Marketing

Lena shows musicians can learn from YouTubers


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Earlier this year at our Future Music Marketing event, Sony Music’s Niamh O’Reilly talked about the music industry’s need “to learn from creators on YouTube and how we can develop audiences there”.

German artist Lena Meyer-Landrut – simply ‘Lena’ to her fans – is one of the first examples we’ve seen since of a musician properly learning from the way vloggers and other YouTubers build their audiences.

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Stuart Dredge

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