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Youth Rules the Cutting Edge of Music
By Eric de Fontenay (Founder & Publisher)
(more articles from this author)
2003-02-21
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While FullAudio's targeting of older music listeners as the next untapped digital market makes some sense and allows the company to carve a viable niche, the cutting edge of music distribution & interactivity will remain in the hands of the youth.

IPSH!net, a wireless marketing and technology firm, shared results from a mobile marketing campaign with Universal Music Group to place Nelly's video "Air Force Ones" on BET's "106 & Park." Opt-in fans were sent messages inviting them to call Nelly's voice message inviting them to vote for his video on their phones.

* 67.8% responded to the SMS message by calling the number provided
* of those, 58.5% (or 39.7% of all fans) voted for the video
* the video went to #3 on BET's "106 & Park"within days of the campaign

Considering nearly half of those aged 18 to 24 use text-messaging features on their mobiles, youth is likely to set the beat for the industry in the forseeable future.

Related News from Mi2N:
» IPSH!net And Universal Records Report Strong Wireless Marketing Results


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