In today’s fragmented marketing world, artists have to promote more than just their music – they have to build dedicated fandom. To achieve this, more artists are implementing transmedia elements – that is, adapting a brand story across multiple platforms – into their marketing strategies.
The playbooks for streaming TV services and creators are collapsing into one – but even so, misconceptions remain. Large parts of the traditional entertainment industry consider the engagement techniques in two lanes.
The music industry is seeing unprecedented democratisation in both consumption and creation. Leading execs often point to the rise of consumer creation and the ‘Instagrammification’ of music as a growth engine.
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