The team-up saw the setting up of a new video distribution network, Born Bred Distribution using social media influencers paired with Warner acts. The musicians would benefit from exposure by the influencers’ reach (some with eight million devotees) while the influencers get access to Warner acts for their content.
Simon Cahill, Sydney-based Head of Digital and Business Development of Warner Music Australia told Beat the crux of the partnership is, “We’re trying to explore the audiences that musicians and influencers share. We want to find out what works with different audiences. And find ways where we can collaborate and work with those audiences together.”
The close interaction between music and social media was revealed in a study released last month by US research and analysis firm MusicWatch. Titled Music & Social Media; A Consumer Perspective, the results were certainly eyebrow raising. According to MusicWatch: “Two out of three (63%) users agree that they are discovering new artists on social media. Almost 60% of social media users are visiting streaming services to listen to music after they see an update, tweet or post. On Facebook, the most valued music activity is being able to share links to music from streaming services, including playlists.”
Most of those following bands on social media are younger, with 36% aged between 13 and 24. They’re also active in seeking out and consuming music. Three-quarters watch music videos, 69% listen to music on AM/FM radio, and 35% pay for a music streaming subscription. Hip hop is their most popular genre of choice.
In terms of interaction with followers, musicians should set the controls to the heart of Instagram. 56% of its users follow, share or tag musicians. Twitter is second with 51% following or getting updates from musicians and bands. It’s 44% for Facebook (47% for daily users). Over in Snapchat-land, 68% view or post from live music events, while 23% used song lyrics for captions.
Summed up by MusicWatch: “The data shows that social media derives substantial benefit from the music industry. The music itself is a vital ingredient to the social conversation. The content stays fresh with constant new releases and tour announcements. Artists make a cultural contribution and are valued influencers. The sustained desire for news about favourite artists engenders engagement on the platforms.”
