Marketing in the music business : American leadership today
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The Innovators: New music industry approach for a new economy

The Innovators: New music industry approach for a new economy | Marketing in the music business : American leadership today | Scoop.it
As the music industry struggles to grow in an age of digital delivery, one entrepreneur may have found a new way to grow an audience.

Via Pierre Priot
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Pierre Priot's curator insight, October 20, 2013 5:59 PM

I assume that future apps will decently compensate start-ups. 

Let's hope artists will get a share of these new incomes.


 

Hack Your Craft's comment, April 27, 2014 7:51 AM
yes, that is always the golden question. They always like to apply the trickly down theory to innovation in the music industry where artists are at the bottom of that bucket collecting the trickle.
Josh Granese's curator insight, November 4, 2014 10:26 AM

Song Pong. Never heard of it, but the idea actually seems VERY interesting. I ALWAYS tell my friends about new music I am listening to. Whenever my favorite band releases a new song it goes on Facebook, Twitter, you name it. Song Pong allows me to share their music and they get compensated for me sharing their work which is absolutely sick. I may even use this for my own material.

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Le Crowfunding : capitalisme de masse ou générosité ...???

Le Crowfunding : capitalisme de masse ou générosité ...??? | Marketing in the music business : American leadership today | Scoop.it

Le financement par la foule est récemment sorti du bois. Jusqu’ici peu connu et peu utilisé, il commence à fleurir sur le Net. La mondialisation aidant énormément pour le coté bancaire. Le fonctionnement est simple, transparent : vous aider à financer un projet selon votre envie. L’argent peut être donné ou investi selon le projet. Certains projets permettent une excellente rentabilité.

Ce nouvel « actionnariat » ou mécénat attire toutes sortent de créations. Cela va de l’entreprise pharmaceutique en passant par l’artisan, le musicien, le dessinateur jusqu’à des projets de sauvegarde du patrimoine.

Des centaines de millions d’euros sont ainsi investis dans des structures qui n’ont pas la chance de satisfaire des banques engluées dans leurs actifs pourris et/ou les réglementations bureaucratiques. Ce mouvement de foule dynamise l’économie, se passe d’intermédiaire… et de l’État. Les projets sont vérifiés par les entreprises tenant les sites web permettant le financement, ce qui rend les investissements assez sûrs (Je n’ai jamais eu de mauvaise surprise).

Les parisiens se souviennent peut-être des affiches de « L’âge de glace Live » partout dans le métro : ce spectacle s’est financé par le crowfunding et à réussi à trouver 149 121€ par ce biais (Mymajorcompany). Cet événement était rentable, les investisseurs ont donc pu profiter de places gratuites et d’autres avantages. 1489 personnes ont financé ce projet soit environ 100€/personne. Ce mode de financement est aussi pratique dans le sens où si l’on arrive à être financé c’est une gageure d’intérêt du public. Une fois les fonds rentrés, on peut montrer patte blanche aux banques difficilement prêteuses : « ce projet intéresse les gens, regardez ».

On trouve également des projets humanitaires, certains sont juste là pour financer des médecins, d’autres promeuvent l’éducation, etc…

Je vous parlerai ici d’un projet d’orphelinat qui encourage les orphelins à créer leurs entreprises. L'idée est de leur permettre d'acheter un porc et trois truies adultes (4*250 dollars), un local (700 dollars) et un rickshaw(véhicule entre la voiture et la moto) pour transporter, acheter et vendre. Ceci leur permettra d'obtenir une autonomie financière afin qu'ils puissent développer eux-mêmes leurs activités. C’est un esprit libéral qui m’a immédiatement plu.

Il n’y a pas de retour sur investissement mais qu’importe, je préfère partager mon argent comme je l’entends au lieu de donner à l’État qui le dilapidera en Montebourdes.

Les sites de crowfunding fonctionnent évidemment en prélevant leur « taxe » qui peut être plus ou moins importante. Cependant celle-ci oscille la plupart du temps autour de 5%. Une taxe plutôt sobre, des contenus originaux, une efficacité prodigieuse, le crowfunding grâce à internet échappe au contrôle de l’État et devient une véritable solution d’investissement.

Il existe beaucoup de sites promouvant ce nouveau mode de fonctionnement, je ne peux que vous encourager à les visiter.

 


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Marketing Viral : Comment créer un buzz sur Internet

Marketing Viral : Comment créer un buzz sur Internet | Marketing in the music business : American leadership today | Scoop.it

Créer un buzz est certainement la façon la plus rapide est la plus efficace pour voir des dizaines de milliers d'internautes se ruer vers votre site.


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Did 'Call Me Maybe' and Social Media Really Change Music Marketing?

Did 'Call Me Maybe' and Social Media Really Change Music Marketing? | Marketing in the music business : American leadership today | Scoop.it

Summer’s pretty much over, but the beat, as they say, goes on. Don’t think that those summertime music hits (or earworms, depending on your taste...I’m looking at you Gotye) are going away anytime soon. I’ve talked before about what the music industry gets right when it comes to good content and marketing channels, and a recent NYTimes article brings up some interesting points related to how a hit becomes a hit in the new social media-influenced marketing realm.

 

If anything though, the story in that article isn’t about how social media and artists like Carly Rae Jepsen have wreaked havoc on the “old model” of music marketing and promotion, it’s about how smart marketers have recognized ways to integrate social media into their mix for a stronger and more flexible program. But before even broaching the question of “how can we try to create viral buzz?” marketers need to ask, “do we even have the right content to promote?” The main takeaway from the NYTimes piece is that “Call Me Maybe” struck a chord with a wide audience because it was a fun, catchy song…not because of a grand marketing scheme.

