Music Marketing Lessons From Groove Armada And Neko Case

In an interesting study in contrasts, this past week we've come across two artists who are taking slightly different approaches to arrive at the same goal: to get you to listen to their latest album and share it with your friends. Here's a look at who they are, what they're doing and whether or not we think either will succeed…

Groove Armada and Bacardi B-Live

The Deal: Bacardi B-Live is a "music distribution platform" that asks users to set up a profile in order to get access to exclusive tracks, in this case Groove Armada's new EP. While signing up will entitle you to one free track, the only way to get more is by sharing with others.

Will it work? The idea of rewarding music lovers for sharing their tunes is an interesting and appealing concept. As the RIAA knows, young people love to get music the easy way and incentivizing that impulse is a great start. For artists who don't mind being directly linked with liquor, this could be a great push. However, requiring users to set up an entire profile is asking a lot. It might serve Bacardi better to simply use a preexisting social network like MySpace. Also, while users are supposed to be of drinking age to participate, it's fairly easy to lie on these sites meaning that minors may find their way on anyway, and their parents might not be too happy.

Neko Case, Anti Records and Best Friends Animal Society

The deal: To spread the word about Neko Case's forthcoming album, her label Anti Records has pledged that for every blog that posts Neko's single, a donation will be made to Best Friends Animal Society. The promotion will run until February 3rd and for every blog post $5 will be donated. Also, for users of iLike who post the song on their profile, a $1 donation will be made.

Will it work? Well, in this case that question could be interpreted in two ways. As far as the promotion itself being successful, I think it stands a good chance. Who doesn't want to help advance animal welfare and support a facility that houses abused, abandoned and special needs pets? Posting the single is a small favor to ask for a chance to listen to new music and feel good about yourself. But, I wonder how many of those who participate will actually go out and buy (or stay in and download) the full-length album when it comes out in March. That's a lot of time to pass between planting an idea and expecting a blogger (who probably has a short memory and a shorter attention span) to take action.

It seems both ideas have potential, but they also have potential pitfalls. In any case, it'll be interesting to see how they fare, especially among younger listeners.

Categorized under: Music

You can leave a response, or trackback from your own site. If you are a Facebook user, comment using your Facebook account.