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In the past year Deezer has moved beyond simple streaming to implement full-scale campaigns for artists ranging from girlband Little Mix to metal legends Metallica. Album exclusives is not something that we advocate as a strategy for engagement. To coincide with the release of Metallica’s new album ‘Hardwired to Self-Destruct’ in November, Deezer launched a three-phase campaign aimed at sustaining streams beyond the album launch period. The campaign integrated push notifications and email, with social media, playlists, advertising on Facebook and YouTube, and an outdoor campaign in France based on Deezer’s user data. Banner and audio ads were positioned on the site’s ‘freemium’ tier. Fans were also offered meet and greet opportunities and a live recording from Metallica’s forthcoming tour will be made available on Deezer. Streaming site Deezer created a three-phase marketing campaign for metal heavyweights Metallica In March, streaming rival SoundCloud also entered the subscription service fray with the launch SoundCloud Go. Available in a variety of countries from the US and UK to New Zealand and Germany, the service offers users access to a catalogue of more than 135 million tracks, with the option to listen offline and ad-free. As musicians often premiere new music on SoundCloud before other platforms, Wilson sees big opportunities for brands to partner with new artists on their releases, presenting a “cobranded experience”. “As well as enabling new artists to build a profile very quickly, this continuing phenomenon is really good news for brands, who are keen to partner with talented creators to execute innovative campaigns that make a big impact with consumers,” he adds. This summer SoundCloud teamed up with beer brand Heineken to debut Dutch producer Sam Feldt’s new track ‘Shadows of Love’ at the Ultra Music Festival in Miami. The branded track was then immediately posted on SoundCloud where it lived exclusively for two weeks and Feldt’s followers received a new track on behalf of Heineken. Response to the ‘Shadows of Love’ track was strong, with the song generating 77,384 likes, 17,374 reposts and 1,051 shares. Whereas a decade ago musicians were well accustomed to the peaks and troughs of the album release schedule, the game has completely changed thanks to the always-on nature of social media and fan demand for constant contact from their favourite stars. Such sfarfarim.co.il is the power of musicians on social media that singers Katy Perry, Justin Bieber and Taylor Swift have more Twitter followers than outgoing US President Barack Obama. However, while social media has put artists in the driving seat like never before, it also means they cannot afford to disappear between albums. There’s an ‘always-on’ feel to many artists that is a direct result of the rise of social. “Ten years ago there was a very defined album cycle – it was a few years on and a few years off, driven mostly by external factors such as radio, press and touring,” says Salisbury. “In 2016 however, there’s an ‘always-on’ feel to many artists that is a direct result of the rise of social. Artists aren’t going away anymore and the traditional cycle is much more blurred.” Nowadays if an artist has five million Facebook fans it is arguably more valuable to premiere a new photo on social media than saving it for a one-off press usage, says Salisbury, who believes if musicians have the numbers on social they can now act as their own TV channel or radio station. Domino Records taps into the power of The Kills’ 14,000 strong Twitter following For the marketing of opera ensemble workshOPERA’s production ‘Boys of Paradise’ in October, Nouvague tapped into the power of influencer culture and traditional press, premiering the opera’s trailer across Attitude Magazine’s social media channels. “The official hashtag for the six-day production run generated a reach of over 300,000 people,” Fleury reports. “The most satisfying statistic for us was the age/gender split, which showed an even age spread from 18 to 65, as well as 52% female interaction.” Streaming services too have adapted to keep up with the pace of change demanded by social media. Artists can instantly upload tracks to SoundCloud, while features on the platform allow fans to repost and share content.
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