As the new age digital world has arrived, the concept of old school marketing has transformed into the new digital marketing. Like all the affected industries, the Music Industry ha not been far behind either.
Pink ‘Trap House’ in south Atlanta which was renovated. It also repainted to promote the release of one of the most prolific rappers alive and Atlanta’s own 2 Chainz. Thereafter that house was used for his record release party and next day it was a viral sensation.
There were fans all around clicking pictures and posts on social media saying that they had seen that pink trap house. This led to around 3,00,000 tagged photos within two weeks and coverage on local news – a boon for the artist and his marketing team.
This was a genius marketing plan resulting his album to reach #1 on rap music charts.What can other artists take away from this?
This is where digital marketing plays its role.
The era of digital marketing has created an even playing field with the artists. The artists no longer need to be signed a record label for their music to be heard.
- Now artists just starting out can stream on the same platform as the the big celebrities.
- For the first time the artists can potentially interact with their fans 24*7 and they can show their talents to appease their audience.
- The artist along with his team can understand what the fans want. They can attract them and compete in the market accordingly.
Consumers attention has shifted from print to web to social resulting in the loss of power among the music publishers
Music’s Future is Online
Earlier the music industry was reliant on physical record sales, as now the music can easily stream. Even more we can download illegally, the artist and his team need to find new ways in generating revenue.
Digital marketing is at the absolute forefront in Music promotion for artists. Bands are found online and fan bases are completely cultivated digitally.
What can be done
Marketers whose job was to sell CDs are now responsible for digital marketing. The answer can be to build a media company through the acquisition of social properties Though that is a stake in consumer attention. Investment in creating a sustainable funnel, labels will be able to regain a unique value.
By purchasing under-priced social assets, the artist and his team can cultivate a fan following. Then the growth in the loyalty will result in engagement. Moreover consumption building is a connect of trust between the artist and his audience ,eventually generating revenue.
Understand the audience
Conclusion:
Digital Marketing definitely changes the terrain of the Music Industry and the ways Music Promotion and Music Marketing. It is not as an unfamiliar threat, but instead an opportunity for pioneering artists and their teams.
Define the Strategy to reach the Business Goal
With the consumption of vast amount of data and the music audience following their artists online, it has become an important aspect for the upcoming artists to use the tool of digital media to show their talent as well as maintain their fan bases with digital media plans.
Overall the Music Industry has seen a huge change from record players to Spotify and this shift in the artists’ and fans’ space is a welcome one.
