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Thread: How To Market Your Music To A Smartphone Audience

  1. #1
    Administrator Crazy Pellas's Avatar
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    Default How To Market Your Music To A Smartphone Audience

    PrescriptionPR shared some ideas on marketing your music to a smartphone audience, which is an important thing to do in this day and age with smartphones and tablets becoming an ever increasing part in our daily lives.

    Their ideas are:
    1. Write copy that works for both desktop and mobile users
    Any time you send a band e-newsletter, remember that a large proportion of your victims (sorry, recipients) will be reading it on a phone, with all the reduction in attention span that this entails. Consequently, you probably want to avoid writing an essay to your fans. Put your key ‘call to action’ (come to my gig / buy my record / be my groupie) near the top of the message, and keep waffle to a minimum. Same goes for your website really (particularly if you are not planning on having both a desktop and a mobile version of your site).

    2. Avoid flashing
    iOS devices don’t do Flash, and increasingly, neither do Android ones. (Try visiting a Flash website on a phone and you’ll just get a helpful blank space where the content should be.) However, for many years now bands and musicians have been big into ahem, flashing: even in the dial-up era, the web was packed full of whizzy sites packed full of flash animations. These sites cost an arm and a leg to build and took an age to load, but bands put up with this because they thought that having a flash site made them look cool. Plus ҫa change. However, these days, unless you deliberately want to confuse or irritate your smartphone audience, there is little point in having a Flash-based music site. Best to concentrate on putting together a simple music website that looks nice, loads quickly, contains great content and (crucially) captures data. If you must use Flash, get a website-building boffin to ensure your site does some OS / browser detection – this works out what kind of device or browser a visitor is using, and serves up the right sort of content accordingly (i.e., desktop users get flash; iPhone users get text etc.)

    3. Ensure that your free tracks are accessible on a smartphone
    A lot of bands offer free EP downloads – or even free albums – to their fans in exchange for email addresses. A lot of the time these are presented in ZIP format, with all the songs being contained within one ZIP file. This is a neat way of doing thing for desktop or laptop users…but seriously, try opening a ZIP file on an iPhone. It is doable, but it’s a royal pain in the bum. So make sure that when you give away a free track in exchange for an email address, or an interesting encounter in the green room, that the fan will actually be able to listen to the song afterwards (particularly if you’re going down the encounter-in-the-green-room route; why disappoint them twice?). One way to do this is to offer a non-zipped, down-to-earth, old-fashioned MP3 as well as a ZIP file. The former should play fine on a smartphone; and the latter will allow the user to save the content into a music folder on a PC. Another option is to also provide links to smartphone-friendly streams of your EP / album.

    4. Check all your ‘online assets’ on a phone as well as a 27” monitor
    If you’re a musician, the chances are you’re looking at all your online assets – websites, HTML e-newsletters, videos etc. – on a big shiny 27” iMac screen (all broke musicians have iMacs - it's an odd fact of musical life). But it's vital to check all this content on a phone too before unleashing it on the world (well ideally, on a few phones, and the odd tablet as well). A website that looks superb on the big screen may look rubbish on a phone; an e-newsletter which looks lovely in the desktop version of Gmail may be completely unreadable in the mobile version. With the increasingly large variety of devices in circulation, it’s getting difficult to create online content that works perfectly on everything; however, you should aim to ensure that your content looks good on as broad a range of devices as possible, especially iOS and Android ones.

    5. Consider building a mobile site - I can help you with this, send me a message.
    One way to ensure that your site looks good on mobile devices is to, yes, build a mobile site. There are a truckload of services kicking around the web that make it easy to do this. Alternatively, annoy a web designer friend who likes your take on death-folk and wants to build your band a mobile site.

    6. Be creative with smartphone technology
    Don’t overlook the creative possibilities that smartphones offer musicians. Can you create a game that is somehow tied into your music? Can you develop an app that offers your fans an interesting experience which takes your music to another level (man)? Can you use smartphones to capture data at gigs? Can you use text messages to market your music? Can you release your album as an app rather than a download or CD? It’s quite easy to go overboard with this sort of thing – and spend way too much money on developers – but it is still worth thinking about, because some ideas can actually yield great results (and double up as good PR angles).


    Source: How to market your music to a smartphone audience - The Prescription - Music PR UK, Music Promotion, Band Promotion, Music PR Ireland, Entertainment PR, Online Music PR, Indie Music PR
    What are your tips for promoting your music to smartphone users?
    Iain Meddicks
    Founder of CrazyPellas / SendBeatsTo - Track what happens with your beats after you've sent them.

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  2. #2

    Default Re: How To Market Your Music To A Smartphone Audience

    Good info. To add to #2... Since Flash doesn't work, I've integrated SoundCloud players into my site. They show up nice and neat on mobile devices. Use their "Sets" function to group all your work into a nice list player.

  3. #3
    Administrator Crazy Pellas's Avatar
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    Default Re: How To Market Your Music To A Smartphone Audience

    Yeah, using SoundCloud players is great because they are HTML5.
    Iain Meddicks
    Founder of CrazyPellas / SendBeatsTo - Track what happens with your beats after you've sent them.

    Send me a message if you have any questions, or suggestions =]

    Like Us on Facebook / Follow Us on Twitter


    Official BlackWallStreet and Nu Jerzey Devil Gear

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