Music and Twitter
Twitter is a useful way for artists to connect with their fans. We looked at a number of examples of this - you should learn this list:
Clear up a rumour - verified Twitter accounts are far more trustworthy than traditional media forms like newspapers or magazines, so the site offers an efficient way to address controversy and set the record straight. Example: Katy Perry.
Post links to other sites- most artists have a varied online presence, with official websites, YouTube channels, Facebook pages and other coverage. Twitter is a way to link all of this content together so that fans actually see it.
Surveys or suggestions using hashtags -artists use hashtags to allow their fans to feel empowered. Selena Gomez asked fans which outfit she should wear onstage, Rihanna got fans to Tweet the name of the single she should release next, The Script got fans to suggest an opening dong for their gig in Dublin, and Robbie Williams promoted his single Different by getting fans to make a pledge to be 'different' in some way.
Competitions - MTV ran a competition where fans had to Tweet a video message to Rihanna stating why they should be flown to LA to attend the VMAs and meet her. Rihanna chose the winner herself.
Analytics - Twitter activity can be analysed so artists can learn exactly how many people their Tweets reach. Data on the location, age, gender and musical tastes of these people can also be obtained. This is useful market research.
Posting photos - A picture posted to Twitter is much more personal than anything the paparazzi could ever provide, like the photo Robbie Williams Tweeted of his after show party, which basically involved cuddling his new baby whilst watching match of the day.
Q&A Sessions - Olly Murs and Gary Barlow have been known to do this. Official sessions can be organised where artists answer Tweets. Sometimes Gary Barlow just answers a load randomly.
Focus Groups - new acts can use Twitter to gain feedback on their new material. It's a good place to test the market without paying for research.
User Generated Content - fans can upload photographs and links to videos. Some artists encourage this. Olly Murs asks fans to Tweet pictures from his live shows and the best ones are retweeted.
Twitter works well for these purposes because:
Fans feel that they can really be 'noticed' by their idol, it feels like sending a personal message (even though artists with many followers are unlikely to read most Tweets.
There is no 'middle man'. Artists normally connect with fans via journalists or PR agencies or record labels. With Twitter the communication is direct from artist to fan.
Twitter is instant. With traditional media, time is needed to get a statement or press release to the media and then the public. With Twitter it can be done in seconds. However this can be problematic, as Tweets can be sent without being edited and carefully considered.
It reaches young music fans. These are the people most artists want to connect with. The character limit keeps the information short and simple.
Users constantly check Twitter, it is always there and accessible through many devices.
Hashtags can be used to create trends, these trends feed into other media outlets ad generate more publicity.
It's also free to use.
Homework
Follow some musical acts on Twitter. Choose 5 different ones - bands, soloists, different nationalities and genres.
- do they appear to update personally, or is the account run by management?
- are they doing anything innovative with the account to engage with fans or promote music?
- are updates personal or purely promotional?
- do they reply to fans or retweet them?
Do this for another week and make notes on what you find out, to share in class on Tuesday 26th March.
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