I recently posted the South African Musician’s Guide to Social Media. Here’s what local rockers Wonderboom had to say about social media.
Wonderboom takes the social scene
South African rockers Wonderboom have embraced inbound marketing for the promotion of their new album Automatic Shuffle.
“For many years we relied on the tried and tested marketing networks created by record companies. These networks depend on so many variables and reaching your audience is never simple,” said Cito, Wonderboom front man.
“For Automatic Shuffle we decided to take cognisance of the changes in the music industry and to take charge by promoting the album ourselves,” continued Cito.
The band approached Medios Marketing Communications to explain the basic principles of inbound marketing, with a strong focus on social media as a promotional tool. The band will manage all social media accounts.
The music industry is no stranger to social media platforms. Bands like Arctic Monkeys and OK Go went from relatively unknown bands to world-famous international acts through viral campaigns. Wonderboom’s approach differs from these campaigns because the band’s campaign has its foundation in new marketing theory. According to Jacques van den Bergh, managing director of Medios Marketing Communications, new marketing requires communication with the market rather than communicating at them.
“We are one of the last founding SA rock bands,” said Martin Schofield, the band’s lead guitarist. “Few people realise that we have been around for almost 15 years with a discography of eight albums,” Schofield continued.
The band understands it is not a mass-market band, yet there is a section of almost every demographic to which their style and attitudes will appeal. Wonderboom is banking on these niches across the board.
For Cito, the success in marketing the album lies with connecting not only with the band’s current fan base, but also with its emerging fans.
“Wonderboom isn’t the kind of band that adapts to the needs of a particular demographic. Instead we will put ourselves out there, interact with whoever we appeal to and take it from there.”