Juggalos: Rabid Branding, a Case Study

A session at SXSW Interactive 2012

Tuesday 13th March, 2012

11:00am to 12:00pm (CST)

The Insane Clown Posse, a Detroit gangsta rap group who literally dress like clowns, have leveraged a rabidly devoted fan base to become the best selling indie band of all time (for REAL). They've accomplished this without radio airplay, major label endorsement, or any mainstream media exposure. In addition to selling millions of albums for decades, they make millions in merchandising every year. The group's brand is so far reaching that millions of people who have no interest violent clown rap have watched their viral videos.

We'll look at what the band did historically to garner such a devoted fanbase and how you can do the same for your brand. If these clowns can make 7 figures a year, so can you!

About the speaker

This person is speaking at this event.
Jenny Benevento

User Experience Architect/Taxonomist, Sears Holdings Corporation

A librarian & taxonomist by employment, and a propaganda & torture historian by training, lecturing about juggalos came quite easily to Jenny Benevento. Her dayjob is an obsession with metadata & users at Sears Holdings Corp. (Sears/Kmart). She moonlights in lecturing about why people are obsessed with weird things and what we can learn about them. She can be found online at jennyjenny.org or @jennybento.

Next session in Capital Ballroom B

12:30pm The Facebook Customer Service Challenge for Brands by Eric Ludwig, Mark Williams, Molly DeMaagd and Bryan Person


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4 attendees

  • jenny bento
  • John Whitlock
  • katie moffat
  • Nadine Long

5 trackers

  • angus wolf
  • Björn Jeffery
  • roycifer
  • Sophie Barrett
  • Zoren Shoeman

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Time 11:00am12:00pm CST

Date Tue 13th March 2012


Capital Ballroom B, St David's Bethell Hall

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