Effectiveness of Digital Marketing in the Music Industry

The music industry never has a consistent trend.  This is because the music industry is ever evolving and today’s #1 hit is tomorrow’s one hit wonder.  However, when marketing started to become digitally based, record companies, artist managers, and artist seemed to be hesitant to the idea. 

The music industry has marketed music and artists a certain way for many years.  Marketing used to be done by hiring an agent and driving from city to city, or from store to store selling records (Digital Fire, 2011).   Now digital marketing, especially through social sites, not only promotes artists’ music, but also allows the fans to build a relationship with the artist. 

 Recently I took a class on media publishing and distribution.  I decided to focus on the music industry, so I had to create a music press kit.  According to About.com, a music press kit “is a tool used by musicians, labels, agents, and managers to promote a group, a new release or a tour” (McDonald, 2012).  We were given many options on how to create our music press kits, and we could choose whatever option we wanted.  However, the option that I found very intriguing was the digital press kit.  Powerpresskit.com is “a revolutionary electronic press kit that is a power-packed arsenal of promotion” (Power Press Kits, 2012).  This site takes you step by step on how to promote yourself digitally, by adding photos, videos, music tracks, and so much more, and puts it just a click away from others who could help us in our careers. 

Other ways that digital marketing has been effective on the music industry is the social media networks.  The popularity of sites like Facebook, MySpace, Twitter, and YouTube has helped new artist and famous artist alike promote their music and build a fan base.  There are currently 500,000 artists who use Facebook’s app, BandPage (Cohen, 2012).  Some feel Twitter is a better marketing tool then Facebook, because it brings the fans to their favorite artists on a more personal level.  Mike More, CEO of Headliner.fm says, “One of the main advantages Twitter has for artists is that it’s more open than Facebook or any other social platform.  Artists can follow any band they’re into and connect with them easily.  This is a big plus.” (Titlow, 2012).  No matter what site you prefer, it is almost critical that a new artist use these sites to promote their music; it is almost becoming the only way.

Digital marketing is effective in the music industry because it has brought fans closer to artists more then ever before.  Fans can download a new album from the comfort of their own home, or buy tickets off of an artist’s website without having to stand in line.  Digital marketing has also given unknown music artists the opportunity to promote their music on a larger scale, without having an agent or a great budget.  As the music industry continues to evolve, I believe digital marketing will soon completely replace the traditional styles of music marketing and set a stigma on how marketing is done.

References

Cohen, D. (2012, March 12). 500,000 Artists' Facebook Pages Use BandPage. Retrieved June 2, 2012, from AllFacebook: http://allfacebook.com/bandpage_b81409

Digital Fire. (2011, May 4). Digital Marketing and the Music Industry. Retrieved June 2, 2012, from Digital Fire: http://www.digitalfire.co.za/blog/digital-marketing-and-the-music-industry/

Label 2.0. (2009, October 13). 5 sites to Improve Your Music Marketing. Retrieved June 2, 2012, from YouTube: http://www.youtube.com/watch?v=FJRsStRAba4&feature=related

McDonald, H. (2012, January 1). What is a Press Kit. Retrieved June 2, 2012, from About: http://musicians.about.com/od/ip/g/presskit.htm

Power Press Kits. (2012, January 1). How to make a press kit . Retrieved June 2, 2012, from myPPK: http://www.powerpresskits.com/power_electronic_press_kits/about.aspx

Titlow, J. P. (2012, March 23). How (and Why) Musicians Are Using Twitter. Retrieved June 2, 2012, from Read Write Web: http://www.readwriteweb.com/archives/how_and_why_musicians_are_using_twitter.php