# Ephemeral Exodus Musicians present fans with exclusive content through messaging apps. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Apr 25, 2016 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/ephemeral-exodus ## Key Figures - Trend score: 3.4/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Oct 6, 2014 to Apr 27, 2016 - Published: Apr 25, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Alpha, Gen Z, Millennial - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Ephemeral Exodus trend ### Mobile messaging app marketing Marketing is shifting from traditional mediums to mobile messaging apps for better consumer engagement ### Interactive music experiences Music professionals are offering fans interactive music experiences for better engagement and co-creation opportunities ### Innovative use of dating apps Brands are collaborating with dating apps for a new and effective promotional channel ## What the Ephemeral Exodus trend means for industry ### For 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 for Ephemeral Exodus Trend score 3.4 out of 10, from popularity 62%, activity 33%, freshness 8%. - Popularity: 62% - Activity: 33% - Freshness: 8% ## Examples of the Ephemeral Exodus trend 5 featured examples from Oct 6, 2014 to Apr 27, 2016. - [Interactive Music Albums](https://www.trendhunter.com/trends/the-dna-project): 'The DNA Project' by j.viewz Brings Fans into the Creative Process (Category: Marketing) Implication: Interactive music consumption is an opportunity for music streaming services to differentiate themselves and offer a new experience for their subscribers. - [Dating App Marketing Campaigns](https://www.trendhunter.com/trends/jason-derulo): Jason Derulo Recently Launched a New Video Through Tinder (Category: Pop Culture) Implication: The music industry can explore partnerships with dating apps to promote new music releases and engage with fans in a unique way. - [Dating App Album Promotions](https://www.trendhunter.com/trends/producer-zedd): EDM Producer Zedd Has Launched His New Album on Tinder (Category: Pop Culture) Implication: Artists and producers can leverage dating app platforms to promote their albums and connect with fans in a unique and engaging way. - [Messaging App Music Videos](https://www.trendhunter.com/trends/snapchat-music-video): Beecher's Fault's Snapchat Music Video Makes Use of Popular Filters (Category: Social Media) Implication: The use of Snapchat music videos presents an opportunity for musicians to reach a connected and engaged younger audience with creative and innovative content. - [Video Sharing Music Premieres](https://www.trendhunter.com/trends/discover): Madonna's Brand New Music Video Premiered on Snapchat (Category: Pop Culture) Implication: 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. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)