De La Soul is good at rapping, bad at internet. For decades, the native tongues trio has been touted as hip-hop dignitaries; responsible for driving jazz rap, skits and playful verses as the genre approached its global crescendo in the early 90s.
25 years and seven albums later, they’re giving it all away for free—sort of. A few weeks shy of the anniversary of De La’s debut, 3 Feet High And Rising, the group released free downloads of their discography as a 25-hour Valentine’s Day giveaway. De La Soul has struggled to get their music on the web due to red tape and their heavy use of samples. This “Spreading Love” campaign was their next best (pirated?) alternative and was met with considerable press, impressive social media buzz and new fans.
This just in! De La Soul: good at rapping, bad at internet! pic.twitter.com/21WYg6JqKs— Andy Mangold (@andymangold)February 14, 2014
There was a lot that went right with the campaign—free music, what?! But as the Twittersphere quickly noted, De La Soul’s strategy was riddled with tech fails and missed opportunities. Here’s some tough love on how De La Soul and team could’ve gotten even better results (in no particular order):
If I Had You ft. D.R.U.G.S. & Thundercat
Frank Ocean and Data, Models & Decisions.
This question was on my @MITSloan stats midterm. I’m convinced I got extra points for knowing the name of his album.
This answer got me named on a “Quora users to watch” list, woot!
My Answer: Watch the Throne did not leak primarily because of the release and recording strategy. An album can leak due to a myriad of reasons but primarily the culprit is, the tracks pass through too many hands.
Beyond Oblivion recently got an additional $77mil in financing for their music licensing venture. Interestingly enough, their stakeholders include MySpace owners, News Corp. This sounds like a win.
Will Ferrell says MySpace is dead. It was written.
Amazon Introduces Cloud Music Service, 5GB Free Space. Moves.
Cypher at the Blue Note w/ Lupe, Kanye, and Mos Def
Three talented brothers.
And they say live is dead.
Odd Future covers tomorrow’s issue of Billboard. Okay, I’m listening.
[Hi-Res Figure]: A Social Value Chain Model: Music Ed. Story here.
A great artist doesn’t have fans, but brand evangelists. In “Direct Message From @JayElectronica: A Fan Engagement Case Study,” I explored digital brand engagement from the perspective of the fans. The above figure is a social media value chain model as executed by the artist. [Hi-Res]
Research in the economic impact of social media and direct-to-fan marketing is limited but artists like Lupe Fiasco, Nicki Minaj and Jay Electronica prove that strategic implementation of this marketing innovation will yield results. At a time where the record industry is in a severe decline, new and effective strategy is crucial to its turnaround.
Jay Electronica’s fan engagement tactics are very unorthodox and completely worth it.
My first direct message was from Jay Electronica in 2008, days after Christmas. I had just joined twitter and made the premature decision to follow every rapper on the network and Jay followed me back. Soon after, he sent a direct message—no words, just this: http://www.youtube.com/watch?v=7kGPhpvqtOc&feature=related
If Twitter were 100 people [infographic]. Check out the peak days and peak hours, if you’re planning a twitter campaign, this data is useful for maximizing reach.