How Music Marketing Thrived Before the Internet.

I was just trying to imagine a world without Shazam!  And how Music Marketing was before the internet. 

Gone are the days of frantically scribbling lyrics on a napkin after hearing a killer song at a bar. Today, technology instantly connects us to music.

 But the question I ask is this, "how did artists get their sound out before the internet?" 

Let's go back in time  and explore the Wild West of music marketing.

Many of us might not know about Elvis Presley in the 1950s.

Elvis Presley was a powerful example of pre-internet music marketing success. 

He was signed to a major label (RCA Records) that played a crucial role in promoting his music. 

Record labels then, played a crucial role in the pre-internet music industry. They often had exclusive relationships with radio stations, giving them significant control over which artists and songs received airplay. 

This  power meant that new artists often relied on record labels to break into the mainstream. Without a label's backing, it was difficult to gain exposure and reach a wide audience through traditional radio channels.

Elvis' team secured radio play through strategic relationships with DJs, often sending them LPs (remember those?) and hoping for a spin. 

Live performances were another key tactic, building a buzz that translated into record sales.

In all these, you'd have noticed that alot of the Traditional Marketing strategies were implemented and that was a whole lot of work. 

The marketing strategies in play during the pre-internet era, especially with artists like Elvis Presley, were rooted in traditional and highly relationship-based approaches. Here are the key strategies:

1. Record Label Promotion: Artists like Elvis were signed to major record labels (e.g., RCA Records), which had the resources and connections to promote their music. The label was responsible for producing records, managing the artist’s image, and strategizing the marketing plan.

Record labels had powerful connections with radio stations and DJs, which allowed them to secure airplay for their artists. This was essential for getting music heard by the masses, especially since radio was the primary medium for music discovery.

2. Radio Plays: Labels sent physical copies of records (LPs) to DJs, hoping they would play them on air. DJs were influencers of their time, and getting a song spun on popular radio shows meant reaching a wide audience.

Securing airplay involved not just sending records, but building relationships with DJs and radio stations, often through promotional events or sending free merchandise.

3. Live performances were crucial to building an artist’s following. These performances helped generate buzz and excitement around the artist, creating a more personal connection with fans and driving record sales.Artists like Elvis were often featured in media events, TV shows, and public appearances, further amplifying their reach and visibility.

4. Word-of-Mouth & Fan Buzz: The buzz created from live shows, radio plays, and appearances generated word-of-mouth marketing, which was a powerful tool before the internet. Fans shared their excitement, told friends, and even requested songs on the radio, further pushing the artist's reach.

5. Physical Music Distribution: Sending out vinyl records or LPs to key influencers, including DJs and critics, was a major tactic. It gave these gatekeepers the physical product to promote, review, and play.

6. Public Relations & Press: Securing interviews in magazines, newspapers, and on radio was another method of building an artist’s brand and increasing awareness. The press played a huge role in shaping public perception and adding to the artist’s mystique.

Then came MTV in the 80s. Music videos became a game-changer, putting a visual face to the music. 

An example was the Michael Jackson's "Thriller" or Madonna's "Like a Virgin"? These iconic videos were marketing masterpieces, creating a frenzy around the artists and their music.

Now rolling it  forward to the 90s. We saw the rise of "alternative" marketing channels like print media interviews and cleverly placed product placements in movies (think of  "Pretty Woman" and the Roy Orbison resurgence!).

I also want to point out that back in the pre-internet era, music fans developed a unique emotional connection with artists and their music that went far beyond casual listening.

Fans saw their album collections as a symbol of their identity and passion. Owning every album released by a favorite artist was a way to show dedication and devotion.

Record labels often released limited edition vinyl, box sets, and other collectibles that catered to die-hard fans. These items became prized possessions, further cementing the fan-artist connection.

 Attending concerts was more than just entertainment, it was a communal experience. Fans felt a deep connection with the artist on stage, sharing emotions and creating lasting memories.

Official fan clubs also provided exclusive content, merchandise, and opportunities to connect with other fans. Newsletters kept fans updated on the latest news and tour dates.

These strategies fostered a sense of community and belonging among fans, creating a strong emotional bond with the artists and their music.

 

This emotional connection was crucial to the success of many musicians in the pre-internet era. 

The Beatles' marketing team was legendary for its creativity and effectiveness. They understood the power of storytelling and image-building.

The pre-internet era was a time of hustle, creativity, and building relationships. It was about getting the right ears to hear your music and sparking a conversation. While the tactics have evolved, the core principles of music marketing - connecting with fans and telling a compelling story - remain the same.

But what do YOU think?

Do you believe pre-internet marketing teams were more creative and number-minded than today's digital marketers? Or were they simply stressed by the limitations of their time? And when it comes to fan emotional connections, who do you think had it more - pre-internet fans or those in the digital age? 

Share your thoughts in the comments and let's spark a debate! #musicmarketing #historyofmusic #preinternet #digitalmarketing"