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“Every Black Superhero Needs A Theme Song”  – John Slade “I’m Gonna Git You Sucka” circa 1998

I bet you landed here expecting to read the same old, boring “about me” page. While you still may find it boring, you won’t find my story ordinary.

I’ll excuse you if you find the above reference a bit obscure. You see I fancy myself a bit of a black superhero. (of the #socialmedia variety that is.)

I feel the song above pretty much sums up my ideology regarding social media quite well. When I decided to really delve into this arena as a revenue generating endeavor, I noticed that a lot of people were seemingly interested in following the same path as others.

I knew that wasn’t for me. Conformity hasn’t been my strong point. Thankfully!

The more I looked, the more I found speakers, books and conferences all spouting the same pablum. To me it was the blind leading the blind. I needed more. There was no way I was going to follow the lead of the same old Pied Pipers. I’ve never done that before. No reason to start now.

At about that time, I met some people on Twitter who introduced me to a guy heading up a band called FreeSol that had been involved in a project with Justin Timberlake. One thing led to another and I found myself in New York. Hearing the song in the video, I realized right then, that my life would never be the same.

I’m not sure the band is still together, but what JT says at the 4 second mark of the video, pretty much sums up what I feel about social media, and my role in it. The lyrics spoke to me loudly and clearly. Please be sure to listen to what he says at the 4 second mark very closely. I wouldn’t want you to miss it.

My approach to social media is defined by the lyrics in the song. The premise is simple. The concept has been proven. There can’t be any rules! Social media is fluid. Social media is alive. If you’re looking for something staid and rigid, then you’ve got it all wrong. And if you’re looking for someone who colors within the lines, I’m probably not for you. I look at things much differently than your run-of-the-mill agency type.

I embrace change. I find comfort in being uncomfortable. I want to make statements with my work and I want to find those clients who dare to challenge the status quo.


@FreeSol has some lines in the song that pretty much sum up my contrarian point of view and how I feel about those who don’t like what I have to say. I’ve been involved with a lot of people who wanted me to “fall in line.” Now I’m going in my own direction, and I offer no apologies. Just results.

Being featured in Variety Magazine as a football player turned young concert promoter, I’ve endeavored successfully over the last 25 years having had the opportunity to work with some of the true giants in marketing & entertainment.

From Walt Disney World to Universal Studios to Island Records to Universal Music Group, I’ve had the good fortune to enjoy success with the brightest minds in the business.


Still, even today, I am in awe of social media. I’m fully immersed in it. In order to be successful this isn’t an arena where you succeed by being a reactionary. You have to be on the front end of the bell curve and you have to be ready to take risks.

If you know what you’re doing and have learned, you reduce the potential for damaging risk, but you have to be willing to break the rules and do something different. Something fun. Something that your audience actually cares about. It has to be fun and interesting for them. I hate to break it to you but your audience on social media doesn’t want your “brand messaging” being foisted upon them.


I believe that it’s imperative to give your audience what they want, how they want it and when they want it. I turn down business from prospective clients who don’t understand that simple credo of social media.

I don’t chase retweets. I don’t thirst for likes or any of the mortal metrics. A superhero has to have much more. I need to see your audience take action. And in my mind, I’m talking MEANINGFUL action.

However, in order for your audience to take such action, you have to give them a reason to. That’s where a lot of brands and agencies whiff.  They don’t understand what it’s all about.


 Many brands and agencies are led by people who really don’t understand social media audiences.

But that’s okay. No one expects you to learn and develop expertise over an entire new medium. Luckily, all you need to do is pick up the phone. That, and provide the resources, support and confidence that someone can get the job done. That’s where I come in.

Well that’s a little about me. I could talk social media with you for hours. But I can’t make you call me. That’s a choice you’ll have to make. Chances are, if you’re reading this you’re probably looking for some answers. Some may not like my answers. Some may think I’m absolutely crazy.

I’m not here to convince you or anyone else of my prowess. I’m here to help you develop yours!

In any event, please watch the video, listen closely to the lyrics and pay particular attention to the 4 second mark as it sets the tone for the entire video.

By the way, if you think I’m directing this at you…you’re probably right.



Barry Cunningham

Author Barry Cunningham

Barry Cunningham is an antagonist of conventional wisdom. Check out our case studies. They will give you an idea how we help brands & businesses amplify their conversion and lead gen campaigns by deploying digital advertising campaigns at scale. And I invite you to subscribe to my newsletter.

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