Social media promotion is huge right now. Sites like Facebook, YouTube, Instagram and Twitter have become so integral in breaking a new band that they are more important than radio. You won’t even get on the first ladder with press and radio if your social media activity is non-existent. But the big problem with social media is that it is very complicated to navigate and can be expensive. But each week, new solutions are popping up which help artists navigate the choppy waters of the social media ocean, one of such solutions is The Social Target who are a group of experienced and successful online marketers who have combined their experiences and their know how and are helping other companies with their advertising strategies. They offer a range of services and we caught up with Alessandro Lombardo from The Social Target to find out more about them and how they can help emerging artists and label.
We’ve heard so many good things about The Social Target. Can you tell us in your own words what exactly do you do?
First of all thanks for having me on here. It’s great to hear that you heard good things about us. Word of mouth is very important in the internet era! We help people to share their vision with the world. Whether it’s music, fashion, art or a business idea, we do it all!
How did you start The Social Target and what motivated you?
The Social Target started almost as an accident. I am a full time professional musician and I have always thought social media and online presence were important. So I started experimenting with it, starting with MySpace in 2008 where I managed to get quite a lot of popularity on there. Then when Facebook and Instagram came in the game I started applying the tactics and strategies I experimented with to these platforms, and I saw that it worked. This helped me build a few different businesses on top of my personal profile. Many friends started asking for help since they saw I was doing so well and spread the news about our amazing services, and the business was born.
How important would you say social media is compared to other marketing channels?
I believe every marketing channel is important, but, in order to be successful, what matters is getting as many people’s attention as you can with the minimum budget possible. That way once you have a big budget, it’s like putting gasoline on a fire. But if the fire is not on…you can put as much gasoline as you want and it won’t burn! This said, I believe that at the moment social media is definitely very important because it’s where people’s attention is. Just think about it, when you walk down the streets how many people do you see that are walking and looking at their phone? (I am definitely guilty of that!). This makes you understand how important it is to be where their eyeballs are. Compared to a large billboard on the side of the road, I believe you are much more likely to hit them if you appear on their phones! :)
Many artists are ignorant about marketing on social media and still think they just need to upload their content and people will magically turn up and consume it. What is the best way to market your latest releases?
In my opinion, what matters is the frame of mind. Some people think that by just putting things out there with a budget and without preparation they will break through and get famous. What happens often is that they manage to get some sort of traction (in some cases) but then they don’t manage to build upon it. It’s important to build a brand that people recognise and eventually follow because they are interested in. This takes time and commitment in order to captivate and retain your audience. Especially nowadays when we are bombarded with products all over the place, people want an extra reason to follow you. Accessibility is the currency here. Why do you think the Kardashians are so successful? It’s entertainment. Music itself is not the main entertainment anymore, people want to see the process, the journey, the WHY. Show them who you really are and they will support everything you do! If you hustle to build this, you will certainly be successful and once you market a release you will have 10x results!
How affordable is The Social Target and what sort of ROI could an artist/label get?
Because we come from an artistic background, we understand the struggle of building your personal brand so we work to get the maximum that we can from even a very limited budget. As long as the product is good and you do the best practices that each platform wants you to do then there is no reason why you shouldn’t be able to gain a lot of traction. It’s all about hard work and the right knowledge to put your content in front of as many people as possible, and that’s what we do.
Tell us about you? Who is Alessandro Lombardo?
I am a professional drummer and graduate of Berklee College of Music, currently living in London! Over the years I had the pleasure of playing as a session musician with different artists like Michael McDonald, Aubrey Logan, Mo Pleasure and Urban Voices Collective among others, and I am also active in the musical theatre scene where I had the pleasure of playing on shows like Bat Out of Hell, School of Rock, In The Heights, Legally Blonde, Closer to Heaven (the Pet Shop Boys show), Vanities, Dusty and many others. I love connecting with people all over the world, so please say hi! You can find me on here:
Spotify playlists have become huge. How does The Social Target use Spotify playlists to promote new talent?
I believe that Spotify is the Number 1 place for artists to be. Labels look at Spotify, Instagram and Facebook presence nowadays. I personally know some artists who have got to the final stages of negotiations with major labels who then didn’t go through just because of their social media numbers! Crazy to think about it!! In order to promote on Spotify, we have 2 different services. Number 1 is the PR campaign pitching to bloggers playlists. That can get quite expensive on a monthly basis but never guarantees any results unfortunately, this is a good service if you have a label with a big budget behind who is willing to invest for a 3-6 months period. Because of this being so expensive for a single unsigned artist, we worked hard to come up with an “entry level” service where we work on single tracks in order to boost the ranking in the related searches. This is like SEO, but for Spotify, which means you will organically start building your plays and listeners over time! This is quite cheap for the artists and we get great results!
Twitter to me seems like the most influential of all social media sites. It was very instrumental in breaking Gotye’s “Somebody I Used To Know”. Does The Social Target offer any Twitter promotion?
Twitter was very big in 2008, then it stayed a bit behind the times allowing Facebook and Instagram to smash the game. But I believe that this year it will have its comeback, so watch out for Twitter! The way I see is that Twitter is like a big 1-on-1 platform but at scale. If you have the time and will to hustle your way to the top, you can potentially reach millions of people right in their inbox, which is very valuable! We do offer Twitter promotion and consultations.
What other social media sites do you work with?
We work with all the major platforms. Instagram, Soundcloud, Facebook, Youtube, Twitter and Spotify. We also work for Influencer outreach and paid media campaigns.
What sort of music styles do you work with?
All styles are welcomed!
What other services do you offer?
On top of the social media we also offer web design, ecommerce, SEO and PPC.
Do you have any special offer you can give to myhotmusic.com visitors when booking your services?
I’d love to offer a 2-week free trial for 1 song on Spotify for all the artists who are interested who come from your amazing site. And will also offer a nice discount for other packages and social media platforms!
Thanks for your time!
Thanks to you and looking forward to next time!
To contact The Social Target and to check out their services please go to http://thesocialtarget.org. Don’t forget to mention My Hot Music when you contact them to qualify for their special offer.
The Social Target have given us an affiliate referral commission for everyone that signs up to them from our website. This did not influence our decision to write this article about them but we have used their services and were impressed with the results. Check them out for yourselves and they are offering a free trial of their brilliant Spotify promotion.