Even if you are not an American Idol fan, it would be tough for you to not have heard references to “Pants on the Ground” by General Larry Platt.  He closed out the Atlanta section of auditions in grand style by wowing America with his ode to young folks pulling their pants up so they won’t be “looking like a fool”.

The performance has spawned hundreds of covers on YouTube and even Jimmy Fallon did his own rendition on NBC as Neil Young.  Sure it is a catchy tune but there has to be deeper reason for why the nation is responding.  It could in part be the eccentric personality of the 62-year-old Platt.  Seeing a geriatric hip hop artist with some comedic dance moves is certainly engaging television.

But I believe the public’s general consensus that the style of droopy pants has played itself out is driving the phenomenon.  Even inside the hip hop subculture there is a growing disdain at the fashion statement.  It has lost its edge and has become its own comedic fodder.

So what can we learn from the “Pants” phenomenon?  If we have a message that can be tied to the cultural compass which is both entertaining and well-positioned (and let’s be honest, right now you cannot be any better positioned than on the #1 show in America) then you have the opportunity to connect with a wider audience than you likely can imagine.  Do you think Platt’s friends & family ever dreamed he would become a cultural icon overnight?

Right place .. right time … right message.

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