With the news of Reverb Nation securing its Series B funding to the tune of $3 Million and new social networks forming such as Ooizit.com, we ask does the future of music promotion lie in social networks.
It’s apparent that social networks will continue to become more niche as more and more people get to grips with social networking, but does that mean the job of the A&R worker is now redundant? I think not.
Having spoken with A&R representatives it’s evident that these online resources are increasingly becoming the norm when researching or being introduced to new music acts, but in terms of social networks becoming anything more than an introduction is yet to be explored.
Digital music is going through an evolution at present and to be honest, I don’t think anyone truly knows where it will stop; however, it’s going to have to cope with the “pull” internet instead of the “push” internet we’ve now out grown.
Internet users are increasingly savvy and this is inevitably going to change the future of music consumption, but more importantly the discovery of new music. You only have to look at the profiles of the users that are engaging with these networks to see it’s the future. Reverb Nation now has some 250,000 users and new networks such as Ooizit.comare growing in their hundreds by the week so it’s obvious that we’re going to find more number one’s within these social networks.
One thing that isn’t clear is how the record labels will respond to such change. It’s evident that they’re trying to understand it, simply take a look at their MySpace profiles. The shift will happen once the digital download, or digital consumption of music is fully articulated and the consumer, music artist and record label can all benefit.
One thing is for certain that music social networks are definitely here for the long haul and any major brand or record label wanting to gain affinity with new music should engage with these networks in a pro-active way.
Since the success story of Lilly Allen being launched by her coverage on MySpace, social networks have changed dramatically and are continuing to help music acts get themselves heard. Within 5 minutes bands can upload their music, write their bios, add their videos and create their blogs in a bid to be discovered, and with the millions of music acts out there they need to use everything available!
So, can new music artists really benefit from social networks, the answer has to be yes, but only with continued work and promotion on these networks by the music artists will new music acts get themselves in the charts.
