Timbaland made headlines earlier this month, when it was announced that the multi-platinum producer signed a deal to create exclusive album for Verizon. According to various reports, more artists are likely to follow his lead. Murs has joined the growing list of artists incorporating user-generated content into their album’s marketing platforms. Adweek reports that when Murs releases Murs For President this summer, he will allow fans to stream text messages and photos which will display on a screen behind him during performances. The Murs For President campaign will also include “mobisodes” which will begin premiering in April, and a presidential call in number (323) 271-0569.
According to Billboard, will.i.am of The Black Eyed Peas co-created the website dipdive.com with Interscope Records President Jimmy Iovine for the sole purpose of controlling user-generated content. The site premiered “Yes We Can,” a video which endorses Sen. Barack Obama for president, and the video currently has over 10 million views. Nielsen Ringscan reports that nine out of the top 10 top selling ringtones of 2007 were Hip Hop songs, and the trend will likely continue as many artists are seeing more profits from mobile content than physical CDs.
“The role that is typically played by radio has expanded to include digital music downloads, music preloaded to devices, ringtones and ringbacks,”Motorola’s Tracey Thiele explains to HipHopDX. “We currently have relationships with Fergie, Wyclef Jean and Jay Chou and are exploring how each of these artists can contribute to the success of the franchise.”
In the meantime, content that is tailored to, if not purposely created for mobile devices will only continue to grow. In most cases artists and management companies roll out mobile campaigns long before albums are finished and released. The aforementioned Adweek article looks inside the mobile marketing of Murs, Snoop Dogg, Timbaland and QD3; it is available HERE.
