Corporate blogging - where are the record labels?

Over the past several months, the topic of corporate blogging has been a hot issue. Recent research from Jupiter finds that 35 percent of large companies plan to start corporate blogs this year which, combined with the existing base of current corporate blogs, means that nearly 70% of large companies will have implemented a blog by the end of 2006 (via MediaPost). Yet in the midst of a flurry of discussions about the potential utility of company blogs among various businesses, many record labels are continuing to fly under the radar. Why? Some may avoid the practice of blogging out of a desire to remain close-lipped about business initiatives, others out of an interest in avoiding solicitation by those looking for record deals, and still others out of a fear of being bombarded with criticism about some industry practices (primarily among the majors). However, I believe that by setting appropriate boundaries on the content discussed on blogs, as well as clearly targeting blogs to specific groups, record labels could very effectively use blogs to accomplish important objectives. As I see it, labels may use blogs to their advantage by using them to foster relationships and promote a dialogue with two unique groups – fans and industry professionals. Read on for detail about what these blogs might look like… Fan-focused blogs Fan-focused blogs could be designed to target consumers by providing engaging content about a label's artists. The goal of such a blog would be twofold: first, to promote the development of a trusting relationship between a label and consumers, and second, to promote the work of artists on the label. Even if individual artists on the label already have their own blog, a record label blog can attract fans by providing exclusive content. In addition, such a blog can facilitate music discovery and potentially increase label revenue by exposing consumers to other artists on the label. While I think the focus of such a blog should be on providing engaging content rather than "customer service", the overarching goal is to facilitate the development of a trusting relationship with fans and that means responding as necessary to major consumer gripes. (Even a simple acknowledgement of fan upset can go a long way...) Fan-focused blogs may be able to provide unique artist content by making use of a diverse set of bloggers. For example, the New Indie Artists Record Label just announced the launch of its blog designed to promote its artists. They plan to launch additional blogs hosted by sound engineers and other musicians who have worked with their artists and who could provide additional perspectives on their music. Taking it a step further, labels could enlist music producers or video directors to provide guest posts in which they discuss the making of a song or video and provide exclusive insight, photos, and discussion about an artist. In addition to serving as a promotion tool, labels could also use these blogs to garner consumer feedback about emerging artists or upcoming releases (For more detail on using blogs to research consumers and solicit feedback, check out my previous post). While enlisting a diverse set of bloggers and incorporating a variety of content would undoubtedly provide another resource for artist promotion, increased time spent with the label and their artists will also serve to enhance loyalty over time. Industry-focused blogs While artist-centered blogs can foster a dialogue between labels and fans while simultaneously promoting artists’ work, corporate executive blogs can promote the development of a dialogue with industry professionals. Why is this important? Transparency, transparency, transparency. A lack of online presence at best simply renders you less visible and at worst leaves others to speculate about your thoughts and your business. Major labels in particular have suffered because of a lack of transparency, and, by establishing appropriate boundaries to prevent giving away vital secrets, could reasonably address this problem by joining the blogosphere. Another reason label executives ought to be blogging is because it affords them the opportunity to drive – or at least be an active part of – the conversation in the industry. And the advantages of this are not one-way, with readers and other industry professionals leaching off of the knowledge of the executive. Rather, labels may find themselves gaining insight from the comments and experiences of other professionals. Among the majors, the only executive I am aware of who has established a blog is Syd Schwartz, Vice President of New Media at Virgin Records (if there are others of which I am unaware, I would appreciate your feedback). I have also come across a couple of media & marketing agencies and indie record labels who are participating in the conversation with their blogs; however, the practice is far from the norm (FYI – I did not include a comprehensive list here, so if you work for a label or agency and have a blog, please feel free to post a link here). In the end, the creation of fan- and industry-focused blogs has the potential to: 1) Provide another resource to generate WOM for artists and labels 2) Foster relationships with the industry and with consumers (and in particular to establish trust by being more transparent), and 3) Advance the state of knowledge in the industry by allowing both label executives and industry professionals to learn from one another. 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