Advertisers Reaching Consumers Through Music Interests

Did you know that 44% of Coldplay fans are more likely than average to be in the market for travel services? I didn't. Well I guess that explains why I'm so passionate about both; Coldplay (my absolute favorite band in this world) and traveling. This summer I spent three days in Chicago, where I went specifically for the music festival Lollapalooza. Coldplay was headlining the first night, I took this picture while enjoying the show side stage.

There's a new way that marketers are targeting consumers, and it's through their music interests. As a huge music fan, the statistic about Coldplay and traveling blew my mind! ToneFuse is using the latest technology software - ToneTargeting to estimate consumer ages, buying habits, genders, and hobbies. Millions of consumers search daily for song lyrics, artists bios, and other facts pertaining to their favorite music and artists. This software is found in about 100 music sites, where it matches the consumer's music interests to advertising brands who are interested targeting that specific group of consumers. It combines the musical data with behavior data, which they purchase. 

Most Internet advertisers use cookies to target the interests of consumers. ToneTargeting actually cross referenced all of their music data with third-party behavioral data, which gave them plenty of info on each and every music interest. Rather than analyzing cookie data, they base their information on what consumers are checking like Justin Beiber song lyrics (not that you need google to know what he's talking about - no offense to him, he's a cute kid). 

ToneFuse's technology is definitely unique among internet behavioral data search. I believe the president of EGC Group (ad agency) said it best: "This takes behavioral targeting to the next level". AGREED!

http://www.tonefuse.com/press/2011-08-10_newsday_article_using_music_to_reach_new_consumers.php

http://www.facebook.com/notes/adotas/answers-served-tonefuse-talks-using-music-interests-for-targeting/10150169913853067

Musicians: Who needs a Record Label when you have the Internet?

For years now, The Recording Industry Association of America has been trying to track down music lovers everywhere, who insist on obtaining free downloads. Making examples out of people with lawsuits involving hefty fines and shutting down file-sharing sites like Napster. Piracy through the use of the internet, has taken so much blame on declining sales in the music industry. But in reality who is all of this affecting? Is the big problem illegal downloads? Seems like the real suffers are actually the record labels who have not been doing much to change their outdated business models. Many artists and bands have chosen not to re-new contracts with record labels and others have opted out to do things on their own. One example is Radiohead, their last two albums were released independently after their contact with EMI finished in 2004. In 2008, they released the album "In Rainbows" as a downloadable version directly to fans allowing them to name their price for the album. Their latest album released this year "The King of Limbs" was also independent of any label. Another big name that decided to go solo is Madonna. After 25 years being with Warner Bros., she signed a touring and recording deal with LiveNation (concert promotor) estimated at $120 Mil. I believe big music names are paving the way for future business models in the music industry. By using the many facets such as the internet in this digital world, they're connecting directly with fans and cutting out the middle man record label that serves them no purpose. What could this mean for new upcoming artists? Well using the internet to increase their popularity among social media sites and music sites can possibly open their doors to new means of making it big without a label. What is means for record labels? Coming up with new strategies for acquiring new talent and holding on to recognized big names. Moral of the story: must maintain relevancy in the evolving digital world if you want to stay in the game.

http://www.ecommercetimes.com/story/60050.html?wlc=1315680724
http://www.ecommercetimes.com/story/60159.html