Category
Lifestyle
Assisted Choices
Trend cluster
Category
Ephemeral
Exodus
Musicians present fans with exclusive content through messaging apps.
3.4
Trend score
Trend
What is the Ephemeral Exodus trend?
Ephemeral Exodus: As advertising transitions from traditional mediums into the realm of mobile messaging apps like Snapchat and Tinder, music marketing is following suit with artists launching integrated campaigns that aim to connect with fans via smartphone. Highlighting the role of authenticity in driving consumer engagement, such campaigns rely on content that is presented in the same space users are communicating with friends and is less obviously marketed than traditional forms of music advertising, which falls in line with the values of Millennials and Gen Z.
Trend themes
Themes within the Ephemeral Exodus trend
Three behaviours holding the trend together01
Mobile messaging app marketing
Marketing is shifting from traditional mediums to mobile messaging apps for better consumer engagement
02
Interactive music experiences
Music professionals are offering fans interactive music experiences for better engagement and co-creation opportunities
03
Innovative use of dating apps
Brands are collaborating with dating apps for a new and effective promotional channel
Industry implications
What the Ephemeral Exodus trend means for industry
Where the trend changes the playbookFor
Music Industry
Music industry professionals can embrace interactive experiences and mobile app marketing to connect with fans and increase engagement
For
Digital Marketing Industry
Digital marketing professionals can leverage the potential of mobile messaging apps to reach consumers in an engaging manner
For
Mobile App Development Industry
Mobile app developers can innovate and create new possibilities for brands by integrating dating apps into promotional campaigns
Workshop question
What channel is your brand overlooking when it comes to marketing to its target consumer?
Trend signals
Trend signals for Ephemeral Exodus
Trend score 3.4 out of 10, from popularity 62%, activity 33%, freshness 8%.
Popularity62%
Activity33%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Ephemeral Exodus trend
5 featured examples from Oct 6, 2014 to Apr 27, 2016CategoryMarketing
Interactive Music Albums
'The DNA Project' by j.viewz Brings Fans into the Creative Process
Interactive music consumption is an opportunity for music streaming services to differentiate themselves and offer a new experience for their subscribers.
CategoryPop Culture
Dating App Marketing Campaigns
Jason Derulo Recently Launched a New Video Through Tinder
The music industry can explore partnerships with dating apps to promote new music releases and engage with fans in a unique way.
CategoryPop Culture
Dating App Album Promotions
EDM Producer Zedd Has Launched His New Album on Tinder
Artists and producers can leverage dating app platforms to promote their albums and connect with fans in a unique and engaging way.
CategorySocial Media
Messaging App Music Videos
Beecher's Fault's Snapchat Music Video Makes Use of Popular Filters
The use of Snapchat music videos presents an opportunity for musicians to reach a connected and engaged younger audience with creative and innovative content.
CategoryPop Culture
Video Sharing Music Premieres
Madonna's Brand New Music Video Premiered on Snapchat
Disruptive innovation opportunity: The music industry can utilize video-sharing platforms and short-term exclusive content to redefine how music videos are premiered and consumed.
