Combining dance music and social media

Last night I went to see my friend, fellow blogger and former colleague Sebastian Mysko who now works for Chris Lake and Rising Music.

I have posted before about how Chris and his team are using social media to spread the word about the label and his new tracks and artists. The dance music industry doesn’t appear to use public relations and social media to its full potential but these guys are really trying to bring some professionalism and fun to it.

The blog has been running for a few months now and the team have posted a wide variety of content which is genuinely interesting for most dance music enthusiasts or a Chris Lake fan.

I got to hear a few of the new tracks which will be released soon and I think the new piano track he is releasing later this year will be massive and probably cross over into the UK’s  mainstream charts.

They have also been using YouTube interestingly, filming behind the scenes at dance gigs, showing Chris in action – the latest video shows him playing to ten thousand people in Ibiza.

I love dance music and used to DJ in clubs myself when I lived in London. Seb provided me with a couple of promo copies of ‘Start Again’ and ‘Lys Speechless’ which I tried out on his 1210s.

I love the videos as it’s showing a fan what life is really like for a superstar DJ. Here are a few quick thoughts from me on what other interesting things they could film in their next videos:

  1. Three mins in the recording studio with the artist explaining some of the equipment he uses
  2. Interviews with other members of the management team discussing what they do in their day to day jobs and how a label works
  3. A sped up version of the DJ travelling when playing abroad – it’s very tiring and usually from one plane to another
  4. Five hot tips for amateur DJs when mixing – and a few cool tricks
  5. An interview explaining the funniest and weirdest things that have happened when he has been on tour

These guys are a great example of a team who get social media but for every one who gets it I am sure there are 10 out there who don’t.

Posted By Chris Norton

Chris is listed in the world's top 30 PR bloggers and a regular conference speaker on crisis management and social media marketing. He is also co-author of Share This Too and lectures on digital communications at Leeds Metropolitan University.


Sebastian Mysko

Kind words Chris – many thanks and I’m glad you enjoyed yourself at the Rising marketing department! The music industry is going through a change at the moment, and new media is evidently a massive element with the marketing mix, but as you say: “for every one who gets it I am sure there are 10 out there who don’t.” The ratio is more like 1:100…. it’s quite amusing actually… I spoke to a gentleman about a artist who will remain nameless last week. He told me that 70% of the artists recent record sales has been generated due to an experimental stab at new media… however two months later, when the next campaign begun, there had been no increase what-so-ever in the new media budget.. it all went on what the industry call’s: “Press and PR”… a term that continues to annoy me.
Anyway, thanks again, and your suggestions for our future video content have been noted. I’ll let you know how we get on.

Chris Norton

If they don’t learn from their mistakes they surely aren’t going to sell anymore records. I think we will soon see a shift on new media but it will take a large record company to start and then the others will follow suit – glad you liked my suggestions.

Sebastian Mysko

Not necessarily… public perception of this industry is vastly misplaced. It’s more likely that a newish label will set the standard on this and word of mouth will spread to the big dogs. Then it’ll be up to them to ‘do it right’. When I was in the smoke last month somebody told me that you could actually hire an agency for £500/month that just sit there pretending to be an artist, updating social networks and commenting on blogs – pretty poor I think… might have to set the WOM-UK crew on them!

Chris Norton

Oh dear that is not good and those individuals will eventually get found out when a mistake is made as nobody could pretend to be someone all the time. I think that is an example of extremelly bad practise – we will have to be on the lookout for that.

Terry Church

Interesting article Chris, thanks for posting. I recently moved over to the online dance music PR world myself, having spent many years spent on the other side as a dance music journalist/editor (I set up and ran for Beatport, and before that I was News & Online Editor for DJ Magazine).

I’ve found that many of the DJs and managers that I speak to about social media, get it and want to do more of it, but in the past they’ve struggled to justify the budget/expense. Part of my job is demonstrating ROI.

Chris Norton

Thanks for your comments Terry – I know the world of ROI and social media can be a tough one. I recently wrote a case study for an online retailer and we compared 2009 with 2010’s web traffic and from our campaign we had improved the traffic levels by 72% which they found very interesting. However, many more people still want a financial number to put against social media campaigns and I often find that to be a bridge too far.

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