Social Media Social Networking sites, Smart Phone applications, video/music-streaming sites, and the evolution of the Internet has all changed the Music and Entertainment Industry. Underground and not well known artists get the chance to be heard, and get their name out. Keys to social media and artists/entertainers: Awareness, Interaction, and Connection.
Social Media Social media has become a way for artists to interact directly with their fans. Celebrities can share and express personal or professional information to help promote themselves and create awareness. Many entertainers use social media to educate on upcoming events, projects, shows, etc.
Social Networking Sites YouTube Facebook Twitter Music Streaming Sites
YouTubePossibly the most influential for artists not only to beheard, but to be seen. All it takes is a simple upload,and you have gone viral.Unlike major cable networks, YouTube offers anendless amount of “channels” which gives the usercontrol of what they want to watch.Promotional videos, film trailers, album samples, andeven dated videos of memorial/historical events giveYouTube an archive-like quality.
YouTube: Justin Beiber http://www.youtube.com/watch?v=eQOFRZ1wNLw At only 12 years old, Justin posted videos of himself on YouTube just as any other artist would. With this viral power of YouTube, he was noticed by Scooter Braun and was flown out to Atlanta to meet Usher Signed with Def Jam Records, and a star was born!
FacebookFree and easy way to connect with fans, friends,pages, groups, etc. Very user-friendly andinteractive.Connecting with fans, and staying connectedthrough posts, likes, status updates and pictures isthe key benefit to social media.Interconnected with other networking sites such asYouTube, Twitter, SoundCloud, and Spotify.
FacebookUnique to most social networking sites, the ability to“like” and “share.”Instantly links the site, page, song, video, artist,brand, product and anything else on the web forothers to see.These features increase exposure that will be spreadto others who view, like or share the same thing,creating a snowball effect.
Facebook &Spotify Spotify appears to benefit the most from Facebook – According to f8 (Developers and innovators creating a more social web) Facebook says Spotify has added "well over 4 million" new users since F8 Developers Conference. AppDatacurrently puts Spotify at 2.5 million daily average users (DAU) and 7.4 million monthly average users (MAU). (This is only after linking with Facebook)
Twitter Twitter is a very useful service for artists and bands to communicate directly with their fans. Where direct contact with the consumer used to be at live events or limited to email, Twitter enabled direct conversation. Artists are utilizing Twitter as a free marketing tool. Constant, real-time updates and live feed of “tweets” from artists and celebrities provide followers/fans a personal connection to whom they follow.
Twitter Though it may seem like just a free marketing tool, the real power lies in sharing, following, conversing, and building relationships consistently. It’s like word of mouth, digitally. The advantage of this is that it can be monitored and used by the artist to respond and spark conversation. A relationship that brings the fan closer and more involved with the artist, motivates sales.
Music Streaming Sites Legal streaming of music available for purchase and download, Internet Radio, and many other sites dedicated to providing music to listeners instantly. Grooveshark, Naptster, SoundCloud, BeatPort, Spotify, Pandora, Podcasts, FratMusic, etc. Often linked though Facebook and Twitter accounts, creating an even larger network for artists to increase awareness and share their music. These sites, aside from iTunes contribute a large percentage of revenue for musicians.
MyspaceThough seems to be outdated and old, Myspace wasonce the leader in combining a social network with amusic/artist section.However, one crucial highlight and benefit to it is theability to create your own flash on your profile.By using CSS and HTML codes your page looks moreprofessional, so when fans visit your profile, yourband/product is taken more seriously.
“SPARC”In our generation of “Digital Natives,” ruled by technology, digitalmusic products must have certain qualities to meet emergingconsumer demand.Social: Put the crowd in the cloud.Participate:Make them interactive and immersive.Accessible: Ownership still matters but access matters more.Relevant: Ensure fans co-exist and join the dots in the fragmenteddigital environment.Connected:Music fans are connected and expect their musicexperiences to do the same.
Downfall Napster was a crucial shift from the “distribution era,” where everything was sold in units, to the all-access model. The problem is that the majority of the music products currently available don’t grasp this concept. The first wave of the digital youth, went for Kazaa instead of iTunes, and for that reason, unless a new wave of products/technology embraced ad-supported or subscription services, music sales would decline to the point of possible end to the industry itself.
Who Is At Fault? Emergence of the PC, Internet, and technology, you could download what you wanted when you wanted, taking as much as you please. This digitization process put you, the audience, in control. Who do you think is at fault??