Peter Ruppert's Blog

Only consumer attention can turn an unknown song into a hit. Get that song on the radio and consumers will generally start to pay attention. Obviously there are only so many songs radio and music TV can support so it’s fortunate there are other means to get that attention online. But just being there is far from adequate. Interruption marketing is just as ineffective as it is in any other media.

Understanding what kind of consumer is connecting with a song is arguably the most important first step. Once that target market is identified, it then takes someone to make the introductions to the target market. And once those introductions are made, stories start to spread.

In music marketing, the currency of emotional connection is love, and that’s exactly what it takes to build a strong relationship between the Song, the Artist and the Consumer. Although PopScores focuses upon artists it actually highlights the power of songs all the time. Take a look at the Hoosiers story.

In less than a year The Hoosiers have built a dream relationship with consumers based on just two songs

Another great relationship is currently building with Scouting For Girls. Consider this - the boys’ album made it to number 1 in the UK sales chart with no more than 40% Informed Awareness but with two big airplay hits that truly connected.

This is an extremely promising platform for the future and highlights again how important it is to track the key values of emotional connection to understand the true potential of an artist.