You Are In Control Symposium

At the "You are in Control" Symposium in Iceland, which just ended yesterday, Laura Seach, head of Digital Marketing at the electronic label Ninja Tunes, had a very interesting presentation about digital promotional strategies.
She discussed the specific case study of the band Roots Manuva and the launch of their new album Slime and Reason.
She says that every digital campaign starts with researching the fans base:
"I need to know how they consume digitally, where they consume digitally, which sites they're on, how old they are, if they are streaming or downloading" .
She mentioned widgeting and channeling, using platforms such as Ilike and Kyte, as the main online expansion tools.
According to Seach, and I strongly agree with that, the critical aspect of an online campaign seems to be ability to create a fully interconnected campaign across several platforms, one that can reach a dispersed and floating fan.
She overcame this problem by creating a totally interlinked campaign, including the artist main website, which update every hour using feeds from Twitter, Flickr, YouTube, blogs and other sources.
Other tactics include the use of mobile platforms and a Bluetooh-based content delivery at shows.
You can read more here