Myspace is back…and with a vengeance. Having officially launched last Wednesday, propelled by massive celebrity endorsements and a $20 million ad campaign across broadcast, cable, radio, and digital properties, Myspace looks to rebuild its dominance in social media, but this time, with its focus in music sphere.
You can watch the ad campaign here:
Not only does the new Myspace appeal to musicians, but it also seeks to dominate the creative sphere, connecting songwriters, journalists, photographers, videographers, and artists of all sorts in an interconnected social stratosphere that cleverly links existing multimedia and social media platforms. Perhaps the biggest advantage to the Myspace platform is the updated and simplified iOS app that allows easy access to write posts and “create”, even featuring a GIF maker.
Importantly, it looks as though mobile will fuel their social platform and drive the user experience and growth of the website. In order to succeed as a music service, they must first satisfy this social network need, which, at first glance, they definitely have. Importantly, while Facebook and Twitter dominate the social network sphere, the pecking order for digital music services is not set in stone, allowing a huge opportunity for Myspace.
While Myspace will likely generate a significant user-base through its ad campaign, the fact remains that Myspace is competing in a very crowded field, and may be too late to the game to lead the domain. Particularly, with MyRadio, Myspace will find itself in a highly competitive Internet-radio marketplace, where waves of new entrants (such as Apple) seek to uproot successful companies such as Pandora.
What’s more, as Myspace chief creative officer Keith Tilford acknowledged, the company does have an “existing brand issue.” They are hoping the massive ad campaign will help with this.
In order to move from the intangible to the tangible, I signed up for Myspace to see what it was all about.
After spending some time on the site, labeling myself as a “Musician,” “DJ/Producer,” “Writer,” and “Promoter” (you get to choose four), on first look, I like it. The site flows nicely, is intuitive, and allows you to easily access any creative individual you would need. It’s as easy as filling in a few search criteria. For example, if I was an electronic music producer and wanted to find a photographer for a photo-shoot, or a graphic designer to assist with album art, or a promoter to help with an upcoming show, I can easily search through the Myspace database to find what I need. Perhaps the most useful part is that you can refine the search to a specific zip code.
While only time will tell, it does appear that Myspace has a lot to offer musicians and all creative individuals alike. It surpasses the musician-to-musician connection dynamic, and sees the bigger picture, allowing any entrepreneurial artist expansive opportunities to connect with each other. However, while it does possess these benefits, it is more designed as a social stratosphere than a music promotion platform. For example it is hard to believe its service would replace that of Soundcloud and Youtube as listening platforms. Though, it will surely augment them.
Like all music social media platforms, the more artists join, the more potential to create and thus an exponential growth in activity. And if you are like every other starving artist out there, using another social media platform can only help to expand your network.
Source: SoundCtrl (by Zac Bluestone)
So, you want your music to be heard around the world? A new eMarketer report, says the number of worldwide social network users will climb to 1.73 billion this year. That means one in four people on the planet will regularly use Facebook, Twitter or one of their many competitors.
The Asia-Pacific region is expected to be the biggest driver of social network growth in the next few years, while developed markets such as North America and Western Europe are slowly approaching saturation. With approximately 777 million users, Asia-Pacific currently has the largest social network audience. China alone has more social network users than North America and Western Europe combined.
Until 2015, eMarketer predicts annual double digit growth for social networks around the world. By 2017, 2.55 billion or one in three people could be using social networks according to the report.
Source: Hypebot (by Bruce Houghton)
The pace of change in technology is mind boggling. But is that also true for music tech? Many say that licensing hurdles slows music tech innovation. Perhaps some, but the commercial mp3 is less than 20 years old; and look at all that has made possible, This infographic from Soundcontrol, atempts to chronicle the last decades of music tech.
Source: Hypebot (by Bruce Houghton)
In a new study looking at ‘How Stuff Spreads,’ Facegroup has identified key components that make things go viral. Looking at the spread on Twitter of two global memes, Gangnam Style vs Harlem Shake, Face discovered eight common characteristics which it says led to them becoming viral phenomena, generating thousands of spin-off versions and billions of views.
The eight common characteristics are:
1. Bursts and Rises: There are 2 models of virality.
The Burst model is bottom-up: the variations are more powerful then the original seed and there’s no clear leadership or narrative. The meme relies on community relevance to spread.
The Rise model is top-down: the original seed is always stronger than its variations and has a clear leader dictating the narrative.Bursts spread widely more quickly but don’t endure. Rises spread more slowly and less widely but they tend to endure because the meme has a focal point. Chose your model of virality and plan according.
2. Triggers.Whatever the model, virality is triggered by surprise, cultural relevance to a community, and endorsement by a leader or the media.
3. Waves. Whatever the trigger, virality is not asteady affair; it spreads in waves and spikes.
4. Communities drive viral spread way more than influencers.
5. Glocality. Memes transcend geography but a successful meme needs a balance of both local relevance and global appeal.
6. Leadership. A meme needs a focal point to live longer. Virality is only sustained through a strong narrative and leadership.
