"An Integrated Strategy for Marketing Your Music"
The music industry has stretched into the
digital revolution. The majority of artists has adapted to the new digital
universe, but also most seems to favor the old way of doing things in regards to
their music career strategy. But they should integrate. In this way the artist must understand both the
old marketing system and the newly emerging one in order to succeed in today’s
music industry. The winners will be those who understand the new digital
environment and find a way to connect the audience with the artist. What’s good for the consumer, after all, is
good for business. Give them something they like, and they’ll pay for it.
STRATEGY
Combining elements of
the old marketing system and the new digital system you come up with an Integrated
Music Marketing Campaign of internet and on air promotions, print
ads, direct to consumer, and parallel in-house and outsourced New Media viral
marketing campaigns targeting social networking and bookmarking sites,
among others. This marketing strategy is timed to optimize resources, and deploying them toward a sustainable increase in awareness and
sales.
TACTICS
The artists music is
their most valuable asset. How that asset is best monetized in today’s digital world is a very different story than it was yesterday. The the
game isn't releasing an album a year; it’s about rolling out media,
entertainment, knowledge, anything ENGAGING music, video (better
still, compressed video optimized for mobile viewing), flash games, ring tones, etc. etc. and
often for free--over an extended period of time.
.THE 13 Elements of
an Integrated Music Marketing Strategy
- multimedia website
social media pages
internet and on-air promotions,
full page print advertising
parallel in-house and outsourced New Media marketing
campaigns
social networking and bookmarking
sites
IM song swapping, MP3
blogs, genre relevant music websites
viral video.
servicing commercial and noncommercial radio
independent radio
- full
page print ads in pubs serving the key action-sports-music demographic
shooting videos for singles
post to video sharing sites (Google Video, You Tube, Facebook)
Remember to go directly to the Digital Biz for any questions regarding an integrated music marketing, publicity, retail and digital distribution plan of your own!
