Social Media and marketing<br />Haaga-Helia University of Applied Sciences<br />Janne Karvonen<br />
Table of Contents<br />What is last.fm<br />History<br />Special elements and uses<br />When to use?<br />Average user<br />Marketing<br />
What is <br />Last.fm is a music service that lets you discover new music you like, based on the music you already listen to<br />Users must first registrate and then download ”The Scrobbler”, a tool which helps the site to recommend new songs to the user<br />What’s Scrobbling?<br />A scrobble is a little note The Scrobbler sends to Last.fm to let the site know what song you’re playing<br />Last.fm builds a detailed profileof each user's musical taste by recording details of the songs the user listens to, either from Internet radio stations, or the user's computer or many portable music devices<br />Last.fm compares the music listened to what others are listening and recommendations are the result of millions of other scrobbles<br />
History<br />The current Last.fm website was developed from two separate sources: Audioscrobbler and Last.fm, which were merged in 2005<br />Audioscrobbler began as a computer science project by Richard Jones while he attended the University of Southampton School of Electronics and Computers Science in the United Kingdom<br />Last.fm was founded in 2002 as an internet radio station and music community site, using similar music profiles to generate dynamic playlists<br />In late 2006, the site won Best Community Music Site at the BT Digital Music Awards<br /> In January 2007 it was nominated for Best Website at the NME Awards (annual music awards show in UK)<br />
History<br />May 2007, it was announced that Last.fm has been bought by CBS for £140 million<br />July 2008, the "new generation" Last.fm was launched featuring a completely new layout, color-scheme and several new features as well as some old ones removed<br />In March 2009 last.fm announced that listening to last.fm Radio will soon require subscription fee of €3.00 per month. The change went into effect in April 2009<br />
When to use?<br />Last.fm is a good way to find new artists and music that you might like<br />You’ll find a list of concerts from the site, you can specify yourself what kind of concert your looking for e.g. pop, rock<br />When you’re looking for a people with the same taste in music for a conversation there are forums that are full of music lovers<br />
The average user<br />The average user of last.fm can be anybody who likes music as it is a music servise website<br />Average users are mostly young or middle aged people<br />Is looking for new music and bands<br />
How to use the last.fm in social media marketing<br />It is a good way for unknow bands to greate a hype for themselves in social media<br />Artists can (and should) join Last.fm’s music manager program to add their music and videos and take advantage of the tools the site provides<br />Last.fm’s player will play your tracks to listeners who enjoy similar music, and the more your music is the played, the more it gets recommended. Plus, as an artist you have your own page complete with biography, photos, videos, albums, tracks, events, news, charts, and journal. Your fans can create the page with or without you, but chances are you’re better served claiming your page and using it to promote events, add your links, find out more about your listeners, and engage with fans.<br />Last.fm’s advantage isn’t just their userbase, but also the tools they provide artists to help spread the word, track stats, and get paid. Since artists get real-time air play stats, they can look at instant reaction stats to find out what songs listeners skip or love. Plus, Last.fm’s Artist Royalty Program — no label required — pays you directly every time your music is streamed, so the more listens, the more cash you earn. It’s not a lot of money, think a fraction of a cent per play, but it’s an effort-free way to earn royalties per stream.<br />http://mashable.com/2009/02/19/musician-marketing-tools/<br />
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