I have been reading a lot of blogs and articles recently about large, well-known corporations who have undertaken social media strategies with really no idea how to utilize social tools to generate, what they consider, a profitable investment. I blame this on a sense of apathy for innovation in exchange for other tried and true business practices such as utilizing mass media and the traditional push marketing strategies. But what happens when an industry is turned upside down, not by choice, but by disruptive technology.
Enter Napster of 1999, the iTunes of 2001, and now the almost unlimited number of sources for digital music distribution existing today. With the traditional business model of physical unit sales and terrestrial radio promotion dying, artists and labels are hanging on by adopting digital distribution models, social media strategies, and direct artist-to-fan connections.
Music now thrives on digital and many musicians have led the way with some excellent social media strategies. This shift from mega-distribution to do-it-yourself, has given independent musicians an opportunity to find creative ways to promote themselves as individuals and their music. It is very important for social media marketers to keep an eye on musicians and the music industry — after all we did force them to become early adopters.
Here is a short list of musicians to watch who have used and are currently using some pretty innovative strategies to sell their music:
Anyone else to add to the list??