Case studies on successful online music marketing
a) Arcade Fire - Interactive Music Video using Google Street view:
Arcade Fire used HTML5 to create an interactive music video for 'We Used To Wait'. Users are prompted to enter the address of their childhood home at the start of the video. While watching the video, scenes from your old neighbourhood are pulled in using Google Street View. The elements of new technology, interactively, nostalgia, experimentation and personalisation all aided in making this video a huge hit
b)Amanda Palmer - Turning the power of Twitter into money
Amanda Palmer is widely known for her social media expertise. Advertising Age said "Palmer is more sophisticated than almost anyone on the Internet - musician, brand or otherwise - when it comes to gathering her audience around her and keeping the conversation going". On a boring Friday night, Amanda managed to rake in $11,000 in just 2 hours. It all started with Amanda tweeting about how she was alone, again, on a Friday night sitting in front of her computer. Others started chiming in and began claiming how "we are all losers" Dialog and interactions continued and grew at a rapid pace. A faux organisation was started called "The Losers of Friday Night on their Computers". Amanda created the hashtag LOFNOTC and thousands joined the trending conversation. A follower suggested that the group create t-shirts in support and promotion of the trend. Amanda quickly decied to run with this idea and made her own t-shirt using a sharpie pen. A website was created that night with the t-shirts being sold for $25 a t-shirt. After 2 hours of this, Amanda had made $11,000 from these t-shirt sales.
c) The Poison Control Center - Tumblr Tour Blog
The Poison Control Center have a successful tour blog. The band uses Tumblr which is a simple and free blogging platform popular among modern teenagers. They used this blog to regularly update their fans from the road as they traveled. After each show they share pictures, videos and posts about their experience, thank the sound team and door security, and of course their fans. They do this the right way by updating frequently, providing a wide variety of content and using multi media platform in their posts i.e posting videos, messages, photos.
a) Arcade Fire - Interactive Music Video using Google Street view:
Arcade Fire used HTML5 to create an interactive music video for 'We Used To Wait'. Users are prompted to enter the address of their childhood home at the start of the video. While watching the video, scenes from your old neighbourhood are pulled in using Google Street View. The elements of new technology, interactively, nostalgia, experimentation and personalisation all aided in making this video a huge hit
b)Amanda Palmer - Turning the power of Twitter into money
Amanda Palmer is widely known for her social media expertise. Advertising Age said "Palmer is more sophisticated than almost anyone on the Internet - musician, brand or otherwise - when it comes to gathering her audience around her and keeping the conversation going". On a boring Friday night, Amanda managed to rake in $11,000 in just 2 hours. It all started with Amanda tweeting about how she was alone, again, on a Friday night sitting in front of her computer. Others started chiming in and began claiming how "we are all losers" Dialog and interactions continued and grew at a rapid pace. A faux organisation was started called "The Losers of Friday Night on their Computers". Amanda created the hashtag LOFNOTC and thousands joined the trending conversation. A follower suggested that the group create t-shirts in support and promotion of the trend. Amanda quickly decied to run with this idea and made her own t-shirt using a sharpie pen. A website was created that night with the t-shirts being sold for $25 a t-shirt. After 2 hours of this, Amanda had made $11,000 from these t-shirt sales.
c) The Poison Control Center - Tumblr Tour Blog
The Poison Control Center have a successful tour blog. The band uses Tumblr which is a simple and free blogging platform popular among modern teenagers. They used this blog to regularly update their fans from the road as they traveled. After each show they share pictures, videos and posts about their experience, thank the sound team and door security, and of course their fans. They do this the right way by updating frequently, providing a wide variety of content and using multi media platform in their posts i.e posting videos, messages, photos.
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