Marketing in the Age of Digital Music
Music videos are hitting the billion views club faster than ever. Justin Bieber’s “Baby” hit 1B in approx. Four years; Adele’s “Hello” did it in 87 days. What does that mean? Well, the reach of individual artists’ catalogues online can match the reach of top network TV shows. The week Rihanna dropped “Bitch Better Have My Money,” her official videos were 2x as likely to reach the 18-49 demo as TV’s most watched summer series. So who’s streaming all this content and where? (It’s not just millennials). How can marketers use data to align with hits before they take off? Vevo’s Roberto Santos has the answers and a new methodology that will finally enable brands to compare digital and TV metrics.
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