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DJ and venue owner: A lesson on Facebook marketing

00:00 Nov/30/1999

As you might’ve noticed over the years, there’s not a lot of room left for romanticism in today’s capitalist world economy. Being great at what you do may give you a sense of fulfillment, but that doesn't guarantee recognition and success on a larger scale. Making it to the top – whether you’re a  DJ or a club owner – doesn’t depend as much on your talents as on the business- and marketing-end of the enterprise. Brilliance could give grounds for overnight success stories. Taste and skill help boost the aspirations of becoming a star, but in this article we’ll take a look at the role of the marketing side of the DJ game.

In the recent years – particularly the year 2012 entitled ’The Year of EDM’ – there’s been the change from smaller venues and clubs to massive stadium shows with LED-screens, fireworks and all sorts of crazy shenanigans. The DJs, touring around the globe, attracting audiences of record numbers have become bigger superstars than rock stars. The thing with a rock bands is that they only take home one-third of gross ticket sales. Costs of DJ production is at the same time non-existent compared to bands, as they basically only need a laptop and headphones. Headlining shows with 100 dollar ticket prices, you can see how beneficial today’s EDM scene is for DJ’s, venues and event promoters.

Business magazine Forbes pointed out:

’One need only look at the recent activities of the genre’s most prominent practitioners: Last year, Skrillex was one of the main attractions at Coachella; last month, Deadmau5 ended up on the cover of Rolling Stone; last week, Kaskade became the first electronic act to sell out the Staples Center in Los Angeles

The thing is, these guys are all talented. But they’ve got intelligent and professional management crews behind them to see to it that the superstardom would continue to spread its wings. These are DJ brands, with unique trademarks that are nourished and cultivated by themselves and the team surrounding them. Just think of Deadmau5’s giant Mickey Mouse hat or Steve Aoki’s trademark cake-fetish. In return the fans cherish their superstars by liking their videos and buying their albums and fan gear. To no surprise, the social network sites play the most important role in this.

Other than the fact that social networks have an huge impact, many people don’t actually know how the dynamics work. This is why we will bring you the compressed version of an in depth analysis conducted by Business 2 Community. The case study shows how Kitty Su generated hype for the Steve Aoki Night in India, Delhi and in return established Kitty Su as a brand and a venue.

In October, the superstar DJ Steve Aoki toured India for the first time. Kitty Su, a premium night club at the Lalit, made calculated efforts to generate buzz to be the most talked about event of the month, with the help of Internet Moguls, a digital agency for website analysis.

The objective was to convert the hype surrounding the event into sales revenue. The side quest was the introduction of the brand Kitty Su to a wide audience, potentially becoming interested and committed night life lovers thus identifying themselves with the brand Kitty Su and actively visiting their Facebook page.

So how did they approach their goal? They came up with an integrated campaign, providing users one of a kind content such as information on the upcoming event, unique videos etc.

People visiting their Facebook wall became unpaid marketing agents by sharing the valuable information on their own walls and circles. By liking and following them on the social network site, they simultaneously became the marketing agents for all future events as well.

For a successful start, Kitty Su’s Facebook page was updated with the banner of ’Steve Aoki Night.’ The banner came in connection with a personalized video of Aoki talking about music and his upcoming shows in India. In a couple of hours, the posts were viewed by over 6000 people, getting over 60 likes and many comments. In return, the prospective audiences started updating their statuses and sharing Steve Aoki related materials with other contacts.

The hype was then carefully cultivated with daily updates on Aoki, his bio, music videos, media coverage and Twitter updates. On top of the page they placed an app called Steve Aoki Playlist with the possibility to watch, comment and share Aoki’s music videos. The new application met a storming response. Buzz, buzz, buzz, like in a beehive.

Once hype was there, the individuals themselves took over the work by posting banners, information and music on Facebook. The articles in printed media was digitalized for Facebook as well. The option of one-click-booking from the Facebook page itself got hundreds of people buying tickets online. This information was, of course, highlighted on the page also.

A day prior to the event Internet Moguls posts pictures of Aoki’s arrival in Delhi. Besides the happy look on Aoki’s face, there’s the all important touch of a traditional Indian style turban. The localized flavor suggesting respect between the DJ and fans got established. Hours before the show, a final post got instantly 193 likes, thus giving evidence of an established community of partygoers who are going to be viral on the Facebook page of Kitty Su in the times to come.

Some statistics over the course of the campaign:

Kitty Su posted 283 pictures, 10 banners of Aoki night, 3 news articles, 10 videos and the Aoki playlist.

They got 1,20,039 views and 1,140 likes. 67 comments were posted as well as 145 sharing these posts on their walls.

In conclusion, you have to say that the campaign realized the potential of the youth in Delhi. Most of the shows have low attendance numbers because of poor advertisement. You couldn’t make a bigger mistake, than ignoring the social media. The successful campaign increased sales, boosted the brand name, as well as increased people’s awareness about the products and services it has for them. The established brand of Steve Aoki played a big part in this, but also got a lot in return. Aoki benefitted not only from the money paid for the DJ sets, but from the growing fan base in Delhi and thus everywhere in India.


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