The brilliant, brilliant video for This Too Shall Pass, by OK Go, has been viewed more than 381,000 times in the week since it was posted on YouTube.
Here is the video (follow the link – it cannot be embedded): http://www.youtube.com/watch?v=UJKythlXAIY
X-Factor winner Joe McElderry sold around 450,000 copies to reach number two in the highly contested Christmas UK music charts.
That was almost certainly one of the most promoted releases in the UK in 2009, yet it was ultimately pipped by Killing In The Name by Rage Against The Machine after a social media campaign that was probably skillfully – i.e. quietly – encouraged by the record label.
Social media is becoming such an important part of music promotion, it may be close to becoming more effective than traditional promotional activity. A band I know, Georgia Wonder, are amazing at promoting their music entirely via social media. They even funded their most recent single, Destroy, via Twitter. Remarkable, and brilliant.
I’m now really looking forward to another of my favourite bands, Archie Bronson Outfit, to see how well they can leverage their large MySpace and Facebook followings. Their new videos (totally home-made by the band members) look superb. Here is their trailer:
(Disclaimer – I also know Archie Bronson Outfit, though the only personal gain I can expect by promoting their new videos is – if I am VERY lucky – a pint at some point).