Our next Music Biz 101 & More radio show
will place this Wednesday, February 7th at 8pm.
The show will feature music business attorney and expert witness Michael Harrington. Michael will talk about Net Neutrality, his role in turning all of “We Shall Overcome” into a work of public domain, how to become an expert witness, and more.
You’ll listen, right?
In the meantime, listen all of our on-demand podcasts HERE. Here’s another FREE way to get an MBA in Music Biz Knowledge.
Now keep scrolling down for some 411 about influencer marketing. This has been a “thing” for a while now, at least on the social media end, and it’s important to understand what it is, how it works, and the drawbacks.
Let’s start here with our lesson in social media influencing. The idea is simple: Grow a big enough following on a social media platform, like Instagram, and people will pay you to promote their products. Or, they’ll give you free stuff.
In this case, someone asked for free stuff and someone said no. Both parties seemed to overreact, but it created headlines that, in the end, probably raised the awareness levels of both.
Here, the writer explains her definition of influencer marketing:
Key takeaway #1:
“The concept of an “influencer” is pretty clear. An Individual who can reach many people through various communication channels and can therefore, potentially, influence them to like or dislike, to adopt or ban, to buy or skip buying, products and services.”
She (the writer) contends, however, that this type of marketing is ineffective for brands because it’s hard to track if the influencer actually influenced somebody to make a purchase, for example.
“…since Instagram and Snap, more and more “web influencers” popped out, especially in the lifestyle (beauty, fashion, travel) niche and in Technology (consumer electronics) and they have been enjoying the gullibility of brands that think they can actually generate real business by working with them.”
She believes it makes more sense for brands (which could be labels in addition to fashion and/or perfume companies) to embrace thought leaders. “Because while influencers are about follower numbers, thought leaders are about expertise and knowledge.”
This is worth a read, just to get another viewpoint on the concept of influencer marketing. She doesn’t seem to support this type of marketing, but it can work.
One friend at a major label told me that they asked a young comedian (a “micro-influencer”) to put a song in the background of an Instagram post that was about an NBA player (a much larger influencer). The player saw the post and re-posted it. The song ended up reaching incrementally more people due to the re-post.
Another successful example: A student was scrolling through Instagram and heard a song in a post. She searched to find the song and the artist elsewhere and eventually told people about that song and streamed it countless times. Influencer marketing can work. It can also fail, especially if the influencer screws up.
Late last year, YouTuber Logan Paul posted a video set in a Japanese forest known as a place for suicides. When they came across someone who had hanged himself, the YouTube star reacted, to many, in an inappropriate manner. He posted the video and, after a backlash, apologized over two videos.
A key lesson: “Influencers, while they may be very good at what they do, don’t necessarily have the same quality control measures as traditional broadcasters, nor the same understanding of the negative implications of their work.”
That doesn’t mean traditional, “grown up” brands don’t mess up. What it does mean is that influencers are wild cards; they are independent in nature and not surrounded by corporate lawyers put in place to stop people from doing stupid things.
Paul was eventually penalized by YouTube.
This is a repeat from last week and another longish read from the failing NY Times, but if you’re into social media (which is most of the people reading this), it’s good to understand about social influencers. A key point in the article:
“Last year, three billion people logged on to social media networks like Facebook, WhatsApp and China’s Sina Weibo. The world’s collective yearning for connection has not only reshaped the Fortune 500 and upended the advertising industry but also created a new status marker: the number of people who follow, like or “friend” you.
“For some entertainers and entrepreneurs, this virtual status is a real-world currency. Follower counts on social networks help determine who will hire them, how much they are paid for bookings or endorsements, even how potential customers evaluate their businesses or products.”
Keep scrolling down. There’s more great stuff below.
Your Professor David Kirk Philp
Your Knowledge Presented By:
The book is out! Did you buy it?!?
In honor of our friend, Joe Riccitelli, who was recently promoted to Co-President of RCA Records, we urge you to listen to this interview with him in which he speaks at length about analytics, metrics, and radio. C’mon. Listen.
Great guests are coming over the next few months to your Music Biz 101 & More radio show.
February 7 – Michael Harrington, Attorney
February 28 – Alex Fletcher, Fletcher Artists Management
Tune in at 8 PM each Wednesday for some great, FREE music biz talk.
For full details about the Music & Entertainment Industries Program, including courses, the minor, and our MBA, click HERE.
For full details about the WPU Pop Music Studies Program, including courses and audition requirements, click HERE.
Professor David Philp is Assistant Professor Music Management & Popular Music Studies at William Paterson University. He is the co-host of the only FREE advice college radio-based music & entertainment industry talk show in America, Music Biz 101 & More, which airs live most Wednesday nights and is available as a podcast HERE every night (days too). Your favorite professor is also co-author (with Dr. Steve Marcone) of Managing Your Band: 6th Edition. Reach him at PhilpD@wpunj.edu or find him on LinkedIn HERE.