and foremost. If you haven’t noticed, I’m a black guy. I’ve been a European citizen the last 13 years and without question, an outsider of sorts; Black or not. I truly ‘see’ these different markets and can really get a hold on something tangible. I grew up in the whitest state in the union back then (Vermont), so I’m no stranger to how white folks tick. There is a real difference between races in America and what works for one doesn’t necessarily work for the other. Europe is similar, however those racial boundaries are often physical borders, with a new language associated once crossing them. Here in the US, that’s not immediately the case since English is the main language here. However, one common denominator is often Arts, Entertainment and Economy. Those are cornerstones in my approach to all of this.
In having developed an online presence on 16 different social media platforms, I’d love to know what some of the strengths and weaknesses are of social media in general.
The strengths are pretty cut and dry. It’s a relatively inexpensive way to reach millions of folks and hopefully create some real relations with some of them. People, and I mean the average joe/sephine, want to be acknowledged for something. It’s possible to do that these days through social mediums and with that comes a level of loyalty which transcends anything large corporations could ever hope to buy.
Yes, I’ve developed a load of platforms (and more in waiting) for my Murphy Goode campaign but don’t get it mixed up. None of those are related to me as an individual. They’re all pretty new, centered around what I call MGtv|Murphy Goode TV. And I have not yet ‘worked’ those platforms by any real means. Why would I at this point? That’s what you pay me for. MGtv is meant to transport the Murphy Goode brand in a visual aspect. It’s a FORMAT. Ideally allowing Murphy Goode (with permission) to continue it once I’ve left the post. It involves a variety of entertainment segments I’ve yet to unveil and others Murphy Goode should feel free and inspired to create. And a huge strength with social and viral media, it’s timeless. It hangs around for years online waiting to be discovered by someone new for the first time. Allowing the Murphy Goode brand to shine over and over again. It’s all about the archives and not dating yourself too much. Yes, it will be copied undoubtedly. Hell, I’m copying myself as it is, ha!
A huge weakness and what I don’t like about social media is any idiot can say what they want, true or not. HATERS as they are called these days, are in abundance and unless you’re a fracken robot, you can be hurt by someone’s useless, negative comments. My motto, comment when you have something nice to say. Otherwise, email your destructive crap to my spam box. I don’t take crap from anyone. You’ll get it back and with a bigger bang, guaranteed, so fair warning to those with nothing better to do with their time. Don’t screw with me on a public forum if you’re not ready to get slammed and made a fool of yourself. It’s only fair. You’ll never see me requesting your negative input. “Hey, tell me how lame this is, would you?” or “I’m feeling about my efforts. How about tearing me down!” Nope, not bloody likely. That’s because myself and the other candidates are essentially trying to do something positive. If we were about negativity, yeah then I can understand people commenting negatively to it, no matter what it is. My netiquette, Positive=Positive, Negative=Negative. Keep it simple.
Which particular ones have you found to be the most effective and why?
I’ve been online since 1989 and trading (mail order) since 1991. I’ve seen many a social network come and go. Heck, before YouTube there was DVtv, established in Germany and died in Germany. Back then in 2000 or so, no one really “got it”. A small user generated portal consisting of a few thousand savvy Euro folks and I was a founder.
Years later, together with OnStage Media Agentur GmbH, I pitched MyspaceTV to company heads Malte Behrens and others in Berlin when that Myspace office opened several years ago. MyspaceTV didn’t exist yet and yes, we take credit for that conceptual part of Myspace’s development whether they fess up or not. I have over 30 Myspace sites. It’s still one of the best marketing tools out there if used properly. The other biggies are obvious MUST HAVES as well. Do I really need to mention them? I will mention Twitter, since it’s relatively new in the grand social networking scope of things and because I myself have used it related to Murphy Goode more than ever before. It’s quick, easy and a great way of accumulating potential Murphy Goode customers and MGtv watchers. I use it to alert folks (not using RSS) that something’s new and worth checking out in the MGtv world.
