On episode 5 of #vine tips – listen to @GingerWLavender tell us about the importance of being original. Great tips for up and coming creators.
by Alison Lukin
“No industry has been altered by the Internet like the recording industry, “stated Uproxx.com. For over 10 years, the entire format of how music is bought and sold has been forced to change. Gone are the days of driving to the record store to purchase an entire album. Now fans can pick and chose individual tracks from a myriad of websites and the industry has had no choice but to bow to the whim of the consumer.
But they did fight the change for a while. From the moment we gained the ability to stream and download music, it changed everything. At first, no regulations were in place and there was anarchy. Illegal file sharing sites like Napster and LimeWire were popping up everywhere thinking they had unlocked the key to free music forever.
Rightfully so, it sent the entire industry into quite a tizzy. A countless amount of time, money, and talent had been taken to create this art, and it was being robbed from them. Artists spend their lives practicing, performing, and creating for our enjoyment. Why shouldn’t they be compensated?
It wasn’t long before the recording industry got a hold of all the insanity. File sharing quickly became illegal and well-needed regulations were put in place. But still, not everyone was happy about it. You mean, we don’t go to the record store and buy an entire album? We can choose individual tracks for 99 cents?
All was not well on the artist end either. They were painstakingly creating this complete work of art, called an “album” only to have it chopped up in some iTunes store. Tracks were leaked before the artist was ready to have it heard by the public. They felt a huge lack of control.
Even today, we’re still adjusting. But it’s unbelievably better.
Billboard, which is the industry standard for music charts, changed its methodology in 2005 to include paid digital download purchases. And they are soon to include streaming as well. This will greatly impact the results of the Hot 100 and the Billboard 200 charts.
Yet another industry shift is taking place, which is one of the biggest changes in decades. The GLOBAL release date of music is being switched from Tuesdays to Fridays. Why Tuesdays? There are a number of theories. Most say it’s because Billboard releases its charts on Wednesdays, so Tuesday will give you a maximum amount of time over the week.
Having music released on different days in different countries was OK until the Internet came along. Since the Internet is international, piracy had become a big issue. Having music available in one country and not another resulted in major leaks and disgruntled musicians.
Artists like Beyoncé and Drake started preempting the problem by having a digital release before hard copies went into stores. It didn’t seem to harm their careers in the least.
This shift goes well beyond music in the recording industry. Pandora, unofficial “king” of online radio, as labeled by digitaltrends.com, offers their service for free with occasional brief commercial spots by paid advertisers. Larger advertisers have opportunities as well. Auto-giant Toyota has it’s own custom Pandora station called the, “Toyota Sessions” that “features behind-the-scenes artist interviews.” It’s opportunities like these that have opened a whole new world for marketing.
In fact, radio giant iHeartMedia has taken this premise a step further and will begin offering services to marketers that will help pair them “with publishers to fashion ads that blend alongside editorial work.” Some see this as a threat to ad agencies who can be bypassed as brands go directly to the source for effective content. Other contend that ad agencies (media and creative) can help filter through the myriad of content solutions being proposed to their clients.
With this whole new way to reach consumers, the music industry is changing their tactics for how they reach new audiences. One answer, of course, is finding the best performers (influencers) to help introduce their products to the online world. If you mention Now That’s What I Call Music! to your average 30-something they’d probably be surprised that these compilations are still being made. To keep their brand fresh, they’ve made a pretty smart move.
Universal Music Group and Sony Music Entertainment, the companies behind the popular brand started in the 90’s have turned to social video marketing to up the ante. Yours truly, FullBottle Group, was hired to find 10influencers for their campaign ranging from comedians to a sassy housewife. “They each created looping 6-second videos that will be posted to the NowThatsMusic Vine account and shared with their followers.”
“The beauty of influencer advertising in this day and age is you have a slew of people on a variety of platforms, like Vine, who really are the experts in that language,” explains Reed Berglund, co-founder and CEO of FullBottle. “So you ask for what an interpretation of the campaign theme is, and each Viner has their own shtick. It could be comedy. Maybe their thing is dancing or singing. And they then interpret that theme in their own voice, which is precisely what their fans want from them. They don’t want something that is forced, heavy-handed or a square-peg, round-hole scenario.”
The recording industry is starting to understand this and continues to evolve how music is released, distributed and promoted. The industry we see today is a far cry from the machine it was 20 years ago or even five years ago. Here’s to change and improvement. Now if you don’t mind, we’re going to logon to Spotify and create today’s “mix-tape”.
A fantastic look at which social platforms are growing fastest over the previous 6 months.
If you’re thinking about starting a social video campaign on Snapchat, Instagram. Vine, Twitter, etc…but not exactly sure how you get going…we’re more than happy to help and answer any questions you may have.
What defines an influencer? Skyword.com defines it as “any person who is an expert in a particular field that has a niche following interested in his or her advice and opinions.” Thus continues the movement of online influencer marketing that has been taking over the industry over the past several years. But are the tides shifting?
Popular internet sensations are quickly becoming a dime a dozen. By now, we’ve all heard of Jenna Marbles, Michelle Phan, and PewDiePie. Yes, we all know they have a gazillion followers. But how are these YouTube gazillionaires any different than this?
