We often hear the term "digital strategy" being tossed around in today's music industry. This is mostly because almost every aspect of the game has transitioned online. On Wednesday, we sat down with some of the top marketing professionals in hip hop to hear how they do their business.
In a panel about being a marketing strategist, the theme was actually "being a consumer first". Because so much of our marketing today happens on social media, artists need to consider what is and is not worth posting. Ask yourself, "would I care about this?" or "why should be people care about this?"
The panelists let it be known that social media is not the end all be all, however. Jamal Jimoh, Head of Urban-Digital at eOne said, "There is no trade for real world experience. Do the physical work. "Digital Director of Combs Enterprises, Deon Graham, agreed stating, "You are the label. If you put the same energy you put into getting signed into your music, you'll see that you don't need them".
Owning your own assets is also a major key of digital marketing. If you don't have to hunt down photographers for footage or producers for beats, marketing an artist becomes a lot easier.
In regards to becoming an influencer using social media, Tia Swint of EMPIRE suggested that artists pick four or five things to present to the world and stick to those. "Show them that you and your followers have a passion for these things."
Nate Auerbach of Versus Creative and panel moderator Aldin Jackson both stressed timing, relationships, product, and passion. If an artist and their team have these things, the odds of them making it increase exponentially.