Mr Eazi, Falz: These stars own social media music publicity

Mr Eazi, Falz: These stars own social media music publicity

Falz, Mr Eazi drive their music via social media

Many stars own social media accounts, but Mr Eazi and Falz are their social media accounts. And their music has thrived on this.

The media landscape has changed with the coming of social media, and although musician owns an account, only a few have really gotten with the program.

PR for music in this day and age has been changed forever in Nigeria. There’s very little result gotten from churning out similar press releases that end up in the spam folders of journalists, the pitches to bloggers that generate very little page views, and the arranged stories sold to magazines that are so transparently generated by a PR machine that they irritate the journalists.

These days, everything is social media based, with the best results gotten from creating digital marketing strategies that are driven by authentic, shareable content. That way, you get the music, you get the news, and still get the message, while doing it in the most organic way possible.

Only very few artistes have done this for their music. While it is normal to share links around releases and many more, to truly connect, you have to create something worthy of capturing the ever-dwindling attention span of humans in Nigeria. Those who have done this right, have been catapulted to stardom.

 

Falz is a great example of the power of social media in careers. Many fans of his music today got to know him far away from the music industry. A huge number of his fans embraced his Instagram persona which generates humour by passing the English language through a filter. That crowd laughed and followed him through his comic self, becoming loyal in the process. And then he sold them his music, creating his lyrics and composition and videos around that character which has made him appear seamless on all platforms. His transition to TV is based upon this.

 

The use of social media to market music via shareable, authentic content doesn’t just give Falz new fans. It generates him money. Sponsored brand engagements, TV commercials and posts carry a heavy price tag which run into millions of cash.

 

Then there’s Mr Eazi. The only breakout Nigerian star of 2016, and one of the hottest artistes of the year is a huge social media savvy man. Mr Eazi does not possess the humor of Falz, but he builds fandom via engagement, and the selling of his music. Life with Eazi is easy on social media. Every tweet gets a reply, every comment gets an answer. Praises from fans receive gratitude from the singer, and many more.

 

When he isn’t reaching out to fans on Twitter, he is pouring out his emotions lyrically, and entertaining with wordplay. Fans are being shown what is interesting, and so they keep coming back for more. That’s where he sells them his amazing music. Eazi has very little offline marketing spend on his music, but online, he strolls the streets like a king.

 

These two stars are living proof that social media doesn’t have to be boring. Social media isn’t the distribution of links, but fan engagement via the building of micro-content (shareable and authentic), and the creation of stories that reveal more than just the music to fans.

Many stars own social media accounts, but Mr Eazi and Falz are their social media accounts. And their music has thrived on this.

Punky

Cool Minded Blogger and Webmaster +2348022050583

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