Posted inSandbox

Sandbox Issue 248: PERSONALISATION. Music marketing makes it all about YOU

Lead: Personalisation is a powerful way to stand out in a noisy marketplace and to make fans feel involved with things. It all, however, has to be handled with care as one person’s “tailored messaging” is another person’s spam. We look at how the personal – from recommendations and mixtapes to merchandise and location – […]

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Posted inNews

Artist Emma McGann gets her own ‘Backstage’ Alexa skill

Music Ally interviewed independent pop artist Emma McGann earlier this year: she built her initial audience via livestreaming video app YouNow, you may remember. Now she’s experimenting with smart speakers, with her own Alexa skill called ‘Emma McGann Backstage’.

“Join Emma McGann Backstage for interactive games, daily songwriting tips and exclusive content around upcoming releases,” explains its listing on Amazon’s store, with the skill accessed by telling an Alexa-compatible device “Alexa, open Emma McGann Backstage”.

We were tickled by one of the first reviews from someone using it: “Before this came along i was a sad lonely man with no friends. But now i am a sad lonely man who gets daily song writing tips Thanks Emma”. That’s five-star feedback.

Posted inNews

Emma McGann talks music, live video and finding fans on YouNow

Live video is an increasingly common way for musicians to interact with their fans, from album and tour launches on Facebook to fan Q&As on Instagram and even streaming gaming sessions on Twitch or YouTube.

One aspect of livestreaming that still flies under the western music industry’s radar, though, are standalone live-video apps like YouNow, LiveMe and (until it was shut down in June 2018) Yet these apps, with their native stars and tip-based economies, are well worth studying.

One example of a musician building her audience through this route is British artist Emma McGann. She has nearly 204,000 fans on YouNow, where her videos have generated nearly 11m views since she started broadcasting using the app four years ago.