Indie Rock Label, Bieler Bros. Making Mobile Work for Record Biz
3Ci and red hot Indie Rock Label Bieler Bros. Records have begun implementing a strategic mobile strategy aimed at driving new music discovery of unreleased and
recently released songs for Bieler artists.
The label has been promoting unreleased and newly released tracks by offering fans the chance to download a 30 second sample of their favorite Bieler artist before the song gets released. Fans text the name of the band into a short code, they are then prompted to download a sample of an unreleased track directly to their mobile phone. The label then sends a follow up message to the fan, letting them know about upcoming shows or album releases. In two months of promotion, the label has generated over 2,300 downloads, and local radio stations are getting numerous requests for these songs.
“This is a prime example of the power of digital interactivity and how using mobile technology can drive trial, build awareness and create transactions”, said David Ross, 3Ci Chairman and long time music/radio promoter. “We demonstrated that the sampling of music with a reward to the consumer for engaging will also drive traditional “airplay” through requests. This is digital wireless record promotion, reaching the music demo on a device they never leave home without, when they want it, and where they want it.”
- Jeff Michaud
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