Sure, it’s great to build cool things. But, when there’s a great strategy to reaching an audience behind the cool thing—you need to take a bigger look at it. That’s what happened with the latest project we did for Dave Matthews Band.

As many know, the DMB fan base was collected and solidified through grass roots- the 90s viral, trading music from tape recorder to tape recorder. Just shy of 20 years later, the band’s fan base has grown, evolved and adapted as technology has done the same thing. Snail Mail gave way to early email lists, to forums (which are still booming), to social media platforms like Facebook. The means have changed, but the  fans’ passion is the same.

In recognition of this shift to viral digital platforms, Dave Matthews Band’s management Redlight Communications is promoting the Band’s upcoming album Big Whiskey & The GrooGrux King with some viral contests and interactive projects, the first of which we just finished up work on.

We’re pleased to announce the Facebook-based Advanced Listening Party contest, where users create a Facebook Event and invite friends in hopes of receiving an advanced copy of the album. The 100 Facebook Events with the highest members in attendance win a chance to dance to DMB before anyone else. They’re also encouraged to document their party with video, in order for a chance at a grand prize to win Front Row tickets, accommodations and a special meet & greet with Dave Matthews himself.

The contest launched Tuesday and already 395 events have been created. 395! In 4 days! Obviously, this group is largely influenced by promotions for Dave himself. but this is pure proof of creating a campaign for your audience, knowing your audience and reaching them on that level.

Some tips we’ve learned:

• If you’re using Facebook as a platform for the campaign, use the Newsfeed to your advantage. Your friends see your Newsfeed and are interested in what is going on. By placing a catchy title, image, etc…you’re already increasing the chance of people finding your item.
• Let your users and fan base spread the news for you. If you’ve built the proper amount of content for them to share, they’ll spread it on their own. Let them do it and watch with a smile on your face.
• Monitor it. The pick up and amount of links shared is important. Make sure you have a plan in place to track everything early on. Results are not only important for ROI, but it provides that OH COOL! factor as well.

Are you a fan of DMB? We definitely encourage you to take part! (And tell them >carrot sent you!)

This article is copyright © 2012 

We’re happy to announce today that >carrot creative will now provide social media strategy, design and development work to Complete Control Management, a leading artist management and music marketing company.

Complete Control Management manages top selling artists including Tiësto, American Hi-Fi,Cary Brothers, Misstress Barbara, DJ Dan, Stacy Jones and Greg Collins, as well as new artists, The Downtown Fiction, Working For a Nuclear Free City, Shuttle and Classixx.

Stay tuned to the >carrot creative blog for more news about this exciting partnership and the work we’ll be doing with their team.

This article is copyright © 2012 

I just wanted to express my gratitude to Marcus Eaton Trio and Tim Reynolds / TR3 (and both of their crews/management) for their generosity and kindness. If you missed out on Saturday’s show at the Highline Ballroom in NYC, be sure to catch these guys when they’re back to NYC, likely in a couple of months. Not only are both bands tremendously talented, they are great folks to hangout with (a great perk of my job), and certainly great clients to work with. While there are several fans at Carrot who enthusiastically agree, I wanted to personally note that I am looking forward to continued work with Tim & Marcus!

This article is copyright © 2012