With the continuing growing impact of social media sites like Twitter, Facebook and YouTube it is not a surprise that more artists are embracing these sites. Take the recent marketing campaign for Rihanna’s upcoming album Talk That Talk as an example. The unlock mission started on September 20TH with focus primarily on Facebook. The goal was to like the new missions and each mission lead to a new clue about the upcoming album. By Rihanna fans (Rihanna Navy) liking the missions they were getting a sneak peak of the new album.
There is no doubt that this was a huge success for Rihanna. The first single of the album “We Found Love” became her 11th number 1 charting single and making her one of the fastest artists to achieve 20 Billboard Hot 100 top 10 singles. The music video has only been out about 3 weeks and has over 40 Million views on YouTube. According to Billboard Social 50 Rihanna ranked at 10 before the unlock campaign and now she is currently number 3 on their list. This campaign increased her likeness on social medium sites, she gained over 1 million followers on twitter totaling over 9 million and she gained 750,000 likes on her artist fan page now totaling over 47 million on Facebook.
MTV recently coined the Talk That Talk album as the Best Pop album of the year but it hasn’t even been released yet! The album release date is set for November 21st but fans can pre-order the album through iTunes. With the success of this campaign it will be interesting to see if other artists will follow in Rihanna’s footsteps of using social media to market their upcoming albums.
Rihanna Social Marketing Sites:
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