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Bon Iver, Calgary. Who says folk singers aren’t great marketers? 17May11 2
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Bon Iver, great music, better marketing I just came across this excellent bit of modern marketing from a band with a thoroughly retro sound…Bon Iver. Scanning through the Twitter trending list today I saw Bon Iver. Curiosity being what it is I had to click on it to find out why a relatively small indie folk band from the USA was trending here in Australia. Most of the tweets were announcing a new song by the band with a link to the free download. Naturally I clicked on the link which took me to a simple landing page inviting me to download the song Calgary for free. All I had to do was supply an email address, which I did.The landing page also had a list of tour dates and an opt-in option for their mail list. The email I receive less than a minute later thanks me for signing up, allows me to begin downloading the song and invites me to share the free download with my friends on Twitter and Facebook, which I did. ….and the circle continues. How simple and clever is that? In a matter of minutes I have discovered new music, downloaded it free and shared it with my friends and joined their database. Whatismore, I’m blogging about it and I have noticed they’re already generating plenty of other blogger buzz online. I bet that Bon Iver will sell plenty of copies of their new album when its released, and that I will receive an invitation to buy. They’ll also have a well attended concert tour. And its all because of a simple Twitter and Facebook campaign. How could your business benefit from a bit of folk singer marketing?
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5 Responses to “Bon Iver, Calgary. Who says folk singers aren’t great marketers?”
Nice story, and good marketing on Bon Iver’s part. But not too surprising on the trending given they’ve been one of the biggest non-mainstream acts for the last few years and their audience is of the educated, tech savvy Gen-Y that social media was made by and for. Anyway, what did you think of the song? Comment by Whitby Dunlop on May 17th, 2011
Have played it twice and like it. Yes its clever marketing and oh so simple. Comment by Media Hunter on May 17th, 2011
This is great to see. As a fan of Bon Iver, I am glad that such a simple social media campaign, has stirred this much attention surrounding the band’s new song. If you liked the song, check out some of the solo recordings from Bon Iver’s frontman Justin Vernon. Fantastic music. Comment by Talia Harvey on May 18th, 2011
Bon Iver is great. And this worked well I had the notice for it sent to me somehow too and satisfies those critical issues – it is available and in front of the right eyes, the article informed and it gave something useful away – a way to listen. Full marks and hope he tours Oz soon. Comment by Lindy Asimus on June 1st, 2011
[...] music artists have caught onto the concept by giving away some or even all of their new music in order to get audiences “hooked�. The pay day comes [...] Comment by What is your gateway drug? | Media Hunter on June 23rd, 2011 Leave a Comment Name (required) Mail (will not be published) (required) Website
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About Me Craig Wilson is managing director of Sticky, a digital agency based in Newcastle, Australia that has evolved to encompass: 1. Sticky Advertising 2. Get Sticky - Inbound Marketing 3. NLYZR - a website analytics and SEO service. Media Hunter comments on the rapidly evolving media landscape and how it affects the media, marketers and consumers. Craig is a contributor to the collaborative series of world-wide marketing books The Age of Conversation 1, 2, 3. He contributes to Marketing Magazine and Digital Ministry and is often called on by media to comment on industry news. Craig is regularly invited to speak on media issues, especially social and digital media, at various events around Australia. He was a speaker / panelist at the 2009 and 2010 Australasian Media and Broadcasting Congress and has addressed conferences for some of Australia's leading organisations on topics ranging from Search Engine Optimisation, the changing media and marketing landscape and inbound marketing. To discuss the possibility of having Craig speak or provide advice or training, please contact him directly. You can contact Craig via email at craig@stickyads.com.au or on Twitter @mediahunter
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