Musicadium Online Marketing Research Paper
Griffith University’s Dave Carter caused quite the stir when presenting his Online Marketing Research Paper at Big Sound this year. So much so, that he has since been interviewed globally on his findings - and most recently by Ariel Hyatt of Music Think Tank. Check out the fantastic interview here, and Ariel’s site here.
In case you missed out on Dave’s findings at Big Sound, or you’re yet to read them at www.musicadium.com/reports, Musicadium team member Anna Stodart has given you a rundown of Dave’s findings, and what it means for you as an artist and as a fan.
Follow Dave here
Follow Ariel here
In a recent study conducted by Griffith University Professor Dave Carter, it was examined if the web presence and sales data for 99 independent Australian artists distributed by Musicadium could identify what, if any, relationships exist between their use of online space and digital sales
Let’s face it; should bands really be shamelessly stalking radio announcers for airplay anymore? And when was the last time you watched Video Hits? What musicians should really be pushing for, at least according to Carter’s findings, is an online following.
Carter’s findings suggest that with higher levels of fan or audience engagement, there was a tendency to correspond to proportionally higher artist earnings. The most successful artists, as distributed by Musicadium, were those who made use of multiple inter-linked sites, including a dedicated website or blog as well the use of mailing lists and the provision of free content.
In the same way that no two people will share the exact same music taste, not every social medium is going to speak to every person. So it’s in a bands best interest to get amongst as many of them as possible. And don’t forget the odd free giveaway. Every fan loves a free giveaway.
So, what does it all mean? Fans (or to others, consumers) are tuning out to the white noise of traditional mediums and are seeking more from bands than the radio and television can offer. Fans are free to pick and choose bands as they please, and can simply push aside the racket that is presented to them by major broadcasting avenues and labels. They are turning down the radio, turning off the TV and turning to the internet and they’re online- waiting for you.
So the online social networking frenzy may be another way to generate buzz about your band. But an up and coming musician shouldn’t forget that fans are logging in online and taking their time out to connect with you.
What it all comes down to is relationships- if they can’t connect with you, they can’t connect with your music.
