Ray LaMontagne is the latest musician testing Shazam for digital marketing, but in his case there’s a physical element too.
LaMontagne’s label RCA and management company Mick Management teamed up for a campaign that involved sending postcards out to “500 of his biggest fans”, encouraging them to scan the image on the postcard using Shazam’s recently-introduced visual-recognition features.
That, in turn, encourages them to follow LaMontagne’s profile on Shazam, which unlocks a new song from his upcoming album that can’t be heard anywhere else.
“I think this will give people an idea on how to use us as an engagement tool,” chief revenue officer Greg Glenday told the Wall Street Journal.
Even without the postcards element, the ability to release tracks as exclusives within Shazam seems ripe for further experimentation by labels.