These last weeks, I keep receiving “follow notifications” from underground record labels on Twitter. I thought it would be interesting to take a look at how they use this tool. So I choose to observe nine “major” underground compagnies that have a Twitter page: Deathwish Inc., Earache, Epitaph, Facedown, Reflections, Relapse, Think Fast!, Trustkill and Victory Records.Let’s start with some statistics:
As these figures show, the Twitter phenomenon is something new in the underground music “industry”. Facedown Records was the first to join the movement in July 2007, but didn’t really understand how it works, posting only 42 tweets in almost two years. Victory Records was the last to join but seems to be better at tweeting, with already 80 tweets in less than three months and more than 2 400 followers!
Most of these record labels use Twitter for the same purposes: promoting new records or events, sharing videoclips and sounds, and sending updates about the label or the bands. But some of them came with better ideas. Deathwish Inc. launched a twitter account that broadcasts updates exclusively about their Sound and Fury festival, they also post random news and pictures (using Twitpic and cellphones) from their bands and staff. Epitaph Records came up with another great idea: Twitter contests.
Respond to this tweet with your fav Epitaph band to enter to win a prize! Just tweet @EpitaphRecs (band name here)! epitaph.com/artists
Facedown Records seems to use Twitter as a channel to broadcast updates on mobiles phones, but doesn’t tweet regularly. The most “mainstream” label from the list, Trustkill Records, found another original use of Twitter: tweeting the “Song of the day” everyday. This tweet comes with links allowing the followers to download (and buy) the songs from Itunes or Amazon MP3.
One thing is sure: most of these records labels still need to engage and start conversation with their followers. Deathwish Inc. and Relapse Records are really interacting with people (using @replies and sometimes even retweeting). but the others labels don’t. Another thing that really struck me is the fact that all these labels are tweeting without naming the person who is actually posting the updates. Victory Records is the only one who is clear about the person who’s in charge:
Mike at Victory Records tweets for the #1 Independent Rock Record Label. We run the streets.
Underground record labels still need to find their way in the Twittosphere. I think they’re still experimenting and trying to understand how to use this new communication channel. It would be interesting to compare this with how mainstream record labels work with Twitter and engage with their audience.
I Twitter for ANTI Records (Epitaph’s sister label – 2629 followers, 2586 following, 71 updates since Dec 08) and I want to thank you for the interesting article. We began using twitter at the labels after a couple of years of having individual Twitter accounts, and have based many of our label practices on our experiences using Twitter personally. For one, we make a concerted effort not to over-Twitter. Update once or twice a day at the most. Don’t people get annoyed when they get too many notifications from a single source? I do. Can’t tell you how many people i have stopped following (some CNN accounts, RCRD LBL, LA Times, The_Real_Shaq etc) because the sheer volume of their updates dominated my home page. Also, we do not respond in conversation with @replies, rather relying on direct messages to answer questions or respond individually for the very same reason named above, figuring the other 2628 people who are following us do not want/need to hear a response to a single persons question. I get that people like getting @replies from Shaquille O’Neal, but do they care about that from a record label? Admittedly I could be wrong in my assumptions…do people want public personalized responses and more updates? Would love to hear some opinions…
I Twitter for ANTI Records (Epitaph’s sister label – 2629 followers, 2586 following, 71 updates since Dec 08) and I want to thank you for the interesting article. We began using twitter at the labels after a couple of years of having individual Twitter accounts, and have based many of our label practices on our experiences using Twitter personally. For one, we make a concerted effort not to over-Twitter. Update once or twice a day at the most. Don’t people get annoyed when they get too many notifications from a single source? I do. Can’t tell you how many people i have stopped following (some CNN accounts, RCRD LBL, LA Times, The_Real_Shaq etc) because the sheer volume of their updates dominated my home page. Also, we do not respond in conversation with @replies, rather relying on direct messages to answer questions or respond individually for the very same reason named above, figuring the other 2628 people who are following us do not want/need to hear a response to a single persons question. I get that people like getting @replies from Shaquille O’Neal, but do they care about that from a record label? Admittedly I could be wrong in my assumptions…do people want public personalized responses and more updates? Would love to hear some opinions…
Great points you got there. It’s a great idea to reply in a personal way, with direct messages. But I think @replies can be useful to share an answer to a question asked by multiple users, working like a FAQ if you will. But I like to idea to not over-twitter. I know how it feels when your homepage is dominated by updates from the same user. Anyway, thanks for sharing your insights, I really appreciate it.
Great points you got there. It’s a great idea to reply in a personal way, with direct messages. But I think @replies can be useful to share an answer to a question asked by multiple users, working like a FAQ if you will. But I like to idea to not over-twitter. I know how it feels when your homepage is dominated by updates from the same user. Anyway, thanks for sharing your insights, I really appreciate it.
A lot of those labels you listed are somewhat well known. What I’ve noticed is even smaller labels have been using the founder to reach out through the social networks on a personal level.
Here is an example:
Nathan Reusch from The Record Label, located in Kansas City, does not have many followers (a little over 100), but I have him as friend on Facebook, a “friend” on Flickr and a follower on Twitter. When new music comes out from this label I already like have and have a personal tie to, it gets my ear.
It’s that kind of personal contact that makes Twitter really exciting on a marketing/PR side. The possibilities are endless. I also have a theory, that numbers in the digital space aren’t nearly as important as they were 5 years ago. Now, there are some many places online that even if you have 100 followers on twitter, they could be more loyal than your 5,000 friends on Myspace.
A lot of those labels you listed are somewhat well known. What I’ve noticed is even smaller labels have been using the founder to reach out through the social networks on a personal level.
Here is an example:
Nathan Reusch from The Record Label, located in Kansas City, does not have many followers (a little over 100), but I have him as friend on Facebook, a “friend” on Flickr and a follower on Twitter. When new music comes out from this label I already like have and have a personal tie to, it gets my ear.
It’s that kind of personal contact that makes Twitter really exciting on a marketing/PR side. The possibilities are endless. I also have a theory, that numbers in the digital space aren’t nearly as important as they were 5 years ago. Now, there are some many places online that even if you have 100 followers on twitter, they could be more loyal than your 5,000 friends on Myspace.
It’s true that smaller labels seem to have a more personal approach. Running a small indie record label myself, I see one main reason: most of the time those labels are run by small teams (when it’s not a one man business) and they work in a Do-It-Yourself way. So, the owner opens a Twitter account and give random updates about his label. That’s actually even the case with bigger records labels, like Reflections Records for instance.
It’s true that smaller labels seem to have a more personal approach. Running a small indie record label myself, I see one main reason: most of the time those labels are run by small teams (when it’s not a one man business) and they work in a Do-It-Yourself way. So, the owner opens a Twitter account and give random updates about his label. That’s actually even the case with bigger records labels, like Reflections Records for instance.
hang out with us. twitter.com/ferretmusic
hang out with us. twitter.com/ferretmusic
Done! ;)
Done! ;)
I twitter for a small music video channel. It’s in the channel’s name and does not have personal stuff in it from me which is probably why it is boring as hell and not interesting to subscribe to.
I twitter for a small music video channel. It’s in the channel’s name and does not have personal stuff in it from me which is probably why it is boring as hell and not interesting to subscribe to.
Yo peeps check out those 2 links about Twitter and underground music promotion: http://twurl.nl/tj8knf + http://twurl.nl/y11ubi
This comment was originally posted on Twitter
Yo peeps check out those 2 links about Twitter and underground music promotion: http://twurl.nl/tj8knf + http://twurl.nl/y11ubi
This comment was originally posted on Twitter