By now it’s perfectly clear that music and social media go hand-in-hand, just ask the 135 million avid fans that make up the user base of the globe’s most popular social streaming music services. Music is undeniably better shared and social media now not only offers greater access to content and deeper access to your favourite acts, but also an increasing array of ways to make music personal, sharable and ownable.
With this in mind we’ve seen a steady string of brands that are finding new ways to leverage music content across Facebook and Twitter; from clever apps (Toyota’s Rap you Rants and Heineken's Facebook Valentine serenade) to socially streamed concerts (Intel with Tiesto and American Express with Jay-Z) and social music gamification (Durex’s Sync promotion).
Social media is ultimately about stories, both the big and the seemingly innocuous, and some brands have attempted to give these micro life stories their own soundtrack. A notable example here was Tweetagram, a campaign from Orange a couple of years ago, which converted user tweets into singing telegrams within a few hours. AT&T is also running a similar initiative at the moment to celebrate a Facebook milestone, creating songs about its Facebook fans with a live band over 48 hrs.
However, one of the more interesting conversions of social chatter into music came courtesy of Red Bull recently in Melbourne, with Beat Suite Tweets, an interactive algorithm that converts tweets into beats based on an analysis of mood. This ‘sentiment analysis engine’ turned even the most banal of 140 characters into bespoke beats that could be shared among friends. It’s a simple yet clever little app, connected to a much grander live event that - in typical Red Bull style - fused together an eclectic mix of musical genres, with the app itself highlighting just how attached music is to our emotional status.
In many way we are just looking at the tip of the social music iceberg in 2012, and we envisage brands forging a much deeper connection between music, personalisation and the 'stories people find themselves in' as our social media lives become increasingly musical.