Indies Going Mobile at SXSWMarch 13th, 2012 by Trilibis Blogging Team
Many years ago, I was a DJ at my college radio station, KDVS 90.3, and thought that I would work in the music industry. That never happened, though I remain a big music fan.
Music is one of the most popular mobile use cases. Yet the music industry lags well behind retail, travel, sports, news, finance and even soap companies in reaching this dynamic and rapidly growing user base. Following the swift rise and meteoric fall of ringtones, and its associated revenues, many labels stopped putting much energy towards mobile. Without their label’s support, music artists, especially low-budget Indies, have been left to fend for themselves in a channel that even some Fortune 500 companies struggle with. But most artists are not digital marketers—they focus on their music, and all too often, mobile efforts are limited to Facebook and Twitter updates.
This point is well illustrated by an interesting survey and infographic titled “Why Bands Need Better Mobile Websites Now” by Share Square. They checked almost 1,700 band websites listed as appearing at SXSW to see how their sites were represented on mobile devices. As you can probably guess, the results were not good. Nine out of 10 sites were not optimized for mobile, and if the site worked at all, which those with Flash and frames (yes, the 1990s web standard) did not, they forced fans to pinch and drag their way around. Even here, only 29% included Facebook ‘Like’ buttons and just 12% had the option to follow on Twitter.
I thought this informative survey was timely, since I will be talking with a great panel of Indie music digital veterans about the mobile platform. We’ll explore real-world industry examples of how labels and artists can better take advantage of mobile marketing opportunities to drive increased engagement, loyalty and revenues within their fan base.
If you are at South By this week, come check us out at the Austin Convention Center, Room 17A, on Wednesday, March 14th at 11am.
Trilibis is also exhibiting and you can find us at Booth #226, or maybe I will see you at one of the shows!