December 15, 2011
I think it’s tough for pop stars to properly leverage social media as a device to directly deliver their main commodity—pop songs—to their audience. ROI is such a big deal. They don’t want to give away their main asset without getting something in return. This is why I’m fascinated with a promotion UK X Factor runner-up Diana Vickers is doing through Twitter today. She has an album due out in 2012 and to help build buzz, she’s taken what sounds clearly like a demo track—“Kiss Of A Bullet”—and offered it to anyone, so long as they retweet the download link to the track first. Fans win because their expense is a single tweet—one they can customize even. Vickers wins because it helps her build buzz without forfeiting any of the tracks she might be saving for her 2012 record. While there may not necessarily be any cash-based ROI on this campaign, there isn’t much of an expense either; there is at least the promise of buzz and possibly earned media exposure. That sings volumes for a track that may have otherwise gone unheard.

I think it’s tough for pop stars to properly leverage social media as a device to directly deliver their main commodity—pop songs—to their audience. ROI is such a big deal. They don’t want to give away their main asset without getting something in return. This is why I’m fascinated with a promotion UK X Factor runner-up Diana Vickers is doing through Twitter today. She has an album due out in 2012 and to help build buzz, she’s taken what sounds clearly like a demo track—“Kiss Of A Bullet”—and offered it to anyone, so long as they retweet the download link to the track first. Fans win because their expense is a single tweet—one they can customize even. Vickers wins because it helps her build buzz without forfeiting any of the tracks she might be saving for her 2012 record. While there may not necessarily be any cash-based ROI on this campaign, there isn’t much of an expense either; there is at least the promise of buzz and possibly earned media exposure. That sings volumes for a track that may have otherwise gone unheard.

10:57am  |   URL: http://tmblr.co/Z4RIbyDIEBaZ
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  1. ohrohin posted this
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