Dylan said it...'the times they are a changing.' He wasn't talking about the music industry...but I am. I am constantly amazed at the changes and decisions happening on a weekly, and sometimes daily, basis. It seems that as soon as I get through with the articles, etc, from this week...they change and redirect so you never really know which way you are heading.
To be honest, I love it. Granted, I don't love things like that in any other area of my life but with my work in the music industry, I love it. I think it is because I see what we are doing on a daily basis here at Tate Music Group and it fascinates me to see what everyone else is doing or not doing to try and stay afloat, musically and financially.
One of the areas that is constantly changing and cannot be overlooked is the marketing and promotion of music. More specifically, the social marketing/networking side of music. This is something that we talk about all the time. I am constantly talking to potential artists about the importance of having a network of people that you are in contact/connection with so they can know the music, vision, and person of you as an artist.
In our internet society, the social networking culture is vital if you want to have any chance of making it. Why? Well, the old school way of 'pushing' an artist is going away...faster than anyone could have expected. Instead, the 'pushing' comes from the viral and grassroots marketing that can be helped, immensely, by social networking sites like myspace, facebook, and twitter.
One question that might come up is, "Why bother with it?" Well, it all comes down to connection with the listener. Music is an emotional thing. It can help you heal, forget, grow, laugh, relax, or rock...depending on what is on your playlist. Because of that, an artist needs to not only write/perform good music that connects with the listener but they need to keep that connection alive by letting the listener in on a little piece of who they are...or even what they are doing.
Who cares what Taylor Swift is getting at Baskin Robbins? Well, for starters, the thousands and thousands of followers she has on facebook and twitter alone. I am sure that Taylor doesn't always want to share everything...and she doesn't have to. But, as a very smart business-woman, she (or her people) realizes the importance of her letting everyone know that her favorite flavor is cappucino white chocolate chunk with blue sprinkles (just a guess).
You see, when Taylor posts or tweets about her favorite ice cream, her followers/fans know that little piece about her and they probably go and try that very same flavor...which is good for Baskin Robbins. Now, when Taylor mentions (or tweets) that her new album is coming out on pre-sale in 1 week...she has no problem getting those ice cream junkies to go buy the album. It is new-marketing at its finest.
Now for most artists (who aren't on the same level as Taylor Swift), this marketing can and should happen...just on a smaller scale. This is one of the things Tate Music Group focuses on as we work with our artists. You have to realize the importance of getting and staying connected to the people that loved your concert and the EP they got from your table. Now, you have to make sure that they stay connected and informed about new concerts and the upcoming release of your album...so they can go get it as soon as possible and 'be the first.'
And it wouldn't hurt to let everyone what your flavor is...
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