Music fans are being asked to pay in “tweets” to download music from Brisbane band Yves Klein Blue, as it seeks to grow its audience through digital word of mouth.
The campaign, created by digital social media agency The Population, record label Dew Process and Universal Music Australia, launched this morning and saw the band tweet a message to its followers offering them the chance to download its new single for free. The only condition is that after downloading the track, they must tweet about the lengths they would go to see the band play at the Splendour in the Grass festival in Byron Bay next month.
The campaign not only aims to engage with existing fans, but to use social media to reach new audiences.
Tony Thomas, managing director of The Population, said: “The social web provides entertainment companies like Dew Process Recordings and Universal Music with an opportunity to reward their fans with valuable content, in exchange for spreading the word. Ultimately the fans become the communication channel.”
