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5 Ways Musicians Should Be Using Periscope

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Twitter-_-periscope
Have you heard about the
latest social
media trend
?
It’s called ‘live broadcasting,’ and while there are
two companies dominating the marketplace, Periscope is emerging
as the leader.

             
                 
                 
                 
             
 

Guest Post by James Shotwell on
Haulix Blog

One of the competing companies is called Meerkat, and until a few weeks ago
many believed it would be the industry leader. Now that title
belongs to Periscope, which was acquired
prior to launch by
Twitter in January, and
just last week the highly-publicized mobile app was released
to the public.

Pericope, like Meerkat, works by allowing users to live
broadcast their life to the world by downloading
the iOS
app
and connecting through Twitter. Your followers get a
push notification and can watch your livestream, all free of
charge.

Here’s what the founders of Periscope had
to say about the inspiration for this product:

Just over a year ago, we became fascinated by the idea of
discovering the world through someone else’s eyes. What if you
could see through the eyes of a protester in Ukraine? Or watch
the sunrise from a hot air balloon in Cappadocia? It may sound
crazy, but we wanted to build the closest thing to
teleportation. While there are many ways to discover events and
places, we realized there is no better way to experience a
place right nowthan through live video. A
picture may be worth a thousand words, but live video can take
you someplace and show you around.

For broadcasters, Periscope lets you share an
experience with others. Press a button, and instantly notify
your followers that you’re live. Whether you’re witnessing your
daughter’s first steps or a newsworthy event, Periscope offers
an audience and the power of a shared experience. Most mobile
broadcasting tools feel far from live. Broadcasters on
Periscope are directly connected to their audience, able to
feel their presence and interact. Going live on Periscope means
more than a blinking red dot.

For viewers, Periscope gives you a new set of
eyes and ears. Travel the world and step into someone else’s
shoes. See what they see, hear what they hear, and hopefully
feel what they feel. Watching a broadcast isn’t a passive
experience like television. On Periscope, viewers influence the
broadcaster by sending messages, and expressing their love by
tapping the screen to send hearts.”

While adoption of this new social media format is still on the
rise, now is as good atime as there will ever be for musicians
to signup and begin building their community. Unlike several
recent social media platforms that quickly rose in popularity
only to disappear seemingly overnight, Periscope (and Meerkat)
offers something that actual changes the way we are able to
connect with one another. It’s not about profiles and
photo-swapping, but cultivating instantaneous communities
around events happening all over the world in real time. It’s
about engaging with others, regardless of location, to
experience life in a truly unique way with very few barriers to
entry. Like Facebook and Twitter before it, Periscope
has found a way to make the world seem a bit smaller, and in
doing so the founders created a scalable business model that
will likely see large growth in the months ahead.


Periscope
We have said this many times before, but
every musician needs to view their career like that of a small
business. They may have the highest quality products and the
best customer service, but unless they know how to market and
publicize their efforts they will find establishing a lasting
presence in the industry next to impossible. The age of social
media has made it incredibly easy for anyone to become a
successful marketer as long as they know how to engage with
people online, and with the rise of Periscope there is yet
another way for brands, bands, and people to connect and raise
awareness for their work. The ways to do this are essentially
limitless, but we have gathered five ideas that will go a long
way toward further engaging with fans through the use of live
broadcasting:

Weekly Updates (Same time,
different place)

There are a number of artists who currently make and release
updates for fans on a weekly or monthly basis, but the vast
majority of them rely on YouTube to host this content. Furthermore, they
spend days or weeks recording content, then several more hours
editing everything together before sharing said recaps with
fans. With the rise of services like Periscope and Meerkat,
musicians can now broadcast their updates in real time directly
to whatever fans choose to tune in as long as they are
somewhere with cell service. Instead of spending hours
recording and editing, artists can establish a regular
broadcast schedule and spend for more time marketing their
appearances. Both services catalog every recording, so anyone
who misses a broadcast will be able to catch up at their own
pace. This means everyone who would have watched on YouTube
will still be able to tune in when they’re able while those who
are able to watch live can now directly engage with the artist
in real time. Double win.

Scenes from the road/Scenes from the studio

There is no career like that of a musician on the rise. From
spending hundreds of hours on the open road, to playing clubs
that look like rejected sets from the last Quentin Tarantino
film, and even time spent in the studio (wherever that may be),
there are hundreds or even thousands of sights musicians see
that the vast majority of their fans will never have a chance
to witness. The immediacy of Periscope allows for musicians to
share their perspective on life, be it while hanging backstage
before a gig in Iowa or in the midst of pre-production for
their next studio album, with the power of their cell phone.
There is no need for a laptop that limits mobility, or a
state-of-the-art camera whose footage will require a large
amount of extra work to make perfect for the internet.
Musicians can (and should) turn on Periscope periodically, if
only for five or ten minutes, to allow fans to dive a bit
deeper into their reality. What does the half day drive across
rural Texas in mid-July look like? Artists can show their fans
with only a few seconds worth of effort. What about the view of
the crowd from the main stage at Coachella? Again, in just a
few seconds that view can be shared with the world? What about
the first time you hear the first edit of your new single?
Periscope makes sharing the reaction on your face, as well as
the sound you are hearing, a breeze.

Live Chats

I didn’t really cover this in the introduction, but Periscope
and Meerkat both allow for viewers to engage with broadcasters.
This makes live chats, regardless of geographic location,
incredibly simple. Whether it’s a planned event or something
musicians do while killing time between sound check and the
start of a show, live chats allow fans around the globe to see
and interact with artists. The ease of setup and launch makes
it possible to field questions regularly, which in turn create
more opportunities for fans to engage with their favorite
artists. Maybe a fan can’t make the show today, but thanks to
the freedom provided by the platform they may have another
opportunity to ask their question sometime in the near future.
It’s up to the artist to decide how often they make themselves
available, of course, but with such ease of connectivity the
decision to not engage with fans on a regular basis seems a bit
foolish.

Surprise acoustic performances

Due to the sometimes poor sound quality that comes with
recording concerts from the audience, it may be a while before
Periscope works all that well for artists hoping to share their
live performance with fans. In the meantime, musicians can make
the most of the platform by hosting impromptu acoustic
performances for fans. Have one member, or even an onlooker,
hold a phone set to broadcast while the band performs something
stripped down for anyone able to tune in. The video will be
catalogued for prosperity, but those able to witness in real
time will feel part of something special. They may wake up with
a musician’s song in their head and the knowledge that artists
will no be performing anywhere near them for months, but in a
moment’s notice they can be connected to a performance
happening anywhere in the world. That kind of instant
gratification is hard to come by in any industry, and it
definitely should not be taken for granted.

Scavenger Hunts

This one will require musicians to think outside the box a bit,
but it is worth the effort. While on tour, musicians can use
Periscope to broadcast their location while exploring a city or
town prior to an event. This broadcast serves as a clue for a
scavenger, and fans in the area can then use the broadcast to
find the musician and collect their reward (concert tickets,
merchandise, etc). This could be a great way to build
additional interest in a show, as well as sell a few last
minute tickets. The opportunity to get free stuff will be more
than enough to hook fans, but getting to meet their favorite
musician will add another level of excitement to the whole
affair.

James Shotwell is the Marketing
Coordinator for Haulix. He has over a decade of music industry
experience and spend the majority of his free time writing
about various aspects of the entertainment business. If you
need another talking head in your life, please
consider following him on Twitter.
You should also follow Haulix on Twitter.

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