Comments for Arnbjorn J. S. Marklund http://www.marklund.no music, new and social media, online marketing and digital trends. Mon, 09 Aug 2010 14:26:37 +0000 hourly 1 Comment on Music streaming services and online music consumption – How access to everything is more important than ownership of something by Music-streaming services and online music consumption – how to access. . . | Video Stock Blog http://www.marklund.no/?p=1251&cpage=1#comment-2465 Music-streaming services and online music consumption – how to access. . . | Video Stock Blog Mon, 09 Aug 2010 14:26:37 +0000 http://www.marklund.no/?p=1251#comment-2465 [...] The future of music consumption is clearly on the access to the content rather than the sale of shares. With the launch of the music streaming services is the total consumption of music will go up and generate more value for the music industry. . . View full post on Music Streaming – Google Blog Search [...] [...] The future of music consumption is clearly on the access to the content rather than the sale of shares. With the launch of the music streaming services is the total consumption of music will go up and generate more value for the music industry. . . View full post on Music Streaming – Google Blog Search [...]

]]> Comment on What am I working on now? Oh no, It’s yet another music streaming report. by What do I do? Another music-streaming report. . . | Video Stock Blog http://www.marklund.no/?p=1213&cpage=1#comment-2301 What do I do? Another music-streaming report. . . | Video Stock Blog Fri, 18 Jun 2010 11:27:44 +0000 http://www.marklund.no/?p=1213#comment-2301 [...] At the moment I write a report on the impact music services online music consumption patterns. I have a survey in Norway, with 332 respondents. I start my model procedure of the survey, but thought I should. . . View full post on Music Streaming – Google Blog Search [...] [...] At the moment I write a report on the impact music services online music consumption patterns. I have a survey in Norway, with 332 respondents. I start my model procedure of the survey, but thought I should. . . View full post on Music Streaming – Google Blog Search [...]

]]> Comment on Viral marketing of music videos by Arnbjorn Marklund http://www.marklund.no/?p=1202&cpage=1#comment-2298 Arnbjorn Marklund Tue, 15 Jun 2010 10:16:53 +0000 http://www.marklund.no/?p=1202#comment-2298 Thanks for commenting Dennis. Glad you liked the paper. It’s people like you and Martin that inspires me to publish the stuff I work with (either in University or other work related reports). Measuring success on whatever online campaign is always hard. However I still believe a success as far as number of views goes, is possible even though the video is not great (som vi på norsk sier: smaken er som baken). This has again to do with the importance of a big seed marketing approach. However I do believe the reproduction rate will not be greater than one if the video is not of high quality, or if it does not have interesting content for the viewer (there’s actually a master thesis from ITU analyzing YouTube content in order to say what you need to have in your video in order to become a success). But as argued, a low reproduction rate does not necessarily mean the video won't receive a fair amount of views. Kristian Luc was my case study, but I take no responsibility for how their campaign was thought out and/or built as I have nothing to do with the artist or record label business wise. But with almost 20.000 views (18390 as of June 15 2010), I think it is fair to say that the video already is a modest success. Especially when considering the fact that Kristian is a debuting artist. I am also pretty certain they would have received far more views if they would have built a landing page for the video, and if they would have had a big seed marketing approach (although I can’t say they have not used this strategy when marketing the video). (edit on June 23, 2010: when saying that almost 20.000 views is a success, that is of course based on the fact that he is a Danish artist singing in his native language.) Thanks for commenting Dennis. Glad you liked the paper. It’s people like you and Martin that inspires me to publish the stuff I work with (either in University or other work related reports).
Measuring success on whatever online campaign is always hard.
However I still believe a success as far as number of views goes, is possible even though the video is not great (som vi på norsk sier: smaken er som baken). This has again to do with the importance of a big seed marketing approach. However I do believe the reproduction rate will not be greater than one if the video is not of high quality, or if it does not have interesting content for the viewer (there’s actually a master thesis from ITU analyzing YouTube content in order to say what you need to have in your video in order to become a success). But as argued, a low reproduction rate does not necessarily mean the video won’t receive a fair amount of views.
Kristian Luc was my case study, but I take no responsibility for how their campaign was thought out and/or built as I have nothing to do with the artist or record label business wise. But with almost 20.000 views (18390 as of June 15 2010), I think it is fair to say that the video already is a modest success. Especially when considering the fact that Kristian is a debuting artist. I am also pretty certain they would have received far more views if they would have built a landing page for the video, and if they would have had a big seed marketing approach (although I can’t say they have not used this strategy when marketing the video).

(edit on June 23, 2010: when saying that almost 20.000 views is a success, that is of course based on the fact that he is a Danish artist singing in his native language.)

