In the entertainment industry nowadays, a lot of strategies in terms of marketing, promoting or interactive have to be planned properly in order to let the society acknowledge the brand and what they are offering. Each and every brand has its own value, uniqueness and exclusivity, thus, a strong advertisement is really needed to gain more followers, friends, connections, subscribers or even customers. Social media is one of the mediums that functions as a marketing tool and basically, it is very common to see people who are involved in this industry to own not only one, but multiple other social media and each of it has different purpose too. Today, there are a lot of social media available in the market and in the Western country, it is really bizarre to see an entertainer who does not own a Facebook or Twitter account. All these social media are free of charge, easy to access and plus, according to a statistic, it shows that the Internet users are getting higher, each and every year (Internet Users, 2015). This article is discussing about three social media that were chosen for this assignment and explanations on why there were selected.
As a music producer, it is essential to have a strong and powerful platform to engage or interact with people, and in this case, Youtube is one of the platforms that were chosen. Youtube is believed to be a platform that is beneficial for a music producer and it has been widely used among people. Nowadays, a lot of singers or artists were discovered or founded on Youtube. Justin Bieber, Katy Perry, Psy, Rebecca Black, Greyson Chance and Carly Rae Japson are few of the artists who became famous and gain their popularity from Youtube (Amparo, 2014). This is such an inspiration for a new music producer to gain more attention from the public simply by uploading a video on Youtube. Since it is quite easy to get an access to the Internet nowadays, it allows the process of promoting a new song, to become simpler. Youtube is also beneficial because it enables the music producer to view the graph of number of people who watch the video in a day or analyze the number of likes and dislike of a video. All these graphs are very useful because it acts as a sign of progression. If there are many people who like the video or the graph is high, it shows that you gain a positive reaction from the viewers. In addition, Youtube is also one of the examples of media convergence as it allows the users to perform multiple actions such as listening to music, commenting on a video and as well as viewing video advertisement, simultaneously in one single platform. As technology evolves, Youtube is also transforming to serve the users better, each single day. A lot of new features have been added and the functions have been advance. For instance, Youtube introduced a new feature where an advertisement will appears right before the selected video is started and there are two types of advertisements, the one that viewers are able to skip and as well as an advertisement that they are not allowed to skip (Angwin, 2010). On the other hand, in 2015, Youtube also introduced a new feature that is called ‘video auto play’. This feature allows the current video that viewers are watching to load automatically and play the next video in line (Brinkmann, 2015). In the same year, Youtube is also said to be introduces a feature that will support 360 degree video, which is soon to be in the market (Suri, 2015).
The second platform that was chosen is, Facebook. A lot of people are already familiar with this social network as it has been widely used for different purpose, depending on their main intention. Some people use Facebook as a communication tool such as for a group discussion, some may use it for business or education purposes, while some other organizations may use Facebook for customer services. For a music producer, owning a Facebook account is very compulsory as majority of people are now on Facebook. Facebook is slightly different from Youtube because people who do not have Google account are not be able to contribute such as giving comments or likes, on Youtube. However, Youtube is particularly focusing on video and Facebook on the other hand, is focusing more on networking and building a connection with the public. According to Evans (n.d.), “Networking has always been a key component of business, but Facebook’s massive social network contains significant resources for people seeking exposure”. With the presence of Facebook, it enables the music producer to keep all subscribers updated with latest news or latest song. When it comes to promoting a product or a song on Facebook, a lot of strategies have to be planned, structured and organized and in terms of marketing strategy, Facebook is seemed to be very influential and recently, a lot of people are using Facebook to advertise or promote their product. Besides the fact that Facebook is free, the owner could analyze the demographic information such as age and gender, or even analyze the location of people who visit the Facebook page. Other than that, one of the advantages of owning a Facebook account is that, it allows the owner to link a Youtube video by posting it on Facebook. Thus, it also helps to promote the Youtube account and to gain more subscribers on Youtube (Evans, n.d.). It is a very wise decision to choose Facebook as one of the platforms that could help the music producer as Facebook has various functions. A lot of things can be done on Facebook and so far, it is the most convenient social network and very systemic. Huge company such as Maxis, Maybank or Sony Music Record owned a Facebook to do things as mentioned earlier.
Next, the third platform that was chosen as a platform is, Instagram. As many people know, Instagram is a photo and video sharing application that was launched on October 6, 2010 (Lux, 2011). During the early years of Instagram, it was only available for Apple users. However in 2012, Instagram released an Android version of Instagram. Today, Instagram becomes so popular among all kinds of generation because it allows the users to upload a photo or video instantly, not only on Instagram itself, but also on Facebook, Twitter and Tumblr. Instagram also has a feature where the followers are able to like and comment on a post. This is a new way of communicating and interacting with the followers and this application is really needed by a music producer. The music producer could also reach new audience or followers by creating a hash tag. “Similar to other social platforms, when someone includes a hash tag in a post on Instagram, a link is created and you can view all of the photos that have been shared using that hash tag”, (Pinkham, 2015). Although Instagram and Youtube are both the mediums for video sharing, it functions differently too. For instance, you are only able to upload a 15 seconds video on Instagram, unlike Youtube where you can set the resolution, adjust the setting and upload a full video. Thus, as a music producer, Instagram is a place where you can upload a video teaser and if they would like to see more, they can watch the full video on Youtube. Instagram is now developing and transforming to add more features and as a music producer, it is believed that this platform has a potential to gain more users and reserve the highest ranking on the social media world.
Hence, it is a wise decision to choose all these three strong platforms because most people acknowledge the existance of these sites and it really makes the job a lot easier. Youtube, which is under Google, Facebook and Instagram are among 15 sites that are very popular by June 2015, according to a source (Top 15 Most Popular Social Networking Sites, 2015). While there is a lot of people are using these sites, the potential of getting more followers are high too. It is one of the benefits of using well-known sites, instead of using a site that is not really popular at the moment. Other than that, what makes all these three sites interesting is that, as a user, you are able to link all of them with each other, as what has been mentioned in the previous paragraph. However, if a person is working in this field, for instance in an entertainment field, they have to create and own at least one social media because entertainers need to keep on track and be aware of the latest development of technology, too. The emergence of advance technology changes and transforms the communication style and we, as the society, have to take advantage of it because if the technology is evolving, the society have to be on the same level too.
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