Why it Matters: Yankovic went to eight different content providers to create music videos in order to promote the album—in an era when the record label expects you to do your own promotions, it was an innovative way to produce content without personal cost and a recognition that digital content is crucial to awareness. This has become a great example of how to cross-promote in the digital age so that everyone wins—the content providers got great content (and clickable, meaning revenue) with the videos, and the success of the unique Weird Al-style videos helped sell the album. The music industry has never been one that’s easy to understand, and if you’re on the outside of the pop-music bubble then you never expect to get to the core of it. However, social media and connected media are enabling those who once played for a dedicated audience more opportunities to be heard and embraced by everyone, especially when you leverage your content.
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