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I have been speaking on how The Viral Marketing has taken off in the music business, but here is some information i have seen.
The path from obscurity has always been a treacherous one for artists, and the internet has only multiplied the competition. But successful bands are frequently adept at finding and energizing their core audiences online, and that means manipulating a growing number of digital outlets and formats.
If a group or song is hot, fans will spread the action organically, and the snowball sometimes builds overnight. But bands are frequently savvy at seeding the excitement, and that almost always involves video content. "Video is key," said David Dorn, a senior vice president at Rhino Records, speaking to a group of students, executives, and reporters at UCLA on Wednesday. "Right now, online, video is what everybody is interested in. And if you are working with a new band, you have to make sure there are enough video assets."
During the session, Dorn also pointed to the importance of other types of content, including images and MP3s. Fans are simply ravenous for fresh content, including video - and that is a demand that must be satisfied. For artists and labels, that means filming the band on the road, offering live clips and interviews, and uploading studio outtakes. "Document it, because that's what the fans want," Dorn assured.
Most motivated artists are already saturated within a number of online and video-specific outlets. But what is the secret to winning the seemingly hopeless attention game on YouTube? "Anyone can get 5-10,000 views," explained Larry Weintraub, chief executive of Fanscape. "But if you want to get into the hundred-thousands or millions, you've got to court some controversy."
That often includes a combination of "sex, killing, drugs, and violence," something few would argue with. Of course, the content involved must be aligned with the image of the group, though edginess and controversy are great viral lubricants. That will cause more fans to embed the videos into their profile pages, share links online, and boost rankings on YouTube.
At some point, the momentum starts to multiply in a highly decentralized way. The executives tossed around a number of tips-and-tricks for sparking that result - including intelligent mega-tagging - though the best viral path starts with core, dedicated fans.
Credit Digitalnews.com
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