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The Art of Social Music

Date post: 21-Aug-2014
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This slide deck is an introduction to the impact social digital practices are having on the music industry. The slides consider how artists create, perform and engage about their music and social issues with fans. Social music for social change is also considered.
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@drkellypage /drkellypage Digital Media Strategies in the Creative & Cultural Industries [The Art of Social Music]
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Page 1: The Art of Social Music

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Digital Media Strategies in the Creative & Cultural Industries

[The Art of Social Music]

Page 2: The Art of Social Music

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Social Music What do we mean by social music?

How does social influence how we create, perform and engage?"""

“Today, musician’s are tasked with not only creating & performing music, but also navigating the social space.”

--- @drkellypage ""

Page 3: The Art of Social Music

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Social + Create

Social Investing Social Participation

How social are you when you are creating music?"

Page 4: The Art of Social Music

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Social + Create bringing backstage onstage with social media"

Page 5: The Art of Social Music

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Social + Perform

•  How social are you when you are performing music “live”?"–  #eventhashtags!–  #artisthashtags!–  #albumhashtags!–  #singlehashtags!

•  Where is your music being “socially” performed?"–  Listening is streaming: According to

Nielsen, music streaming increased a full 24% from 2012 to 2013, while downloaded sales decreased 4.6%. !

–  Listeners are not only discovering songs and artists through their friends, followers and likes but also through automated listening processes like Pandora, Spotify, SoundCloud. !

–  The sheer exposure available on streaming platforms makes the service well worth it for smaller bands.!

–  !

MTV  VMA  2012  •  98,307  tweets  a  minute.  MTV  VMA  2013  •  306,100  tweets  per  minute    

Page 6: The Art of Social Music

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Social + Create: Virtual Choir

Page 7: The Art of Social Music

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Social + Engage

•  How & where are you engaging with listeners and fans about music (and not just your music)?"–  Twitter and Tumblr are two social contexts that augment an

audience’s music discovery experience – as platforms to have conversations around music.!

–  The production, distribution and success of an artist all come down to the listeners interest level in the music and the artist.!

–  Fans are often artists’ greatest curators, editors and promoters, taking it upon themselves to tweet, share and blog about the music. !

Page 8: The Art of Social Music

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Social + Engage: 360

“I think I’ve developed more of a personal connection with my fanbase through social media. However my music speaks for itself, if it wasn’t good then the people wouldn’t get into it.” --- 360

Page 9: The Art of Social Music

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But. It is not all about music.

Take a social stand. ""

Page 10: The Art of Social Music

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Social + Engage: #saysomething

A Great Big World" Fancy Reagan"

Page 11: The Art of Social Music

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Social + Engage: #saysomething

Twitter" Tumblr"

Page 12: The Art of Social Music

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Page 13: The Art of Social Music

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Social + Engage: #whatispretty

Beyonce: Pretty Hurts" Instagram"

Page 14: The Art of Social Music

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Social + Engage: #rebelmusicdoc

Page 15: The Art of Social Music

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Social + Engage: Rebel Music

Page 16: The Art of Social Music

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Social Music Create. Good. Music."

"Share it."

"Share your story. "

"Share your creative process. "

"Share what you stand for. "

"Share what you stand against. "

"Create. Social Change."

"

Page 17: The Art of Social Music

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THANK YOU


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