In the 21st Century, it has become increasingly important for artists to use cross media promotion in order to build their brand and thus success. Cross media promotion will allow artists to be available on a larger number of media platforms more regularly. As music is more recently being consumed online rather than in CD's or records, artists are having to move in this direction also. For example, Beyonce uses YouTube, Facebook, Twitter, Instagram and her own website in order to directly contact her fan base. She uses these platforms in order to promote her brand, concerts and also to boost album sales by giving teasers of new videos or products to use.
YouTube:
Artists utilise YouTube in order to interact with their followers. Beyonce uses it in order to post her and her closest friends latest videos, but she also offers behind the scenes clips whilst she films these videos. This gives her viewers the opportunity to see her at work, watching her create her videos and music and listen to what they have most recently been listening to.
The movement of social media has meant that artists are in competition for followers, or perceived success. Given that their fan base would be connected on these social media sites, it would be assumed that the more followers or likes they have, will be valued as how popular or successful they are. Therefore, marketing teams will be using social media as an easily accessible tool in order to access the audiences favourite artists. Some artists use social media in conjunction with tours, e.g. whilst on/ off stage posting photos of themselves preparing for the show or involving the crowd which will then be posted onto social media the following day. For example, Beyonce posting photos of herself on tour whilst on stage performing.
Websites:
Beyonce's website highlights herself as the main selling point. Not only this but she shows to fans the importance of her marriage and family life with her behind the scenes photos. Her website gives fans further access to her private life, along with her social media pages. She is able to share exclusive information and videos about tour dates, album release dates and other content which would be easily accessible by fans. Although it could be suggested that this content of websites is more popular in apps, with celebrities utilising the app store, in order to share similar exclusive content.
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