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Social Networking and Music: MySpace Puts It All Together in a Virtual Community

Today’s music fans interact with a “community” much larger than they ever dreamed of before the widespread personal use of the Internet. This social network is changing the way people market and sell music, and it’s doing so on a global scale.

Here’s how:

A fan hears a song and “tells” it to a dozen others online. Each sends the information (and sometimes the entire song file) to a dozen people, and so on. If the song’s hook is catchy and universal enough, the artist can reach thousands of fans in no time. Fast, easy, free and global.

Does this viral communication generate income for the artist (or songwriter, publisher, manager, agent, distributor or label)? No. But does it provide vital advertising with the potential to sell singles, albums, concert tickets and merchandise? Totally.

New tools of marketing:

This is a quantum shift in marketing. It allows traditional distribution to be bypassed while significantly curtailing the barely legal forms of radio “promotion” that many in the industry openly refer to as payola or commercial station extortion.

All this is possible thanks to online forms of communication, including music sites, web portals, blogs (weblogs), music forums and others. A new site called brought these elements together. Their vision is to make MySpace an information destination for bands, fans, filmmakers, writers, artists, record industry professionals and more.

MySpace Nation: “Where do you live?” used to be a question spoken out loud; it is now entered. The response to the question simply indicated which part of a city he was from and included a reference to his socio-economic status and suggested which mall might be his usual place of residence; now it applies not only to your city, but also to your state, region or country.

People can be present anywhere in the world in the virtual “scene”. My virtual community starts in Los Angeles and extends to Moscow, Big Bear, Amsterdam, San Francisco, London, New York, Miami, and many other places where I haven’t learned to write properly. In fact, thanks to social networks such as MySpace, one can connect with multiple scenes. People who like my goth tracks are a bit overwhelmed by the rave-trance songs on my remix album, but they’re not interested in the music I create for radio and television commercials (in fact, they can be quite dismissive). But every social network welcomes news of new music in its own favorite style.

MySpace: The future is now

With two million members (and counting), offers multiple levels of entertainment, including blogs, instant messaging, classifieds, peer voting, special interest groups, user forums, and user-generated content. Popular? We promise: they have statistics that show the site gets 35 million impressions per day, with an average of one hour online per visit. So far, all of MySpace’s services are free, and the site is entirely supported by advertisers who want to reach exactly the young, web and Internet social music fan that attracts.

Created by Chris DeWolfe and Tom Anderson, MySpace is already successful at a level that has surprised many industry observers. While MySpace’s main page is purely social networking, MySpace Music is a revolutionary new way to reach their built-in web audience of two million connected users, and has the potential to grow beyond that already impressive number. As a means of launching unsigned and up-and-coming artists, MySpace Music is a great tool.

In the minds of the creators of MySpace:

“MySpace Music is what should have been, but never was,” Anderson said. “Very few people go to a website looking for bands they’ve never heard of. With MySpace Music, people can find music online the same way they find out about music in person: through their friends. Millions of friends come to MySpace to socialize, and through that process—word of mouth and referrals from friends—bands are introduced to new fans, and fans are introduced to new music.”
DeWolfe continues, “The most exciting use of MySpace Music is the way it changes the band-fan dynamic. A band can go on MySpace and find potential fans all over the country by sending an email and saying, ” Hello. ‘ Bands develop followings and street teams online.”
Downloads, band websites, and direct contact with artists are just some of the appeal of MySpace Music. All visitors to the site can participate through user reviews and ratings. Artists also have access to a variety of music business relationships.

Details from DeWolfe:

G-Man: What is the history of MySpace?

Chris DeWolfe: We launched the general MySpace site in September 2003. Our goal was to create a portal where users could mobilize and connect around their shared interests – be it music, television, dating, nightlife, politics, religion or anything else. other.

G-Man: How does music fit into the MySpace network?

Chris DeWolfe: Almost from the day we launched, music has become one of the primary interests of MySpace users. We believe that most people hear and taste new music based on recommendations from friends. The network effect of our site (friends tell friends) allows new trends and music to spread very quickly. At the same time, bands started flocking to MySpace to promote themselves, find new fans, book deals, and even secure publishing deals.

G-Man: What are MySpace’s revenue streams?

Chris DeWolfe: MySpace is currently supported by online advertising and sponsorships. We may add premium services later, but all services currently offered for free will remain so. We have been fortunate to secure high profile advertisers such as Sony Music, Interscope, Warner Music, Dreamworks, Napster and others. The promotion works for this type of advertiser because most of our users are 18-34 year old cool influencers who love music and often go to the movies on opening weekend.

G-Man: What are the benefits for artists using MySpace?

Chris DeWolfe: Artists can sell their CDs on our site. Until now, it was mainly for the bands to mobilize new fans, whom they would not normally have met. A band from Iowa can quickly find a following in New York or Los Angeles. Additionally, bands use the site to book tours and fill venues. The MySpace social network is international. Because MySpace is an online network, geographic boundaries are less relevant.

G-Man: Can you compare the MySpace entity to other networking sites?

Chris DeWolfe: Most sites are narrowly focused on business networking, classifieds, or dating. MySpace is a portal using social networking infrastructure. MySpace includes games, blogs, music, classifieds, forums, mail, instant messaging, and user rankings. Our model led to an incredibly sticky website where the average user spends over an hour on the site per session. In each of the last three months, we achieved more page views than our biggest competitor.

MySpace just extends functionality around existing mass behavior. Most, if not all, other sites don’t have or don’t have that luxury – they’ve come to expect behavior around functionality. In other words, we don’t build, we hope that people will come. People are already sharing information about bands on the site; bands are already recruiting fans and local help; users are already clamoring to download music; music is already ranked and rated; they already show up at our parties to listen to music they learned about on MySpace. MySpace Music works because two million people are already doing what we’re making it easy for them.

G-Man: What areas of marketing are participating (or planning to participate) in MySpace?

Chris DeWolfe: Our two major marketing partners are Warped Tour and Rock The Vote. Warped Tour is a perfect fit for us. We’re sponsoring the Uproar Stage and MySpace bands will be playing Warped Tour venues. This partnership provides great exposure for MySpace Music and participating MySpace Music bands.

Rock the Vote is also a great partner as it aligns with our mission to enable our users to mobilize around common interests. MySpace users can register to vote directly on our website. We will be participating in several of their music shows.

The MySpace Growth Phenomenon:
Strategic partnerships develop almost as fast as bands meet fans on the site. Los Angeles Music Network ( brings its membership base and marketing power to partnership deal with MySpace.

Connecting listeners, pushing boundaries, and connecting musicians with fans and industry professionals, MySpace is a nation phenomenon. Since the passport is free, everyone better be in music marketing. Located at See you there.

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