An internal Facebook memo points to a future where the distribution of unpaid posts on the social network "decline over time" in favor of messages from advertisers. Several music marketers tell Hypebot that, over the last year, the reach of their posts on Facebook has gradually grown smaller, no mater how big their artist's audience is.
Lady Gaga's been pretty open about her personal life and puts forth a strong image of sexual exploration and of excess. She's also very much into appropriating art and fashion ideas across cultures and time periods. So GAGADOLL makes a lot of sense given her approach though it must read rather differently from a Japanese perspective than that of the West. Then again, it's basically a music-enabled celebrity sex doll.
In episode 34 of the Upward Spiral, we talk with Matt Voyno, co-author of the New Rockstar Philosophy, a book that strives to be a road map for starting a musical project in the digital age. We were excited to interview Matt, because we have been virtual colleagues and friends through about five years now. We discuss how Matt and his co-author started blogging, what has changed in the music and technology sector since then, how theory of one thousand true fans and direct-to-fan marketing has evolved in recent years, and what this new age means for indie artists.
Clambr's Richard Marriott got "50 Experts" to weigh in on "How to Promote Your Blog with Just 3 Tools." It's a big page that's now at 53 professional web marketers, SEOs and marketing bloggers. But I think their choices of blog marketing tools and their rationales for using them, which also reveals some of their approaches to blog marketing, offer useful insights for musicians, music businesspeople, music writers and music marketers who are creating content, building brands and spreading the word through blogging.
New on Hypebot's Jobs Board is PledgeMusic looking to hire a full-time Marketing Manager. You'll also find an opening at world music label Evergreene Music, positions at Viacom Music Group and more. Details on all of these opportunities are all on our Music Industry Jobs Board.
HIRING? How To Post Your Job For Just $29:
Some of these things claim first, some do not. Some of them are and some are not. But in a postmodern world does history matter? Apparently not. So, instead of playing art history detective or investigative pseudo-journalist or debating some binary question that rigs the discussion, I'll just let you enjoy your own take on these unique and interesting experiments in music marketing from Pharrell, Riz, The Who, Bon Jovi and Katy Perry. Spoiler: the recycled video beats all the firsts.
Here's some action from music support elves making DIY artists' lives easier. Just in time for the biggest sales season of the year, Bandcamp introduces gifting. Now you can give digital downloads as gifts with physical products up next. Over at Topspin they've added a promo exchange as well as advertising options via ArtistLink, which is a rebranded version of GoDirect now on its own site. So go make merry and benefit from the season while building to an awesome New Year!
TeraBrite started out on MySpace but when they discovered the power of YouTube there was no turning back. Now they claim to be "making 5 figures" with an approach that combines theme song placements in other YouTube stars' videos as well as a combo of cover songs and originals. In other YouTube news, Google+ spam comments have been acknowledged as an issue and YouTube pledges to do some things that may help but are unlikely to fully solve the problem. Plus, YouTube's app can now be found on the Xbox One.
One Direction just released a new album with a variety of interesting marketing efforts which are part of what is no doubt a massive deployment of skills and money. Though definitely a global act with a world tour planned for 2014, One D is also targeting the States with a variety of efforts. Of particular interest is their use of digital billboards as a localized screen for social media. Also worth noting, especially given the shift in social energy from now traditional networks such as Facebook to an array of messaging apps, is their campaign on Kik, though it's not quite the first it's claimed to be.
(UPDATED) What is a fan worth? It's a an increasingly complex and important question to answer; particularly with a myriad revenue streams, free or freemium the new normal and underwhelming payments from streaming. Music sales and marketing platform Topspin has launched a new feature to try to provide the answer; and their data shows just how much the value of each fan varies from artist to artist. Some examples:
From the Nielsen Newswire.
Brands are using music as a way to connect with their consumers now more than ever. In fact, U.S. music fans actually feel more favorable toward brands that engage them through their favorite tunes, according to Nielsen’s Music 360 report.
If you always do what you have always done, you will always get what you have always gotten. Tired of getting the same dead-end advice that sets you on a path to nowhere fast? So are we. That's why we're turning to Shaun Letang's most recent post on MusicThinkTank.com where he encourages collaboration and innovative artist to fan engagement. What if, instead of thinking outside the box, we begin to think like there isn't one? What kinds of promotional efforts have paid off for you?
Yesterday SoundCloud introduced Explore, a discovery feature that should help connect more listeners with artists using SoundCloud though a more prominent homepage position would be a nice touch. It's available on the web and on SoundCloud's Android app. No word yet on iOS availability but their iTunes listing promises "bigger updates" than their recent design refresh.
NoiseTrade is one of the quietest of the music tech startups that I consider top of the class. But now that they're planning to add a section for writers, called NoiseTrade Books, they're making a bit more noise. I spoke this week with co-founder Brannon McAllister about how NoiseTrade has been doing and why it's still a great tool for artists seeking to raise their profile. And I include some thoughts of my own on why giving away music for free can sometimes be a smart thing to do.
Lady Gaga's ARTPOP debuted at #1 on Billboard this week. But topping the chart took just 258,000 in sales, which represents a 75% drop from the 1 million copies Gaga's "Born This Way" sold in it's first week. It also makes Gaga only the third-biggest biggest debut week for a woman in 2013, trailing both Katy Perry and Miley Cyrus.
Matt And Kim are responding to the Christmas season with a Secret Santa Contest for their fans. It's a bit of a variation and a reminder that you can take something that many have enjoyed or wish they'd gotten to enjoy and use it as seasonal marketing promotion. You can find other ways to celebrate or even stage your own anti-celebration if you wish. There are many possibilities so I'm including a selection of past Hypebot coverage with examples of making the most of a time that takes on different meanings for different musicians and their fans.
Two quick tips related to names for folks promoting their band or business in blog comments or on Twitter. Google's Matt Cutts recently clarified, more or less, how you should handle your name and link practices in blog and forum comments if you don't want to be labeled spam by Google. And I point out a problem I've been noticing on Twitter with folks not including their full name or that of their band in their Twitter id or description. That means you won't show up in Twitter searches for your name.