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MUS 316- Social Media and Advertising

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Angela Tomlinson

on 1 April 2013

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Transcript of MUS 316- Social Media and Advertising

Social Media and Advertising Music Today Social Media over the years Social Media Trends Music and Facebook- The Numbers of the top 10 followed Twitter accounts, 7 are musicians
YouTube is the most followed brand on Twitter
iTunes music is also a top followed brand
34% of marketers have generated leads using Twitter Twitter wherever, whenever & whatever How is social media used? What can
artists do with
social media? Inform fans Talk to fans Get new fans Promote! 7 of the 10 most liked pages on Facebook belong to musicians
approximately 43 million likes each
Rihanna has more likes on Facebook than the most popular actor, most popular TV show, and the top 5 athletes (combined) Today, we can experience social media wherever we are, whenever we want, and on whatever device! albums
tours
interviews get feedback
make them feel relatable what they're doing
when things are happening more people talking about you
more fans
more sales! Next Era of the Music Business Lots of new ways to discover music!
Spotify: allows you to stream music and let others see what you are listening to
Pandora: enter a band you like and they create a radio station around it
The Music Genius: analyzes music on your iPhone and creates a custom playlist
CitySounds: discover new music by seeing what other people are listening to around the world most artists are on Facebook, Twitter, and/or MySpace
huge built-in audiences
support album releases and concert tours
content is usually a mixture of professional and personal news Music in Advertising The earliest forms of music in advertising were radio jingles.
Today the use of Jingles is on the decline. Borrowing Music Sometimes a familiar tune is reworded for a commercial
A producer may decide to do this, but must first obtain permission from the copyright holder
There are also websites where stock music can be obtained, rather than writing new material
If the music is not bought out-right then there is the chance that another advertiser could use the same song. Influences on Style Current styles, Pop Culture
Music should be in sync with the concept of the advertisement
Should fit with the brand image
Stand out from competition Sponsorship Companies like Coca-Cola sponsor music events or sites as a form of advertising.
In addition to the buzz their sponsorship creates they are using spotify to target select demographics.
Mutually beneficial
Coke has used music based campaigns for many years, but this Spotify relationship specifically targets the young adult market. 62 ft tall tweet powered stage
Tweeters control the choice of the opening gig, playlist, and special effects
Doritos will launch new campaign at the concert Doritos Concert Social Media- Defined Definition: websites and other online means of communication that are used by large groups of people to share information and to develop social and professional contacts
Researchers have sought out to define social media
Specified 6 different subtypes
Blogs
Social networking sites
virtual social worlds
collaborative projects (i.e. Wikipedia)
Content communities (i.e. YouTube)
Virtual game worlds Tips for Artists respond to every comment
make sure your website is social friendly
reward frequent interaction
post consistently
remind people to follow you
have conversations
don't autopost everything- be unique! YouTube 3rd most visited website
handles 10% of internet traffic
over 829,00 videos uploaded- a day
most popular video- Lady Gaga
ex: Harlem Shake Jobs in Advertising For Musicians Composing and writing lyrics for commercials
Good area for unknown writers, composers, and singers to break into music industry
Nationally known bands and singers Barry Manilow Uses in Advertising Used to form a memorable association of the music with the product
A solid musical theme will establish immediate identity with the product
Often times the music becomes inseparable from the product, in the listeners mind
With enough frequency, the music and sounds of the ad can be carried over to the radio
Listener will remember the associated visual Music in Television Television has effected the way artists brand and promote themselves in many different ways. Commercials allow artists to promote their music
A band or group can sponsor ads or promos from another group or artist
Their music can be played on network stations such as MTV and Fuse. Musician Endorsement Advertisers will pay popular musicians to endorse their product or service
They hope to convey that the celeb uses their product
Usually use celebs who have fans that are the ideal ad target
Should always use celebs whose character is inline with the brand image MTV Influence 30 years ago, MTV was launched, bringing music videos to the airwaves. Now it is a sensation that artists rely on to get their music out there. Promotions on the Airwaves Artists also can use social media to promote their music on the airwaves.
when an artists has a show on television or is playing for a show host, they will often tweet or add the time and date on Facebook.
Everyone is connected now and will always be able to find times and dates for artists' shows on television. Royalties Artists register with and pay royalties to organizations such as ASCAP for whatever form of promotion or performing they do. There are several ways these organizations collect the royalties:
packaging costs of the CD
free goods
payment of producer royalties
new-technology rate reductions
recording costs
advances for current and past albums
merchandising rights
video
tour support
promotion expenses This is vastly different from how artists once promoted their music through mail and word of mouth. Radio and Television have allowed artists' music to be heard around the world through many different channels and has extremely boosted their revenue over the past ten years.
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