Artists use social media to disseminate music to their fans, who in turn spread it to the world.

1. #IHEARTSOCIALRADIO
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Joshua Crafter — Social Media Theory & Practice Fall, 2012

2. DISSEMINATING
MUSIC THOUGH
SOCIAL MEDIA
HOW ARTIST USE SOCIAL MEDIA TO THEIR
MUSIC TO THEIR FANS WHO IN TURN
SPREAD THE MUSIC TO THE WORLD
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3. “TRADITIONAL”
MUSIC SOURCES
Purchase
• Brick and mortar
• iTunes
• Amazon
• Walmart
• Artist Websites
• Bandcamp
• eMusic
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4. “TRADITIONAL”
MUSIC SOURCES
Purchase Stream –
Interactive
• Brick and mortar
• iTunes • Spotify
• TurnTable
• Amazon
• Rdio
• Walmart
• MOG
• Artist Websites
• YouTube
• Bandcamp • Sounddrop
• eMusic
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5. “TRADITIONAL”
MUSIC SOURCES
Purchase Stream – Interactive Stream – Static
• Brick and mortar • Spotify • Pandora
• iTunes • TurnTable • Music
• Amazon • Rdio Genome
• MOG Project
• Walmart
• YouTube • Rhapsody
• Artist Websites
• Sounddrop • iHeartRadio
• Bandcamp
• eMusic
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6. THE FOCUS
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7. — Facebook
— Twitter
— Email
— SMS
— Other Spotify users
— Mobile
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8. — Free
— Facebook
— Free
— Twitter — Free
— Email — Free
— SMS — Free
— Other Spotify users — Free
— Mobile
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9. — Find virtually any song by any artist
— Facebook
— Create playlists
— Twitter — Social Network Integration
— Email
— SMS
— Playlists
— Mobile
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10. — 50% of Twitter users follow a
musician
— Top 5 profiles are musicians
— Not the audio/visual forum of
YouTube or Spotify
— Immediacy
— Intimacy
— Scope
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11. — 50% of Twitter users follow a
— Eminem – 62.5
musician
— Rihanna – 62.5
— Top 5 profiles are musicians
— Shakira – 54
— Not the audio/visual forum of — Lady Gaga – 53
YouTube or Spotify — Michael Jackson – 51
— Immediacy — Justin Bieber – 48
— Intimacy
— Scope
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12. WHY DO
MUSICIANS
USE SOCIAL
MEDIA?
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13. DJ SELFHELP
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14. “I find the best way is to just make it available to people and don't
try to shove it down their throats, and then with social media, just
kind of
create a memorable and
entertaining channel comprised
of media and unique personality
that people can relate to
and will want to tune into. and hopefully they'll decide to listen to my
stuff. but its ultimately up to them. the more you have to ask people
to listen, the lesser will become the perceived value attached to it.”
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15. “IT’S A TRADEOFF. TAKE OUR
MUSIC, BUT IF YOU LOVE IT, TELL
THE WORLD ABOUT IT.”
• Facebook’s Open Graph Platform
• Allows developers to share information and tailor offers
• You’re more like to do something if your friends are doing
it
• 2010 Facebook + Voting Study
• “Helps to keep the artist relevant and current in the minds
of their fans, constant flood of material” -
@MIDDYtheMOGUL
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16. CASE STUDIES
• Cazzette
• Asher Roth
• Lady Gaga
• ―Call Me Maybe‖
• ―We Are Young‖
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17. CAZZETTE, ONLY ON
SPOTIFY
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18. ASHER ROTH
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19. ASHER ROTH
• Releases new music upon reaching certain follower
milestones
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20. ASHER
ROTH
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21. ASHER ROTH
• Or just when he feels like doing it
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22. LADY GAGA
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23. LADY GAGA
• Teamed with Farmville for “Born This Way” album release
• Streams of new songs, via IHeartRadio
• Bonus songs for purchasing certain items
• Extended to Rewardville + Words With Friends
• Similar to Mafiawars + Dr. Dre
• New album, “Art Pop” will be a “multi-media experience”
• Completely interactive mobile app
• Chat, films, music, content
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24. 25

25. CARLY RAE JEPSEN –
“CALL ME MAYBE”
• Released September 2011
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26. CARLY RAE JEPSEN –
“CALL ME MAYBE”
• Released September 2011
• Topped Canadian Charts
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27. CARLY RAE JEPSEN –
“CALL ME MAYBE”
• Released September 2011
• Topped Canadian Charts
• Justin Bieber signs her to his record label
• Voila! Justin Bieber + “Call Me Maybe”
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28. CARLY RAE JEPSEN –
“CALL ME MAYBE”
• Released September 2011
• Topped Canadian Charts
• Justin Bieber signs her to his record label
• Voila! Justin Bieber + “Call Me Maybe”
• Charts
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29. CARLY RAE JEPSEN –
“CALL ME MAYBE”
Digital
Success
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30. CARLY RAE JEPSEN –
“CALL ME MAYBE”
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31. CARLY RAE JEPSEN –
“CALL ME MAYBE”
• Official Video – 340 million
• Lyric Video – 100 million
• Justin Bieber + Friends – 53 million
• Obama Singing Video – 33 million
• Harvard Baseball Team – 17 million
• Jimmy Fallon Video – 11 million
• Cookie Monster – 11 million
• First Page of YouTube – 187 million
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32. CARLY RAE JEPSEN –
“CALL ME MAYBE”
• Roughly 700 million plays – First page
• 110 million Radio Impressions, 8th week
• 6 million singles
• “Good Time”, top 10
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33. 34

34. FUN. – “WE ARE
YOUNG”
• Released September 2011
• Charted, but not substantial
• The Glee effect
• Entertainment Weekly article
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35. FUN. – “WE ARE
YOUNG”
http://www.youtube.com/watch?v=iuvoSw1TiJ8
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36. FUN. – “WE ARE
YOUNG”
Digital
Success
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37. FUN. – “WE ARE
YOUNG”
• Official video – 151 million
• Acoustic – 35 million
• Other performances – 16 million
• Does Not count remixes, covers, or fan renditions
• Chevy Sonic – 3.5 million
• GLEE – 20 million
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38. FUN. – “WE ARE
YOUNG”
• 225+ million plays, just YouTube
• 120+ million radio impressions…during it’s 6th week atop
the Billboard Hot 100 charts
• #1 radio, # digital, #1 streaming
• 7 weeks #1
• 5+ million singles
• “Some Nights” Top 10
• “Carry On”?
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39. CONCLUSION
IT’S ALL
ABOUT
CONNECTING *
And creating good material. Good material usually wins out.
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40. ALL OF THESE TOOLS EXIST
BECAUSE FANS WANT TO BE
CLOSER, MORE CONNECTED TO
THE ARTISTS THAT THEY
ADMIRE. WHAT MAKES THEM
STAY, AND WHAT MAINTAINS
THEIR INTEREST IS THE
AUTHENTICITY OF HOW THE
ARTISTS INTERACT.
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41. Questions?
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