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. 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. 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
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
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. 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. 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. 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. 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. 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. 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
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. 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. 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
