Home > Blogs and forums, Microblogging, Social networks, Web Communication > The Hellacopters and their web communication strategy

The Hellacopters and their web communication strategy

The Hellacopters, a successful Swedish rock band from the nineties, are active in social networks and microblogging (Twitter, Facebook, Myspace… ) Along their not-too-long career they have become one of the most successful bands in the international hard rock sphere, even though they come from a non-English-speaking country. Due to the popularity they have earned they like to be constantly in touch with their fans.

They seem to folow Seth Godin, a bestselling author, entrepreneur and agent of change in music industry

“The music business is changing and successful artists have to build a tribe, and this is done through engagement and personal interaction. More and more artists are taking over the business part of the profession and handling their own marketing and communications.”

In spite of being a band from the 1990’s, they have by far shown the capability to keep up to present days. In fact, this band has developed a web communication plan, proving that they are immersed in the digital world, making use of great a deal of web communication tools.

Moreover, there is also a blog in their official webpage which includes a forum I would like to analyze too. The band publishes their latest news so everyone can find out more about them. Each member also has its own accounts and there they publish more private news.

However, as the expert on Facebook Elizabeth Edwards stated in a report written in April of this year “Social Media is only one piece of the marketing puzzle, it is not the silver bullet that some would have you believe”. This means that bands should not get obsessed with the idea of putting all their marketing energy into getting as many people as possible to their Twitter, Facebook and the lot, so then they could just broadcast their events and products to the Social Media connections. The problem lies in the nature of Social Media. There is no good in posting sales pitches in Social Media sites; in fact, this is considered spamming and “It is considered inappropriate online etiquette”, Elizabeth Edwards further commented. In addition, the report on Five Principles of Face-to-Face Networking claims that “networking at music industry should never be viewed as a numbers game. Musicians and industry professionals who race around trying to gather as many business cards as possible are forgetting the most important aspect of networking – good conversation.” It goes on to assure that “establishing a genuine connection with a handful of people (even just one) will make you much more memorable than getting into the face of dozens”.

There is another huge yet very common mistake a great deal of bands unintentionally make, which is the extreme aggressiveness on behalf of the bands’ multimedia resources. Hence a webpage should not be crammed with excessive publicity, because as the report on Five Principles of Face-to-Face Networking restates “No one likes a musician who aggressively shoves a CD in your face”. Nevertheless, The Hellacopters’ web communication plan is well organised and established in order not make this common mistake. In fact, the themes and motives in the official website are constantly changed so as to make it more appealing to the audience.

The Hellacopters are also planning to make themselves known by a new way which is becoming by leaps and bounds really important in the music world: the Augmented Reality. According to Webopedia, Augmented Reality is “a type of virtual reality that aims to duplicate the world’s environment in a computer. An augmented reality system generates a composite view for the user that is the combination of the real scene viewed by the user and a virtual scene generated by the computer that augments the scene with additional information. The virtual scene generated by the computer is designed to enhance the user’s sensory perception of the virtual world they are seeing or interacting with.”

Vince Buscemi, VP of Mobile Operations at MindGrub, provides a more accessible example of Augmented Reality:

“very soon, we will be able to walk into a shopping center, and, thanks to information from our mobile devices, every sign we see or walk past will be targeted to our individual likes/dislikes, location/preferences etc. This is similar to how Facebook caters ads to our personal preferences, but it will take place in the physical world.”

All in all, I would like to conclude this first post by restating that The Hellacopters have designed a very complete web communication plan to publish their latest news and make themselves known, as their main pages are in a constant change and they even spare a thought in the future of the music industry.


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