Did you know that according to SocialBlade there are over 1,050 YouTubers with over 1million subscribers? That elite “million” club isn’t so elite anymore. Albeit, the vast majority of the non-traditional celebs that covet their large followings have made quite impressive careers for themselves.
Here’s another question for you. As a marketer or business owner, have you ever tried to contact a celeb YouTuber like Michelle Phan? Well it’s damn near impossible. You may as well give Tom Cruise a jingle. The amount of brands vying for their attention is astronomical, and their fees are stealthily climbing.
While they are more within reach than say, Mr. Top Gun, it’s still incredibly hard to get their attention unless you have a fat wallet. But thankfully, there is a better way to turn your efforts into sales by enlisting the talents of the lesser know species of YouTubers.
Longtail influencers. Never heard of ‘em? Oh yes you have. All of those specialized social videos you love watching that aren’t hugely popular, but hone right in on your target market. These influencers may not have the most subscribers, maybe between 10K-500K, but their fans trust them and are extremely engaged with the content.
A great example is when Bohemian Guitars paired up with popular guitar playing YouTuber Chad Neidt. Chad’s “One Minute Mashups” have been featured on The Today Show and in the Huffington Post, among many others. With over 67K subscribers, he was the perfect longtail pairing for Bohemian Guitars. Together, they created a great video that appeals to both of their audiences and has garnered almost 100K views. Check it out here:
What’s missing from this Bohemian Guitar campaign? Additional Social Video outlets such as Snapchat, Twitter, Instagram and of course Vine. Music is one of the most popular categories of content on any social platform and both labels and media companies are definitely becoming more aware.
Here’s how iHeartMedia helped spread the message about #MusicInTheMorning on a recent campaign:
Another example is Universal Music Group. Remember Now That’s Music compilation albums that replaced mix-tapes back in the day? Well the franchise is still going strong. For their 53rd album release (yes! 53!!!) they worked with long tail influencers across Vine, Twitter and Instagram to create music related content.
Videos like this one from the “too hot” Miuccio Brothers garnered over 1M views and helped propel the album to #1 on the Billboard Music charts!
People watch videos from influencers like The Miuccio Brothers with smaller followings because the content is usually more relatable. And while a celebrity influencer with 5M subscribers may give your brand more exposure, the more highly engaged audiences are more likely to turn into actual sales. Case in point: Now That’s Music Vol. 53.
Another major benefit of using long tail influencers for your brand’s social video is the lower cost. Combine the lower cost with a more engaged audience and an advertiser can start to see more efficient and effective campaigns; without sacrificing reach.
We will dive into data from two campaigns next Thursday and put a spotlight on the efficiency achieved when long tail influencers are leveraged instead of the super celebrities of social media.
In the fourth episode of Vine Tips, advertisers can learn a key lesson when it comes to ceding control of the creative to the influencers who know their medium best.
By Alison Lukin
It’s Valentine’s Day again. We all seem to have a love/hate relationship with this bewitching holiday. Whether you’re attached or flying solo, doesn’t the grass always seem greener?
Well, before we jump in, how about this lucky teacher? One of her students hired a quartet to come sing to her today! And the action was caught on Vine:
Not everyone can be that lucky.
Are you single? You either sit home alone fantasizing about all the happy couples soaking up the love (which is kind of an exaggeration of reality anyway;). Or partying with your other single compadres livin’ up the single life (a way better option)!
In a relationship? Oh the pressures of finding the perfect gift/restaurant/expression of love! What an unnecessary amount of pressure?! Simply show your love throughout the year and throw in a little extra on V-Day. Sounds easy.
Does anyone really celebrate this silly day, anyway? You’d better believe they do. According to Eater, Americans will spend a whopping $18.9 billion dollars on Valentines Day in 2015! We will purchase:
-58 million pounds of chocolate
-In 36 million heart-shaped boxes
-AND spend $8.6 million dollars on wine!
If you’re not the standard chocolate and roses type, there are plenty of creative ways to woo your sweetie. And there’s only one place to go for such inspiration.
Social media! It’s no surprise that social media has become our new #1 source of ideas for the big day of love. Crowdtap did a survey and found that social media continues to influence shoppers at Valentines Day at the increasing rate of 25% per year. Even more so, 68% of those surveyed said that they look to friends on social media for gift ideas.
Which social media platform had the largest influence? You guessed it. Facebook.
Not only are we comparing notes with our peers for what to buy, but those ever-popular online influencers are at it again. The megastar YouTuber Michelle Phan has posted her thoughts on unique Valentine’s Day gifts. And the beauty Carli Bybel has your smokey-eye tutorial ready to go. Chef Hannah Hart has several Valentine’s Day videos on her channel ranging from easy recipes to affordable gift ideas. Want to DIY a crafty concoction? Your favorite Pinterest celebs will have you wielding your glue gun in no time.
What could a website that dishes out 6 second videos have to offer for Valentine’s Day? A ton! Vine content creators go all out creating #Valenvines and are doing their best to top their creations from last year. Brands like Samsung, Welsh’s, and even MLB are creating cute clips that have massive appeal.
So what are you waiting for? The clock is ticking! Log on, cozy up to your favorite platform and get creative. No pressure;)