Kanye is the master of getting attention.
His domination of the online space is probably motivated more by a need to be in the spotlight than any spectacular marketing ploy but, regardless, you can’t fault the man.
The best example of Kanye’s use of online marketing tools is his blog, which he uses to preview songs, to let fans know what he’s thinking at any given moment, and to post cool content he finds online.
The key is that he communicates with his fans and he listens. When fans said they didn’t like his new song, Kanye changed it.
That kind of interaction builds remarkable trust in the relationship between fan and artist.
Justice built their following by releasing remixes and mixtapes online to fans for free.
It just so happened that their remixes - of MGMT’s Electric Feel, Simian’s ‘Never Be Alone’, Justin Timberlake’s ‘Love Stoned and Daft Punk’s ‘Human After All - happened to be some of the best of the last two years.
When Fabric.Live turned down Justice’s mix they released the whole thing online as the Justice Xmas Mixtape.
When they did a mixtape for Paris fashion week, the whole thing PLUS additional parts that didn’t make the final cut were streaming free through their MySpace.
Justice are a prime example of the power of free.
Radiohead
Radiohead could write the book on online marketing.
The pay what you want experiment was game-changing.
They use their website to communicate latest new directly to fans.
Their forum is one of the most active fan communities online.
Their clips are studies in viral marketing. Their laser technology inspired clip for ‘House of Cards’ was offered to fans as a free screensaver.
The jewel in the crown was selling stems from their song ‘Nude’ for a fan remix competition. By inviting fans to vote and comment on the best remixes, Radiohead generated enough buzz to drive in ‘Nude’ into the iTunes top ten.
With Radiohead it’s very much a case of they lead, the rest of us follow.
We Are Scientists are a prime example of how to use humour to engage fans online.
Their website contains articles about why toddlers like the band more than adults, and the review section consists mainly of band members reviewing inanimate objects such as bathroom sinks and moustaches as opposed to any actual reviews of their material.
Their film clips are clever and well-executed and sit alongside a variety of other footage on their regularly updated YouTube channel.
They post spoof infomercials for their albums, behind-the-scenes footage, and skits.
While on tour they post video tour diaries as a way of keeping fans informed and engaged.
Alongside Radiohead, Reznor is the master of online.
He released Ghosts I-IV independently through the Nine Inch Nails website, allowing fans to download the first volume for free, all four for $5, and then offering a variety of packages including the limited edition $300 deluxe edition (which sold out well in advance).
He then gave away his song stems so fans could remix the album.
A few months later, unannounced, Reznor released ‘The Slip’ for free.
Despite raising over one million dollars from the direct sale of ‘Ghosts’, Reznor has built a relationship with fans that allows him to make these kind of moves.
He recently looked to deepen that relationship, sending an open letter to fans asking them to give him feedback through a survey on how and where they discovered and consumed music.
Looks like he’s only going to get better at the online marketing game.
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Matt Hickey wrote this article for The Music Network. It was his second article for The Music Network this year. His first is here.
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tom williams 01.03.09 at 6:22 am
This article nails it.. I would have picked the exact same 5 for the exact same reasons. Well done.
Nick 01.07.09 at 4:26 pm
Thanks Tom - Appreciate the feedback.
John Stringer 01.10.09 at 6:14 pm
Great round up. I’ve read some of the statements Radiohead’s management released regarding the unique marketing of their “In Rainbows” album, but I’d love to know who the other critical team members are working with each of the artists on the list.
Chris Fullam 04.07.09 at 2:57 am
Reznor really is the king. He complains entirely too much (in my opinion), but people love him for it.
To me, an artist that isn’t using the web is really missing out.
Nick 04.15.09 at 3:51 pm
@Chris Fullam - True indeed. Thing to remember with Trent is that he has the benefit of millions of dollars of major label spend for a decade behind him. He is THE innovator in the digital space tho.