#IHEARTSOCIALRADIO                                                                   2      Joshua Crafter — Social Media ...
DISSEMINATINGMUSIC THOUGHSOCIAL MEDIAHOW ARTIST USE SOCIAL MEDIA TO THEIRMUSIC TO THEIR FANS WHO IN TURNSPREAD THE MUSIC T...
“TRADITIONAL”MUSIC SOURCESPurchase •   Brick and mortar •   iTunes •   Amazon •   Walmart •   Artist Websites •   Bandcamp...
“TRADITIONAL”MUSIC SOURCESPurchase                 Stream –                        Interactive •   Brick and mortar •   iT...
“TRADITIONAL”MUSIC SOURCESPurchase                Stream – Interactive   Stream – Static •   Brick and mortar          •  ...
THE FOCUS            7
— Facebook— Twitter— Email— SMS— Other Spotify users— Mobile                        8
— Free— Facebook                        — Free— Twitter               — Free— Email                 — Free— SMS           ...
— Find virtually any song by any artist— Facebook              — Create playlists— Twitter     — Social Network Integratio...
— 50% of Twitter users follow amusician— Top 5 profiles are musicians— Not the audio/visual forum ofYouTube or Spotify— Im...
— 50% of Twitter users follow a                                  — Eminem – 62.5musician                                  ...
WHY DOMUSICIANSUSE SOCIALMEDIA?             13
DJ SELFHELP              14
“I find the best way is to just make it available to people and donttry to shove it down their throats, and then with soci...
“IT’S A TRADEOFF. TAKE OURMUSIC, BUT IF YOU LOVE IT, TELLTHE WORLD ABOUT IT.”• Facebook’s Open Graph Platform    • Allows ...
CASE STUDIES   •   Cazzette   •   Asher Roth   •   Lady Gaga   •   ―Call Me Maybe‖   •   ―We Are Young‖                   ...
CAZZETTE, ONLY ONSPOTIFY                    18
ASHER ROTH             19
ASHER ROTH• Releases new music upon reaching certain follower  milestones                                                 ...
ASHERROTH        21
ASHER ROTH• Or just when he feels like doing it                                        22
LADY GAGA            23
LADY GAGA• Teamed with Farmville for “Born This Way” album release   • Streams of new songs, via IHeartRadio   • Bonus son...
25
CARLY RAE JEPSEN –“CALL ME MAYBE”• Released September 2011                            26
CARLY RAE JEPSEN –“CALL ME MAYBE”• Released September 2011• Topped Canadian Charts                            27
CARLY RAE JEPSEN –“CALL ME MAYBE”• Released September 2011• Topped Canadian Charts• Justin Bieber signs her to his record ...
CARLY RAE JEPSEN –“CALL ME MAYBE”• Released September 2011• Topped Canadian Charts• Justin Bieber signs her to his record ...
CARLY RAE JEPSEN –“CALL ME MAYBE”DigitalSuccess                     30
CARLY RAE JEPSEN –“CALL ME MAYBE”                     31
CARLY RAE JEPSEN –“CALL ME MAYBE”• Official Video – 340 million• Lyric Video – 100 million• Justin Bieber + Friends – 53 m...
CARLY RAE JEPSEN –“CALL ME MAYBE”• Roughly 700 million plays – First page• 110 million Radio Impressions, 8th week• 6 mill...
34
FUN. – “WE AREYOUNG”• Released September 2011• Charted, but not substantial• The Glee effect• Entertainment Weekly article...
FUN. – “WE AREYOUNG”http://www.youtube.com/watch?v=iuvoSw1TiJ8                                             36
FUN. – “WE AREYOUNG”DigitalSuccess                 37
FUN. – “WE AREYOUNG”• Official video – 151 million• Acoustic – 35 million• Other performances – 16 million• Does Not count...
FUN. – “WE AREYOUNG”• 225+ million plays, just YouTube• 120+ million radio impressions…during it’s 6th week atop  the Bill...
CONCLUSIONIT’S ALLABOUTCONNECTING                                               *And creating good material. Good material...
