Mixing music and social media – success stories from Sony, SingTel and Hewlett-Packard
Low Lai Chow
When Sony Music ran a 15-second spot during Saturday Night Live, the late-night American comedy show, it quickly realised the power of social media. The commercial simply contained an excerpt from the forthcoming album "Random Access Memories" by French electronic music duo Daft Punk, but the response was much more substantive.
"Within 24 hours, there were literally thousands of versions of that 15-second snippet on YouTube," said Ole Obermann, executive vice president of digital partner development and sales for Sony Music Entertainment, while speaking...