Exclusivity as a Modern Music Marketing Strategy

I will argue that the music industry must become more creative in branding/marketing techniques to help create artist-fan connections that will then encourage audiences to participate with their music.   As a strategy to effectively promote this brand and relationship, music artists are offering more exclusive content through music videos, social media, and fan-clubs.  Through analysis of Dan + Shay’s music video evolution and social media as well as Carrie Underwood’s fan-club, it is evident that many artists have begun to effectively foster this brand/artist-fan relationship through such strategies of exclusivity.