Tweeting a Buzz, “Rehab” Style

Hip-hop artist Eminem’s new album “Relapse” was released May 19th, but far before that there was a tweetabuzz going on at marketing headquarters.

In the hip-hop world, being away from the scene for five years is a near deal-breaker, so Eminem’s marketing team at Aftermath/Interscope Records had a unique challenge ahead of them: bringing back the dead. Using Twitter as a means to convey a story, something Eminem is very good at conveying musically, they were able to tell a tale in a series of disturbing and intriguing “tweets” that blurred the lines between real and fiction creating the type of viral buzz that is slated to carry the album to platinum status.

There were basically two types of tweets going on simultaneously. One type was directly related to the release of the album with its accompanying iPhone/iTouch game and interactive website. While the other revolved around a haunting thought or something that would link Eminem to a mental institution/rehab facility called Pompsomp Hills.

By using this method of anticipation via intrigue, this musician was able to pre-engage his fans to talk about the experience and ultimately push them to hurry out to buy the product; a recipe for success!

Eminem is not the first artist to use new media marketing in order to engage a fan-crazed rage as you can see in the case of the “Twilight” book series , but it does take an imaginative artist to realize the power of a story and how incredible this power is for sales. This type of characteristic campaigning proves that you don’t need to be extra talented in order to bring yesterday’s news out of the closet.

A compelling story and some clever marketing plotted out over a period of time will create a chattering frenzy; ultimately boosting a band or even a product like the Beanie Baby back, even if it was proven dead and gone.

-Jodi

Tweeting a Buzz, “Rehab” Style

We are the Curator, the Light and the Frame

As posted on Hypebot

The roles we play and responsibilities we take on in relation to the artists we represent have changed over the years. In the beginning we were known as managers and marketers, since then we've transformed into curators and storytellers. We are now responsible for presenting art to our audience and telling them stories that make it come alive.

For the average person, at the slightest mention of visiting a museum, you're already bored. Once inside, a guide brings you piece to piece and gives you a whirlwind of facts. Every so often though, you get someone who is passionate and deep down loves what they do. Suddenly, the date, the style, and the story behind each piece creates a collage of mental images and meaning which allow you to feel and understand it as a window into this person's life.

New media allows us to heighten the level of intimacy with our audience and provides us with an opportunity to become the curator. We can guide them through our collection and make it come alive for them. At one point in time major record labels were the biggest art dealers and buyers in town. They bought everything, whether it was to ...

keep you from their competitor or put you in distribution, high dividends were involved. This went on for years before their foundation, the brick and mortar beneath their feet deteriorated.

Major labels stood for nothing and fell for everything. Because of their huge overhead when the business transitioned, they had the most to lose. Jobs were cut left and right. They were a big machine built around the old ways and because of this they weren't able to understand the changes fast enough. No one cared which label an artist was signed to because it didn't make a difference. Unlike earlier decades when Motown Records held onto a niche market, they now tried to acquire every profitable market which diluted their brands and transformed them into money empires.

In this era independent labels saw a resurgence as fans sought out quality music with an authentic message. Moving onward, sales slowed down for everyone during the age of the web. In reaction big box retail outlets lowered the prices of albums at a rate which locally owned stores could not compete. The very people who distributed the rarities and shared the stories of their deep collections were out of business or struggling.

The angle and intensity of light and the way it reflects off a canvas can change the way art is presented and the mood it creates. You are now in control of the light and can determine what windows into your world become illuminated. Now, more then ever the frame you put around your music and the world view it aligns with matters. Marketing music has evolved into the consistency and authenticity of your story and how it relates to those who've given you permission to tell it. We are now curators and proprietors of the music we collect and sell.

Kyle

What kind of music do you curate, how do you control the light, and what frame do you use to present your art?

We are the Curator, the Light and the Frame