Thread by @oddlysimpl

In 1982, Michael Jackson saved the dying music industry.

Not just with better songs or flashier performances...

But with ONE $500,000 bet everyone called him crazy for.

Here's how MJ invented the modern artist playbook that every superstar still copies today: 🧵

The music industry was dying in 1979.

Rock sales were tanking. Disco was dead. MTV barely played Black artists.

Record labels were desperate for a solution.

Enter: The "superstar strategy" - invest everything in fewer artists, but make them MASSIVE.

MJ was their test case.

Most artists in 1982 treated music videos as afterthoughts.

$5k budgets. Basic performance. No story.

MJ saw something different:

"Music videos aren't promotion. They're the product."

His first move? "Billie Jean" - a $50k video that forced MTV to change their programming.

But "Thriller" was where he broke every rule.

While the industry spent $5k on videos, MJ spent $500k.

While others made clips, he created a 14-minute short film.

While others hired video directors, he hired John Landis - a Hollywood movie director.

Everyone called it insane.

The results?

"Thriller" video premiered on MTV December 2, 1983.

MTV's ratings spiked from 1.2 to 10+ when it aired.

They showed it 5 times per day.

Album sales 2x immediately - selling 1M copies per week.

MJ had just proven videos could sell albums, not just promote them.

But MJ couldn't afford the full budget, so he innovated:

- MTV paid $250k for exclusive rights to air it
- Showtime paid $300k for cable rights
- Created "Making of Thriller" documentary
- Sold the VHS for $29.95 to consumers

Marketing costs turned into profit centers.

The VHS strategy was revolutionary.

Before MJ, videos were rented, not bought.

"Making of Thriller" sold 1 million copies in months - becoming the best-selling music video of all time.

He didn't just create content. He created a new revenue stream that every artist now uses.

MJ also pioneered celebrity endorsements.

1983: Signs with Pepsi for $5M - shattering all previous celebrity deal records.

But this wasn't just a typical endorsement...

He rewrote "Billie Jean" as "You're the Pepsi Generation" and integrated the brand into his actual artistry.

The Pepsi deal was a game-changer:

- First celebrity to have creative control over ads
- First to integrate music directly into commercials
- First to create "destination advertising" people actually wanted to watch
- Set the standard for every celebrity deal that followed

MJ's approach was methodical, not magical.

"He didn't study just music greats. He studied Michelangelo, Thomas Edison, Henry Ford... His quest was to figure out what made people successful." - Former manager

This obsession with systems created his empire.

The "360-degree" strategy he invented:

- Music videos as short films (creating cultural moments)
- Celebrity endorsements with creative control
- Merchandise as collectibles (sequined gloves, red jackets)
- Publishing ownership
- Global touring as brand experiences

MJ understood that people don't buy music - they buy identity.

"Thriller" wasn't just an album. It was membership in a cultural movement.

The moonwalk wasn't just a dance. It was proof you were witnessing something impossible.

He sold transformation, not entertainment.

The numbers prove his genius:

- "Thriller" (1982): 66M copies sold worldwide
- MTV's first Black artist to get regular rotation
- Created the music video industry (now worth billions)
- First artist to have clothing line, endorsement deals, and publishing empire simultaneously

Today's biggest artists are still using MJ's playbook:

- Taylor Swift: Re-recording albums for ownership control
- Beyoncé: Visual albums that are cultural events
- Travis Scott: Brand partnerships integrated into artistry
- Rihanna: Fenty empire across multiple industries

The ultimate lesson for artists?

MJ didn't just make great music.

He understood that in the modern music industry, the artist IS the product.

Music, videos, endorsements, merchandise, and touring aren't separate revenue streams - they're one integrated brand experience.

We’ve helped 100+ artists achieve an average growth of 127%.

How?

Through our psychology-based, data-driven $1M playbook, we unlock consistent growth and virality.

If you’re an upcoming artist tired of beginner’s hell, grab a free demo:
oddlysimpl.xyz/services

A bit about me:

I’m Anthony, ex-artist who signed to a label, charted Billboard, & worked with Sony Music.

Now I run Simpl, helping 100+ artists grow fanbases with proven strategies.

Follow @oddlysimpl for music marketing tips & success stories.

Big wins ahead.