The Week In Music Publishing 4.6.12
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New "Shoppable" Music Videos Could Provide Sales Boost For Artists & Labels

Screen shot 2012-04-05 at 11.44.33 PMTaking interactive e-commerce to the next level, Montreal-based online clothing retailer SSENSE has debuted a unique music video where viewers can actually make purchases of the products shown on screen – in real time - while watching. While this was certainly a unique approach to providing SSENSE shoppers with contextual buy offers, it can also be applied to musicians as a way to sell more merchandise items direct-to-fan.

Featuring Australian rapper Iggy Azalea, hip-hop duo FKi and Grammy-nominated producer Diplo, the video for “I Think She Ready” was styled entirely by SSENSE. In doing so, viewers can shop Iggy's, FKi's and Diplo's looks using interactive hotspot technology from wireWAX, making every item featured in the video available for purchase directly through the video.

While there’s nothing entirely unique about how the video is shot (very standard pop / hip-hop elements throughout), it isn’t until the white “S” icons begin appearing all over the place that the viewers are pulled in. These “S” icons expand into the words “SHOP THIS LOOK” once the viewer scrolls over it. Once clicked, the video pauses and then displays a page where all the clothing items worn in the video can be purchased.

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Personally, I found that the floating “S” icons were bit too distracting - especially if one were to revisit the video repeatedly. It also seems to place the emphasis mainly on the shopping experience (albeit unique), and not so much on the artistic vision behind the video. But then again, when you’re using pop figures to sell fashion, it might be safe to say that “art” takes a back seat to “commerce” in this particular instance.

Musicians should at least take note of this concept, as it can be a great way to entice fans with unique and interactive calls-to-action, which can ultimately increase their bottom line. 

Watch the video and share your thoughts below:

This post is by regular Hypebot contributor and independent music business professional & musicianHisham Dahud (@HishamDahud)