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!

About Author

James Martin is Head of Social Media for Midem organisers Reed MIDEM. This includes defining and rolling out Midem's social media strategy, editing midemblog, influencer outreach, developing Midem's fanbase of 75,000+ music professionals and more.

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  1. Pingback: Lucy Blair: What I’m looking forward to at midem 2013 | | midemblogmidemblog

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