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MORE THAN JUST MUSIC | WHY CREATIVE MARKETING COUNTS EVEN IN THE MUSIC INDUSTRY

OK NOT TO BE OK Website
The music industry has changed immensely over the years. Releasing music today is so much more than just a song or an album. There's a lot of clever marketing behind some of our most favourite music.

Today you need to treat marketing music the same way you market any product. It has to be on brand and it has to grab peoples attention for it to sell. 

Recently I discovered some incredible marketing for Marshmello and Demi Lovato's upcoming single 'Its Ok Not To Be Ok'.

So far, we have no idea what the song sounds like (apart from a teaser clip Demi released over on her Instagram). However, in the countdown to the single, there is a website available which I think is some of the most exciting creative marketing I've seen in a while. 

DEMI LOVATO X MARSHMELLO: OK NOT TO BE OK PROMO SITE

OK NOT TO BE OK Website

The website opens up in an old school Windows browser style page, with automatic pop-ups of a playlist and mood quiz. The mood quiz determines how you're feeling overall and if it's anything less than happy it offers you help and advice, if you need it, from 'Hope for the Day'. The website gives you options to pre-save the song, play mini-games, follow Marshmello and Demi on their socials, use the IG lens which has also been created, as well as get more information on Hope for the Day.

I love this so much. The website is educational and has support and advice. It's fun and nostalgic, it's creative and gives extra than your typical marketing. 

This got me thinking, what's the most creative marketing currently happening in the music industry? After some research, I have been pleasantly surprised.

RITA ORA'S HOW TO BE LONELY VIRTUAL EXPERIENCE

     
 
 

With Rita Ora's most recent single 'How To Be Lonely', also came an online virtual 'How To Be Lonely Experience'. Each room contained exclusive video content and lyric-appropriate creatives. Not only is this fun for the user, but it also allows users to personally connect more with the music artists. People love personal experiences.  With 74% of Americans prioritising experiences over products (Forbes.com) it's more important than ever to provide a customer with something more than just a product.

TRAVIS SCOTT X FORTNITE: ASTRONOMICAL CONCERT


Over lockdown, Travis Scott teamed up with Fortnite to perform a virtual set, directly onto the platform. Players were able to congregate to a virtual stage. More than 12 million users tuned in to see the performance. The experience was said to be incredible as a few minutes into the performance virtual Travis explodes into a giant, creating the most incredible visuals and amazing user experience as you follow him around his 'astronomical' world. With over 78 million Fortnite players across the world, this was an extremely cleverly thought out marketing ploy, that not only allowed the artist to create an incredible experience for fans but also was extremely beneficial for both the artist and the brand involved. You could also purchase Travis merch for your character. Although no one is sure of the exact figure, it is estimated the virtual merch made approximately $4.95 million.

So what has this taught us? 

Experiential promotions make a longer-lasting impression, as opposed to your basic marketing tactics. Music marketing is also a lot more complex. The creative processes that go into marketing an artist are outstanding. Could we take inspiration to market a product or service? Absolutely! Anyone can create an experience for their customers. It's about thinking outside the box and really knowing your audience.

Thanks for reading,
Just Being Meg 

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