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Maybach Music's "Self-Made" Marketing Strategy

The hip-hop industry is one of the most saturated markets in the entertainment industry and with so many releases happening each day, it is essential that artists utilize social media marketing. If you venture to websites like hotnewhiphop.com you will notice that each day numerous mix-tapes are released and music is consistently being pirated onto the site. With competition so cut throat and the pirating of music so prevalent, it is shocking that artists even sell CDs anymore. Nevertheless, the album “Self-Made”, a record label collaboration album, from Rick Ross’s Maybach Music label was released on May 23, 2011 and has sold 90,000 copies in the US. This number is very high for a new group of individuals coming together for the first time to make an album. So the question to ask is how did this group achieve such high numbers? The answer is what we call “hype” in the hip hop industry but what is technically considered exposure, which today can be majorly attributed to social media and digital marketing. If you are a long time follower of my blog you will remember my former post about Kanye West's social media marketing strategy, interestingly enough Maybach Music followed the same strategy.

When visiting websites like hotnewhiphip.com, djbooth.net and worldstarhiphop.com before the release of this album you would notice “Self-Made” banner ads all over the place. This is the first and most obvious form of marketing and I must say they did it very well. They targeted key demographics and made everyone aware of their CD. Another form of social media marketing is the release of promotional videos that gain viral attention and are re-posted on numerous social media sites. Maybach Music’s Wale released a series of videos on hotnewhiphop.com called his “No Days Off Vlog”.

Here you can see one video, and you will notice that in each video he continuously shouts out “When I say self you say made….” This chant went viral and even when attending Rick Ross’ concert the fans went crazy shouting the name and date. The date of May 23rd was ingrained in every fans head and if you didn’t know the date by the end of the concert, something was seriously wrong with you.

Self-Made


Ads like this were placed all over the Internet, it just says the title of the album and fans instantly realized that was Maybach Music’s new album. At the same time leading up to their album release, the rappers delivered a non-stop flow of music. This music kept fans interested and wanting more, so by the time the album dropped, it was an obvious buy. When artists release songs, videos and pictures to the public then those fans usually post this content to social media sites like Facebook and Twitter. When fans post and repost this media then they are actually helping out Maybach Music because they are doing the marketing for them! Click the link below to support Maybach Music and enjoy the song of the week “600 Benz”. Stay Fresh My Friends: DJ Dolph

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Hello everyone, this week I am trying to get some user feedback about my blog! Take this survey and let me know.

Keep it fresh: DJ Dolph

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D-Pryde, D-Marketing

The music industry is ever evolving and in the more recent years has transformed into a digital download contest. Even more specifically, the hip-hop industry has become a playground for digital download and free content. With the advent of websites such as djbooth.net, hotnewhiphop.com, worldstarhiphop.com and hiphopisdream.com, music is available at the click of a button. At the same time hip hop music is becoming easy to homebrew, aka throw together in your college dorm room, and therefore, the market is becoming heavily saturated. Every day thousands of mix tapes are uploaded to Datpiff.com and millions of songs are uploaded to limelinx.com for illegal download. With so much music available at the click of a button it seems almost impossible for an emerging artist to make his mark in this digital congestion, right?

Well, recently the industry has seen several individuals step into the rap game without label support and mostly due to their success using digital marketing. To learn more about how this is done I will introduce this week’s fresh download candidate: D’Pryde. This 17 year old Canadian rapper/songwriter/producer just recently released his first mix tape titled Mars and collected over 150,000 downloads in the first three days. The question is how did this teenager create a buzz large enough to reach these kind of numbers and the answer is digital presence. Over two years ago D’Pryde set up his YouTube Channel and started doing ‘freeverses’ over popular songs, filming them and uploading them to his page. One year later D’Pryde had uploaded 150 videos amassing over 30 million views. Last summer on July 14th, 2010 D’Pryde got a call from hip hop commoner Dr. Suss One and was signed to his label Mars Music.

With the help of Dr. Suss One and several other experts D’Pryde was put on track to grow a large fan base. Over the next few months the team focused on placing ads, like the one seen below, all over popular hip hop websites and social media blogs.

Soon enough D’Prydes YouTube channel had reached over 50 million views and he has created a fan base well over 500,000 people. In a recent interview with Channel APA D’Pryde expresses how he thanks all of his fans for viewing his material online and contributes his success to his video postings. Head over to this LINK and check out the Mars mix tape, in the mean time enjoy D’Prydes newest song titled "No Sleep".

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