There’s a very good article on the Harvard Business Review titled ‘Building a Mobile App Is Not a Mobile Strategy‘. It’s aimed at brands rather than bands, but we think it’s just as relevant. Writer Jason Gurwin’s main point is this: “Building a mobile strategy is more than just having your own application. It means working with third-party mobile apps, mobile ad networks, and using offline marketing to drive further use in mobile.”
He goes on to expand on this, with some obvious-but-necessary nuggest like “Don’t build an app just to get downloads; build something people will actually use” and “There are successful third-party mobile apps that can reach your users better than you can. Embrace them.” It’s a valid point: even when artists launch their own apps, there is still a lot of opportunity around advertising and partnerships with other music-related applications.