At this year’s Yandex conference “New Marketing and Mixing of Reality”, the topic of promoting creativity, namely, musical groups, was touched upon. However, the “super method” was not announced and we decided to touch on this topic in our blog even then. It’s no secret that social networks are so popular now that advertising campaigns are ordered even by b2b companies, broad-based online stores – in a word, those who find it most difficult to find interesting content every day and gain popularity among a potentially target audience.
At the same time, who, if not creative people, should find it easier in social networks? Musicians, artists, photographers and other people of creative professions or hobbies – they always have something to say (or there is some work in the bins) and they have their own point of view on many things (which means they have something to discuss).
It is worth looking at blogs and microblogs of celebrities, fan pages on Facebook and other accounts in social networks, as it might seem that this glory is given “by itself.” Justin Bieber should tweet like “summer school. nothing more to say ”, as most of the 11,766,609 followers will be responsive with retweets and replies. But what about those who want to become famous through social networks? Have you come across any case of how a new group made its way thanks to the activity on the Internet?
These guys can handle provocations and open banter – moreover, this is what attracts the attention of old and new fans to them.
In order to advertise their new album, they came up with an interesting move: they created 18 additional album covers, in which they mocked the neighboring ones:
- “GHB is the only rubbish that is needed at their performances, and just to know for sure that then you will forget EVERYTHING”;
- “Actually, it’s not me singing on this album”;
- “This album won’t even be able to take an elevator”;
- “In the event of a fire in the club, just put on this tape and everyone will be evacuated in time”;
- “The best moments on this album are the pauses between songs”;
- “Every time you listen to this album, a cool musician dies”;
- “He should have burned his guitar before going on stage”;
- “Kurt Cobain shot himself again when he heard this album”;
- “The group that we have as support does not want these guys to be a support group for them”;
- “This album has always made Sid Vicious angry”;
- “Unfortunately, this group only took over drug addiction from the Rolling Stones” and so on.
What needed to be done:
- go to parisians.com;
- free download the archive with these covers;
- upload them to iTunes;
- turn on the screensaver in iTunes and watch how the covers replace others. The same thing happens on last.fm – which will not go unnoticed.
In an app as popular as last.fm, The Parisians have done something that has never been done before. The fans are delighted. And most importantly, they have successfully sold the circulation of their album. To be fair: this digital company was invented and implemented by DDB Paris in April 2011.
6216 VKontakte users added this mp3 download to their audio recordings. On YouTube, this song has 1,376,498 views, with 8,981 users noted that they liked the song. What’s the trick? Great text + Great clip . This song is figuratively about the ideal of the majority and therefore I want to share the video.
Put music on the internet for free
A good way to get attention is to reward social media users in some way. For example, to put a new album on the Internet – this is what Radiohead does, and our compatriots can do the same. In order to promote it, you can make it available for listening and downloading only to those special ones who “liked” the page or joined the group.
Do you have many such examples? I have one. Odessa group “Feathered Serpent” yesterday posted its new album on Facebook . Today, on the sidelines, we will talk with the frontman of the group. Maxim Yachmen about this and many other things. And one of these days we will publish a post in continuation of this topic. I would like to note that many specialists go to specialized events with successful Western cases. And I would like to consider the Ukrainian example, albeit not the brightest one.
