This is a repost of an article from Myspace’s ArtistHQ
Travie McCoy is part of a generation of savvy young artists who understand how to use social media to their advantage. In July, Travie dropped his debut solo album, Lazarus, which was met with both critical praise and commercial success. Lazarus peaked at number 25 on the Billboard Hot 100, due in part to McCoy’s strong social media presence. ArtistHQ caught up with Adam Samiljan, Senior Director of New Media at Travie’s label, Fueled By Ramen, to get Adam’s insights into how Travie built a resonant buzz online.
As Samiljan explains: “For Travie, one of our biggest tools was his Twitter account. Because of his charity work with MTV’s Staying Alive campaign, Twitter selected Travie as one of their recommended followers during the time that Twitter’s popularity was exploding.” Apparently, sometimes good things do happen to good people. Travie’s philanthropic pursuits resulted in an unexpected personal benefit: a recommendation by Twitter that helped the young artist reach over 1.2 million followers. On Twitter, Travie kept his fans engaged, posting as often as 5 times a day and interacting via the @ symbol.
Travie’s homepage and MySpace account are hubs for content with new stories posted daily. Like and Retweet buttons embedded directly on Travie’s official site make it easy for fans to share content from Travie’s page with their friends. Samiljan indicates Facebook’s role in their overall promotion strategy: “We hosted the Lazarus album premiere on Travie’s Facebook and directed his fans there to hear the album after becoming a fan. We also used targeted Facebook ads to hit up fans that had recently seen him on tour or heard the ‘Billionaire’ single on the radio.”
Although Fueled By Ramen’s focus was on Travie’s homepage and his presence on the big three social media sites, they also took advantage of other smaller social sites, including tumblr and Headliner.fm. On tumblr, Fueled By Ramen staged a contest where fans had the chance to win a gift bag containing Travie’s entire discography. Fueled By Ramen also recruited social recommendation site Headliner.fm to help promote Lazarus. On Headliner, Travie was promoted to over 5 million new music fans. “Headliner made it incredibly quick and easy for us to help Travie McCoy’s ‘Billionaire’ single reach over 5 million new fans. We got amazing results from the campaign…hits on the music video, music downloads and new followers on Twitter.” said Samiljan.
Travie McCoy’s success hasn’t happened miraculously overnight, but rather shows an excellent strategy and dedicated hard work. Social media is one element in the larger picture of that success, and Travie and his label, Fueled By Ramen, have labored diligently to forge strong connections with fans via social media. By engaging with fans on Twitter, Facebook, Travie’s official website and emerging sites like tumblr and Headliner.fm, Travie produced an exemplary social media campaign.