7. Slow and spikey wins the race.Weak ties and communities sustain for weeks but they don’t give you scale in the short term. Top-down media and celebrity endorsement gives you instant scale but burns out within a couple of days by decreasing the shareability of the meme.
8. Memes are like currency: you need to balance supply (or accessibility) and inflation.
In order to achieve high shareability and high popularity the meme supply has to be expansionary but strategically controlled so that it doesn’t negatively affect its shareability. This at the same time gives the meme the scale that can trigger and sustain exponential growth.
Face compared how the top 5 versions of each video were shared on Twitter, looking at 8 dimensions of each meme: Shape (number of shares per video, over lifetime of the meme); Lifespan (number of consecutive days where people shared the meme 500+ times); Popularity (number of unique users sharing the meme over its lifetime); Shareability (total Twitter shares per each million of YouTube views; Globality (how international was the meme); Amplification (how influential were the people who shared the meme); Variation (how much did attention to the meme vary day-by-day); Diffusion Network (hubs and nationalities who drove the spread of the meme).
Using their recently launched social media intelligence tool, Pulsar TRAC, they tracked any social media conversation containing a specific URL and analysed who is talking about it, gateways and hubs, topics of discussion, geography of the discussion and key channels.
While Harlem Shake turned out to be 3x more shareable than Gangnam Style, it still ended up being 4.5x less popular in terms of the number of uniqe users sharing it. It is a difficult balance for a meme to strike. Popularity doesn’t mean Shareability, and Shareability doesn’t imply Popularity. Community drives Shareability but doesn’t give you Scale (Popularity). Top-down influence drives Scale (Popularity) but kills Shareability. While Shareability is a key requisite of virality, scale is what enables and sustains exponential growth.
Source: Music Think Tank (by Kellan Drumgoole)
ThingLink, the most popular interactive image platform for publishers, brands, agencies and consumers, today added interactive image sharing to Facebook Timeline. Now when publishers share ThingLink interactive images to Facebook, viewers can ‘touch” them to experience the content inside the image — without leaving Facebook.
ThingLink’s proprietary, patent-pending web-based solution allows publishers to create, tag and share any image, in any environment, quickly and easily. ThingLink allows content producers to better understand how their images are being used by consumers on the different social media platforms, both in terms of interactions with the image as well as a wide range of social behaviors.
Publishers and individuals can now use ThingLink to transform static images on Facebook Timeline into a discovery experience — with music and video players, social links and brand content that appear inside an image when it is “touched.” Rich media tags from services like Youtube, Vimeo, Instagram, Imgur, Flickr, and Twitter are supported from the beginning, and support for custom third-party tags will be added in the coming weeks.
“Images are becoming forums for conversation and discovery that include sharing, touching, commenting, and remixing rich media content created by others”, said CEO Ulla Engeström. “ThingLink is now enabling a new kind of discovery experience on Facebook Timeline that evokes emotion and brings moments to life in ways that drive higher engagement.”
Example: Mèdecins Sans Frontiérs on Facebook Timeline via ThingLink: https://www.facebook.com/msf.english/posts/10151343426237385
Founded in 2010, ThingLink is the leading interactive image platform with over 130,000 publishers. ThingLink’s enterprise level account for publishers, agencies and brands offers such key features as group account management and the ability to create and launch custom image apps and icons that enhance engagement. ThingLink also offers advanced metrics for measuring image performance across social channels like Facebook, Twitter, and Tumblr, enabling valuable, new insights into consumer engagement.
At launch tomorrow, we are supporting YouTube, Vimeo, Instagram, Imgur, Flickr, Twitter, iTunes, and all Open Graph tags inside images. We will add support for more tags (including custom 3rd party tags) in the coming weeks.
How does it work: Touch the FB sharing icon on any ThingLink image or drop a ThingLink image url to FB Timeline directly.
When ThingLink interactive images are shared into Twitter, brands have commonly seen 5-30x improvements in engagement. Wherever ThingLink images are used on Web pages, the discoverability of content inside images makes those pages”stickier”, with increases in time spent on page.
Source: ThingLink press release
You no longer have to be Ryan Seacrest, Ne-Yo or Jason Mraz to play with Twitter’s new music discovery app. After testing the app with music artists and influencers, Twitter #Music will be available starting today at https://music.twitter.com and as a separate app for the iPhone through the App Store.
So what does the service do? Well, it does what you might expect from a music app from Twitter — it helps you find music that’s popular on Twitter and music based on the bands you follow. The app is centered around four pages or tabs, which you can swipe through to access.
The Popular page shows you new music that’s trending across Twitter while the Emerging tab shows “hidden talent found in tweets.” While those two parts feed you information about what the collective Twitterverse is jamming to, the last two focus on who you follow and your personal music taste.
