On a post by Eventbrite’s Rachel Grate in Hypebot, they talked with around 20 industry experts regarding online music marketing strategies which can modify the game this year. Here are what she had listed.
“Mystery marketing” using no-phone zones
There are a lot of venues which are very enthusiastic to have the fans do marketing in behalf of them, however several artists want their audience to put phones away.
Even if the fans’ posts seen in various social media platforms become a form of marketing, Eventbrite’s John Riccardi calls the phone-free zones a type of “mystery marketing.”
Riccardi mentioned events and activities which are off limits to cameras and phones build a ‘you had to be there’ event, lived solely by word of mouth by those that have bragging rights.
Using livestreams to focus fan perspective
Technology, such as Facebook Live, is getting it easier for the fans to share experiences real-time. This leads to many unique and personal perspectives which can promote a show.
Neal Cohen, Superfly’s Marketing Director, said that the entire range of a festival’s story is now told in a different level, with Facebook Live and Snapchat making storytelling instantaneous.
This results to a more exact portrayal of a festival or show compared to a recap video – with endorsement coming from a multitude of fans in social media.
Relying on online influencers for spreading the word
The live music promoters have an online presence in several social networks, with 95 percent using Facebook, 87 percent using Instagram, 85 percent using Twitter and 20 percent using Snapchat. The next huge thing is how the fans are going to use these platforms to share their stories.
A lot of venues are working with influencers to assist in their online music marketing strategies. Forty-four percent of the venues surveyed like to know which fans are the top social media influencers.
In order to get the influencers involved, several music promoters highlight the fans through social media posts. Cohen mentioned that one of the successful posts are performance shots which include an audience, as this urges people to say that they were at the event.