The internet has changed the marketing landscape and created a plethora of business opportunities that didn’t exist not too long ago. It has opened up doors for brands of all sorts, including bands and many others in the entertainment field. Louisville, Kentucky bred rock band My Morning Jacket is taking full advantage of the internet to promote its new LP Circuital. While not all fans will be able to attend the sold out live show at the Louisville Palace Theater, they will be able to watch online through a YouTube webcast.
With up and coming director Todd Haynes penciled in to direct the event, observers are expecting the My Morning Jacket concert to be the next successful installment in the YouTube Unstaged webcast series. My Morning Jacket has certainly taken an unconventional approach to album promotion, and there are marketing lessons to be learned from the group’s strategy.
Video is Happening
Video may not be the latest and greatest in technological innovation, but on the web, it is a pretty big deal. We’re still not too far removed from times when web pages were primarily static and dynamic content was a new phenomenon. So what makes online video so hot? The same thing that makes TV shows, music videos, and sporting events so appealing – it’s easy to consume and most of all, engaging. The My Morning Jacket concert at the Louisville Palace Theater can only seat 2,700 people. Through the YouTube webcast, video will potentially influence thousands more to buy the album the event is built around.
YouTube is Where It’s At
My Morning Jacket had several options for launching a webcast. The group, which has a massive following, could have chose DailyMotion, their official website, or the MySpace page they use to keep their fans informed. However, they decided to go with YouTube. Whether you want to count the millions of users or billions of monthly views, it was a sound decision on their part. As the biggest thing in online video, YouTube could be a powerful weapon in your video marketing strategy. With all the recent updates, now would be the perfect time for marketers to jump on the bandwagon.
Integrated Thinking is Key
As the digital channel evolves, the more important it will be for marketers to adapt their strategy. Perhaps the most important part of that adaptation will be integrating your efforts. Bands and brands like MY Morning Jacket limit themselves to a single channel. They are moving across multiple platforms, which happen to platforms consumers are flocking to. If you are to survive with your marketing efforts, this is the kind of mind set you may have to adopt in the very near future.
John is a consultant, best practices activist and advocate for leading Web and permission based email services.