The Suggested tab shows artists you might like based on the artists you follow on the service and who they follow. And finally the #NowPlaying tab shows songs your friends are listening to or tweeting about. For instance, if your friend tweets that they are listening to a song by Justin Bieber, that song will show up on that page.
The iPhone app, which “Good Morning America” got an exclusive early look at, has a slick and polished design. All the pages have a grid made up of artists and songs; tap one of those and the song will start playing along with a fun spinning CD animation in the bottom left corner. Tap on that and you get an enlarged CD — you can drag your finger around the CD to fast forward or rewind within that song.
And the fact that you don’t have to leave the app to listen might be one of the best parts. Twitter has integrated current music services like Rdio, Spotify and iTunes to allow you to play the songs right through the app or webpage. With iTunes, you will only hear a preview, but with Rdio and Spotify, users can log in with their accounts to hear the full tracks. Twitter says it will continue to work to add additional music providers to the app.
Twitter put artists and bands at the center of the experience. You can go to artist’s Twitter profile pages within the app and see what artists they follow and listen to. As Twitter says, it’s like getting recommendations from your friends, except they happen to be music superstars. You can search for artists through the search field and play a selection of songs from them.
Twitter announced last week that it had acquired “We Are Hunted,” a music recommendation and streaming company based in Australia. Twitter also released Vine, a dedicated six-second video app, in January.
"There are times when you need a single-purpose driven knife in the kitchen and there are times when you are out camping and you want a Swiss Army knife. We have different apps for different purposes," Michael Sippey, Twitter’s VP of product, said earlier this week at the "All Things D: Dive into Mobile" conference when asked about the different apps Twitter has been releasing. Last week Facebook released Facebook Home for select Android phones. Home provides a Facebook experience deeper than an app.
The Twitter #Music app will be out later today in the Apple App Store; there is no Android app yet.
Source: ABC News (by Joanna Stern)
Twitter has published a music.twitter.com webpage with a #music hashtag and a so-far-non-functional sign-in button, suggesting that Twitter’s new music application will launch as soon as this weekend.
Twitter Music will almost certainly suggest artists to follow and songs to listen to, likely built on the music discovery platform We Are Hunted, which Twitter bought last year.
An internal test of the service by We Are Hunted founder Stephen Phillips revealed last month that it publishes expanded tweets about what you’re listening to at any given moment with album art, an embedded audio file containing the song itself, and the ability to “heart” the song, share it on social networks such as Facebook, Google+, and Pinterest, and — of course — retweeet or favorite it on Twitter.
Here’s an example:
Currently, while the site is up, it’s just a placeholder. You can click the sign-in button to initiate a logging in with your Twitter identify, but upon signing in are simply presented with the sign-in page once more. According to some reports, however, the service will go fully live as soon as today.
This weekend is an appropriate time to launch: massive music festival Coachella 2013‘s first weekend kicks off today.
Source: VentureBeat (by John Koetsier)
First and foremost, communication with your fans must come from you, the artist, in your voice. Not your manager, label, or intern. People aren’t interested in hearing generic updates from your label or agent. They want to get to know your personality, hear about your experiences. Essentially, fans want to feel like they’re on the journey of your career along with you.
Now, can updates sometimes come from your manager/label/intern? Yes, but sparingly, and it should be made clear when the updates are not coming directly from you. For example, on Facebook and Twitter, any updates coming from your management/label could be tagged with “- Team Example Artist”. Nobody else should try to “sound” like you if they’re updating your social media profiles on your behalf.
Consistency is key when it comes to engaging with your fans. You can’t post an update on Facebook one day, then disappear for several weeks to come back and find that a bunch of fans responded with questions that you never answered. People will likely stop paying attention if you don’t have a consistent presence. There are tons of distractions out there, so to truly break through the clutter, you have to be consistent. Take some time every day to check your social media profiles, respond to fans, ask questions, and start conversations.
And finally, when it comes to fan engagement, you have to sustain it over the long term. Don’t expect immediate results. It might take months of being consistent to start seeing more quality interactions with your fans, which in turn could lead to new fans, more people at your shows, and increased sales.
There are literally thousands of distractions out there for people. But if you show up every day ready to engage with your fans in some way; answering a few emails, responding on Twitter, asking questions on Facebook, and you sustain that over months, then years, you will no doubt develop a solid fan base to give yourself the best opportunity to build a sustainable career.
One extremely important thing to keep in mind when it comes to fan engagement: never leave a fan hanging. If they email you, email back. If they leave a comment on Facebook, respond, or at least “Like” it. If they reply or ask a question on Twitter, respond back. A short answer or a quick thank you can go a long way in making that fan feel special, like they’re an active part of your world.
As an artist, it really has become part of the job description to interact with your fans. And since fans now have access to an unlimited amount of music, if you leave them hanging, chances are, they can easily find an artist that won’t.
Source: Hypebot (by Dave Cool)