Beyond blogging, MGtv offers Murphy Goode the entire video portal transportation, which is frankly much more exciting to not only younger audiences. Kids and many adults don’t want to read too much, if at all. Sad but true and it’s certainly not my job to change that. Instead, I intend to create a variety of entertainment media beyond the blogging, sponsored by and branded with Murphy Goode.
What do you think social media platforms can bring to the Murphy-Goode brand?
Little or nothing. The Murphy Goode brand must be brought to the social media platforms.
You are up against some pretty solid candidates – a former cook at Gramercy Tavern in New York, a Wine Enthusiast decanter design winner, a Miss Junior Hawaii finalist – what distinguishes you in this Final 10?
Simply being “none of the above” with great respect given to each of them for their accomplishments. Most importantly however, not having my campaign having been about me. From the initial video to the loads of subsequent content (the best I could considering my limited resources) it’s been all about the Murphy Goode brand. A flexible, relevant, entertainment platform which frankly could be around for years to come, well after I’m gone (if done right).
I’m dying to know. How are you going to make “tracking the local owl and raptor populations” and “testing potential picnic sites” interesting?
In an entertaining fashion without question. With “tracking the local owl and raptor populations”, I’ve appropriately invited and Owl and Raptor as guests on the show. (That being MGtv|Murphy Goode TV of course, or whatever Murphy Goode decides to call my Format. ) Yes, up close and personal like, with a professional handler to translate. He’ll do the tracking offline, I’ll do it online with Owl.ly, how else?
As for Picnics, the interesting bit won’t be just about where we’re eating as much as with whom we’re eating. That’s what I’d surprise my viewers with on occasion.
And in a shameless plug for Murphy-Goode, describe the ideal way to enjoy a bottle of Murphy-Goode wine.
1.) Open a bottle of Murphy Goode wine. Any bottle.
2.) Pour it into a glass.
3.) Drink it.
4.) Repeat steps 2 and 3 and eventually step 1.
I certainly can’t say that today started like any other day, although it would be a nice thing. After a restful, though short, night in my awesome room I’m feeling ready for the world.
We had a great time last night and it was a blast getting to know the others. Clearly some talented, friendly wonderful folks indeed.
One of my favorite candidates is Rachel. She’s such a funny and lovely person to be around. Right for the job? Not for me to decide but she’d certainly get my vote. Once she arrived we got on our way to Terra a Lago vineyards for a walk around with David Ready Jr. It was time to fire up the old noggin.
After lunch, it was time for a wine blending seminar with David Ready Jr. and the crew. We were meant to put together our favorite combination of the 3 wines available to us. A Cab, a Merlot and a Petit Verdot.
Wine pouring without pouring could be boring. Fortunately there was so much action going on there wasn’t a chance for that. Despite what we all tweeted about. we weren’t allowed to pour wine. Um, okay. Instead, it was a meet and greet session with many of the candidates putting in over time beyond their scheduled shifts.
I was lucky that many of the peeps I’d invited actually showed up at least to say hello. Only a few really stuck around to enjoy a lot of the Goode stuff. It’s Sunday after all and I can imagine folks had other things to do. Nonetheless, if you’re reading this THANKS for your support!
Group 1 had to prepare dinner and group 2, including me, are meant to return the favor tomorrow night. The dinner takes place at the actual house where the lucky applicant will be living for 6 months. This was a great chance to have a look at my potential new home.
After a great dinner (wonderful job group 1) we played a game of the infamous Liars Dice. Though simple in it’s concept, it takes a long minute to get used to playing it.
It was a lot of fun but as expected (I’m not much of a gambler) I lost fairly early on. At least now I have played it and can see that yes, it’s a good fit for my live streaming tournament concept.
I recently decided that I would spend time with the candidates tonight, our last night together, instead of publishing the days events which would include all the excitement about the past weekend. I’m happy about the choice and I’ll get back to completing those drafts/thoughts and more in the near future. Nonetheless, there are loads of relevant clips to check out at Murphy Goode TV|MGtv and there’s simply not enough time in the day for me at the moment.
In the midst of my final interview, I thought it appropriate to post this rough outline of how I envision delivering the MGtv | Murphy Goode TV Entertainment Marketing Platform to the wine blogosphere and beyond! These are not new ideas as I’ve been kicking them around for weeks now.
