The 1970s called...they want their photo filters back!
No but seriously, the iPhone app, Instagram, has made quite a name for itself in the music industry since its launch at the end of 2010 with popular users such as The National, Shiny Toy Guns, and Deftones…just to name a few. Who knew that a photo filter powered by our dad’s side burns and our mom’s wide-leg jeans could produce such a powerful marketing tool? A great aspect of Instagram is that it creates a stream of all the photos posted through the application from Twitter, Facebook, and Tumblr. Unfortunately, users must have an Instagram account and therefore an iPhone to access the feed, shutting out many fans interested in viewing these wild photo collections.
Mashable.com reported on the different ways Instagram has enhanced artist’s online brand from gaining new fans due through viral photos to taking advantage of API and pulling band/fan made content into one central location. Our very own Walk the Moon was even interviewed for this write up saying that posting what might seem “mundane” to the band often times becomes extraordinary to the fans...hence why Instagram has become so successful within the music community.
So streaming your band’s photos in an ultra-hip way….that’s cool, but it seems to me there is more potential in Instagram-ing for bands than just filtered photos of their every day lives. Enter short-term, ambient, media advertising.
This is what I’m thinking: take the Instagram concept, customize it (I’m talking X-to-the-Z-Xzibit style), and use it to promote a record release or headlining tour.
Record Release:
Create a photo frame and/or filter inspired by the album art and apply it to all of the artist’s photos that are released online. Then make it available as an app for smartphone users to use on their phone cameras post under a designated hashtag. Next, create a microsite where all of the photos are streamed, fan and band, by using API to pull them from theRec hashtag. At this mircosite will also be information on the release as well as a page where non-smartphone users can upload their photos, apply the frame/filter, and post it to the social network of their choice.
Tour Promotion:
Take the method from above (microsite, smartphone apps, hashtag) but make the frame/filter branded with the tour name. The band can post photos from the road while fans can post photos from the shows. Everything would again be posted to the microsite where anyone could browse through it.
Although this is a short-term effort resting heavily on buzz-worthy content, it could in fact create long-term results by allowing fans to feel part of something bigger than themselves (which is essentially what we’re seeking when listening to music, right?)….and this does not come with a price tag.
iphone: $300
Instagram App: $0
Cool Lifestyle to take photos of: prices vary
Content that make fans love your band more: Priceless
No but seriously, the iPhone app, Instagram, has made quite a name for itself in the music industry since its launch at the end of 2010 with popular users such as The National, Shiny Toy Guns, and Deftones…just to name a few. Who knew that a photo filter powered by our dad’s side burns and our mom’s wide-leg jeans could produce such a powerful marketing tool? A great aspect of Instagram is that it creates a stream of all the photos posted through the application from Twitter, Facebook, and Tumblr. Unfortunately, users must have an Instagram account and therefore an iPhone to access the feed, shutting out many fans interested in viewing these wild photo collections.
Mashable.com reported on the different ways Instagram has enhanced artist’s online brand from gaining new fans due through viral photos to taking advantage of API and pulling band/fan made content into one central location. Our very own Walk the Moon was even interviewed for this write up saying that posting what might seem “mundane” to the band often times becomes extraordinary to the fans...hence why Instagram has become so successful within the music community.
So streaming your band’s photos in an ultra-hip way….that’s cool, but it seems to me there is more potential in Instagram-ing for bands than just filtered photos of their every day lives. Enter short-term, ambient, media advertising.
This is what I’m thinking: take the Instagram concept, customize it (I’m talking X-to-the-Z-Xzibit style), and use it to promote a record release or headlining tour.
Record Release:
Create a photo frame and/or filter inspired by the album art and apply it to all of the artist’s photos that are released online. Then make it available as an app for smartphone users to use on their phone cameras post under a designated hashtag. Next, create a microsite where all of the photos are streamed, fan and band, by using API to pull them from theRec hashtag. At this mircosite will also be information on the release as well as a page where non-smartphone users can upload their photos, apply the frame/filter, and post it to the social network of their choice.
Tour Promotion:
Take the method from above (microsite, smartphone apps, hashtag) but make the frame/filter branded with the tour name. The band can post photos from the road while fans can post photos from the shows. Everything would again be posted to the microsite where anyone could browse through it.
Although this is a short-term effort resting heavily on buzz-worthy content, it could in fact create long-term results by allowing fans to feel part of something bigger than themselves (which is essentially what we’re seeking when listening to music, right?)….and this does not come with a price tag.
iphone: $300
Instagram App: $0
Cool Lifestyle to take photos of: prices vary
Content that make fans love your band more: Priceless
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