Social Music

The loyal following that musicians enjoy is truly a testament to a mutually beneficial relationship. In fact, the cheers and praises of fans usually outlast the actual concert. Until now, musicians lacked a comprehensive mechanism to funnel this buzz into a centralized site.

Even if the chatter was accessible, interaction between fans regarding their favorite musicians was relegated to disparate social networks, making it nearly impossible to harness for Universal Music Group's multiple business units (merchandising, e-commerce, concerts, etc.), each of which had its own content platform.

Lee Hammond of Universal Music Group sought to redefine the way social media connects both fans and artists when he chose to leverage Echo’s StreamServer platform.

To solve this problem they built an 'Artist LifeStream' product using Echo StreamServer. With it, Universal Music Groupis effectively aggregating content generated by their artists from around the social web and funneling it to one centralized hub on their official website.

In addition, they are also aggregate reactions to each item and bringing it into the stream as replies.

Now Universal Music Group can harness the interactions of fans worldwide across any social platform as they share tour dates or opinions about a recent album. More importantly, Universal Music Group can now use that buzz to create a “sticky” experience on the artists’ site that fans won’t get anywhere else, thus continually recapturing their engagement. Furthermore, Universal Music Group can comprehensively track the brand anywhere in real-time.

As Universal Music Group continues to integrate social content into its artists’ sites, fans and artists are becoming increasingly in tune.

These lifestreams are now live for artists like Lady Gaga, Diddy, Nicole Scherzinger, Dr Dre and many, many more.

Learn more about Lifestreams in Echo's products section.