COMPLEX x VIDEO POST

WHO?
Complex Magazine: the news source for urban fashion and music.

WHAT?
Video post on their website about the making of their Kanye West cover.

WHEN?
The Complex Magazine with Kanye West's face on the cover came out this month of March! It is still available in stores and newstands...

WHERE?
The video is currently available at the complex.com website but has also been posted on blogs like vagant.

WHY?
Imo, Complex is trying to connect their online and offline magazine by posting videos, pictures, and other content that is applicable.

By posting this video they are able to link their online viewers and anyone that is linked to this video to their actual offline magazine. In a way, they can do the same thing in reverse and link their magazine readers to visit their online videos and content.

MAESTRO KNOWS X VIMEO

WHO?
Levi Maestro! Los Angeles personality and all-around good guy...

WHAT?
In this episode, Levi talks music with Grammy Award-winning musician Anthony Hamilton, chows down on some In-N-Out Burger, and bumps more Kanye tunes. MJ co-stars along with special guest Anthony Hamilton. Overall, its a music exploration show that airs over the web.

WHEN?
They are currently on their second show with episode 3 on the way soon!

WHERE?
The video is currently available here but has also been linked on a previous blogspotlight Hypebeast and other blogs as well.


WHY?
Imo, companies that utilize Vimeo, Youtube and other video sharing platforms are able to reach a worldwide audience for pretty much no cost.

At the same time, the buzz around the actual video can lead to "viral" characteristics and gain worldwide popularity leading to further options.

Our generation puts a strong focus on watching content online and through other methods than television. It is useful to know how to target these segments be it through yotube or vimeo as not only does it save money but it also is more efficient in reaching a large audience.

ALMIGHTY x BLOGSPOTLIGHT

WHO?
Local Vancouverite "Paul Skratch" is a DJ/Designer/Blogger.

WHAT?
Employs an online blog called Almighty that covers everything from clothing launches, Vancouver events, music and anything that he finds intriguing.

WHEN?
The blog was started in early 2008 and is usually updated weekly.

WHERE?
The Almighty blog can be accessed at www.almightypaulmighty.com

WHY?
This blog is a perfect example of a "creator" as it was created by Paul Skratch to voice his opinion. At the same time he is able to critique clothing and music as well as share links to posts and music.

RED BULL x MASHUP

WHO?
The energy drink that claims to "give you wings": REDBULL!

WHAT?
Online integration of their offline marketing strategy of a live mash-up contest, "Redbull 3 Style"

WHEN?
10 of canada's best djs threw it down together on march 13th and soon after the live event, the mash ups were posted online for listening and re-listening.

WHERE?
The physical competition took place at CIRCA night club in toronto but the mashup and comment board can be viewed HERE!

WHY?
Redbull wanted to target a Canada wide audience within the music/mash up segment. Obviously not everyone will be able to make it to the event nor will everyone that tries to go to the event make it in. So, to integrate this offline event into a more widely available marketing tool, posting online was the best option. Further, the people that were in attendance will most likely speak highly of it and pass on the link to friends who were not fortunate enough to attend.

In essence, a viral strategy can potentially be harnassed depending on the quality of the actual event and mash ups by the djs.

BUT, why don't you be the judge... Check it out!!!

ATRAK x BLOGSPOTLIGHT

WHO?
DJ A-TRAK is Kanye West's Dj and also a producer for many big names in the music industry. He travels the world, playing music in most destinations and, at the same time, meets with celebs.

WHAT?
He has put together a blog to promote his "ATRAK" brand of music and at the same time to allow people to "follow" him while he journeys the world.

WHEN?
The blog was started a while back but is updated regularly by ATRAK himself.

WHERE?
The blog can be found @ www.djatrak.com

WHY?
Imo, Atrak's blog serves two purposes related to the e-marketing subject

First, it serves as an inexpensive method for him to promote his brand of music and talent.
Other than the price he pays for the domain and server space, there isn't much more in terms of costs to keep the site running. From this site, people can read about what he has done within the industry and hear about what impact he has had on the music business.

Second, it also serves as a space where followers can read up about what he does. These "followers" may then be inspired to contribute through comments or even by creating their own blogs as well.

BEATS by dre X MASHUP

WHO?
"BEATS" by dre claims to be the best headphones on the planet.

WHAT?
After only offering one colorway (original: black and red), they are now offering customizable color headphones (probably because they have been listening to word on the street and want to take into account what people really want)

WHEN?
The option has been available for a while now so definitely check it out

WHERE?
The original site can be found here. but the mash-up site is offered by colorware

WHY?
After only offering one colorway in the BEATS headphones, it was only a matter of time before people would start demanding new styles or colors.

By allowing people to customize the color themselves, the BEATS headphones can be offered in pretty much any colorway for just a bit of a markup.

CYLOOP x VIRAL MARKETING VIDEO

WHO?
A music-centered social network and online music channel with a focus on Spanish-language songs. It serves as the music channel for the Spanish Internet portal, Terra.

WHAT?
The site describes itself as "artist-generated," rather than user-generated, meaning that independent artists and their labels write their profiles and create original content for fans on the site.

WHEN?
It was started up fairly recently and was previously known as "elHood".

WHERE?
www.cyloop.com

WHY?
The site focuses on web 2.0 as opposed to web 1.0. It is a community where "artist-generated" material is encouraged.

The name "Cyloop" refers to "loops," interactive playlists users can create and share with their friends on the site.

Further, their use of VIRAL MARKETING videos is effective in attracting new users and content providers. It uses humor to have viewers relate to the life of celebrities and artists.