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This morning featured an “A to Z – Distribution” session by Ariel Hyatt (photo), to learn more about bringing music to the global stage via social media. CEO of Cyber PR, Ariel is not only a thought leader and international speaker in the digital PR world, she has already published 3 books on the subject of social media marketing for artists.

She insisted that artists need to “create consistent compelling content” in order to maintain fan interest. “Many artists will make the mistake of taking a break following the success of a certain post.” Considering only “6% of artist’s earnings come from recorded music” and that “visual content is the most successful social content,” she concluded that artists must remain creative in order to make money these days.

 

 

In line with theme of visual content was the session at the midem Academy on “Marketing- Pinterest, Instagram, Tumblr… The Rise of Visual Commerce.” Scott Perry of Perry Media went into more depth on the subject of using visual content to drive fan base growth and turn those followers into consumers. For him, each platform has a specific role, although that role might vary depending on the individual artist. Facebook for example, is usually fun and light auto-promo content, whereas Twitter might include the sharing of interesting articles and other informative content.

He stressed the importance of using Pinterest, which is a highly visual platform, and to create several different albums, including an album for fans, “recognise and reward fans by posting pictures of them.” Instagram, he says, is “great for showing sides of yourself that might not always be seen in public.” He also mentioned the great benefit of not only adding links to your visuals, but to bitly them so that you can track them better and learn which ones work better than others. Lastly, he evoked the the idea of cross platform sharing and that Tumblr is considered the “best conduit to simultaneously pull from certain platforms and post to Twitter and Facebook.”

 


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