![]() ![]() Our marketing team has to be nimble in order to adapt to new content creation means and empower our artists to build an honest connection with their fans. If it’s not good or authentic, fans will know it. But some artists don’t want to be so open or are more reserved therefore they wouldn’t be a good fit for Snapchat. We have an artist named Brett Eldredge who has an incredible Snapchat. Some are great at Instagram but are horrible with any type of live communication. They each have their own personality, and you need to match the artist to the platform. NW: In terms of marketing strategy, it’s all about the artist. How do you decide where to focus your marketing efforts? I know it took the labels a while to catch up to digital, but technology hasn’t stopped evolving. Plus, the quality of music audio is better with our official partners than fans can find anywhere else. NW: There are always bootleg issues, but more then ever there are many easy ways for people to access music for free or a paid subscription. JC: Are you still seeing issues with illegal downloading and bootlegs? When we get partners to support it and post on their sites, they embed it from the artist’s site, so we’re able to see a complete picture of exactly how many views an artist is getting. ![]() This way, we’re able to lead fans to the high-quality official video, keep track of how many plays it gets, which is important not just for revenue, but for monitoring its success. When we make a video for an artist, it usually lives on their YouTube site, which Warner Music maintains. For video streams with our licensed partners, YouTube is still our biggest platform. ![]() Spotify, Apple, Tidal, Amazon-all these audio streaming numbers are now being added to our traditional sales numbers as overall sales. NW: As a revenue driver, streaming is easily in the top 3. JC: How much of a revenue driver are these streams? How do you measure that? We have deals with all these partners like Spotify and SoundCloud, so there are all these easy and legal ways for fans to get music today. With the right piece of content and artist, we have an opportunity for big additional exposure across the appropriate platforms. The exciting thing for Atlantic and our artists is that all of the new platforms need valuable artist content. It’s really important to choose the right platform for each artist. The quality and strategy of videos and the creative has to be well thought out––not all videos are created equal and fans will decide what resonates quickly. Everybody can make videos, so the quantity is substantially higher and they’re central to any music marketing plan. One of the biggest changes is the sheer volume being created. Nina Webb: Videos are more vital to building an artist’s brand than ever before. With all the new platforms, how does video fit into music marketing these days? Joanne Chen: Video has been important for the music industry since the birth of MTV, but a lot has changed since then. ![]()
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