Dec 24
AK_blog_On Concerts and Content

Last February 13, 2018, I attended Dionne Warwick’s concert. My mother is a fan (as to me with Backstreet Boys).

I thought I was just accompanying my mom to Dionne Warwick’s concert. It turned out I was also to learn – and learned I did. With a bit singing of course.

Here’s a snippet of the concert:

What was I doing in a Dionne Warwick concert?

Well, I am not a fan. I have been hearing Dionne Warwick on the radio (when I was still listening to FM radio, that is). You may have listened to some of her songs: I Say A Little Prayer For You, A House Is Not A Home, Anyone Who Have The Heart, I’ll Never Love This Way Again, and the eternal That’s What Friends Are For. (Wow, that’s a playlist.)

I thought I was able to exhaust all marketing lessons after I watched a Backstreet Boys concert in 2015. Until I sat down in a concert in which I think I was the youngest (average age is 40).

I thought I was just accompanying my mom to Dionne Warwick’s concert. It turned out I was also to learn – and learned I did about CONTENT. With a bit singing of course.

Here’s the idea that I want to share to you: Content can be re-purposed. I have see it time and time again in concerts.

As she introduced one of her signature songs, Warwick said, “I re-arranged this song to adapt to the times. Same song, same message.”


When Lady Warwick adjusted the songs based on the “times”, she meant:

  1. She changed the harmony to engage new audiences, but not to alienate the raving fans. Content is the same; it was re-introduced to a new audience in a new way.
  2. She re-arranged the song so she could still sing it at her age. I noticed that her voice tone is lower than what she was known for. But she still nailed every song she sang. The messenger may have aged, but the message – the content – did not change.

But to a fan (which is my mom in this case), these things did not matter. When I heard her say to one of the songs, “Oh God. I was at first year high school when that song played”, I knew I hit the right chords.

I learned content in a concert but my mom’s like, “What is that?” Anyway, she had fun. That’s all that mattered.

I have created content marketing plans for social media and implemented them for clients. If you’d like me to help you provide valuable content to your customers, click here.

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About the Author

Ann Kristine A. Peñaredondo is a Facebook Marketing Strategist who has managed and grew Facebook Pages of top shopping malls, lingerie, and dairy brands, as well as authors and experts in business, food, health, and education. Ann's podcast show, Pin To Top, is listed in Growth Mentor and Feedspot as one of the top podcasts for Facebook and marketing for 2020. Ann is also one of the Manila Workshop’s resident speakers and facilitators. She’s been featured in Jomar Hilario’s Online Show and book Virtual Careers, Wazzup Pilipinas, Astig.PH, Prime Influencers, Marketing in Asia, Thrive Global, and The Manila Times. Email her at