Social media music industry presentation081413

SOCIAL MEDIA & the #MUSIC INDUSTRY

by Tiffani S. Clements

Syracuse University Newhouse School

Table of Contents

•Intro

•Background

•Literature Review

•Theory

•Industry Interviews

•Best Practices

•What’s Next

•Conclusion

INTRODUCTION

“If you want to succeed in the music industry

today, social media and social networking is

one of the most important tools.”-Vashon

Patterson, music consultant.

Source: “Social Media Success: The Music Industry” for Social Media Today.

BACKGROUND

“Long gone are the days when you would press

1,000 cds and then go around the country

trying to get them sold. Now if you have

great content and you market it through

social networking sites, stay relevant, stay

connected, stay engaged, stay sharing, stay

interactive. Success is sure to follow.”-

Patterson

LITERATURE REVIEW

“Twenty years ago, as a music fan, you would

hear a song you enjoyed on the radio, head

to the record store to buy the album and

wait until the band came to town to attend

a concert...In this online day and age you

can consume music on innumerable

platforms, interact with artists and other

fans and discover or share your music with

the click of a button.”-Liv Buli and Victor Hu,

Next Big Sound

LITERATURE REVIEW CONTINUED






Marshall concludes by saying, “Whereas in times gone by our

business lived and died purely as the reaction of gate-keeping

policy at radio, tv and press; we are now able to short circuit this

procedure and place the artistand their fans at the centre of the

whole process-they communicate directly through social media. It

is this sense of reciprocity that is so important. The relationship

you build after that is a hugely valuable component in nurturing

significant, supportive fan bases for long-term career artists. As

ever, all media is our friend; and we are very excited about the

possibilities that new technology and social media hold for our

company, our artists and our industry as a whole.”-Korda Marshall,

Independent record label.

Source: “Music and Social Media: Where Fans Meet Artists,” for the

Telegraph

THEORY TO BE APPLIED

RESEARCH & INTERVIEW QUESTIONS

1. How do you use social media in your marketing efforts

with your company?

2. How did you use social media in your marketing efforts

in your previous music industry positions?

3. What are your top five best practices for using social

media in the music industry?

4. What do you think social media will look like in the

music industry in the next five years?

5. Who are your thought leaders in social media?

6. Is there anything you would like to share that I haven’t

already asked?

KEY FINDINGS FROM INDUSTRY THOUGHT LEADER

INTERVIEWS

Aaron Arnold, CEO of Music is My Business & Former

Assistant to Sean “Diddy” Combs, CEO Bad Boy Records.

• Social Media is how Aaron built 50% of his brand. He

says social media is growing and we can’t control it. If

you have a blog and you only have one follower, you

are an expert in that space.

http://youtube.com/v/3AgJQRWMaAo


INTERVIEWS CONTINUED

• Aaron’s five top best practices for using social media:

1. Keep it simple.

2. Be smart. Be strategic.

3. Understand your brand.

4. Listen.

5. Be cautious of what you put out there.



Sharlese Metcalf, Producer of KEXP radio in Seattle

Janice Headley, Social Media & Online Coordinator

1. Sharlese’s social media best practices include:Pay attention to

what’s happening in their community. Pay attention to what

other deejays are saying and music events that are happening.

They encourage people to send things to the station to keep them

alert.

2. Janice likes to tag to related people and influencers in hopes of

getting retweets.

3. Music industry isn’t just a public thing, but it’s a personal thing.



Emmanuel Madu, Assistant Editor for Harris Publishing,

XXL.

Emmanuel’s best practices for social

media include:

1. Be smart.

2. Have common sense.

3.Know that you’re representing a brand.

4.Be objective. Know that you’re representing a company.

5 Use open-ended questions.

6. Always, always double check for grammar because people will go after you

for mistakes. Always proofread and check spelling.

7. Always use correct Twitter handles. Celebs/record labels will retweet and

that’s the easy way to get follows.

KEY FINDINGS FROM INDUSTRY THOUGHT LEADERS


Dominic Paschel, VP of PandoraDominic’s best practices

for social media include:

1. Protect the brand. No stupid

tweets.

2. Be authentic.

3. Be responsive.

4. Be transparent.

5. Be innovative/different campaigns/different contests.

BEST PRACTICES

Donné Torr says in “4 Best Practices ~ Use HootSuite to Discover New

Music,”

1. Manage and Optimize Your Social Media.

2. 2.Cut Through the Noise with Twitter Lists & Search Streams

BEST PRACTICES CONTINUED

3. Choose and Follow Wisely

4. Use HootSuite to Update and Amplify

WHAT’S NEXT?

David Andrew Wiebe for Tunecity.com said this about the future of social media:

• Social Media will continue to grow and shows no signs of stopping.

• Social media will evolve.

• For now Facebook is

• Growth in

• Social media will likely become more streamlined and integrated.

CONCLUSION & Q&A’S

I Vashon Patterson’s advice for using social media in the music industry is

fitting. He said, “Stay Relevant! Stay Sharing! Stay Connected! Stay

Engaged! Stay Sharing! Stay Interactive! Stay Networking and Stay Fresh!”

Video of Derren “Bucky Malone” Clements. “Get Down”

http://www.youtube.com/watch?feature=player_detailpage&v=Nb9dsQ7Ndh4



http://youtube.com/v/Nb9dsQ7Ndh4

THANK YOU’S

Thank you to:Aaron Arnold @MrMIMB,

Sharlese Metcalf @sharlesemetcalf,

Janice Headley @copaceticxo,

Emmanuel Madu, XXL,

Dominic Paschel,

VP for Pandora

Dr. Ward @DR4Ward

for helping with this presentation. Last, but not least, I would like to thank

Derren “Bucky Malone” Clements for being my son.

Tiffani S. Clements, @TiffShea5

+Tiffani Clements

Technology

Social media music industry presentation081413