Track 6: The Last Song

As discussed throughout the previous posts, social media has shaped society as we know it today. As the younger generation becomes more involved in the economic market, the various niche markets have been exploring how they can best take advantage of the opportunities the third and fourth screen have created. As the social media and advertising sphere are changing constantly and at an increasing rate, it’s becoming more and more important for industries to keep in touch with best social media practices.

Best Practice in Action

Specifically, the music industry has found strength in social media for the younger alternative market. The alternative music market in particular has a growing millennial fan-base, so social media marketing is becoming to be a commonplace (and common sense) occurrence. As previously explored, a trickle-down effect has occurred within the music industry in regards to using social media for advertising purposes. While it is incredibly important that the larger names at the top of the music industry chain are using social media to promote the indie bands they sponsor, it’s been shown that even the smallest unit in the chain can thrive on social media. Bands have a good rap for successfully using social media to connect with their fans interpersonally and to humanize themselves, especially on Twitter.

Moving past this, labels use social media to interact with their fans and promote multiple bands at once, effectively taking all that the bands do well and incorporating into the larger scheme of things. While sometimes it seems as if bands are almost more successful using social media on their own, labels are making great strides to using social media to their full potential.

In addition to the label use of interactive media, radio stations will use it to further their promotion of music. Radio stations, as discussed, are still in efforts to find the medium that works best to get their listeners more interactive, but it appears as if Twitter once again might be the winning platform.

Finally, this blog discussed the strides that alternative music media publications have used in regards to external social media. While it may seem redundant or odd for an entity of the media to refer to additional media, it is really just proof of how omnipresent social media has become in this day and age.

The Bigger Picture

Social media has become a necessity for marketers, especially in regards to the growing involvement and influence of the technological age of millennials. While there will always change and room for improvement, it’s important for marketers in any industry to know what their audience needs and anticipate how to best meet it before the next app update.


Track 5: Meet the Press

As bands and artists, labels, and radio stations all use social media in traditional or innovative ways, alternative and mainstream press alike have found ways to talk about it using the very same social media platforms. The traditional news press, especially exemplified in magazines, doesn’t always have the best reputation, but there is reason to believe that the press could have success in the modern world of social media.

The Editorial Effect

Whether or not magazines have had a positive impact on their readers, they very obviously have an effect.Magazines have been reported as being more effective when they have a cross-media presence and have identities on different platforms accessible to their readers. Readers have been known to feel a connected personal identity with the magazines they read, so using social media to help the reader actually embrace and respond with their shared identity has proven to be valuable to both the audience and the magazines.

Just as music has the capacity to influence a large amount of seemingly unrelated people, social media has made it possible for music oriented magazines (and magazines in general) to reach the masses in groundbreaking new ways. Many magazines are starting at a more generalized approach first, calculating who exactly their target audiences are based on the type of music they are promoting. Then, based on their knowledge of who they are as a brand and what they want to accomplish, the publications can find fitting artists and events to promote. This way, the target audience is getting exactly what they want.


Being Innovative

Arguably, one of the best ways for magazines to get their audiences involved is to do something that’s never been done. By launching apps promoted on existing social media, creating advertising campaigns combining their product with a previously thought unrelated concept, and encouraging audience interaction through social media with things as simple as hashtags, many brands and magazines have been able to  gather a new interest from readers.

Defining how the media use another form of media can be a tricky and ever-evolving topic, but the magazine industry is just starting to take off with social media use. As technology is constantly advancing, magazines and other media publications still have nearly endless opportunities to get their audience from just readers to interacting creators. The press has its own interactive web to work with, especially in the music industry, where every other part of the chain is trying to publicize themselves through social media.