Tweens (U.S.) are a $300-billion economic force, same as Miley Cyrus' or Jonas Brothers' weekly allowance. World's first marketing sociologist with an MBA in marketing and years of experience for nation's largest companies in marketing, public relations and journalism helps market to tweens.
First her We Belong to the Music collaboration with Timbaland fails to chart. Same with Nothing to Lose with Bret Michaels. This weekend Miley Cyrus' first acting effort outside the Hannah Montana franchise, The Last song, bombed so bad it makes I Love You Beth Cooper look like a blockbuster.
The Last Song came in fourth, behind Clash of the Titans, Tyler Perry's Why Did I get Married Too? and How to Train Your Dragon. The disturbing part is it opened on a Wednesday, two days before a movie normally premiers, including Beth Cooper, and it netted only $16-million. Beth Cooper opened in fifth place and netted $20-million without the extra two days.
Hope Ms. Cyrus saved some of that money she made last year. Ask Hilary Duff, or the musical act 78violet, what happens when your career tanks (Aly & AJ have moved on to acting, it appears. Even if 78violet were resuscitated, they have lost their following.). It was Nov., 2008I predicted this happening to Cyrus.
Looked at Warner Music stock recently? Its tumble reflects how music has changed in the past five years.
In Phoenix, there are few places to see a band anymore. How do musicians get exposure? Record labels are dead. No one listens to radio anymore. Television is dead. If I want a TV show, I go to YouTube – there’s gossip TV shows similar to TMZ that don’t go anywhere but Internet. Some call this guerilla marketing. I call it today and the future.
The answer of how musicians market today came when Malese Jow sent a request to be my “friend” on MySpace. Like record producers of olde, I listen to all the MySpace friends’ requests. I don’t accept everyone.
Anyone on my MySpace page http://www.myspace.com/greatimageltd is a very talented musician. Of course it helps when they look like Jessica Simpson, Brooke Hogan, Jordin Sparks and Hilary Duff. Even Yoko Ono is there! People I idolize like Eric Burdon, Edward Bernays and Joe Vitale too.
I am a rabid fan of Tiffany Giardina. See http://tweenmusic.blogspot.com/ Jow is as talented – plus she was in the movie “Bratz.”
Jow has a street team everywhere. This is how you market music now. Street teams, Face Book, MySpace, YouTube – and being on TV commercials didn’t hurt a wonderful songstress named Vanessa Hudgens. Then you post those ads to YouTube, MySpace – where ever you can.
I may be missing something Jow is doing, but I could not find any MP3s anywhere. I know MySpace will help you sell them, I was unable to find Jow’s music on Amazon, but that’s where I discovered she was in Bratz. She’s losing money here! Get those MP3s up everywhere possible. Same deal with a very creative guy from Tiffany Giardina’s neighborhood – Christoph; think Dirty Vegas meets Keith Emerson.
On the other hand, a new “friend,” The Fastest Kid Alive (guess their slogan is, a girl walks up and says got a minute – I say, it won’t take that long) know how to merchandise. You can buy the CD on MySpace for $5.99 or Amazon for $4.99. They also have “Click here for online merch store.” Nice touch. Guys, you might want to think of selling single MP3s on MySpace because someone like me might want to do a YouTube mash up with your’s and Miley Cyrus’ “Girls Just Wanna Have Fun.”
Throughout MySpace, and Tiffany Giardina does it, bands list where they are playing. Seems like I get a daily blast from Scotty Johnson, Gin Blossoms guitarist, about where he is playing either with the band or solo.
Ironically, there is a bi-monthly “vinyl” album sale in Phoenix. People are still dealing in vinyl. The bad part is bands of olde don’t get any money from that.
The challenge for musicians right now is how to make money. How would the Rolling Stones market themselves today and build a following like they did in ‘60s, ‘70s and ‘80s?
The answer is post to YouTube, a MySpace, Face Book, Twitter presence. Also get on as many Internet radio stations as possible, Pandora, I heart whatever, AOL radio, Radio Disney, on and on. Make sure your MP3s are available to purchase EVERYWHERE, like MySpace, Amazon, iTunes-(really, that’s so olde school). I’ve been hyping the heck out of Giardina. I got a full album for under $2! I’m happy. That’s how you market.
Lastly, another marketing tactic from the olde days, the ‘90s. Bands like the Gin Blossoms and Roger Clyne and the Peacemakers tour, tour, tour. Yet, I see Scotty Johnson at many social functions, another marketing tool. Make those American Music Awards, Oscars; get your picture with Brad and Angie (my tween equivalent is Zac and Vanessa or Zack and Cody).
