Since its May 2009 launch, NETTWERK MUSIC GROUP’s publicity blog NETTSKINNY has been an indispensable tool to communicate happenings within Nettwerk’s label, artist & producer management, and publishing divisions. The publicity team regularly posts artist news, release dates, tour dates, media appearances, as well as business news and new signing announcements.
What makes this unique is that Nettwerk is one of only a handful of labels to make available such a wide swath of information to the general public as well as the press, empowering citizen journalists, fans, and bloggers to promote their favorite acts and events, including Sarah McLachlan, Hope Sandoval, and the Lilith Fair tour.
In addition to posting items to the blog on a regular basis, the items are also distributed via RSS, Twitter, and a weekly email digest, so that subscribers can choose the best way to have the information delivered to them. According to Nettwerk publicist Danielle Romeo, “Nettskinny was created to be the hub of all newsworthy information from current Nettwerk artists, as well as any exciting company announcements. The Nettwerk publicity team realizes that our media contacts are inundated with multiple press releases each day, so the goal is to give our contacts a few options for obtaining Nettwerk news in an easy, organized and timely fashion.” Nettwerk even has more consumer-driven channels on YouTube, Twitter, and Facebook.
This may sound like very 101 stuff to experienced publicists and marketers, but even in my own dealings with labels and publicists, it is shocking how much information and content is locked behind firewalls, when a good portion of that content can be used to fuel fan-to-fan communication.
And of course, the usual horse-trading goes on with exclusive content and e-kits to high-level press outlets and a well-cultivated list of journalists. But these days, word spreads in a more trustworthy / less hyped-up manner via friend-to-friend and niche readerships, so why not make a much information and content available to help sources of all levels spread the word.
Okay readers, comment below — who else uses a blog to offer info to journalists & bloggers? How has it worked out for you?
