‘ If we’re going to prepare for the future of music, we need to understand the complex behaviours of Generation Z’
Geoff Taylor- Chief Executive BPI & Brit Awards
The future of music marketing and indeed the present are a far cry from what they were in just the previous decade and Geoff Taylor speaks on behalf on the whole industry when he says trying to understand complex young people like us is key to future success...
The digital age has birthed a new online universe, of which, when it comes to marketing music, most record labels are going crazy and harnessing every aspect of social media to promote their latest release.
Some interesting stats:
74% of 16-19 year olds say music is an important part of their lives and 53% of those are regular weekly users of Spotify. A massive 94% of the age range penetrate Youtube monthy as a means of discovering new music through the sites self-made celebrities such as Zoella and Caspar Lee.
Now, writing this blog as a young digital native myself I can safely say I rinse Spotify and indeed any platform that allows me to stream music whenever I am and whenever I want. I can’t say I’m a massive fan of Youtube culture; I’ve only ever watched Caspar Lee by default and I can’t say I really have much time for watching a twenty-something film him or herself crying in bed because they ‘ just feel so emotional right now’..
Apologies if that was too sassy.
With these statistics, it’s no surprise labels are jumping in head over heels with the amount of marketing they do for their artists- but is sometimes a little bit too extreme?
Case Study: 5SOS- Girls Talk Boys
The marketing campaign for the promotion of this tracks is… a little extensive.
As the song was set to be featured in the upcoming Ghostbusters film, it was a field day for the team who had the job of marketing it.
First things first, the band shared the release of the track on their socials. Then followed a series of adverts of the band offering a ‘ ghostbusting’ service and being covered in slime; it might be key to point out here that the cast of the Ghostbusters film were all female, perfectly mirroring the demographic of the bands fans- 13-20 year old girls.
It’s no surprise Capitol Records really went to town with their marketing.
The band then partnered up with superphone to create a dial up service in which fans could call and hear a 30-second snippet of the song and personalised pre-recorded message from the band. All very cute yes.
Once the song was released a Spotify ‘ share to unlock’ microsite was created where fans could unlock the songs music video. Spotify was the label's main partner in the marketing campaign so in turn, the platform collected data from those who shared the microsite so that the label could market their emails more effectively to fans.
After release, the label then partnered with photo-based social media outlets Snapchat and Tumblr. A geofilter was created for fans to use during the band's Madison Square Garden date whilst Tumblr got an exclusive 36 hour premiere of behind the scenes made readily accessible to users as they received push notifications on their phones advertising the content, whether they were 5SOS fans or not.
And lastly, Capitol struck a deal with Musica.ly where the band posted ‘ introspective’ videos based on their experiences creating the track.
Mass Culture for Mass Appeal
These marketing techniques were clever. They reached a huge amount of fans worldwide and yes, they made the band, the label and its partners, a lot of wonga.
You have to admire the tenacity of the marketing team behind this campaign, but is the industry now seeing the young generation as a band of brain dead sponges who will just soak up any advertising they see on social media?
Are we just too easy?
The utilisation of pseudo-individualisation which is making every fan feel like specialised content has been created just for them ( that’s right I paid attention in music culture lectures) is an effective manipulation of their psyche as the content will always be absorbed no matter how cheap or tacky it is.
I think we might be making it too easy.
Alas, It’s not for all Millennials
Though as a Generation, we are blanketed and often stereotyped- we even have the nickname ‘ Generation Lay-Z’; I like to think there are still free thinking individuals ( like myself) who are still resistant to submitting to mass marketing.
There’s hipsters who are said to be counter- cultural and go against common trends.
But they’re just as irritating as 5SOS fans..
I joke, but do check out my blog on them.
Give this blog a like and a share and whilst I may be criticising marketing, obviously here at MG, we encourage our members to tap into their fan bases and give their fans good content when it comes to promotion.
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