Using Artist Apps as a marketing tools

I’m tried to embed the environment of Chinese music, Chinese culture and Chinese artist into my articles with the topic i will discuss (Artist Apps) and bring out my perspective on it.

LeeHom Wang, an American-born Chinese artist has just launched his personal “ Lee Hom mobile APP” in Apple App Store 2 days ago, which act as a transmission platform, will completely break through the original path of issuing entity album.  The APP allowed user to buy his latest single or album, grasp the first hand information in a fun and interactive way, and allowed user to share the information through their social network. By the way, the APP’s supported by Chinese and English Language so it is not only focus on Chinese market but international market.

Leehom Wang王力宏-Heroes of Earth盖世英雄

(song- Heroes of Earth (蓋世英雄)
Not only that Wang invite the popular Chinese American rapper Jin to rap in the song, he also invited the famous Chinese opera singer Li Yan [4]. Heavy Peking Opera and kunqu tactics are used in the song, as well as an electric guitar solo by Wang. Jin raps in both English and Cantonese in the song.)
[Details on other song from Leehom Wang Heroes of Earth,2005 http://en.wikipedia.org/wiki/Heroes_of_Earth%5D

First of all, I would like to introduce LeeHom Wang to you, he is a talented and famous Chinese artist who coined a music style “ Chinked-out” – incorporated the often unheard tribal sounds of aboriginal Chinese music, Tibetan music, and Mongolian music into R&B and hip hop music. He is an American-born singer-songwriter, record producer, actor and film director of Chinese descent based in Taiwan. Formally trained at the Eastman School of Music, Williams College and Berklee College of Music, his musical style is known for fusing Chinese elements (such as Beijing opera, traditional styles of ethnic minorities, Chinese classical orchestra) with hip-hop and R&B. Wang has been active since 1995 and contributed in 25 albums. He is also a four-time winner of Taiwan’s Golden Melody Awards, the “Grammys” of Taiwanese music. By the way, he had about twenty million followers on his Weibo (Chinese version of facebook) that is the artist who had the most followers on Weibo and also huge amount of follower on his facebook so his influence is strong among the Chinese Music Industry.

[More personal details on http://en.wikipedia.org/wiki/Leehom_Wang; http://www.wangleehom.com/en/%5D

LeeHom found out that piracy and illegal download music from Internet has always been a problem that leads people refused to buy entity album and some of the Asian countries still have not adapted the culture of buying music through internet. With converse thinking, rather than called for people to buy entity albums or waiting for them to adapt the culture of buying music through Internet, why not integrated the power of his significant fans database and their behavior of listen music online to create a digital platform as a marketing tool that people can indirectly been guided and educated to buy legal music through internet.Through the artist APP platform, the bargain power could shift from the consumer back to the producer (the artist) or some new level of equilibrium so artist or record label may have some of the power to guide people purchase legal music.

By the way, piracy or download illegal music already become a culture in some of the Asian countries before people been educated to buy legal music,government try to solve this problem by introduce some copyright protection rules or laws but still under development and this take times and the law might not work. Instead of panic on piracy problem and waiting the problem been fixed, the Chinese artist realized that the power of pirates can make money for them. Chris Anderson mentioned that “ Pirates will pirate a CD, which creates celebrity, which you can use to create cash not on music sales but from making personal appearances, starring in advertisements, etc.” (wired,2009)

Nevertheless, if the artist did not have a significant amount of fans, will it still worth to have their mobile Apps? Yes, why not? This is still a marketing tool that can be use for artist to build their fans database, create a free music platform at the beginning to interact with those potential and existed fans by turning them into a super fans!

This is a link that artist cans create his or her own artist app: http://www.artist-app.com/

Reference:

http://www.wired.com/underwire/2009/03/anderson-kawasa/

http://en.wikipedia.org/wiki/Leehom_Wang

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