ALL OF THESE TOOLS EXISTBECAUSE FANS WANT TO BECLOSER, MORE CONNECTED TOTHE ARTISTS THAT THEYADMIRE. WHAT MAKES THEMSTAY, ...
Questions?             42
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The Dissemination of Music Through Social Media

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Artists use social media to disseminate music to their fans, who in turn spread it to the world.

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  • http://thenextweb.com/apps/2011/10/22/why-spotify-and-facebook-are-apples-itunes-worst-nightmare-and-the-record-labels-best-friend/ http://www.slate.com/blogs/future_tense/2012/09/13/facebook_voting_study_online_friends_influence_voter_turnout_in_elections_.html
  • http://www.hollywoodreporter.com/news/lady-gaga-unveil-more-songs-187108
  • http://www.billboard.biz/bbbiz/industry/record-labels/fun-s-we-are-young-tops-hot-100-for-sixth-1006729752.story
  • The Dissemination of Music Through Social Media

    1. 1. #IHEARTSOCIALRADIO 2 Joshua Crafter — Social Media Theory & Practice Fall, 2012
    2. 2. DISSEMINATINGMUSIC THOUGHSOCIAL MEDIAHOW ARTIST USE SOCIAL MEDIA TO THEIRMUSIC TO THEIR FANS WHO IN TURNSPREAD THE MUSIC TO THE WORLD 3
    3. 3. “TRADITIONAL”MUSIC SOURCESPurchase • Brick and mortar • iTunes • Amazon • Walmart • Artist Websites • Bandcamp • eMusic 4
    4. 4. “TRADITIONAL”MUSIC SOURCESPurchase Stream – Interactive • Brick and mortar • iTunes • Spotify • TurnTable • Amazon • Rdio • Walmart • MOG • Artist Websites • YouTube • Bandcamp • Sounddrop • eMusic 5
    5. 5. “TRADITIONAL”MUSIC SOURCESPurchase Stream – Interactive Stream – Static • Brick and mortar • Spotify • Pandora • iTunes • TurnTable • Music • Amazon • Rdio Genome • MOG Project • Walmart • YouTube • Rhapsody • Artist Websites • Sounddrop • iHeartRadio • Bandcamp • eMusic 6
    6. 6. THE FOCUS 7
    7. 7. — Facebook— Twitter— Email— SMS— Other Spotify users— Mobile 8
    8. 8. — Free— Facebook — Free— Twitter — Free— Email — Free— SMS — Free— Other Spotify users — Free— Mobile 9
    9. 9. — Find virtually any song by any artist— Facebook — Create playlists— Twitter — Social Network Integration— Email— SMS— Playlists— Mobile 10
    10. 10. — 50% of Twitter users follow amusician— Top 5 profiles are musicians— Not the audio/visual forum ofYouTube or Spotify— Immediacy— Intimacy— Scope 11
    11. 11. — 50% of Twitter users follow a — Eminem – 62.5musician — Rihanna – 62.5— Top 5 profiles are musicians — Shakira – 54— Not the audio/visual forum of — Lady Gaga – 53YouTube or Spotify — Michael Jackson – 51— Immediacy — Justin Bieber – 48— Intimacy— Scope 12
    12. 12. WHY DOMUSICIANSUSE SOCIALMEDIA? 13
    13. 13. DJ SELFHELP 14
    14. 14. “I find the best way is to just make it available to people and donttry to shove it down their throats, and then with social media, justkind ofcreate a memorable andentertaining channel comprisedof media and unique personalitythat people can relate toand will want to tune into. and hopefully theyll decide to listen to mystuff. but its ultimately up to them. the more you have to ask peopleto listen, the lesser will become the perceived value attached to it.” 15
