Friday, 7 May 2010

4 Reasons To Not Leave Social Media To Your Intern



Facebook? Check.
Twitter? Check.
Myspace? Check.

Ok, you've got all of the social media bases covered if you are in the music industry. But the important question besides 'What do you do with it' is 'Who will do it?'. It's s difficult question to answer, and sadly, one that many labels have not quite figured out yet. Here are a few tips.

Don't Broadcast: To some labels, Social Media is seen as a broadcasting system for their latest releases - so they send out several messages about releases, tours and events an hour, often saying the same thing, to an increasingly pissed-off audience who are not beholden or as financially invested in the label as you. So, in short, they will leave. This can be fixed with proper social media training and implementation.

Don't leave it to the intern: To a lot of labels, social media is seen as secondary to all other forms of communication, and is often palmed off to an intern. THIS SHOULD NOT BE THE CASE. Social networks are your main point of communication with your biggest fans - they like you. They want to be given more reasons to like you. They want value. They want cool music. They are your core audience, and core demographic. Surely they deserve a bit more than a few spammy status updates and some broadcasts dictated by an intern. Give your fans value (communication + exclusive content), and they will love you even more.

Listen and learn: Just remember that it's good to talk to your fans, and involve them in your decision-making process. I mean that - don't just pretend to listen - that's possibly the most annoying thing you can do, and you will shed savvy fans quicker than you can say 'BUY THA NEW BIEBER SINGLE ITS DA BEZZT LOLZZZZZZ'.

But most importantly, be yourself: If you are a balls-out rock and roll label, ACT UP! If you are a serious minimal techno label, APPEAL TO THE TRAINSPOTTERS! You have a lot more in common with your cans than you think - so don't be afraid to chat to them as your equals. Chances are, they'll think you're pretty cool, so don't be afraid to recommend other bands and other labels. It's a conversation starter, and a way to gauge what your fans are in to apart from you. Using your fans as A&R? That's the true power of social media my friend.

Ben's music picks of the week (favourites old and new):

The Chemical Brothers - Swoon (Parlophone):



The brothers back on form? You'd better believe it. Loving this delicious slice of electro house with a bit of a classic Beloved-esque vocal refrain thrown in for good measure. HAPPY FUN TIMES!


Burns - Technique EP:


burns- teknique from Thomas Bachellier on Vimeo.

Can't find any clips of his upcoming mix album 'This Is Burns - European Sex Music Vol.1', but it's out June 7th. This is pretty damn hot, and we're going to be hearing a lot from him this year.

Rad Omen - Rad Anthem


RAD OMEN - "Rad Anthem" from Nicholaus Goossen on Vimeo.

You can download this bad boy for free from their bandcamp site. It's brilliant, but the video is even better. Genuinely unsettling, but in a good way.