Like many TV programs, MGtv is broken down into segments. These segments are Viral Marketed as standalone content as well as a part of the overall FORMAT. Allowing for a rich and diverse range of marketing possibilities and target groups.
Flexibility is key with any such campaign and MGtv affords the ability to reinvent itself as deemed necessary. Keeping it fresh, new and interesting for years to come. Below are some of the current ideas I’ve made a reality to some extendt and would look forward to an opportunity to broaden them. The individual branding (segment names) is in development and open to changes, however the general Murphy Goode brand association is always present and linking back to MG sites.
Wine Life – “from birth to bottle” a wine of the month in depth look at an MG wine from conception to dinner table. Retweet! - classic viewer mail/tweet segment, interactive, chosen people win MG merchandise Inside-ways – sonoma sights and sounds The A List – celebrity wine time, who drinks what and why Picnicky Peeps – interesting places to eat outdoors with an interesting person/guest Guest Guru – a wine aficionado does their thing, not an interview, user generated content (other MG candidates welcomed & featured and paid for submissions) Liars Dice Live – monthly tournament steamed on MGtv’s Ustream Channel Meet Murphy Goode – nice expose on MG key employees, one or two a month MG Hot Shots – best MG party pics, win MG merchandise, user generated MG’s Acoustic Lounge (periodic live performance in MG tasting room and streamed live) A Really Goode Song Contest – similar to the job campaign, best culture and economic crossover possibility for new wine consumers
As you know, we’re here in Healdsburg at the Murphy Goode camp having our Top Ten Finals, as I call them at least.
Well, my day began with missing the most important flight of the last years of my life I must say. It’s a tight schedule as it is and that happening only made it unreal.
No time to comment beyond that but I’ll be back to this page to fill you all in on the gory details at my earliest convenience. Got to get back to the MG flow as we’re all off to the vineyards in a matter minutes.
This is my response to an awesome old-school wine cat named Steve Heimoff. His recent post “Musing: How the invasion of social media players is changing the rules for wineries” just took me for the right ride, reinforcing much of what I bitch about the industry of ancient past and even depicts some stereotypes related to young folks. All which can be found through his great post and the excellent commenting. Was a pleasure chiming in. So, whether my comment gets moderated or not, EGAL! Here it is;
Let me first say this is one of the best posts I’ve ever encountered in my short lived ‘wine career’ exploits. The history, tonality of your thoughts and subsequent comments truly encompass an angle of the wine industry which is generally of little interest to that of people like me, the absolute normal consumer in today’s wine market. Heck, I might be less than a normal consumer frankly, due to economic constraints.
As an actual part of the Murphy-Goode experiment (as it was so-called above), my personal focus and goals at present (should I be blessed with a position) is exactly to translate all that this post and comments mean to you folks in a language tomorrows wine enthusiasts can get with. However, just as I’ve blogged about and truly believe, the next generation wine drinkers are not age contingent by any means. Rather, ANYONE who engages in wine culture for the first time or beyond social events. It’s never too late nor too ‘early’, with proper supervision of course to find a love and understanding for wine. Just as in Europe (I’m a German/American citizen) pre-teen folks learn about and drink wine in family settings and associate wine with such experiences growing up. It’s a wonderful introduction to what they will likely continue doing responsibly the rest of their lives, passing it down along the way. I’ve seen it numerable times first hand.
In general, I’m much more aligned with Dylan’s comment “This 23 year old would care to hear about those stories as long as they were told by a good story-teller. ” I myself felt a tad alienated by your post to some degree, if for no other reason than being black and clearly having no direct history with which I might relate with as a modern consumer. Nonetheless, it was how it was back then and it is now how it is. Introducing Wine 2.0.
Wineries clearly need to broaden their markets in order to remain competitive and the all important consumer is more important now than ever. That’s where guys like me come into the picture. We shouldn’t have to do it alone, that’s for sure. We’re Pop, Rock & Hip Hop and you guys are Classical, if that makes any sense to you. If not, there’s your first hurdle, ha! Personally, I welcome all of your insights and would be honored having any of you contribute to my social ramblings should I be fortunate enough to find a job offering them. I hope and pray so. Don’t hesitate contacting me. Mine is a positive world meant to Edu-tain.
