Marketing Music in the 21st Century

The three main objectives of this project are:

-Music video
-Website
-Digipak

Since all of these products relate to the overall music campaign, it seems fitting to start my research by delving deeply into the music industry, to study how musicians nowadays are using technology and media to heighten their success.

“The answer is developing an audience focused on YOU. In a world where attention is scarce, it is artists who have built something that intrigues, and who have the attention of an audience that will win.” Dotted Music

This quote reminds me of the heightened importance of targeting an audience, in a place where there is so much content that quality is overshadowed by quantity. Because of this, Cata and I decided that Em’s alternative rock/pop music is best fitted towards Millennials and older Generation Z’s. Due to the large gap between age ranges, 15-30 years old, our marketing strategy needs to be all encompassing.

The Canadian website, Music Managers Forum, had some incredible insight into marketing music in the 21st century. It’s especially helpful as their information is targeted towards self-managed artists. MMF stated that being successful in this industry consists of three necessary steps:

1. Connecting with your audience


2. Building and maintaining that relationship


3. Converting that relationship into revenue.


As you can see, the audience is arguably one of the most substantial parts of the campaign. It’s about how we are going to make people reach Em’s content, and relate to it so much that they’ll yearn for any interaction with her, which brings me to the next point...INTERACTIVE EVERYTHING! YouTube, Soundcloud, Instagram, Snapchat, Facebook, Em’s content needs to be everywhere. Her website needs to link back to all of her music, and all of her music needs to connect back to her website and social media outlets. 



Right now, Em has a YouTube Channel, EmmanuelleSasson, with over 260 subscribers. She is constantly uploading covers of songs, and sometimes even does personal diary-type posts. You can see her most popular cover so far(with over 1500 views!) on the left.

Em also has a personal Instagram, @_emmanuelle_s_, and one that she started only for her music image, @emsasson. However, she uses her personal one much more than her music one, something that we suggested changed. Em's twitter is @emsasson.



Sources:
"Music Marketing in the 21st Century." Music Managers Forum. N.p., n.d. Web. <http://musicmanagersforum.ca/resources/music-marketing-for-the-21st-century/>.

"Selling Music in the 21st Century." Music Business Journal Berklee College of Music RSS. N.p., n.d. Web. <http://www.thembj.org/2009/01/selling-music-in-the-21st-century/>.

"Being An Artist In The 21st Century." Dotted Music. N.p., 26 Oct. 2012. Web. <http://dottedmusic.com/2011/features/being-an-artist-in-the-21st-century/>.