Episode 4 - How Are Digital Marketing Tools Harnessed For Audience Development?
Listen to this episode from Digital Dissect on Spotify. James Corbitt, Digital Marketing Manager at Cooking Vinyl, joins Rebecca Rees to break down the rising concept of audience development and how to best navigate this critical marketing approach. Find out more about Saint Raymond's campaign here: https://www.saintraymond.co.uk, Lucy Spraggan's campaign here: https://lucyspraggan.com and Sam Eagle's campaign here: https://sameaglemusic.com.
With audience development becoming a vital element of the digital mix, in this week's episode, I am joined by Digital Marketing Manager James Corbitt from Cooking Vinyl.
Audience development is the process of growing more extensive, more engaged global audiences for artists and their catalogues – developing long-term creative digital plans, informed by clear audience insights, to grow listening over time. Labels are increasingly creating dedicated departments for audience development to bridge the gap between release cycles and fanbases. Therefore, we discuss this concept in detail before diving into some exclusive strategic decisions behind some internationally successful artist campaigns that we both had the pleasure of working on in the past year. Considering the productivity of artists like Sam Eagle to harness a range of new platforms, digital agency recruitment for artists like Saint Raymond to expand knowledge of best practices and artists' motivation like that of Lucy Spraggan to keep up a personable presence online. We touch on the internal workings of Spotify and how to harness the popularity algorithm and define expectations around success in music and the relationship between labels and artists.
If you have ever wondered how record labels strategise marketing for artist success, or have been struggling to know how to market yourself in a time where virtually all of marketing is now carried out online, hopefully this episode can motivate you to give it another crack and enlighten whether your strategy is up to scratch!