BridgetZ Calendar

Music Relies on the Social Web and Digital to “Tell ‘Em”

For those in the music business wanting to get a leg up in the new landscape, Billboard Digital Live (at the Consumer Electronics Show - CES) was a good place to be and, no doubt, Bridget Z was there.  Douglas Merrill, President of Global Digital Business, EMI, gave the sense that the marketing strategies they implement are now mostly experiments.  Scary for those indie artists sinking big bucks into their debut album/EP marketing efforts without more proven methods by the majors to model themselves after.

We also heard from Livia Tortella GM/Executive SVP, Marketing, Atlantic Records on a panel describing the tremors they experienced last year when their sales went 50% digital. She confirmed a fun fact that vinyl sales are up (love that).  This further shows the need for fans to have a music “experience.”

Akon provided insight with his story about his debut album and the decision to release it via a penitentiary tour.  A nod to the efforts of the late Johnny Cash??  Radio stations were shy to promote a former convict.  He opted for a social message about rising above which he delivered to locked-up audiences, further fueled by the social Web (myspace, etc),  The rest is history.

What really sticks with me is the case of Soulja Boy, a recording artist (now on Interscope) who, at the age of fifteen and with a dial-up connection launched a social Web campaign that quickly shot him into the major leagues.

For the last year, those watching the Billboard charts have noticed the name “Soulja Boy,” now aka “Soulja Boy Tell ‘Em” on the Billboard charts. His self-recorded single “Crank That” became a number-one hit in the US for seven (non-consecutive) weeks. He charmed the room with his description of the three-year journey; his past life at Burger King, growing stats like 35,000 downloads a day, finally getting high-speed internet and his first digital camera, 2, 3, 4 million hits on myspace.  He also flashed his Soulja Boy Tell ‘Em sneakers by Yum.

I'm a fan of Soulja boy's tenacity and innovation which have brought much success for the artist.

Two more things stand out as the “secret sauces” for an act to get to the higher cut.

1. Data (fan) aggregating is a must.  The data pulled from social Web networks (sites like Facebook, myspace, imeem, Twitter and Eventful) is now the best way to get a profile of the fan base and route shows and promos.

2. Acts must be mobile-optimized.  With fans more and more surfing the Web from their pockets or purses (and heavily buzzing about them at concerts to other fans), the artist must reside there as well. It can be major opportunity left on the table, otherwise. Say "helloo, custom iPhone app!"

Posted under Events, Music, Technology

Why Twitter (People Still Asking That)?

"Why would I want to know what people are having for lunch?"  Isn't that the same question many late adopters posed to the idea of blogging?  Ugh.

Twitter is currently the hottest social Web utility/microblog where you're given 140 characters or less to educate, make a point or "tweet" meaningless fun bits.  Here are a few reasons I, personally, find Twitter valuable (and there's a lot more to it than what my Tweeps had for lunch, although I usually do want to know!).

Twitter provides me with:

1. TIME SAVING TROUBLE-SHOOTING.

Twitterholics are mostly tech-savvy individuals who either love to showcase their genius, help others, or both.  Problem solving just seems to be in their DNA.  Where else on the Web can you pose a techie question and receive help within seconds?  Certainly not on the vendors' sites.  On Twitter, with the people I've chosen to follow, I seem to be in great hands.

One example (of many): I work in marketing and am a small company, so I end up doing some of the designing myself.  On a recent project, I received a not-so-organized Photoshop file from the client's former designer and had not a clue how to pull out the elements I needed to build the artist's marketing kit.  I hadn't budgeted to outsource this part to my design folks, so it was going to be "yours truly" banging away on Web tutorials. I estimated several hours to figure it out that were going to be on me.  Then I decided to "tweet" (jokingly) the following:

"Can someone give me a Photoshop tutorial in 140 characters or less?"

Within seconds, several Web designers chimed-in to offer support.  I grabbed a call with one of them who then walked me through my task, which I completed in minutes (not hours).  Having had a taste of that individual's expertise, I now work with him and his company for design and foresee a great business relationship.

It probably won't take the average Tweep long to build a network of folks willing to lend a hand.  One caveat though: Return the favor and/or pay it forward.

2. BETTER ACCESS.

A lot of the people I follow on Twitter are thought leaders in my industry, potential partners or potential clients.  The folks you identify as such may not follow you back right away, but they will see your replies to their tweets and may just follow you back and engage. I've met dozens of business contacts this way.

Twitter provides a venue where you can lightly engage people in a non-annoying way.  You don't get your calls screened or your emails ignored.  If you have something they want, chances are they'll see it and may just invite you out for a beer! (I'm thinking of the time, just last week, when the husband and I had beers in NYC with an accomplished trade journalist we both wanted to meet and now call friend and meaningful business contact)

3. BUSINESS MATCH-MAKING.

I choose to use Twitter informally because I've officially thrown out my old corporate ways and prefer to just be transparent. I let my honest opinions, quirks (and flaws) shine as a part of that muddled picture that people either like or don't. Let the people divide themselves and the ones who don't relate to you, leave.  Those who stay will become even stronger supporters (and fans) who'll carry you far.

Sites like Twitter, where one can pick a side on various topics, allows a prospect decide if you are a match.  I say, screen me and don't waste any time. The social Web is allowing us to network fast and reach a lot of great prospects, so there's no need to sell hard to a cold one.

To add, Lon S. Cohen at Mashable makes some great points in Why Brands (the corporate kind) Absolutely Belong on Twitter.

4. BETTER (FACE-TO-FACE) NETWORKING.

When's the last time you went to a networking event across town only to come away with a couple of business cards and the wish that you had more hours to waste to try getting to the people you really wanted to meet??

Before events, I've started asking followers if they'll be there, too.  I've met more people than my norm and have had more productive conversations (usually follow-ups to those started on Twitter).  The difference between the old way and the Web/Twitter way is night and day.  Talk about scaling your networking efforts!  Twitter is undoubtedly the rocket fuel that's been needed to make the most of these events (and also make them a lot more fun).

There's also Twitter's ability to track many different views on issues from many different places and cultures.  It's also a place where big news breaks and is covered.

More importantly, though, is Twitter's ability to drive (more) relevant audiences to more in-depth communication between folks of like-minds all over the world, whether it be one's blog, book, face-to-face event, gig, etc.  Although, sadly, the world has become one that more often communicates via sound bytes, we haven't all been reduced to meaningless bleeps and tweets-it's not where it's ended up.  Platforms like Twitter give conversations a better opportunity to begin (if you come to the party well-intended).

So friends, what do you want to add to this?

-bridget Z (bridgetZtalk on Twitter)

Posted under Technology

Get Started on Your Personal Brand

Everyday, I'm talking to folks about personal branding and the extended reach we now enjoy, via the social web; a topic that always excites new-Web marketers. DJ Ksar was enthusiastic enough to have me as a guest blogger to offer up some tips on getting started on your own personal brand. Check out DJ Ksar' blog and also our Personal Platform illustration-we hope it's helpful! -Bridget Z 59z3iq64dt

Posted under Technology