11 February 02005

Shadowy music promotion in online social networks

A couple of months ago, I wrote about record labels using online social networks to promote their artists. The current issue of Music Week has a feature on this. Says the article,

Most web PRs now reject the shadowy practices of the past, when online marketeers could frequently be found taking advantage of the anonymity of the medium to sow their recommendations in chatrooms. "Having been at the frontline of that, way back when I started out, I am not really convinced of its merits," says [MD of Hyperlaunch, Don] Jenkins. "There is something a bit piss-poor about the notion of people from marketing companies posing as other people."

However, some PR agencies still inhabit the shadows, as demonstrated by this exposé of a large number of identical messages on several online forums that aimed to head off the ridicule being heaped on Ashlee Simpson (a singer, apparently) after she was booed at a broadcast performance. A dumb own goal. And an American PR agency has recently been posting job ads saying "We are looking to hire 30 Online Marketing Ambassadors to Chat and Write Message Board Messages. Multiple Shifts available…"

Posted by David Jennings in section(s) Music and Multimedia, Social Software on 11 February 02005 | TrackBack
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