Music Marketing With Paper.li’s Digital Newspaper
Paper.li got its start as a digital news aggregator powered by tweets on Twitter. With a default news site layout, Paper.li still uses the term "newspaper" but has added numerous sources such as Facebook and YouTube to the mix. I regularly see music industry-related Paper.li editions but I've encountered few by musicians or labels. Here are some ideas for those considering the possibilities. And if you're a musician or label with a Paper.li, please let us know in the comments.
Paper.li strikes me as possibly the best of the link publishing systems that were created in response to the birth of Twitter. Both Twylah and RebelMouse are developing in their own way but I find Paper.li to have more archival value and, if one is using the Pro features, stronger notification and publishing features including email newsletters.
I checked out Paper.li for a project a while back. Though it didn't fit that particular project, I realized it was worth a closer look at Hypebot when Dan Zarella revealed that Paper.li's default "daily is out" phrase was associated with a surprisingly high number of clickthroughs on Twitter.
Music-Related Paper.li Publications
However I would not present either of these as excellent examples of marketing one's music using Paper.li. I haven't spoken to either of the publishers so I don't know how they view their work but, in terms of marketing alone, I put them in the category of curators who I might check out further because I'm interested in the news I get from them.
But though both publishers focus on music news, neither presents news in a way that pulls me into their brand. It's thematically relevant but not specific enough to help build a strong brand.
Whatever their actual goals, if you're considering marketing your music or music-related business using Paper.li, I would encourage you to tie your news much more closely to who you are and how you want to be perceived in the world.
Michael Brandvold's The Music Marketing Daily is a stronger example of someone in music marketing curating a Paper.li about music marketing. Howver, if today's edition is a typical example, by the time you're halfway down the page, you're into much more general music and entertainment news which might be of interest to a music marketer but veers away from Brandvold's own brand focus.
Music Marketing Possibilities on Paper.li
So obviously my bias is towards shorter Paper.li publications that are tightly focused on a niche related to the musician or business person. For example:
- a band and its musical world
- the personal interests of a musician
- a label and all its acts
- the genre of which the band is a part
News niches work differently depending on what the act has achieved. Miley Cyrus could probably put out a daily news edition and it could be All Miley, All The Time. A band that's beginning to get widespread attention might do a broader edition focusing on other bands in their genre or using Paper.li to give their fans a look at what interests them when they're not playing music.
A label could use Paper.li to publish links to the coverage for all their acts beyond special features they might list on their website. An unknown act might use Paper.li to introduce the world to the total aesthetic, philosophical and sociopolitical context for their multifaceted musical art.
And that's the beauty of Paper.li. It's got the potential to work at any level of the game and it has a range of useful features that make it a solid tool for a variety of approaches to music marketing.
Hypebot Senior Contributor Clyde Smith (@fluxresearch/@crowdfundingm) also blogs at Flux Research and Crowdfunding For Musicians. To suggest topics for Hypebot, contact: clyde(at)fluxresearch(dot)com.