How Artists Work with Big Media to Grow Fanbase

http://schedule.sxsw.com/2012/events/event_MP11970

While digital media has enabled artists to connect directly with their fanbases, the amount of content and choice has created a new challenge: the content overload, meaning that we are more reliant than ever before on trusted sources to tell us what to check out.

Key insights

• Youth brands carry a heavy/special responsibility – beyond selling they need to make sure that they’re making a positive impact.

• TV is becoming what radio used to be, introducing a mass audience to new artists.

• As important as it is for brands to know what they are and want to be, it is equally important to know what you’re not – eg MTV knows that it is not a record label.

• Given the virtually unlimited amount of content that is available online, people’s attention is scarce and unawareness is the enemy of artists. To combat this, consider using “big media” in new ways – eg, as mentioned above by using TV as radio.