Marketing (Digital Marketing, Marketing, and Music)
How has the music industry been affected by the changing marketing scene, especially since digital marketing has grown so much throughout the years?
Cueno, Alice Z. “Microsoft Changes Its Marketing Tune for Lackluster Zune.” Advertising Age, vol. 78, no. 44, Nov. 2007, pp. 4–39. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=27403198&site=ehost-live
· Zune = “an MP2 player that competes with Apple’s higher-priced products”
· How to increase revenue? “Raise its ad budget considerably, ditch its tagline and turn to a new ad agency”
· The Zune’s launch campaign focused on a different way of marketing àtheir arts program that features short films and music from rising artists, revolving around sharing
· This is more of a unique strategy because iPod is more individual whereas Zune is all about sharing, which obviously helps artists since music is being distributed by consumers
“Taking on Digital Disruption.” Music Trades, vol. 166, no. 2, Mar. 2018, pp. 86–87. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=128230701&site=ehost-live.
· Internet and technology in general disrupted the way of things, in particular traditional business but it shoved society into a different age
· Technology is “changing how consumers shop and how retailers” are handling their business
· Micro-transaction = "the brief connection that’s achieved between a company and a consumer every time that consumer, say, views a social media post or watches a video from that business”
· Macro-transaction = “Analytics can show business owners which of these micro-transactions translate to … sales”
· Messaging lets consumers request or purchase a product without really having to explore a website
· Voice-controlled (Amazon’s Echo) = a better way for people to simply request what they want without having to look at a screen àso they can technically be cleaning or cooking and then scream at their Echo to find and order something
· “Technology has taken the technology out of technology” = mobile and voice devices are now the older generation’s go-to technology
· And looking at the shift in digital marketing, music is now one of the major products that everybody wants to get their hands on
· The search for music is like never before
JOHNSTON, JOHN. “Why The Sound of Music Was Right (About Content Marketing).” EContent, vol. 40, no. 6, Nov. 2017, pp. 26–27. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=126048204&site=ehost-live.
· Marketing = it’s all about the content. What do you want read, heard, and seen?
· The goal is to advertise the message, the event, etc.
· Who’s the audience? Where do they usually go, such as what sites do they go on? Whom do they trust, such as trustworthy people or sites?
· Listening to the consumers àas they are very, very vocal.
Kipnis, Jill. “Digital Hollywood Tackles Online Music Marketing.” Billboard, vol. 116, no. 42, Oct. 2004, pp. 35–36. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=14803048&site=ehost-live.
· “Digital music providers believe that if they differentiate themselves from the prominent digital service … consumers will eventually explore music online”
· Consumers are very picky, so they choose platforms that they are comfortable with – that matches their taste – just like dating
· Many online services are actually promoting and advertising for rising artists based off of consumers’ taste in music through some fancy software that filters genres and artists by the consumers’ listening patterns and habits
· Price also determines how well their services attract consumers
· People need to take advantage of technology right now, especially since everything is practically digital
· The music industry, specifically the companies, are so stubborn
· They need to be more active with the digital era
· If they participate in the digital space, it could actually benefit them
· Because as of right now, since they are going against the flow of things (specifically the technology) they are not getting the most out of everything
· Branded media marketing àthe game plan
PHAM, ALEX. “Discovery: The Key To Digital Fortune.” Billboard, vol. 124, no. 43, Dec. 2012, pp. 18–20. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=83762307&site=ehost-live.
· The music industry needs to start investing in new technologies to push not only their business but the industry in general forward
· There is so much room for improvement but they are so resilient
· First of all, they can convert consumers to start paying for listening to music by convincing them that in order to get the most out of a service is by paying
· Innovation
· Incorporating bots into tech in order to understand what each consumer wants and prefers
· Artist Power
o Music; Photos; Videos; Bios; Shows
o ADVERTISE AND MARKET THEM ON THE WEB
· Encouraging listeners to look at other artists
o In a sense, record companies and artists need to work together to help boost each other’s businesses and make the most out of their career
MASON, KERRI. “Robot Revolution.” Billboard, vol. 125, no. 19, May 2013, pp. 38–40. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=87663454&site=ehost-live.
· Looking at EDM àDaft Punk and their use of online social media and digital music distribution in marketing
· Two albums changed the route of EDM
· EDM is now the main music genre that so many listens to
· Coachella, one of the biggest festivals every year, and when Daft Punk performed “Get Lucky,” it attracted so many listeners because they incorporated the present music taste with the ‘70s and ‘80s
· EDM lovers vibe with vocals, the beat, and the environment that it is presented in
KOLGRAF, JACKIE. “The Rising Power Of Fan Armies.” Billboard, vol. 130, no. 5, Feb. 2018, pp. 17–18. EBSCOhost, search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=128238786&site=ehost-live
· STREAMING AND RADIO PROMOTIONS
· Various platforms that promote music and artists
· Fans are using streaming services and social media to help artists break records and rank high on music charts
· BTS is a great example of helping other artists climb up the charts
· They are not only huge in Korea but also internationally, especially in America
· And what better way to promote artists? Social Media
· Social media that could include audio or video: YouTube, Twitter, Instagram, Facebook, Tumblr, etc.
· These services are helping artists and companies gather so much revenue that if BTS isn’t a clear enough example of how the technology era can benefit them, then they are blind
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