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midem presented a whole new concept this year with “The Digital Deconstruction Workshop,” enabling artists and other participants to share their website url’s among conference goers for a critical dissection by digital marketing experts from Tumblr, Fame House, and Ministry of Sound, moderated by Music Ally‘s Karim Fanous. Following a brief presentation by each speaker on the various strategies to boost online presence, the discussion was opened to the floor and participants began submitting their websites.

Nate Auerbach from Tumblr spoke primarily on the impressive and growing capabilities of the tumblr platform to not only serve a social media cross platform sharing tool, but to provide an excellent cms for artist website, “tumblr allows you to express yourself, reinvent artwork, act as PR, or even as an official website.

 

Lucy Blair, digital marketing manager of UK label & club Ministry of Sound, focused heavily on the need for artists to put content first. She believes that many artists put too much prominence on the ‘buy now’ call-to-action, when in fact, the most effective way to boost sales is through great content. She also highlighted the importance of “creating an emotional experience” with fans via two-way conversations, consistent engagement and fan rewards.

 

Lucy Blair from Ministry of Sound: “Create a two-way conversation with fans. Make them the heart & soul of website.”#midem #D2F

— midem (@midem) January 27, 2013

 

The CEO of Fame House, an agency of music industry professionals specialised in digital marketing, was there to give excellent advice as well. Michael Fiebach, known for his international recognition over giving away an entire DJ Shadow album via BitTorrent, argued that CMS like WordPress and tumblr were much better for self-created and -run sites, due to their ability to be easily customised.

 

Photo: © Reed MIDEM / Images et Co./ D’Halloy


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