 

Here‘s what I think are the three most interesting points from the article:

Third party endorsement is critical – Bieber is the social media example here…an established artist recommends an up-and-comer and is able to ignite conversation. But marketers note! This is not a recommendation to start recklessly @ mentioning pop stars to promote your product.Viral videos have definitively become a driving force in promoting artists – But what really makes a song take off virally is not likely to be the original artist’s video, it’s fan-made copycats or tributes. Through online monitoring that can identify fan videos and commentary, it’s possible to weave unsolicited buzz into a marketing plan…more on that a little later.Radio (including emerging online streaming radio) is still important – “The song’s trajectory also demonstrates the continuing power of radio, which record executives say is still essential to turn any song — no matter how much online buzz it has — into a genuine smash.”

 

What this article actually shows, is that social media tactics aren’t “upending” the music industry, they’re simply becoming recognized as part of a synegrated multi-platform approach. The unpredictable nature of the social community, be it positive or negative, presents a challenge to marketers since plans require flexibility and opportunistic variables. As Carly Rae Jepsen’s manager discusses in regards to her Tumblr page of fan tributes “trying to control the energy wasn’t the point.” They’re successfully reacting to that energy, and therefore able to work with it.

 

If we can recognize where opportunities are being presented and react within brand guidelines, it’s possible to feed even ancillary tactics (a Tumblr page may not have been on the Jepsen radar from the outset) back into the broader marketing ecosystem. As marketers, sometimes the most we can do is put all the right pieces in place for things to get rolling. The social community will ignore or respond, and we need to be able to test, measure and adjust strategy based on where the music takes us.

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Is Bolder Better? How An Artist’s Persona Affects Sales, Airplay and Streaming

Is Bolder Better? How An Artist’s Persona Affects Sales, Airplay and Streaming | Marketing in the music business : American leadership today | Scoop.it
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Apple's iTunes Radio to Launch in U.K., Canada Early Next Year

Apple's iTunes Radio to Launch in U.K., Canada Early Next Year | Marketing in the music business : American leadership today | Scoop.it
Apple's iTunes Radio product will launch in the U.K., Canada and unspecified Nordic countries as soon as early next year and beating rival Pandora

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Apps Are The Future of Music

Apps Are The Future of Music | Marketing in the music business : American leadership today | Scoop.it

Applications (more affectionately referred to as apps) are the future of the music industry. Notable failures within the last few months, such as Jay-z’s Samsung fiasco, are just a few in a world of apps that are helping to change the music landscape.


Via Yvan Boudillet, GilCasta
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Musiques de pub: un Eldorado pour les artistes?

Musiques de pub: un Eldorado pour les artistes? | Marketing in the music business : American leadership today | Scoop.it
MUSIQUE - Moby, M83, Chemical Brother, Nirvana, U2... Beaucoup d'artistes et de groupes de musique ont vu une ou plusieurs de leurs compositions habiller le film publicitaire d'une marque.

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Just a Marketeer: Learn Gangnam Style Viral Marketing

Just a Marketeer: Learn Gangnam Style Viral Marketing | Marketing in the music business : American leadership today | Scoop.it

Learn Gangnam Style Viral Marketing. PSY’s “Gangnam Style”, a song and music video released in July 2012 that have gone viral since August 2012. To date, the music video on YouTube has exceeded 700 million views and still counting.


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FundRazr pushes crowdfunding to next level with social platform - Crowdsourcing.org

FundRazr pushes crowdfunding to next level with social platform - Crowdsourcing.org | Marketing in the music business : American leadership today | Scoop.it
FundRazr pushes crowdfunding to next level with social platform
Crowdsourcing.org
article Crowdfunding, Open Innovation. FundRazr pushes crowdfunding to next level with social platform.
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Love It? Hate It? Beyoncé Does H&M

Love It? Hate It? Beyoncé Does H&M | Marketing in the music business : American leadership today | Scoop.it
Do you love H&M's splashy new summer campaign connecting the Swedish retailer to the pinnacle of American music culture? Or do you hate it? Or, are you simply indifferent? Connecting your brand to culture can be a huge move.

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Amelia's curator insight, May 6, 2013 10:15 PM

For me, I absolutely like it. I am a huge fan of Beyonce and H&M as well. However, this could raise some issues, where Beyonce with her own well established brand became the face of a campaign for another well-known brand. It is unsure how people will interpret this kind of relationships. But, I think this is a kind of win-win relationship, both parties are benefit from it. H&M created tremendous buzz effect by partnering with Beyonce, and Beyonce of course, get tremendous royalty from it. 

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Malgré les modes asiatiques, les USA dominent toujours la culture mondiale - National Geographic

Malgré les modes asiatiques, les USA dominent toujours la culture mondiale - National Geographic | Marketing in the music business : American leadership today | Scoop.it
Washington. Aretha Franklin interprète l’hymne national. Sponsorisé par une marque de soda célèbre, ce spectacle de quatre jours a été…
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Back to Vinyl : quand l’iPhone « lit » des vinyles

Back to Vinyl : quand l’iPhone « lit » des vinyles | Marketing in the music business : American leadership today | Scoop.it

Le label Allemand Kontor a lancé une opération assez originale : Back to Vinyl, afin de promouvoir le dernier titre du DJ Boris Dlugosch. Les directeurs d’agences créatives ayant largement tendance à ne pas écouter ce qu’ils reçoivent, le label leur a fait parvenir un kit baptisé « The Office Turntable ».


Via Hxss, GilCasta
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