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Entries in advertising (7)

Wednesday
Mar062013

"Has Your Music Been Featured In The New York Times?" An Exposé on Beatwire.com

“Has Your Music Been Featured In The New York Times?” That’s quite a question! When I saw the advertisement headline recently I was tempted to click on it myself it looked so enticing.

This is a bit of a dangerous article, but after seeing that the advertisements for these types of companies are still all over the place targeting hopeful musicians, and knowing the disappointment left in their wake, I had to say something. It is in no way intended to insult anyone. It is only meant to tell the truth, so you can take that for what it’s worth.

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Monday
Oct222012

What’s The Story? The Value Of Storytelling In Music Promotion

Mark Knight is the founder of Right Chord Music, a management and consultancy business. The company was created with the aim of helping independent artists like The Daydream Club promote their music using insights gained from the wider marketing world. In this article Mark introduces the concept of story telling in brand advertising and shows how creating a story can help independent artists promote their music more effectively.

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Wednesday
May092012

Q&A: Getting Music Placed in Advertising

After our recent post about getting music placed in video games, we had a bunch of requests to find out also about the same process for advertising. We spoke with James Alvich from MAS (Music and Strategy) who provides a full range of solutions for brands and advertising agencies including original composition, music supervision, licensing, talent procurement, and sponsorship packages. James has over 11 years experience in advertising, specializing in television, radio and online commercial production.

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Tuesday
Dec062011

Effective Music Advertising

When it comes to music and advertising, there’s no such thing as a one-size-fits-all solution.  What works for some artists will not work for others, and vice versa.  However here’s one thing I can tell you for sure: too many artists are using advertising as a blunt force weapon.  Simply dropping a picture of yourself, your band, or your album art into an ad unit and then indiscriminately campaigning nationwide for clicks will rarely generate the advertising ROI you need to justify spending on another campaign.  

Based upon my own experiences and upon the numerous campaigns I have reviewed over the last year, I believe artists should 1) commit to running numerous test-trial campaigns prior to allocating the majority of their advertising spend to a single message, and 2) seriously consider which geographic targeting option (local, regional, or nationwide) will generate the immediate ROI artists need to justify a continuous investment in advertising.

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Monday
Oct312011

Getting the music advertising ROI calculation correct...

There’s an item missing from the music-marketing dictionary.  What do you call the person that has decided to surrender an email address, follow you on Twitter, or Like you on Facebook?  If the word ‘fan’ is short for ‘fanatic’, or as someone said last week: “a fan is someone that buys all your stuff”, then we need an intermediate descriptor that sits between a potential fan that has yet to learn about you, and a fan or fanatic that is already buying your stuff.  ‘Pre-fan’ seems like it will work, but why bother?

As more and more labels and artists use advertising to bridge the gaps between social media islands, it’s essential to get the advertising return on investment (ROI) calculation correct.  If a potential fan is not yet a fan, and if a pre-fan is not really a fan, then you need to apply TWO conversion rates to your ROI calculation.

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Monday
Aug292011

Broadcast Is Over

How many times have we been inundated on Facebook with “spray and pray” wall messages from “friends” promoting their music or tagged in photos and videos that bear no relevance to us? How many times have “Tweeple” tweeted us to watch music videos that we didn’t ask for and don’t have an interest in. It’s annoying isn’t it?

This happened to me recently (again) whereby I received a charming rock video that involved all kinds of torture, sex and death imagery (evident within the first ten seconds you could see where it was going … no major label deal for this band!). They were a follower of mine on Twitter. This video however, was unsolicited and not to my taste. Consequently, I blocked them.

Theoretically, we have permission so why do we find this kind of thing so irritating? Surely, by default, we are fans of our friends’ and followers’ musical endeavours? This got me curious why we feel this way and got me back onto a marketing strategy I am working on based on trust.

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