Social media has become central to every music label’s engagement strategy for their artists. Music labels are engaging directly with fans on Twitter, Facebook, YouTube and countless other social networks, providing instant access to exclusive content, behind the scenes photos and personal insights from the artists themselves as they happen.
Interscope Geffen A&M set out to harness this activity and make it a core component of their content strategy. Using real-time social technologies from Echo and other partners, Interscope has created an immersive experience that is woven from traditional content sources and the social activities of its artists. Each artist page on the site features a real-time stream of the latest Tweets, Facebook posts, YouTube videos and other social content, folding into the page as it happens.
VP of Digital, Interscope/Geffen/A&M
Reimagine How Content Should be Generated, Presented and Displayed
The underlying infrastructure can inject any piece of content into the artist streams, including merchandise, new tracks on Spotify, advertisements and other promotions that drive fans into revenue generating channels for both the label and the artist.
Interscope also uses Echo’s Pinboard Visualization Plug-in to display each piece of real-time content on the site. By injecting an RSS feed from their merchandise store into Echo StreamServer, Interscope is able to visualize artist merchandise in a significantly more interesting way and integrate relevant products throughout the site in a visually consistent manor.
Discover the New Interscope.com
By weaving all of this content together into a seamless, social experience, Interscope is flipping the content production funnel on its head and is bringing what fans care about most to the forefront.