    15. 15. “IT’S A TRADEOFF. TAKE OURMUSIC, BUT IF YOU LOVE IT, TELLTHE WORLD ABOUT IT.”• Facebook’s Open Graph Platform • Allows developers to share information and tailor offers• You’re more like to do something if your friends are doing it • 2010 Facebook + Voting Study• “Helps to keep the artist relevant and current in the minds of their fans, constant flood of material” - @MIDDYtheMOGUL 16
    16. 16. CASE STUDIES • Cazzette • Asher Roth • Lady Gaga • ―Call Me Maybe‖ • ―We Are Young‖ 17
    17. 17. CAZZETTE, ONLY ONSPOTIFY 18
    18. 18. ASHER ROTH 19
    19. 19. ASHER ROTH• Releases new music upon reaching certain follower milestones 20
    20. 20. ASHERROTH 21
    21. 21. ASHER ROTH• Or just when he feels like doing it 22
    22. 22. LADY GAGA 23
    23. 23. LADY GAGA• Teamed with Farmville for “Born This Way” album release • Streams of new songs, via IHeartRadio • Bonus songs for purchasing certain items • Extended to Rewardville + Words With Friends • Similar to Mafiawars + Dr. Dre• New album, “Art Pop” will be a “multi-media experience” • Completely interactive mobile app • Chat, films, music, content 24
    24. 24. 25
    25. 25. CARLY RAE JEPSEN –“CALL ME MAYBE”• Released September 2011 26
    26. 26. CARLY RAE JEPSEN –“CALL ME MAYBE”• Released September 2011• Topped Canadian Charts 27
    27. 27. CARLY RAE JEPSEN –“CALL ME MAYBE”• Released September 2011• Topped Canadian Charts• Justin Bieber signs her to his record label• Voila! Justin Bieber + “Call Me Maybe” 28
    28. 28. CARLY RAE JEPSEN –“CALL ME MAYBE”• Released September 2011• Topped Canadian Charts• Justin Bieber signs her to his record label• Voila! Justin Bieber + “Call Me Maybe”• Charts 29
    29. 29. CARLY RAE JEPSEN –“CALL ME MAYBE”DigitalSuccess 30
    30. 30. CARLY RAE JEPSEN –“CALL ME MAYBE” 31
    31. 31. CARLY RAE JEPSEN –“CALL ME MAYBE”• Official Video – 340 million• Lyric Video – 100 million• Justin Bieber + Friends – 53 million• Obama Singing Video – 33 million• Harvard Baseball Team – 17 million• Jimmy Fallon Video – 11 million• Cookie Monster – 11 million• First Page of YouTube – 187 million 32
    32. 32. CARLY RAE JEPSEN –“CALL ME MAYBE”• Roughly 700 million plays – First page• 110 million Radio Impressions, 8th week• 6 million singles• “Good Time”, top 10 33
    33. 33. 34
    34. 34. FUN. – “WE AREYOUNG”• Released September 2011• Charted, but not substantial• The Glee effect• Entertainment Weekly article 35
    35. 35. FUN. – “WE AREYOUNG”http://www.youtube.com/watch?v=iuvoSw1TiJ8 36
    36. 36. FUN. – “WE AREYOUNG”DigitalSuccess 37
    37. 37. FUN. – “WE AREYOUNG”• Official video – 151 million• Acoustic – 35 million• Other performances – 16 million• Does Not count remixes, covers, or fan renditions• Chevy Sonic – 3.5 million• GLEE – 20 million 38
    38. 38. FUN. – “WE AREYOUNG”• 225+ million plays, just YouTube• 120+ million radio impressions…during it’s 6th week atop the Billboard Hot 100 charts• #1 radio, # digital, #1 streaming• 7 weeks #1• 5+ million singles• “Some Nights” Top 10• “Carry On”? 39
    39. 39. CONCLUSIONIT’S ALLABOUTCONNECTING *And creating good material. Good material usually wins out. 40
    40. 40. ALL OF THESE TOOLS EXISTBECAUSE FANS WANT TO BECLOSER, MORE CONNECTED TOTHE ARTISTS THAT THEYADMIRE. WHAT MAKES THEMSTAY, AND WHAT MAINTAINSTHEIR INTEREST IS THEAUTHENTICITY OF HOW THEARTISTS INTERACT. 41
    41. 41. Questions? 42
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