Music marketing: The growing importance of social media

Social media is proving its significance within music marketing. Especially music release strategies are increasingly dependent on social media, as demonstrated by a survey performed by Musicmetric, who tracks and analyses what is happening to music online. Via Music Week.

“What is clear is that there is a definite incentive for artists to be taking the time to accurately and quickly explore ways of finding out what really works and what doesn’t for them in building up a fanbase across social networks that has not just strong foundations, but like with any lasting relationship, an authentic rapport,” said Marie-Alicia Chang, co-founder of Musicmetric.

“Artists should take heart from the fact that it is possible to break through with persistence and the right formula, whether it be the way they are sharing content, creating content or generating buzz, we are looking at more ways than ever for artists to find and take control of the new channels that will evangelise about them best.”

“There is a knack to understanding how these things pan out however, and a lot of artists, managers and marketers are all still finding their feet. The deeper exploration of what is really having the most impact and why is something we are very excited to be working with Music Week to shed some light on.”

Established acts such as Lady GaGa have a huge headstart with almost 33m Facebook fans and around 9.6m Twitter followers to mobilise.

Following the February 11 release of Born This Way, the number of new followers to GaGa’s Twitter site rose by more than 90% to 31,114. And YouTube plays dramatically increased by 385% to 250,000, from the day before to two days after the release.

Facebook is replacing MySpace as the chief platform for musicians to share their music and interact with fans. Music marketers have an increasing number of possibilities and functionality on Facebook with apps such as BandPage which can be added to Facebook Pages. This is bad news for MySpace which is widely seen as a dying fad. MySpace has now only 34 million users, down from 93 and losing 10 million only between January and February this year.

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