All-Leo Asks…Tina Campbell, Music Reporter
In this instalment of our Asks… series, we caught up with Tina Campbell, who runs the successful craveonmusic.com and knows how to make a digital impact…
Why do you do what you do and how did you get to where you are now?
I was working as a content producer for the website of one of the biggest retail brands in the UK when I started a fansite for an artist who, although known, had been inactive for a long period of time and wasn’t getting much promotion. For my fansite I wrote newsletters, ran competitions, created viral videos, utilised social media and soon built up an international fanbase. After a year and a half of doing the fansite, I started doing work experience for a company that specialised in online music PR and they felt I had a bit of an aptitude for it. At the same time, I also got invited to the record label of the artist my fansite was for. I’d thought it had been to talk about becoming part of their team, but basically got dismissed as just a fan. Not one to be easily deterred, I decided to show them just what I could do unofficially and without a budget!
Over a space of 2 months I generated a radio campaign and artist airplay, beat Cheryl Cole in the Top Ten Twitter Trending Topics, achieved over 100,000 hits for a video that I had created and launched on YouTube, and built up and nurtured an artist specific, international fanbase in the thousands. What did I get from the record label when I told them all this? An email read receipt. Never mind! Other people had liked what I did so I started freelancing in music PR through Smash It PR and assisting with single and album launch campaigns. I was an artist liaison at Download Festival, a press rep at Summer Live Music Festival, and I also started receiving recognition for my music photography with my photos appearing on WENN, in OK! Magazine, and used by Jim Beach in Queen online branding. From all of this, I launched Crave on Music.
What’s the best thing about your job?
Music PR is something that I feel really passionate about and it comes naturally to me. Through Crave on Music I get to do something I love and meet lots of interesting people in the process. To think how far I’ve come with it in just 6 months is incredible; I’m constantly stretching and amazing myself. Whilst sometimes surreal, it’s an addictive buzz-like feeling and the opportunities keep coming in!
…And the worst?
Long hours, and sometimes it’s not all smooth sailing. The highs can be great, but the lows… to do something like this, it takes patience and perseverance.
What’s the one thing you wished PRs did more of?
Listened to music fans. Yes, they have targets, etc, to meet, but at the end of the day, they are there to assist with the selling of a product/artist and the fans are not only an integral link in the chain, but your best marketing tool – don’t discount it!
…And less of?
I wish they wouldn’t stick to basic templates with online campaigns, it’s so obvious. Also, what works for one artist might not work for another and needs to be tailored accordingly. Be bold and dare to venture outside of the box! Text books exist for guidance, but even what’s in them were new, ‘out there’ concepts once.
Which websites do you have bookmarked?
Well, aside from craveonmusic.com (of course!), Facebook and Twitter are musts, as is Music Week’s site for all of the industry latest.
What do you think will be the next development in online media?
I think any developments will be social media-based. Think back 10 years and what did you have? A fan club postal address, Smash Hits… These days, music fans expect and demand more from their artists, Twitter, Ustream and the ilk make this possible. It’s incredible the link such tools can give to an artist to their fans. How they decide to use it is another thing!
All-Leo Asks…Lorraine Grant, Moderator
Lorraine Grant is the moderator on Westlife.com and she has answered some questions for us about what she does as part of our All-Leo Asks series…
Why did you decide to become a moderator?
I have much love for this band as I have followed them since 1999. I had previously run a forum and when I saw the ad for a moderator, I thought I should go for it! I can do the job and give my experience and knowledge I have gained as a moderator. I can also give my time and dedication to the band I adore.
What’s your favourite thing about your role?
Interacting with members and the band (when possible) and being of assistance/help to members on various matters related to the forum. Giving the forum all my spare time and dedicate myself to a fantastic job that I love.
…And the worst?
Not being able to be there 24/7! Also, when members are fighting on the forum for no real reason.
What advice would you give an artist about the best way to connect with their fans online?
Have a well run forum with good moderators that work well as a team, are flexible and that the artist and members can trust. Moderators help both artist and members interact with each other.
Which websites do you visit most often and why do you like them?
