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#IHEARTSOCIALRADIO

Joshua Crafter — Social Media Theory & Practice Fall, 2012

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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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“TRADITIONAL” MUSIC SOURCES

Purchase

• Brick and mortar• iTunes• Amazon• Walmart• Artist Websites• Bandcamp• eMusic

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“TRADITIONAL” MUSIC SOURCES

Purchase

• Brick and mortar• iTunes• Amazon• Walmart• Artist Websites• Bandcamp• eMusic

Stream – Interactive

• Spotify• TurnTable • Rdio• MOG• YouTube• Sounddrop

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“TRADITIONAL” MUSIC SOURCES

Purchase

• Brick and mortar• iTunes• Amazon• Walmart• Artist Websites• Bandcamp• eMusic

Stream – Interactive

• Spotify• TurnTable • Rdio• MOG• YouTube• Sounddrop

Stream – Static

• Pandora

• Music Genome Project

• Rhapsody• iHeartRadio

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THE FOCUS

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— Facebook— Twitter— Email — SMS— Other Spotify users— Mobile

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— Facebook— Twitter— Email — SMS— Other Spotify users— Mobile

— Free— Free— Free— Free— Free — Free

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— Facebook— Twitter— Email — SMS— Playlists— Mobile

— Find virtually any song by any artist— Create playlists— Social Network Integration

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— 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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— 50% of Twitter users follow a musician— Top 5 profiles are musicians— Not the audio/visual forum of YouTube or Spotify — Immediacy— Intimacy— Scope

— Eminem – 62.5— Rihanna – 62.5— Shakira – 54— Lady Gaga – 53— Michael Jackson – 51— Justin Bieber – 48

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WHY DO MUSICIANS USE SOCIAL MEDIA?

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DJ SELFHELP

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“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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“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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CASE STUDIES• Cazzette• Asher Roth• Lady Gaga• “Call Me Maybe”• “We Are Young”

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CAZZETTE, ONLY ON SPOTIFY

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ASHER ROTH

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ASHER ROTH• Releases new music upon reaching certain follower

milestones

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ASHER ROTH

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ASHER ROTH• Or just when he feels like doing it

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LADY GAGA

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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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CARLY RAE JEPSEN – “CALL ME MAYBE”• Released September 2011

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CARLY RAE JEPSEN – “CALL ME MAYBE”• Released September 2011

• Topped Canadian Charts

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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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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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CARLY RAE JEPSEN – “CALL ME MAYBE”

Digital Success

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CARLY RAE JEPSEN – “CALL ME MAYBE”

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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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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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FUN. – “WE ARE YOUNG”• Released September 2011

• Charted, but not substantial

• The Glee effect

• Entertainment Weekly article

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FUN. – “WE ARE YOUNG”

http://www.youtube.com/watch?v=iuvoSw1TiJ8

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FUN. – “WE ARE YOUNG”

Digital Success

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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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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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CONCLUSION

IT’S ALL ABOUT CONNECTING*

And creating good material. Good material usually wins out.

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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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Questions?