When marketing a product such as a music album the key is to create awareness and demand for the product. This can be done through many outlets, before the internet or used along side online resources marketing could be don’t through:
-Print media-(magazines/billboards/articles ETC.)
-TV-(chat shows)
-Radio
-Word of mouth
Now with the introduction of Web 2.0 and the proliferation of hardware and content, online resources have become a lot more user friendly and accessible. Some online marketing resources include websites and social media.
Benefits of Social media marketing:
-Cheap and international
-Prosumerism
-Personal connection with the artist
-Interactive marketing.
Social media can give opportunities for institutions when selling their media texts. The marketing can reach a targeted audience through cookies and software tracking what consumers like and marketing those products to them. They also have a platform to sell to their audience directly as most of these social media platforms have the ability to buy products, this takes out the middleman and can increase sales of not only the text but potentially any merchandise attached to it. This also helps artists create Their star-image as they can attach certain products to the text and ultimately their own image. Social media is also interactive so marketing on these platforms can be interacted with, this makes it much more spreadable as things can be shared internationally in seconds, this can cause a positive multiplier effect of further marketing as audiences interact with it.
Social media marketing for bands/artists can’t be obvious, if audiences are constantly being sold they will unfollow as they want to see the lives of the band, as if they where there with them. It needs to be incorporated, there is a pattern. Intuitions cant be blatant when marketing on social media.
The campaign usually occurs as follows:
-Music video -Single launch
-Album launch
-Live shows/concerts
-Tour
The marketing on the social media will ramp up just before release, this builds up fresh demand that people will not forget about by the time the album is released. You don’t want to create the awareness too early as then its old news by the time its out. Institutions will ramp up marketing significantly just before the release.
There are many different social media platforms that can be used for marketing. Only some are relevant to the genre/star-image and also the audience. For example Metallica are not going to be on Tic Tok as not only are their audiences not likely to be on there. It also damages their image of being an hardcore heavy metal band.
Examples of social platforms:
-TikTok
-We chat
-Facebook
-Snap chat
-Instagram
-YouTube
-Twitter
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