Twitter: "@tanelitikka Why is there pastries in the meetings in the first place?"
for musicians. Read this book."
–Tuomas Ylikoski, Circus at Dawn
good stories. Follow this man."
–Kaljafaija, an avid music fan
The Use of Storytelling in Music Artist Promotion
Pekka Hartikainen introduces digital age storytelling strategies for music artists, using case examples.
What it is all about?
To stand out from the huge selection of musicians available to listeners today, artists have to be able to tell meaningful stories to reach a loyal and lasting relationship with their audience. These days, a strategy wherein musicians remain distant – providing only major album releases, tours and limited communication via regular interviews or such – has proven to be challenging. This strategy can still be chosen, but artists have to be aware of the choice and its pitfalls.
Both major record companies and indie musicians should pay attention to this shift from a retailing and brand-oriented era to the content era, where high-quality, relevant and valuable information and stories to fans are as valuable as the music itself.
About the author
Pekka Hartikainen has grown familiar with safe choices and correct language expressions in the corporate world. To become involved with interesting content and characters, he decided to concentrate on music artists' storytelling in his master's thesis.
He has worked in multiple positions in the digital media field and as the CEO of Creative Agency Bolder Helsinki. His near-future wish is to facilitate an interesting artist story using multiple media channels and platforms.
His work is present at Masters of Arts '11 exhibition in Salmisaari from May 12th to 29th 2011. Contact: +358 40 765 4634 or pekka (at) bolder.fi