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Build an Audience: A Macklemore Case Study in Music Marketing
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Build an Audience: A Macklemore Case Study in Music Marketing


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Follow the journey of a typical fan from music discovery right through to superfan; learn to analyze the career progression of an artist and analyze audiences to ensure you're targeting correctly and finding new ones.

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  • Hello and welcoem
  • Discovery Macklemore:Google search 9.2m results Engagement:
  • Pretty lights example
  • Algorithm based music recommendation services: last fm takes user listening data to prescribe artists similar to you based on who others have listened to. Pandora takes the music segments to recommend on similar sounds Star count lets you measure those artists’ fan pools based on data from facebook, twitter and youtubeSocial media aggregate sites analyses fan pool. Pick a sample of fans tat comment on a bands site and look for bands that the isers like alsoFan trawl via Facebook, Twitter and YouTube
  • Insight – people talking about Macklemore live in Seattle and are in the 18 – 24 year old age group
  • Insight – people search for lyrics In august his single enterted in iTunes chart
  • Insight – fame begins in you hometown and spreads outwards from thereYou need to be the biggest artist in your town before you can think about fans elsewhereDigital does not break down barriers like everyone says, your fan base is always going to be strongest in your hometownShow googlesearc trends here of an artist braking out in the beginning and going to an emerging artist and how search centralizes in home town and bleeds out
  • Lyrics are defining variables of your brand and image People share video content via facebookPeople make music recommendations through sharing videos Lyrics are sharable. Fans interested in lyrics and share What does your rap genius account look like? Where are your lyrics made available online?What does your youtube channel look like? Be massive on youtube, its killer for seo also
  • Insight – influential twitter people within macklemore’s fan pool. These guys have REACHPete Carroll Head coach for Seattle Seahawks, has tweeted 4 times about Macklemore. Has 660,924 followers