Introducing a New Product
Music: An Industry Disrupted
Fandom and Audience Engagement:
The Tragically Hip
Who Are They?
Also known as The Hip
Canadian rock band from Kingston Ontario
Created in 1983 and discovered by MCA
12 studio albums, 2 live albums, 1 EP, and 54 singles; 9 of their albums have reached number 1 in Canada
Lead Singer
Gordon Downie
Success
They did not achieve significant international success with their first 2 albums
The first single from one of their newer albums was premiered during Hockey Night in Canada
They have currently received numerous awards, including 14 Juno's
Social Media Sensitivity...
Downie became recognized for ranting and telling fictional stories during songs (New Orleans is Sinking one of my favourites!)
In October of 2005, several radio station temporarily stopped playing New Orleans is Sinking; due to the victims of Hurricane Katrina in September of that year
In January of 2010, they performed Fiddlers Green at the Canada for Haiti telethon to aid earthquake victims in that country this was broadcast nationally on Canadas main networks; CBC, Global and CTV
Online/Social Media Presence
Main Site: www.thehip.comFacebook, Twitter, YouTube, Flickr, Share This, LinkedIn, Instagram, Pinterest, Vine, MySpaceIm sure there are plenty more!
Online Communities
The band embraces their inner-social media guru, with plenty of opportunities to get discovered
The band is part of various online communities as well as social networking sites in order to maintain a connection with their fans
Their main website (www.thehip.com) is a central location for the band which includes pictures and video, as well as information about albums, concerts/shows, contests, e-mail sign-ups, links, merchandise, etc. This site also allows the band to connect with music bloggers, potential venues and booking agents.
Find Your Audience
The band has definitely found their audience
Whether it is about the massive numbers, or having an audience that is passionate about their music, The Tragically Hip definitely fulfills both of these
The band has found the smaller group of individuals that have chosen to proactively engage with their music and expanded into a nation-wide fan base
Meaningful & Sharable Content
The band does not use social media as simply a means to promote themselves and their music/shows, rather, the band has utilized various sites in order to develop an online community in which they interact with fans in many different ways
The band often posts meaningful content, while also sharing their music and important information for their audience
Meaningful Content Via Twitter
Fan Engagement
The band utilizes online communities, such as Twitter for example, in order to gain the attention of their audience, with various incentives
The bands engagement in social media has allowed them to spread meaningful content related to their music, as well as supported causes, events, etc.
The band provides their audience with many tools they can use to spread their content, while developing and increasing the bands social media following simultaneously
Merchandise
http://www.thehip.com/gift-shop/
Continue the Social Push IRL
The band converges online and physical spaces quite effectively
Whether it is sharing during a show, or immediately after a show, this allows the band to actively engage and connect with their fans
Post Consistently
The band does well in keeping up with meaningful, current and varying information while holding a very positive image, keeping the audience informed about what is currently going on
Conclusion
The Tragically Hip uses social media and various online communities successfully to promote their music and causes in which they support. The band has definitely found their audience and engages/connects with them quite frequently.
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