Tag: Content Strategy
In music marketing, we’re always looking for a perfect symbiosis between the content we’re marketing and the marketing message itself. In a perfect world, we’re able to pull our inspiration from album titles, song names, or artwork associated with a given artist or release. In the case of Emery’s album We Do What We Want, we wanted to do something out of the ordinary when releasing the band’s new song, “Scissors.” So, naturally we pulled inspiration directly from the song title and decided to literally cut up the song into 7 pieces and release it over the course of 7 days – but that was just the beginning.
We manipulated each one of the song clips and sent fans on an online scavenger hunt to download, evaluate, and reassemble clips. We teamed up with the folks at North Social and … Read More »
On the web, we live in an age where content rules. Attention spans are shorter than ever and to keep a fanbase captivated, we must develop a continuous stream of compelling content. After years of developing Demon Hunter’s career and over 500,000 album sales, we knew that when it came time to begin the set up for Demon Hunter’s The World Is A Thorn, we had an army of fans to satiate. We would pull no punches. We would strike for the throat. We would develop a contiguous content schedule so intense that we would have to wrack our brains night and day to make it even possible. Our best chance of success depended upon keeping fans engaged with new and exciting content, so we pushed the boundaries of normalcy to create something special.
The result? The 50 Days of Demon Hunter … Read More »
When Underoath set out to release what would be their final studio album Ø (Disambiguation) in November of 2010, I knew we had to do something different. The band had long been known as a genre-defining act and had completely changed the way that many people perceive heavy music. Additionally, this album marked the first without one of the most notable longtime members of the band, drummer and vocalist Aaron Gillespie. There was a great deal of anticipation about how the band’s sound would change with the addition of new members.
In the content driven era, I’ve made it my goal time and time again to take a single piece of content and recapitulate it in as many ways as possible. Many consumers have a “one and done” mentality in regards to music consumption. If, for instance, a new song or piece of … Read More »