TROLL OR MARKETING GENIUS?

Written by Angelica Herrera, Rock the Dream

Do you feel like you’re constantly promoting your music on social media and not getting much traction? You’re not alone. Lil Nas X, in an interview, said “I’d post a funny meme and get 2,000 retweets. Then I’d post a song and get 10.” So, he quit sharing links to his music and started posting funny memes he could pair with his lyrics. Because of the memes, his Twitter account grew quickly to 30,000 followers.

In December 2018, he posted a video of a dancing cowboy with his song “Old Town Road” and the rest is history. Not only did the video go viral, it also climbed to the top of the Billboard charts and had several remixes with famous musicians who wanted to jump onto the hit.

Another artist who had one of the most underrated marketing strategies, was Soulja Boy with his song “Crank That” in 2007. He was unknown and had no connections to promote his music. So, he would listen to the radio and take note of the most popular songs across a variety of genres. Then, he would upload his song to LimeWire, title it with whatever song was popular at the time, for example “Umbrella” by Rihanna, and when the user downloaded it and liked it, they would google the lyrics to find out who the unexpected artist was. This is how Soulja got his debut song to reach No. 1 on the Billboard Hot 100 at the young age of 16.

Pair a catchy song with a unique marketing ploy, and any up-and-coming artist can create an opportunity to go viral. These artists were clever enough to know who their target audience was, where to find them and what content to put out to attract their attention. If you follow the formula, you too can have a successful marketing strategy for your next single.

SOURCES:

“Hip Hop History: Soulja Boy Trolls Limewire.” WIUX, wiux.org/read/hip-hop-history-soulja-boy-trolls-limewire/#:~:text=Although%20you%20may%20remember%20him. Accessed 17 July 2020.

“The Marketing Genius of Lil Nas X.” Marketingexamples.Com, marketingexamples.com/viral/lil-nas-x. Accessed 15 July 2020.

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