Marketing music through relationships

Live music can build relationships. This describes a form of music marketing that creates an "almost live" interaction.

MediaPost Publications - Getting Into The Circle Of Friends - 05/01/2007: "John Huffman, CEO of Real Hip Hop, who distributes indie artist musical ringtones and wallpapers on mobile, continues to push for promotional material that is more sensitive to the specific strengths of mobile. He told me the other day that he is trying to get artists and labels to get beyond their event-based marketing cycles and adopt a persistent connection with interested audiences.

'Marketing should be experience-based,' Huffman said. 'We used to spend four or five months of leading up to a release of an album. But now we should think about someone who shows an interest in your content -- and what mechanism do we have in place via mobile to stay involved and share what they experience. Don't just give me the final version [of the album]. Every other week you need to be thinking about giving me things that will keep me interested in your music.'"