INFLUENCE Music Marketing Meets Social Influencers COVERFEATURE
06-07 Tools Kombie 08-09 Campaigns YACHT, Radiohead, James Blake 10-14 Behind The Campaign Aurora MAY 18 2016 sandboxMUSIC MARKETING FOR THE DIGITAL ERA ISSUE 157 UNDER THE INFLUENCE music marketing meets social influencers COVERFEATURE In the old days, there were a handful of gatekeepers – press, TV and radio – and getting music in front of them was hard, UNDER THE INFLUENCE but not impossible. Today, traditional media still holds significant power, but the number of influencers out there has shot up exponentially with the explosion of social media in general and YouTube in particular. While the world’s largest video service might be under fire over its (low) royalty rates, the music industry is well aware that its biggest stars offer a direct route to the exact audiences they want their music to reach. We look at who these influencers are, how they can be worked with and the things that will make them back or blank you. etting your act heard used to be, if not exactly easy, then at least relatively Gstraightforward for the music business: you’d schmooze the radio playlist heads, take journalists out to a gig and pray for some TV coverage, all while splashing out on magazine and billboard advertising. The digital era – and especially social media – have shaken this all up. Yes, traditional media is still important; but to this you can add a sometimes bewildering list of “social influencers”, famous faces on platforms like YouTube, Snapchat and Instagram, plus vloggers, Viners and the music marketing meets rest, all of whom (for now) wield an uncanny power over youthful audiences.
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