As Hip-hop artists continues to embrace social networks via Twitter, Myspace, Facebook etc… we are seeing its effect on the entire industry. Whether you’ve witnessed Twitter ignited beefs or are entertained by their $50,000 video game battles, Hip-hop artists and social networks have established extremely lucrative relationships. Agents, managers, producers, and publicists are investing a lot more time and money into social networking and abandoning traditional marketing tactics. It only makes sense, due to the fact that the majority of their core audiences are online.
Some may argue that the reason social media has become so popular in Hip-hop is because rappers are looking for a new way to promote (or brag) in the social sphere. Others may say that by utilizing sites like Facebook and Twitter, artists are able to convey sincere messages to their fans that showoff their “human” side. Whether you agree or disagree with the reasoning, the effect social media has had on Hip-hop is undeniable.
Not only has social media been able to revive the careers of some (i.e. MC Hammer), but also launch new artists into superstardom (see Soulja Boi). Remember that young kid who had the whole country “Crank Dat” in 2008. Well, after being discovered on both Myspace and the popular social music site SoundClick, the then 17-year old high schooler from Atlanta released his debut platinum selling album entitled “Soulja Boi Tellem”. After a couple of huge videos on YouTube and record shattering ringtone sales, DeAndre Way aKa Soulja Boi was a bona-fide superstar.
Some artists use social media for brand development and reputation management. Just ask, a veteran like 50 Cent, Kanye West or maybe the newbie Drake. Each of these guys utilize their site/blogs as a way to give fans a true and intimate look into their lives. When examining this strategy from a marketing perspective, they are purely managing their brand and responding to what’s being said about them. Similar to how Fortune 500 companies have turned to Twitter, Facebook and their own blogs when answering consumer questions. These guys do the same and add their own flavor to whatever it is they report.
In the end, these two juggernauts continue to surprise both the music and marketing industries respectively. As there alliance grows, so will partnerships, new investments and integration on both sides of the spectrum. I’m a big fan of both movements and hope to see more effective collaborations in the next few years.
The Takeover: How Social Media Changed Hip-Hop
As Hip-hop artists continues to embrace social networks via Twitter, Myspace, Facebook etc… we are seeing its effect on the entire industry. Whether you’ve witnessed Twitter ignited beefs or are entertained by their $50,000 video game battles, Hip-hop artists and social networks have established extremely lucrative relationships. Agents, managers, producers, and publicists are investing a lot more time and money into social networking and abandoning traditional marketing tactics. It only makes sense, due to the fact that the majority of their core audiences are online.
Some may argue that the reason social media has become so popular in Hip-hop is because rappers are looking for a new way to promote (or brag) in the social sphere. Others may say that by utilizing sites like Facebook and Twitter, artists are able to convey sincere messages to their fans that showoff their “human” side. Whether you agree or disagree with the reasoning, the effect social media has had on Hip-hop is undeniable.
Not only has social media been able to revive the careers of some (i.e. MC Hammer), but also launch new artists into superstardom (see Soulja Boi). Remember that young kid who had the whole country “Crank Dat” in 2008. Well, after being discovered on both Myspace and the popular social music site SoundClick, the then 17-year old high schooler from Atlanta released his debut platinum selling album entitled “Soulja Boi Tellem”. After a couple of huge videos on YouTube and record shattering ringtone sales, DeAndre Way aKa Soulja Boi was a bona-fide superstar.
Some artists use social media for brand development and reputation management. Just ask, a veteran like 50 Cent, Kanye West or maybe the newbie Drake. Each of these guys utilize their site/blogs as a way to give fans a true and intimate look into their lives. When examining this strategy from a marketing perspective, they are purely managing their brand and responding to what’s being said about them. Similar to how Fortune 500 companies have turned to Twitter, Facebook and their own blogs when answering consumer questions. These guys do the same and add their own flavor to whatever it is they report.
In the end, these two juggernauts continue to surprise both the music and marketing industries respectively. As there alliance grows, so will partnerships, new investments and integration on both sides of the spectrum. I’m a big fan of both movements and hope to see more effective collaborations in the next few years.