Apart from Westlife.com (well I guess that’s obvious) I also like Twitter and Facebook because you can interact with friends.
Which celebrity do you think communicates really well online?
I have seen many celebs communicate with their fans online. Obviously Mark, Nicky and Kian from Westlife. Also, DJs Nikki Hayes and Declan Pierce from Irish Radio, the Wonderland girls, Shayne Ward, Kyrah and Joe McElderry are all good with communicating online.
A UGC Gap logo?
Interesting times Gap-side.
The high street store’s launch of their new logo has not gone down well with users, webizens. and well, most folks.
Who’d have thought so many people cared but the newly revised logo has launched UGC logo contests, a parody Twitter account and a Crap Logo Yourself website.
Gap has responded with a Facebook update saying, ‘Thanks for everyone’s input on the new logo! We’ve had the same logo for 20+ years, and this is just one of the things we’re changing. We know this logo created a lot of buzz and we’re thrilled to see passionate debates unfolding! So much so we’re asking you to share your designs. We love our version, but we’d like to see other ideas. Stay tuned for details in the next few days on this crowd sourcing project.’
So over to us, real folks to help them rethink it? We’ll keep you posted, but interesting times, innit?
Read on over at Mashable.
Pic thanks to NYMag.com
The New Twitter
As you may well have noticed, the new version of Twitter has begun rolling out in the UK. Patrick, one of our social media experts (and a big-time Tweeter) has put together a handy update on what’s changed.
New Design:
The whole ‘dashboard’ has been widened to create a fresh, less cluttered and clean looking home screen. You’ll instantly notice the new little tabs under the ‘What’s Happening’ update box, meaning you can quickly flick between your @replies, retweets, searches and lists without having to reload the whole page.
Then on the right hand side you’ll see pretty much the same side panel but a jollier and fatter version listing who you’re following and your followers, and then Trends and Suggestions.
Okay, so not much of a massive difference at first glance, but the big change comes with your first click on one of the tweets in your timeline. Suddenly the tweet glides over to the right and covers the side panel, offering you lots of new information such as who has retweeted the tweet, what/who has been mentioned in the tweet, other tweets mentioning the same content and previous tweets from that same user.
Basically, with one click you’ll get a more in-depth look at that subject and the relevant people talking about it, and have the chance to instantly broaden your knowledge around that first 140 character tweet.
Rich Media Content:
The next big thing you’ll notice will depend on the content of the tweet. Twitter has signed up with lots of big media companies like YouTube, Vimeo, Flickr, Twitpic etc. to bring you the content right on the Twitter page, something that has been glaringly missing from the Twitter experience since the beginning. So now when you click on a tweet in your timeline, it shoots out to the right and displays all the pictures and videos right underneath the tweet.
The new changes make the whole experience of using Twitter much more friendly, more useful and a speedier process. This is something external Twitter clients like Tweetdeck have been doing for a while, but it’s good to see the data beast that is Twitter trying to make the experience nicer to use.
Personally I think Facebook’s days are numbered… (although it’s going to take a very long time because people hate change! “Twitter sucks, I don’t understand it…” being the most over-used sentence ever by engrained Facebookers.)
All-Leo Asks…Jennifer Lewis, Moderator
The second instalment of our Q&A series sees us asking Jennifer Lewis the questions. She too is a moderator, helping to run the official Boyzone forum.
Why did you decide to become a moderator?
I decided to become a moderator because I totally love forums, music, keeps me busy, gives me a little bit of responsibility and I also feel that I can give something back to my favourite band/artists.
What’s your favourite thing about your role?
Being able to help users in any way I can and announcing tour dates.
And the worst?
Ticket sales always stress me out but its all fun.
What advice would you give an artist about the best way to connect with their fans online?
The best way would be to join Twitter and do Q&A sessions with fans.
Which websites do you visit most often and why do you like them?
Boyzone because its all about the Boyz for me and social networking sites to keep in contact with friends.
Which celebrity do you think communicates really well online?
Shayne Ward always has time to reply to his fans.
Pic thanks to HMV.