Once again I turn to the crazy world of music as my marketing muse. Why?
- Because it is one of the hardest industries to crack and
- its the industry I know best.
Recently returning from Detroit, the home of many rock and soul legends, I was reading an article on Beck’s latest on-line only release. It seems that he is using technology to create ‘firsts’ (a good way to attract attention and press over a variety of genres). His ‘first’ is using a marketing strategy that engages the listener.
Music fans can download the songs and create the album order as they please. They can download the separate music files (drums/keys/vocals), create their own mix and can view a myriad of visual footage that accompanies each song.
Marketing to the technology buffs, which let’s face it, is just about everybody on line, with an ipod, laptop and/or mobile needs to encompass ways in which to engage. The success of MySpace shows that people have the time and energy to play in cyberspace; give them something interesting to do and they will give you their undivided attention.
To read more on Beck’s campaign check out this month’s issue of Wired.
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