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07/04/2011 by

Will 22Tracks Leverage It’s Global Potential?

Last summer at Ibiza, I was invited to spend some time in the DJ booths of Roger Sanchez (Amnesia) and with David Guetta (Pacha). Really, I am not a groupie and a trend follower when it comes to the latest music tracks. It’s my friends that keep telling me what to listen next.

So music freaks and influencers, please leave this blog while you still can. Because next I will predict some music shizzle that you will probably not take serious from a music laggard. If appears that I was fully wrong, tell me and I will blame my influencers…

I think that the very young, Dutch DJ Nicky Romero will be a global hit any time soon. Soon could be within 1 to 3 years, I guess. Some of the world’s best DJ’s have already embraced his remixes. His finishing touch is amazing and for sure a talent to follow.

The real reason for this post is the battle with my music freak friends. They daily brag about the best music sites. From Beatport to SoundCloud, from to DanceTunes, from Spotify to Mflow.

My music friends tell me it’s about name-dropping, which seems to be an impressive move among peers. So let’s complete my list: The first P2P sites like Napster, KaZaA and BitTorrent was 1.0. We all shared music with complete strangers. In the 2.0 world music has become social and we know get inspired by our peers.

Finetune is young but cool. Pandora for the US IP-addresses only. MOG for unlimited music on demand. Runner-up might be iLike, the social music discovery service and the dominant music application on the Facebook and Google platforms- with more than 60 million registered users already.

I keep telling them that the Dutch online jukebox 22Tracks might leverage its global potential any given Sunday. They tell me I am a crazy fool, because 22Tracks is way too simple for them. I think that 22Tracks’ simplicity is their strength: less is more!

22Tracks is indeed a simple but clever online jukebox. On the online platform 22 specialized DJ’s from Amsterdam share their playlist, containing their 22 favorite tracks. The playlists of the very famous really do introduce new artists, DJ’s and tracks to a broader audience. To followers like me. If you don’t believe me, follow their blog or stay tuned at the iPhone.

What could be next for 22Tracks? 22 Music stations and 22 music styles presented by 22 local heroes from 22 cities or 22 countries. The roll-out could be quick and dirty. I believe in the global power of this concept.

Now what can CMO’s learn from the music industry and 22Tracks? Find your passionate group, segment or social VSPOT and invite fans them to join your community. Make that community something special.

If you are i.e. a sponsor of F1 or any other sport: find freaks, fans and lovers and invite them to join their peers at your online community. See the Red Bull community around Formula 1. So social media can really activate your sponsorship, 365 days.

Back to music. Please bear in mind that the old Radio “pluggers” back in the 70’s are now called viral seeders. And what CMO’s can learn from 22Tracks? Create your own online list with 22Shizzle’s and get it growing.

Other example CMO’s could love? See the community marketing strategy of Swedish House Mafia.

The music and entertainment industries can teach CMO’s more in the digital space: compelling content or a celeb in your branded online video could make it a viral weapon of mass affection, that will reach your global audience for $0,02 CPV.

Or you can create a lousy video or commercial and spend millions of Dollars to reach that same audience for $0,10 CPV.

So if you feel my music sites are very outdated, drop some URL’s below. Help me to impress my music loving peers…


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