Born In '88

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.

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