Posted by Steve Parker, Jr. (@sparkerjr)
More and more, we are seeing a trend in entertainment marketing, particularly in regard to the growing adoption of social media within the music industry. Musicians are utilizing a variety of social channels to connect with and create more fans. Today, it would be very difficult to sell records without a digital-savvy team in place, gaining fan support behind the scenes. Many entertainment marketing pros in the music industry are turning to online social channels to create a unique user experience for fans.
Kenny Chesney seems to be a leader in the music industry’s shift toward creating a social media experience for fans. Depending on the number of tweets from the live stream viewers of his concert, Kenny decides whether to grant the audience with an encore performance. The more tweets received, the more encore songs the fans are rewarded. This makes the concert almost like an online game for the fans viewing at home, enhancing the entire experience and further encouraging engagement.
Hip-hop legend, Snoop Dogg, is a big believer in utilizing social media when seeking dedicated fans. The rapper believes Twitter is the number one resource in the music industry right now, as it provides a space to deal with fans directly. The rapper has over 9 million followers and claims his continued success in the music industry comes from his ability to establish trust with his fans through social media.
Usher’s entertainment marketing team is taking digital fan engagement a step further by giving onlookers a chance to be featured as a dancing hologram, onstage with the superstar himself. The concert will be streamed live on the Internet, along with live tweets from the audience. Now, fans can engage in the concert experience from the comfort of their own homes. The digital contest coincides with Usher’s new albumn release, pushing sales out the roof. Brilliant.
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