Newsaccess Insight: The power of ‘The Announcement’
Is social buzz translating into revenue for the music industry? It would appear so.
Oasis announcement earlier that the 20th Anniversary edition of Definitely Maybe is to be released, was a superb example of letting twitter do the talking.
Rumours began surfacing last evening (following a well-timed Instagram montage of the band) that an announcement would reveal the Britpop legends were reforming. They were not.
At 9am the announcement was made on @oasis twitter feed that a 20th anniversary remaster of Definitely Maybe was being released - no reunion in sight, but significant buzz around the band and its forthcoming release.
Over the course of a 2-hour period 2,996 tweets were recorded on #oasis.
Twitter reacted with mixed sentiment about the release, but once again the buzz created from radio stations (Today FM, XFM) music magazines (Music Maker, Q Magazine) and twitter influencers makes ‘the announcement’ a plausible money-maker.
Another recent example of twitter use which arguably led to revenue generation, surrounded the announcement of the Garth Brooks gigs.
“Who is playing Croke Park?” was the question on everyone’s lips on January 20th. In total 9,141 tweets related to Garth Brooks from midday to midnight that day.
The explosion of coverage surrounding Garth Brooks gig announcements has been a fine example of using twitter activity to sell tickets.
The surge in popularity for the return of the 90’s country legend has led to an ongoing trend for #garthbrooks lasting almost a month. That, and 400,000 tickets sales in Ireland alone.
Paul Moriarty is Head of Insight at Newsaccess Media Intelligence. Newsaccess is the leading provider of media monitoring and media analysis service in Ireland. For more information on Newsaccess click here.
