How To Create Hype For A Hit Song In 2012
The New York Times’s Ben Sisaro wrote a really interesting piece about the ‘Call Me Maybe’ phenomenon. The ubiquitous hit that has been meme-ified via the countless fan vids, which has been very important to the songs growth. In the article Sisaro highlights how 2012 has been the first year that outsider hits have ruled the charts:
Only a year ago, the charts were dominated by stars who had come out of the old machine of radio and major-label promotion: Katy Perry, Rihanna, Adele, Maroon 5. This year’s biggest hits — “Call Me Maybe,” Gotye’s “Somebody That I Used to Know” and Fun.’s “We Are Young.” — started in left field and were helped along by YouTube and Twitter before coming to the mainstream media.
….Nearly two-thirds of teenagers listen to music on YouTube, more than any other medium, Nielsen said last week.
…..Mr. Bieber’s role in popularizing the song reflects the importance of both social media and old-fashioned celebrity promotion. On Dec. 30, 2011, he told his 15 million Twitter followers that “Call Me Maybe” was “possibly the catchiest song I’ve ever heard lol.”
To exploit the success of the single, which has sold eight million downloads around the world, Ms. Jepsen delayed the release of her album. Called “Kiss,” it will now be released next month, when she will also hit the road as an opening act for Mr. Bieber.
The song’s trajectory also demonstrates the continuing power of radio, which record executives say is still essential to turn any song — no matter how much online buzz it has — into a genuine smash.
…“Call Me Maybe” is a watershed case for the use of social media as a marketing tool, but the song’s success will be difficult to replicate — even for Ms. Jepsen as she prepares to release her album. No matter how hard a record company might push, popularity online depends on the enthusiasm of individual fans. (via NYT)
Music Consciousness
Voyno
Category: Marketing
Sometimes, you can’t plan your meme, though! That’s why I think it’s important for artists, regardless of their budget level, get into making videos and popping them out on YouTube on a regular basis.
YouTube is a great platform to accidentally blow up online.
Still, after reading Trust Me, I’m Lying, there’s quite a bit more trickery that can be done to become a “meme”.
Great article!
I think the cool part is that all these guys, Some Fun, Gotye and Carly Rae Jepson have conquered catchiness, and one what one music expert called the Nursery Rhyme hit. Every major artist seems to drop out the sky with one of those, if not at first, eventually.
Something that’s sing-a-long-able, and easy to remember and identify. Prince = Little Red Corvette. The Beatles = I Wanna Hold Your Hand. Britney Spears = Hit Me Baby One More Time. Spice Girls = Wannabe. Even Linkin Park = Crawling.
I think all those artists had that as a foundation, and then they had folks share their stuff. Influence works usually from the top down rather from the bottom up. Jon Morrow said that. And if Ashton Kutcher, Katy Perry, Justin Bieber all vouch for a song, and they tweet their fans about that, it’s not just their fans that get the news flash, it’s all those bloggers and journalists who’ve got an ear for what these celebrities are tweeting. Then the music can spread. Imagine, it’s only now within the last 2-3 months that I’ve been picking up on Gotye’s song, but it’s been around since last year November/December time or something.
That shows that when it gets picked up, it spreads. And thankfully, those songs have a strong “nursery rhyme” foundation, which is a good thing.
The third part is the relevance. All those songs are lyrically relevant. They don’t necessarily have to be, but they don’t have to be. And what’s more relevant than love. It never goes out of fashion, whether it’s heart break, falling in love, missing love.
It reminds me of Paloma’s Faith 30 Minute Love Affair, or The Noisette’s That Girl (‘s In Love With You). Try and get that out your head lol.
Great post again!
Gemma