]]> Comment on Viral marketing of music videos by Dennis Jørgensen http://www.marklund.no/?p=1202&cpage=1#comment-2297 Dennis Jørgensen Tue, 15 Jun 2010 09:24:22 +0000 http://www.marklund.no/?p=1202#comment-2297 As always exciting and well written work. I think it's very hard, measuring the effects of viral success (exept for number of views), but you do have some interesting points :). Besides that, I agree with Martin, but that's another story.. As always exciting and well written work.
I think it’s very hard, measuring the effects of viral success (exept for number of views), but you do have some interesting points :) .
Besides that, I agree with Martin, but that’s another story..

]]> Comment on Viral marketing of music videos by Arnbjorn Marklund http://www.marklund.no/?p=1202&cpage=1#comment-2294 Arnbjorn Marklund Sat, 12 Jun 2010 11:36:57 +0000 http://www.marklund.no/?p=1202#comment-2294 Thanks for commenting Martin. My case study does not deal with the quality of the actual video, but it is of course true that a good video has better chances for more views than videos of “bad” quality. However, as I argue it is possible to become a success marketing wise, with a big seed marketing approach, the actual quality of the video is less interesting when building a strategy for your campaign. It is therefore less interesting for me to act as a tastemaker. Don't get me wrong. I DO THINK IT IS IMPORTANT TO MAKE GREAT MUSIC VIDEOS. However 99% of all viral video campaigns should be planned before the production of the video is finalized. My case study could actually have been anonymous, and still prove the same point. Thanks for commenting Martin. My case study does not deal with the quality of the actual video, but it is of course true that a good video has better chances for more views than videos of “bad” quality. However, as I argue it is possible to become a success marketing wise, with a big seed marketing approach, the actual quality of the video is less interesting when building a strategy for your campaign. It is therefore less interesting for me to act as a tastemaker. Don’t get me wrong. I DO THINK IT IS IMPORTANT TO MAKE GREAT MUSIC VIDEOS. However 99% of all viral video campaigns should be planned before the production of the video is finalized. My case study could actually have been anonymous, and still prove the same point.

]]> Comment on Viral marketing of music videos by martin http://www.marklund.no/?p=1202&cpage=1#comment-2293 martin Sat, 12 Jun 2010 11:20:12 +0000 http://www.marklund.no/?p=1202#comment-2293 Interesting reading! I think the Kristian Luc video is really boring and is not really a video i can imagine going viral. No hook, nothing funny, no naked ladies....;-) Interesting reading!
I think the Kristian Luc video is really boring and is not really a video i can imagine going viral. No hook, nothing funny, no naked ladies….;-)

]]> Comment on Music Listening Habits in The World of Access by Arnbjorn Marklund http://www.marklund.no/?p=1132&cpage=1#comment-2059 Arnbjorn Marklund Mon, 01 Feb 2010 09:14:02 +0000 http://www.marklund.no/?p=1132#comment-2059 Hey Jesper, Thanks for commenting. I'm not trying to decriminalize Grooveshark, but they appear to have an artist royalty program (have no information that they actually pay though). Also EMI dropped their lawsuit against Grooveshark Music Service and licensed it instead: http://www.wired.com/epicenter/2009/10/emi-drops-suit-against-grooveshark-music-service-licenses-it-instead/#ixzz0eH1wTqkL This is the reason why I say they are more "gray" than black market. Hey Jesper,

Thanks for commenting. I’m not trying to decriminalize Grooveshark, but they appear to have an artist royalty program (have no information that they actually pay though). Also EMI dropped their lawsuit against Grooveshark Music Service and licensed it instead:

http://www.wired.com/epicenter/2009/10/emi-drops-suit-against-grooveshark-music-service-licenses-it-instead/#ixzz0eH1wTqkL

This is the reason why I say they are more “gray” than black market.

]]> Comment on Music Listening Habits in The World of Access by Jesper Bay http://www.marklund.no/?p=1132&cpage=1#comment-2058 Jesper Bay Mon, 01 Feb 2010 08:41:08 +0000 http://www.marklund.no/?p=1132#comment-2058 Hi Arnbjörn, Thanks for sharing this summary of your report. Just for the record: There is nothing "grey" about Grooveshark. It's a pure black market non-licensed entity with no money being paid to rights holders (producers, artists, labels). Best, Jesper Hi Arnbjörn,
Thanks for sharing this summary of your report. Just for the record: There is nothing “grey” about Grooveshark. It’s a pure black market non-licensed entity with no money being paid to rights holders (producers, artists, labels).

Best,

Jesper

]]> Comment on Simon Says Fetch! by Arnbjorn Marklund http://www.marklund.no/?p=1054&cpage=1#comment-1680 Arnbjorn Marklund Tue, 22 Sep 2009 14:05:03 +0000 http://www.marklund.no/?p=1054#comment-1680 you are prolly right, he was damn fast ;) you are prolly right, he was damn fast ;)

]]> Comment on Simon Says Fetch! by rolf http://www.marklund.no/?p=1054&cpage=1#comment-1679 rolf Tue, 22 Sep 2009 12:48:58 +0000 http://www.marklund.no/?p=1054#comment-1679 By the way... thanks again for all the help! We would have been lost without you. By the way… thanks again for all the help! We would have been lost without you.

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