A Grande Content Marketing Campaign

With the amount of money they bring in, music artists are basically a business in their own right. Music artist have to promote and market themselves in order to get people to buy their music. Most importantly, they must get people invested in their brand.

Just like companies, the artist has a PR team to take care of their publicity needs. While the main part of PR in the music industry is announcing an artist’s new album, keeping people updated on the album’s progress and announcing tour dates, they also need to successfully promote an artist’s brand. Music PR teams uses the same strategies and tactics as any PR team to accomplish this. This might include email marketing, social media, and content marketing.

In my opinion, content marketing is essential to brand management because it is all about generating interest in what the artist does. Every artist revamps their image when they begin announcing a new album, and using content marketing comes in handy for getting their new image out there. There’s plenty of examples of artists using it to get their fans invested in their brand, but for this blog entry I’m going to use one of my favorite artists — Ariana Grande.

Here’s three examples of how Ariana Grande and her PR team used a content marketing campaign to revamp her image for the release of her most recent album, Sweetener.

Features

Artists being featured on another artists single is a great way to promote the artists brand and promote their upcoming new music. It puts the artist’s name out there and gets people interested on what else the artist is working on without deliberately telling people to buy the new album. Leading up to the release of Sweetener, Ariana Grande was featured on two hit singles, “Bed” by Nicki Minaj and “Dance To This” by Troye Sivan, released two months before her album dropped. These two collabs helped promote Ariana’s new album by getting people interested in her new music without her or her PR team having to directly market the album to her fans.

User Generated Content

Using user generated content is great way to promote an artist’s brand or new album without the artist or their team having to do it directly.

Social Media

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