Noise marketing in the music industry
Use of music is considered to be one of the most powerful forms of marketing. It has and is still being widely used to promote products and sell them. However, in order for music to sell, it also needs to be marketed in a way that all will accept and buy the ideas and later the product being sold. One way that has proved to be very effective in its importance and effectiveness in marketing music is through the use of noise. Through the use of internet, live performance, bill boards and flyers, music has been marketed to a new level like no other times in the yester years. This paper will briefly address this issue. It seeks to give a clear definition and explanation of what noise marketing is, its relationship with music and the effect it has had in the music industry. We shall also see what the effect of noise marketing in the music industry has done to the society. The paper will address these issues in comparison to other industries that are in existence and how noise marketing has given music an edge over the other industries. In a nutshell it seeks to give a clear explanation and an understanding of noise marketing in the music industry and its effects.
What is noise marketing?
Marketing is basically an attempt of selling ideas and hoping that the potential customers will buy them. It does not necessarily have to be in business by even in our day to day lives, marketing is experienced. Politicians market themselves during the campaign period and while in office so as to secure their positions in the elections. Companies and other business entities market themselves through corporate social responsibilities and advertisements in many ways. Marketing is therefore a key factor that determines the outcome of an event (Mikhaeel; 1994). Marketing strategies, however, differ. In this case we are looking at noise marketing. This is a form of marketing, where advertisements are the main features used to sell the ideas. Bill boards, flyers, television advertisements and other forms that can pass the message across are the main mediums of advertisements used in this case. The most commonly preferred and used form of marketing music is through the internet. Various vehicles have been created to make this possible. Means such as my space and you tube have played a big role in marketing music. It has proved to be an effective form of marketing in the recent past (Peterson; 2001).
How has this form of marketing affected the music industry?
Although mentioned above that marketing exists almost everywhere in our lives, I am one of the believers of the statement that music sells itself. Good music should be able to sell itself no matter what prevailing circumstances. However, in the recent past, many musicians have opted to market their music using other methods. When looked at critically, these musicians have a valid reason to act as they do. Today’s music is no longer about the content and the quality of the music. We no longer care how much time is put into making the music. All we seem to care about these days is “can we dance to the tune?” These days, it is a question of which record label are you signed to? and we will buy our music. Musicians have therefore resulted to marketing there music and noise marketing is one of the ways through which this is done.
Musicians suffered a great deal for a very long time owing to the fact that there music was not getting the market it deserved. For a very long time musicians had to rely on booking an agent (a good agent for that matter), getting signed to a recognized record label and finally the toughest bit was getting the air play they deserved. This was excruciating and musicians ended up making less than they had actually used to make the music. Through the use of internet, musicians have been able to sell their music to a massive audience without necessarily being signed to a record label, booking an agent and getting radio play. They have thrived by enlisting their songs online and giving the people a chance to listen to what they have and what they are capable of doing. Through channels like topspin and my space, artists have been able to reach to a wider audience through their music. This has led to what is today referred to as direct fan marketing. This is where the artists deal with his/her fans directly. Having promotions like a free song download for every visit has promoted direct fan marketing and it is slowly becoming a standard practice. Bill boards, TV ads and other forms of advertisements have been used and they have proved to be effective but not as much as the use of internet.
What then is the effectiveness of noise marketing in the music industry? Music 20 years ago is not what it is today. Many things have changed and therefore new methods of marketing your music had to be created.
The use of noise marketing, particularly the internet, revolutionized the music industry. Many artists are today getting the chance of selling their music. In the past, for one to have his/her music being listened to, one had to be associated with a record label that was recognized across the world. Today, all one needs is access to the internet and one is able to get through to many people as he/she wishes.
The cost of selling/marketing one’s music has reduced. Marketing involves a lot and one would only imagine the hustle another could go through just to get an audience. Through the use of the internet, this cost has been taken care of and people no longer have to worry about how much they are willing and are able to spend on marketing. This has led to the rise of more artists and has given the audience a wider variety of music to choose from.
Many artists have grown from this kind of marketing. Many are now getting recognition and are being invited to perform on various occasions. This is because they were able to establish a direct form of marketing with the fan base and the response by the fans was exemplary. This therefore has opened many doors for many artists and has given hope to upcoming artists.
Noise marketing has however had a negative impact in the music industry. The levels of piracy and leakage of albums before they are produced has increased. As much as many musicians no longer suffer the burden of bearing the cost of marketing and being in a major recording label, many of them have had to suffer the implications of piracy in the music industry. Many people today engage in downloading of music without the consent of the specific artists. This has had a negative impact in the industry in such a way that artists are no longer willing to produce music since they are not getting the full benefit of their efforts.
Unlike other industries which have only relied on advertisements as the form of marketing, the music industry has managed to grow to a new level that was perhaps not envisioned 2 decades ago.
I mentioned that I believe that that good music sells itself. I still believe in that. Whichever means one chooses to use to market his/her music, the market will only be receptive if it is good music. However, in some cases people may lack the means and agents of selling their music to the groups across the world; this is where the use of noise marketing should come into play. Noise marketing has improved the lives of many and has opened many doors for others. It is one of the best ways of marketing. The point however, remains that in whatever method one uses to market his music, only the good music will sell. Music should not be commercial, it should be a talent. If one does not have it, he should quit the industry (Rossof; 1999).