Content Marketing Blog

Local music awards focuses on social media

Australia's leading music awards will have a stronger social media focus this year than ever before.

In an attempt to re-engage the Australian audience, the Australian Record Industry Association (ARIA) awards will be broadcasted on the digital network GO, as well as being streamed live to both the internet and mobile phones.

Leading the technology push is the association's chief executive officer Dan Rosen, who took on the role just one year ago.

Mr Rosen told The Australian that the industry awards needed to reflect the way music itself was consumed, as well as to extend interest in the association beyond the single-night event.

"One-third of all music purchased is digital [and] music fans are increasingly on social networks," Rosen said.

"What we are seeing with TV is that people are engaging with that second screen … The web has completely revolutionised viewing."

The 25th anniversary of the awards ceremony marks a time in the industry when digital music sales – both singles and albums – are now recognised with its own separate ARIA chart.

This year saw a dedicated Facebook page – now with more than 16,200 fans – created for the event as part of the new content marketing drive.

The social media success also spread to Twitter and YouTube – the announcement of this year's Hall of Fame inductees Kylie Minogue and the Wiggles was a trending Twitter topic, while the video sharing website featured the ARIA's in their Spotlight playlist.

According to Mr Rosen, this year's event is considered the beginning of an era that will continue to embrace emerging technology and social tools.

"The one thing we know is that technology is not going to be standing still," he commented.