Of all the categories in which Tribal Marketing makes sense, music comes to the top of the list. Music evokes the emotional response, creates connections and fosters new fan-relationships making it a perfect match for Tribal.
In the latest edition of the Marketing Magazine, the cover story talks about how social media is changing the rules of music marketing. One of the examples cited is that of Valerie Poxleitner - a.k.a. Lights. Instead of taking the traditional route of knocking on the doors of traditional record labels, Lights and her manager, Jian Ghomeshi, used MySpace.
MySpace allowed Lights to build a huge fan base, which lead to a contract with Old Navy for a marketing campaign and eventually leading to a record deal with Warner Music.
Lessons for tribal - this is a classic David vs. Goliath story - small brand (or in this case, no brand), limited marketing resources trying to make a success. Also, just because you are using social media you cannot expect overnight results - like with every other marketing strategy, it takes time. Finally, you need to define success early on and ensure that you have the right metrics to monitor and measure along the way.
