Posted on March 28, 2020

Reactive Music Marketing: Coronavirus and MusicPromoToday

By Barbara Drews
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As social media has become one of the main sources of marketing, brands are using reactive marketing as a way to engage with their audience spontaneously and often have successful results. One of the biggest benefits of reactive marketing is the response to real-time happenings, events, news, and topics, that are relevant and relatable. All things considered, the content will get more impressions than expected, given that various individuals will already be actively connected with or mindful of the topic at that specific time.

A study conducted in the US found that more than half of US consumers remembered and enjoyed an advertisement if it was humorous. Typically, almost all reactive marketing has some comedic connotation to it. If it is shared on an appropriate platform, engagement from this type of content is a lot more powerful and effective when compared to pre-arranged and generic marketing. Social platforms like Twitter can offer the perfect opportunity to reveal viral content. Posts on Twitter usually rally up close to thousands of likes, shares, and comments. Content can arrive at both customers and audiences who haven’t recently seen your image and who typically share enthusiasm for the topic, trend, or event being referenced. 

Moreover, there isn't a better time for artists to engage in reactive marketing than now, as Coronavirus has taken a global toll. Coronavirus is impacting everyone around the world and as an artist, you can step into this conversation. UK indie band, SonicSeaGirls responded to Coronavirus by doing reactive music marketing. The band got all their fans together and hosted a Netflix watch party. Fans chose which movie they wanted to watch and the band set a time and date where they all came together to virtually enjoy the movie together. Other artists are creating content where they are posting hand-washing tutorials and adding their lyrics under each step. Even writing a rap song about Coronavirus could go viral. The possibilities as an artist are endless!

In addition, on March 20th, the widely known music platform - Bandcamp made the selfless decision of waiving any of their shares of any sales for 24 hours. This meant that if any artist made a sale that day, they would receive 100% of the revenue from that sale and wouldn't have to share it with Bandcamp. 

This showed artists that Bandcamp cares about them and the music they are putting out into the world who use their platform. At the end of this pandemic, artists and musicians will remember the altruistic gesture Bandcamp did for them and hopefully be inspired to do the same for their fans. Rumours say that Bandcamp sold 15x more records during no fee Friday, totaling more than $4.3 million in music and merchandise.


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