6 Case Studies on Successful Online Music Marketing

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Connecting with fans is imperative in today’s music industry. It’s that connection that can give them a reason to buy and support your music. Utilizing social media and having a strong online presence makes connecting with fans much more achievable. Below are some good case studies of bands that found success through an online campaign. I encourage musicians to review these examples and pay attention to the elements that made them successful. Then think about how to implement those strategies into your own marketing plans. 1) Arcade Fire – Interactive Music Video Using Google Street View Arcade Fire utilized HTML5 to create an interactive music video for “We Used to Wait.” Users are prompted to enter the address of their childhood home at the start of the video. While watching the video, scenes from your old neighborhood are pulled in using Google street view. The elements of new technology, interactivity, nostalgia, experimentation, and personalization all aided in making this video a huge hit. Think about those factors for your next campaign. 2) Josh Freese – Topspin and Miniature Golf The one size fits all product days are gone. Having something for the casual fan to the super fan is a great way to be able to sell more and put additional money in your pocket. One way to utilize this method is through Topspin, an online funding platform for artists, musicians, inventors, filmmakers, etc. Josh Freese decided to try out Topspin to help fund an upcoming album. The thing I like about what he did was the creative “product” offerings that fit his personality, including: Lunch with him at Cheesecake Factory or PF Chang’s A round of miniature golf Josh washes your car or does your laundry He joins your band for a month A private drum lesson Take three items out of his closet Josh writes a song about you See the full list of packages and items Josh

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