Music artists, whether newbies or seasoned streamers, need to promote their sound to stand out, grow their fan base and revenues, and be noticed by industry execs. It’s best to utilize both traditional (live gigs, PR campaigns, mails) and digital (streaming platforms, social media, online tools) channels for maximum benefit.
Promoting music using digital channels can be both a challenge and an opportunity. The challenge is finding the right way to be heard, and the opportunity being the possibility of reaching a huge audience by making the right choice.
Advance Your Music
There are now myriad ways to boost music online and offline, so one can reach a target audience more efficiently and powerfully. Of course, juggling marketing and creative work can be taxing, but being able to grow your reach on your own terms has its own rewards.
A particularly important tool- especially for artists- is video. Music video clips have been established as a music promotional tool for nearly half of a century, and while not as crucial as in the 80s and the 90s, they still play a vital role in music promotion. Perhaps that is why many artists budget hundreds of thousands or millions of dollars for a music video. The right video can make a hit from a song that, without a music video, would not get noticed.
Suffice it to say, given the marketing landscape artists now operate in, not tapping this channel is like sitting motionlessly on a gold mine. There’s just too much at stake not to plug in, play, and prosper from it.
Video brochures have been a growing trend in marketing in all industries, and more and more, we see them used in music promotion as well.
The New Tool For the Trend
The next-level marketing trend when it comes to brand and music is the video brochure. Video brochures have been a growing trend in marketing in all industries, and more and more, we see them used in music promotion as well.
This promotional material features an LCD embedded in a custom-printed soft or hardcover. It comes in an optional mailer box and can play multiple tracks, making it a great way for recipients to listen to the artist’s music without any interruption.
Video Brochure Enters Entertainment
How video brochures are used for music promotion can be best described by the theVideoCards’ projects below. Each is distinct from the other, and each may reach a different audience.
The first case is a video brochure for a rap artist. A custom-printed hardcover brochure with a well-executed presentation box featured four tracks on a 7-inch LCD. With a game-themed design as well as video clips (Sega, Fairy Tail, Pressure, Play For Keeps) the entire package followed the artist’s brand and delivered a cohesive branding experience across the entire project. Created in limited quantity but with high-end features, the project was best suited to deliver to decision-makers in the music industry.
The second project was a video mailer for a Nashville-based singer. Her team chose a 5-inch LCD video brochure with a single track- at a less expensive price point. The design concept was clean, minimalist, and elegant, with the artist’s photo collage in sepia, featured both on the cover and inner page. The music video was shot in a cinemascope aspect ratio, so the video brochure was adjusted to accommodate this uncommon format. It was a large volume purchase aimed at amplifying her personal brand and music to a wider audience. The product was created as a self-mailer so the artist’s team could print out a label and send it via mail.
Singer’s video brochure with 5″ LCD, with a mailer box
Presentation box with a hardcover video brochure for a rap artist
Many artists and brands use this modern medium for their promotional needs. This A-list artist’s video box was made together with pop-ups, a photo book, and other features and inserts. This band included a video brochure to their new CD.
There are many ways in which video brochures can boost artists’ visibility. The above cases are only scratching the surface of what is possible.
Promote like it’s 2022, not 1999
Video brochures combine the traditional and digital marketing experience as they feature videos via an LCD enclosed in a printed box people can touch and keep in their collection! It’s modern technology that calls to mind traditional EPs and singles but with a current design and content.
Marketing agencies and companies utilize this sleek medium to promote brands, products, advocacies, launches, events, and businesses. Sending it as part of a promotional blitz, whether it’s for a new track release or a compilation of the most streamed music, can help professionalize and advance an artist’s career path.
Here are some other benefits of video brochures in the music industry:
Collectible
It’s cool and handy and immediately highlights artists. Among artists’ fans, a video brochure may become a sought-after collectible.
Connect in an Interactive Way
You can include video clip selection buttons to allow the recipients to participate in the experience.
Be Perceived as a Pro
Video brochures show that the artist is investing in the audience- and people appreciate being given importance.
Build More Connections
Whether a video brochure is sent as part of a press kit or as a tool to introduce new music to industry professionals, a video brochure can have a stronger visual and audio impact and improve an artist’s reach.
Get Creative
Video brochures offer creative freedom across multiple mediums – from video clips to audio and intricate print options. There is no limit to the imagination and the impact a well-produced brochure can have on the recipient.
Explore the Promotional Possibilities
It’s time to elevate artists’ promotional efforts and join the big league with the most modern, up-to-date technology that impresses industry pros as well as the most devoted fan base.
