Content marketing within the music industry is something that is becoming more and more apparent. Whether its blogs or mini sites, content marketing is booming in the music industry.
Hip-hop royalty Jay-Z is no stranger when it comes to content marketing. These days, he is becoming more of a brand and is constantly looking at ways to evolve and be different using the internet. Last year he released his blog, Life + Times, featuring interviews, exclusive stories, and videos from famous international musicians, actors and athletes. 
You may have heard about the release of his new album “Magna Carta Holy Grail” tomorrow (July 4th) 48 hours early, for free, to one million people. How is he doing this? He’s doing it with an app that only works on Samsung phones including the Galaxy SIII, S4, and Note II. Whilst a vast amount of money undoubtedly changed hands between Samsung and team Jay-Z for the exclusivity over fierce rivals Apple and Nokia, it’s the content that has been drip fed to fans to create the awareness, engagement and buzz that makes it really interesting.
The app itself has made behind the scenes videos available, along with exclusive lyric sheets, images, artwork, and other features directly in to a users pocket. Exciting stuff.
This got us thinking, what other interesting apps out there have been used within the music industry and help to run alongside their content marketing campaign?
Have a look at some of our favourites –
Calvin Harris – 18 Months app
To tie in with the release of the new Calvin Harris album 18 Months, an app was brought out that allowed users to listen to the album in full.
However, there is an interesting twist to this. In order to listen to the album, you have to keep moving, or dancing. If you stop moving, the music will stop playing.
It’s a great idea, and a brilliantly made app. If you keep dancing, you can listen to the whole album for free. When you get tired of dancing, there is a conveniently placed button that allows you to purchase the album. That’s not where the fun ends though.
Using the camera option within the app, if you take a picture of your purchased Calvin Harris album, some handy image recognition will unlock some exclusive remixes for you.
Download it now and get busting some of your best shapes.
The XX app
Running alongside the release of their latest album Coexist, The XX created an app with exclusive content and features.
With news and messages directly from the band, as well as videos, original lyrics to every song by The XX, mailing list sign ups, links to merchandise and social media channels, the app works as a comprehensive tool for anybody wanting to get the lowdown on their music.
Not only this, they created a unique way for users to interact with the artwork of the album that reacts with movement, touch and the general environment. It’s a fantastic way to engage with users and promote the band.
Deadmau5 Mix app
Whilst this app has been out for a while, the Deadmau5 Mix app is one of the best out there.The user can step in to the shoes of dance titan Deadmau5 and listen to his music and most importantly, remix it. With lots of different songs to choose from and many effects including delays, rewinds, filters and cuts, the user can really get involved and make something original.
The app links to all Deadmau5’s social media channels, including his infamous Twitter feed and provides the user with notifications directly to their device. A very simple and effective app.
Get it hooked up to your sound system and start remixing.
Muse 360 app
One of the UK’s most popular bands, Muse, released their app to coincide with the 10thanniversary of their “Origin of Symmetry” album. Using the app and a variety of videos, users are able to fully immerse themselves in a Muse concert, being able to switch between five cameras creating a super personalised experience.
Anybody with the app can share on Facebook and Twitter what they’ve been watching and purchase additional clips to change. Very clever, and very cool.
Whilst being at the top end of a content marketing budget, apps are a brilliant way to really engage with an audience and filling them with interesting, exclusive content is a fantastic way to get your brand out there.
Do you have any thoughts? Get in touch @robinWHD or hello@whitehorsedigital.co.uk
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