SUPERCOOL News: current pop-culture, UMG vs TikTok war, marketing funnel
What’s up, cool people?
Not too depressed by January that just ended? It’s not like everything was going super well in the media and music industries over the last few weeks eh?
Even Elmo regretted asking the question to his followers on X
What about us? Well, we’ve spent this gray month; distracting ourselves by watching reality being stranger than fiction, contemplating the pre-2007 tech throwback aesthetics, trying to understand the craze around a thermos, following the beef between two female rappers, realizing that millennials have mostly entered middle age, and falling in love with the latest Gen-Z icon.
All that while trying not to get too depressed as we watch music funding shrink (with marketing budgets following…)
But hey! It's February now, and we'll have plenty of opportunities to bump into each other for a hug/tap on the back/shooter/venting(Taverne Tour and/or PhoqueOff anyone?) or else in a webinar near you!
Courage people?
D.
Meme of the day
In the news
STOP THE PRESSES!
…because unless you haven’t opened TikTok in the last 24 hours (or just don’t follow industry news at all), Universal Music Group and TikTok are currently in disagreement, which is an euphemism, considering UMG removed all their content from the social media overnight.
We’re definitely going to keep an eye on this, especially considering that TikTok launched in the last year a music streaming service in Latin America, and recently announced a partnership with Spotify and Amazon.
Demystifying marketing - The funnel
It’s great fun to talk about AI and technology, but Supercool is first and foremost a marketing agency, and we realize that not everyone understands exactly what we do. So, while we're working on a top-secret project (you got the scoop here ;) ), we thought it might be useful to explain the difference between visibility/awareness and conversion campaigns.
What you need to bear in mind is that you don't always address the same people in the same way, depending on whether they're already fans of your project or not. Before becoming an ambassador for your project, a person will first go through various stages of fandom; this is known as the marketing funnel.
If we take a simplified version of this journey, we can reduce it to four main categories of fans;
people who have never heard of you
people who vaguely know you, but who aren’t following you online but may consider it
fans(though the definition changes from one person to another, but we'll come back to that another day)
superfans
Depending on an artist's stage of career development, you'll want to focus on one or more categories of fans. For example, an artist just starting will want to prioritize visibility campaigns, to get his or her music heard by as many people as possible, and then better identify potential fans. An established artist, on the other hand, will work more on conversion to ensure that existing fans listen to the new release, and may even push loyalty by, for example, offering superfans an exclusive listening experience as a way of saying thank you.
But if, after reading all that, you still don't know how to talk to your fans or if you even have fans, you could also book a meeting with us ;)