OUTing The Music Industry

Justin Bieber and Lady Gaga Marketing

TechCrunch Disrupt with Troy Carter, Lady Gaga’s manager and Scooter Braun, Justin Beiber’s manager. The video shows you just how powerful video and social media marketing is in breaking a big artist.

Some highlights I wanted to share:

• Bieber spends 2+ hours a day on Twitter. This is a dude with a busy schedule. If you can’t find the time to connect with your fans, you might need to find a new passion to pursue.
• Lady Gaga and her team create videos specifically for YouTube. They work in product placements, timing, pre-roll and post roll ads and more specifically for this format.
• The majority of their money is still being made on the live show. I personally contribute this to not directly selling them packages.
• There is not a lot of money in video ads. Don’t disrupt the fan’s experience for a few bucks.
• Lady Gaga signed to Interscope off Myspace. Everyone agreed that Myspace is not important as a tool for discovering and signing acts. (get off Myspace and use Wordpress, but wait till we launch our theme next week!)
• Scooter said, “kids are going to buy the product if they really support the personality.” You know that I believe in this. People buy from people. Very impotant point. They don’t buy from marketing they buy from a connection with a person.
• One question said what do you do with a talented artist that is not using this technology.Their answer was to pass on them. The artist has to want it and part of the business today involves using technology, making relationships and making good music. Music is only 1 part of the puzzle.

Hope you enjoyed the video. Let’s talk about this stuff in the comments.

-Greg Rollet, Music Marketin Gen-Y Rockstars