Again, brilliant perspectives and thanks for a great post. I learned a lot and will certainly borrow some of your knowledge and words to share with Generation “G”.
Despite all the back and forth chatter I’ve encountered where some keep calling A REALLY GOODE JOB campaign from Murphy Goode Winery a contest, it isn’t. Heck, I’ve heard it direct from the upper echelons of the company which confirms it.
Don’t let the scheduled group and individual events ending with a panel of 5 fool ya’. This is no talent contest and none of us are out to win it. We all just want A REALLY GOODE JOB is all. Even those who already have one .
Find out who the finalist is first at Murphy Goode’s site on Tuesday, or right here second.
This latest post is particularly fun for me to share with you all. The title may be a bit misleading, however not from the sentiment. First, no I have not become rich suddenly, unless of course my Lottery ticket has hit and I don’t know it yet! However, I’m feeling rich in spirit and quite frankly, quite Goode about myself. Murphy Goode is certainly doing a lot to contribute to this.
Take for example, the reality of my current surroundings. Since coming back to the good old US of A 6 weeks ago or so, I’ve had the pleasure of staying in Los Alamitos. A very sunny and funny place compared to Amsterdam, Netherlands where I was just before arriving here in LosAl (as they call it).
As you can see, it’s really quite near the ocean, just as Amsterdam, being a Harbor City, also borders a great body of water. However, there’s where the similarities end I must admit.
Before coming here I had made arrangements with my flat-mate to stay here 3 months, essentially June-August. I had no idea upon starting this journey, which I affectionalely call “The Couch Tour To Prosperity”, that I would actually be a serious candidate for Murphy Goode’s A Really Goode Job campaign. Had I not made the Top 50 cut, I’d have simply continued looking for work elsewhere knowing I would leave this flat by August’s end.
Given the current reality of my surroundings, I’m sure any of you that have ever been on a couch tour will certainly understand my exceptionally grateful attitude towards all that’s happening to me as of late, regardless of the final result. In my humble opinion, I’m already a big winner here and thank Goddess everyday. This is my life;
Here is where I live and this is the infamous lumpy couch for which I need to give great thanks and appreciation for, as without it I most certainly would not be in the Top 10 running for a job position which I genuinely believe was made for me and my artistic endeavors. If having had any modest choice in the matter, I’d have made it 1 foot longer.
Here to the left of the infamous lumpy couch you’ll see my makeshift Murphy Goode TV studio. It is against that wall that I’ve created a lot of content bits and bobs which can be found on MGtv and much I’ve yet to publish.
Ok, I know what you’re thinking. Sure, that’s where you sleep and that’s where you shoot but how ever do you produce the show? Well, that’s simple. When I left Europe I had to decide what was more important to me. Some reliable gear to get some work done or clothing. I chose the gear. Which is quite simple why I’m always wearing the same clothes, ha! If you know me, you know it’s true. Below is the heart of the production. A fairly simple Mac workstation with everything I need to produce Indie TV, Music, Websites, Live Streaming Broadcasts, DVDs and Recording Sessions. Pretty much all modern media anyone online maniac might need these days. It ain’t much but gets the job done. YES I AM FOR HIRE!
The number one thing I want from my position at Murphy Goode Winery as the first Wine Country Lifestyle Correspondent is more and better gear. That’s how my business here in America can grow as I see it. Build it and the clients will come.
So, why am I so tickled about leaving tomorrow. Well, tomorrow though clearly work oriented, will be for me a holiday. Yes, it’s true. I’ll have a very welcomed 3 nights having some physical space and privacy and best of all… A BED! Ah, my back is having a spinal orgasm (whatever that is) as I type. The thought alone is pure bliss. Have a look for yourself.
It suffices to say, while the other 9 talented candidates are potentially nervous and stressing about the rather full schedule planned for us, I for one will be at ease doing what I do best and all the while longing for days end and and the chance that a wonderful Queen or King sized bed can join in holy bliss with my achy-breaky back. Ahhhh…