Social media music industry presentation081413

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Social media music industry presentation081413

  1. 1. SOCIAL MEDIA & the #MUSIC INDUSTRY by Tiffani S. Clements Syracuse University Newhouse School
  2. 2. Table of Contents •Intro •Background •Literature Review •Theory •Industry Interviews •Best Practices •What’s Next •Conclusion
  3. 3. INTRODUCTION “If you want to succeed in the music industry today, social media and social networking is one of the most important tools.”-Vashon Patterson, music consultant. Source: “Social Media Success: The Music Industry” for Social Media Today.
  4. 4. BACKGROUND “Long gone are the days when you would press 1,000 cds and then go around the country trying to get them sold. Now if you have great content and you market it through social networking sites, stay relevant, stay connected, stay engaged, stay sharing, stay interactive. Success is sure to follow.”- Patterson
  5. 5. LITERATURE REVIEW “Twenty years ago, as a music fan, you would hear a song you enjoyed on the radio, head to the record store to buy the album and wait until the band came to town to attend a concert...In this online day and age you can consume music on innumerable platforms, interact with artists and other fans and discover or share your music with the click of a button.”-Liv Buli and Victor Hu, Next Big Sound
  6. 6. LITERATURE REVIEW CONTINUED
  7. 7. LITERATURE REVIEW CONTINUED
  8. 8. LITERATURE REVIEW CONTINUED
  9. 9. LITERATURE REVIEW CONTINUED
  10. 10. LITERATURE REVIEW CONTINUED
  11. 11. LITERATURE REVIEW CONTINUED Marshall concludes by saying, “Whereas in times gone by our business lived and died purely as the reaction of gate-keeping policy at radio, tv and press; we are now able to short circuit this procedure and place the artistand their fans at the centre of the whole process-they communicate directly through social media. It is this sense of reciprocity that is so important. The relationship you build after that is a hugely valuable component in nurturing significant, supportive fan bases for long-term career artists. As ever, all media is our friend; and we are very excited about the possibilities that new technology and social media hold for our company, our artists and our industry as a whole.”-Korda Marshall, Independent record label. Source: “Music and Social Media: Where Fans Meet Artists,” for the Telegraph
  12. 12. THEORY TO BE APPLIED
  13. 13. RESEARCH & INTERVIEW QUESTIONS 1. How do you use social media in your marketing efforts with your company? 2. How did you use social media in your marketing efforts in your previous music industry positions? 3. What are your top five best practices for using social media in the music industry? 4. What do you think social media will look like in the music industry in the next five years? 5. Who are your thought leaders in social media? 6. Is there anything you would like to share that I haven’t already asked?
  14. 14. KEY FINDINGS FROM INDUSTRY THOUGHT LEADER INTERVIEWS Aaron Arnold, CEO of Music is My Business & Former Assistant to Sean “Diddy” Combs, CEO Bad Boy Records. • Social Media is how Aaron built 50% of his brand. He says social media is growing and we can’t control it. If you have a blog and you only have one follower, you are an expert in that space.
  15. 15. KEY FINDINGS FROM INDUSTRY THOUGHT LEADER INTERVIEWS CONTINUED • Aaron’s five top best practices for using social media: 1. Keep it simple. 2. Be smart. Be strategic. 3. Understand your brand. 4. Listen. 5. Be cautious of what you put out there.
  16. 16. KEY FINDINGS FROM INDUSTRY THOUGHT LEADER INTERVIEWS CONTINUED Sharlese Metcalf, Producer of KEXP radio in Seattle Janice Headley, Social Media & Online Coordinator 1. Sharlese’s social media best practices include:Pay attention to what’s happening in their community. Pay attention to what other deejays are saying and music events that are happening. They encourage people to send things to the station to keep them alert. 2. Janice likes to tag to related people and influencers in hopes of getting retweets. 3. Music industry isn’t just a public thing, but it’s a personal thing.
  17. 17. KEY FINDINGS FROM INDUSTRY THOUGHT LEADER INTERVIEWS CONTINUED Emmanuel Madu, Assistant Editor for Harris Publishing, XXL. Emmanuel’s best practices for social media include: 1. Be smart. 2. Have common sense. 3.Know that you’re representing a brand. 4.Be objective. Know that you’re representing a company. 5 Use open-ended questions. 6. Always, always double check for grammar because people will go after you for mistakes. Always proofread and check spelling. 7. Always use correct Twitter handles. Celebs/record labels will retweet and that’s the easy way to get follows.
  18. 18. KEY FINDINGS FROM INDUSTRY THOUGHT LEADERS INTERVIEWS CONTINUED Dominic Paschel, VP of PandoraDominic’s best practices for social media include: 1. Protect the brand. No stupid tweets. 2. Be authentic. 3. Be responsive. 4. Be transparent. 5. Be innovative/different campaigns/different contests.
  19. 19. BEST PRACTICES Donné Torr says in “4 Best Practices ~ Use HootSuite to Discover New Music,” 1. Manage and Optimize Your Social Media. 2. 2.Cut Through the Noise with Twitter Lists & Search Streams
  20. 20. BEST PRACTICES CONTINUED 3. Choose and Follow Wisely 4. Use HootSuite to Update and Amplify
  21. 21. WHAT’S NEXT? David Andrew Wiebe for Tunecity.com said this about the future of social media: • Social Media will continue to grow and shows no signs of stopping. • Social media will evolve. • For now Facebook is • Growth in • Social media will likely become more streamlined and integrated.
  22. 22. CONCLUSION & Q&A’S I Vashon Patterson’s advice for using social media in the music industry is fitting. He said, “Stay Relevant! Stay Sharing! Stay Connected! Stay Engaged! Stay Sharing! Stay Interactive! Stay Networking and Stay Fresh!” Video of Derren “Bucky Malone” Clements. “Get Down” http://www.youtube.com/watch?feature=player_detailpage&v=Nb9dsQ7Ndh4
  23. 23. THANK YOU’S Thank you to:Aaron Arnold @MrMIMB, Sharlese Metcalf @sharlesemetcalf, Janice Headley @copaceticxo, Emmanuel Madu, XXL, Dominic Paschel, VP for Pandora Dr. Ward @DR4Ward for helping with this presentation. Last, but not least, I would like to thank Derren “Bucky Malone” Clements for being my son. Tiffani S. Clements, @TiffShea5 +Tiffani Clements

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