This document discusses how artists use social media to disseminate their music to fans, who then spread it further. It outlines traditional music sources like purchases and streaming, and focuses on social media platforms like Facebook, Twitter, and Spotify. Case studies show how artists like Cazzette, Asher Roth, Lady Gaga, Carly Rae Jepsen, and Fun have leveraged social media to boost streams, shares, and sales of their music. The conclusion emphasizes that connecting with fans authentically through sharing content and interacting is key to maintaining interest.

1. #IHEARTSOCIALRADIO
2
Joshua Crafter — Social Media Theory & Practice Fall, 2012

2. DISSEMINATING
MUSIC THOUGH
SOCIAL MEDIA
HOW ARTIST USE SOCIAL MEDIA TO THEIR
MUSIC TO THEIR FANS WHO IN TURN
SPREAD THE MUSIC TO THE WORLD
3

3. “TRADITIONAL”
MUSIC SOURCES
Purchase
• Brick and mortar
• iTunes
• Amazon
• Walmart
• Artist Websites
• Bandcamp
• eMusic
4

4. “TRADITIONAL”
MUSIC SOURCES
Purchase Stream –
Interactive
• Brick and mortar
• iTunes • Spotify
• TurnTable
• Amazon
• Rdio
• Walmart
• MOG
• Artist Websites
• YouTube
• Bandcamp • Sounddrop
• eMusic
5

5. “TRADITIONAL”
MUSIC SOURCES
Purchase 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. THE FOCUS
7

7. — Facebook
— Twitter
— Email
— SMS
— Other Spotify users
— Mobile
8

8. — Free
— Facebook
— Free
— Twitter — Free
— Email — Free
— SMS — Free
— Other Spotify users — Free
— Mobile
9

9. — Find virtually any song by any artist
— Facebook
— Create playlists
— Twitter — Social Network Integration
— Email
— SMS
— Playlists
— Mobile
10

10. — 50% of Twitter users follow a
musician
— Top 5 profiles are musicians
— Not the audio/visual forum of
YouTube or Spotify
— Immediacy
— Intimacy
— Scope
11

11. — 50% of Twitter users follow a
— Eminem – 62.5
musician
— Rihanna – 62.5
— Top 5 profiles are musicians
— Shakira – 54
— Not the audio/visual forum of — Lady Gaga – 53
YouTube or Spotify — Michael Jackson – 51
— Immediacy — Justin Bieber – 48
— Intimacy
— Scope
12

12. WHY DO
MUSICIANS
USE SOCIAL
MEDIA?
13

13. DJ SELFHELP
14

14. “I find the best way is to just make it available to people and don't
try to shove it down their throats, and then with social media, just
kind of
create a memorable and
entertaining channel comprised
of media and unique personality
that people can relate to
and will want to tune into. and hopefully they'll decide to listen to my
stuff. but its ultimately up to them. the more you have to ask people
to listen, the lesser will become the perceived value attached to it.”
15

15. “IT’S A TRADEOFF. TAKE OUR
MUSIC, BUT IF YOU LOVE IT, TELL
THE 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. CASE STUDIES
• Cazzette
• Asher Roth
• Lady Gaga
• ―Call Me Maybe‖
• ―We Are Young‖
17

17. CAZZETTE, ONLY ON
SPOTIFY
18

18. ASHER ROTH
19

19. ASHER ROTH
• Releases new music upon reaching certain follower
milestones
20

20. ASHER
ROTH
21

21. ASHER ROTH
• Or just when he feels like doing it
22

22. LADY GAGA
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. 25

25. CARLY RAE JEPSEN –
“CALL ME MAYBE”
• Released September 2011
26

26. CARLY RAE JEPSEN –
“CALL ME MAYBE”
• Released September 2011
• Topped Canadian Charts
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. 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. CARLY RAE JEPSEN –
“CALL ME MAYBE”
Digital
Success
30

30. CARLY RAE JEPSEN –
“CALL ME MAYBE”
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. 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. 34

34. FUN. – “WE ARE
YOUNG”
• Released September 2011
• Charted, but not substantial
• The Glee effect
• Entertainment Weekly article
35

35. FUN. – “WE ARE
YOUNG”
http://www.youtube.com/watch?v=iuvoSw1TiJ8
36

36. FUN. – “WE ARE
YOUNG”
Digital
Success
37

37. FUN. – “WE ARE
YOUNG”
• 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. FUN. – “WE ARE
YOUNG”
• 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. CONCLUSION
IT’S ALL
ABOUT
CONNECTING *
And creating good material. Good material usually wins out.
40

40. ALL OF THESE TOOLS EXIST
BECAUSE FANS WANT TO BE
CLOSER, MORE CONNECTED TO
THE ARTISTS THAT THEY
ADMIRE. WHAT MAKES THEM
STAY, AND WHAT MAINTAINS
THEIR INTEREST IS THE
AUTHENTICITY OF HOW THE
ARTISTS INTERACT.
41

41. Questions?
42