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Overview of Exclusivity as a Music Marketing Strategy

To help capture audience attention, further artist brands, and promote artist-fan connections, one strategy is for artists to share exclusive content. Forbes has noticed the effectiveness of this approach, stating that “Audiences love to feel like they get exclusive access to their favorite artists/events” (Forbes 2019). Because new technology, such as social media, has allowed audiences to more readily access standard artist content, fans are increasingly requiring more exclusive content and deeper connections with their favorite artists. Music Business Worldwide explains that “They [fans] don’t just want engagement, they want intimacy” (Music Business Worldwide). This level of intimacy often comes from exclusive content, which largely includes sharing personal aspects of artists’ lives that is inaccessible elsewhere. Forbes explains that the inclusion of personal elements in digital music marketing inevitably helps develop desired artist-fan connections, as it allows an inside view into their lives, almost as if their audiences know them on the desired, deeper level (Forbes).

Figure 7: Musician Intimacy in New Technologies via Betaworks Studios
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