midemblog caught up with Lucy Blair, digital marketing manager of the UK-based club and indie label Ministry of Sound, to discuss the evolving role of labels in the new direct-to-fan world.
Sure, agrees Blair, artists can do lots of things themselves now. But a label like MoS can amplify their messages across social media platforms, thereby boosting their reach and fanbase. MoS’ YouTube channel, for example, has a billion views a year.
Not to mention providing guidance on how best to engage with fans. Blair cites UK artist Example as a great… example of this approach: “he’ll tweet to his fans ‘dress up as something silly tonight and you’ll get to meet me after the gig,” says Blair: exactly the sort of engagement MoS wants to foster and encourage.
Shot at Amsterdam Dance Event, this is the first in a series of midemblog interviews with labels. Watch this space!