Digital Brand Media and Marketing Group Inc (DBMM)

[hat12trick]

Hitting the right keys in music marketing

By Reggie James on August 23, 2011

http://www.imediaconnection.com/content/29767.asp

MTV has just reached the big three zero, and the place where music videos first found a permanent home has witnessed more change in the music industry in the past five years than in the rest of its history combined. Changes in the way music is promoted and distributed are currently so profound that it seems more likely that MTV has a much better chance of being here in another 30 years than many of the traditional record companies who created and controlled the video content MTV ran in 1981.

Whether TV will be its leading distribution channel, though, is another matter as the market provides ever more options for performers to get their video content directly to the paying public. So where is music video promotion heading, and what role do digital marketing experts have to play?

Digital distribution channels such as YouTube and Facebook have already brought about one revolution in the way consumers access music videos -- given that video traffic is expected to account for around 90 per cent of total global consumer traffic by 2015, music video is becoming a massive part of the content landscape. But being able to piece together a solid YouTube promotional campaign is only part of the picture for anyone who wants to make money from music videos. To create campaigns which exploit the full range of promotional services on offer is going to present a steep learning curve to many in the digital marketing industry.

Closing the skills gap

The amount of digital startup services appearing to exploit the video end of the music industry means a steep learning curve for marketing experts. Agencies need to quickly learn how to exploit these channels and integrate specialist campaigns with their existing digital promotion skills. Niche marketing, distribution and monitoring services are maturing with the likes of Audigist offering artists a way to distribute and earn from their video content.

Every part of the video marketing process is getting its own assistance. Take analytics, for example -- Google Analytics et al are on hand to provide endless detail to monitor and inform general digital strategy, but analytics services designed specifically for the music industry -- Next Big Sound being an interesting example -- are popping up to pitch a bespoke alternative.

It's important that digital marketers with an interest in the music industry take up this challenge now. Artists with a profile can reach the mass market through the big players, such as iTunes and Spotify but emerging talent is looking beyond the new digital 'establishment' to go direct. This segment represents the bread and butter market for digital agencies -- there are plenty of emerging artists out there who want to promote their work, but need affordable consultancy in order to get beyond the most basic digital marketing tactics.

Those currently working in the 'mainstream' of digital marketing have a huge amount to offer the music industry, particularly when it comes to drawing together the key content distribution channels so that search, social and mobile integrate well. Bridging the skills gap between generic and specialist services is the step the music industry needs to see more of.

So, the advice for digital marketers who want to build a client list in the music industry is to try and build experience quickly. For instance, consider doing some promotional work for an artist free of charge or at minimal cost. As long as they are aware that the relationship is helping to build your expertise it may still offer a great solution all round. A specialist partnership may also work -- look for a like-minded agency who you can share skills with, or a freelance consultant who you can bring in to work on specific projects. Whichever approach fits best, it's clear that music video content and the internet are a potent and very current opportunity for digital marketing practitioners.

Reggie James is managing director of Digital Clarity and SVP Communications at RTG Ventures Inc.