For 2 years, I have done my two commercial internships in the music industry at Universal Music France.

At first, it was to discover the industry, how it works, what are the basics to follow. Then I continued during the master for my 2 years of apprenticeship in the digital marketing space in Universal Music.

My apprenticeship is digital marketing 360 assistant for one of the most famous labels called Label Panthéon, based on back catalogue for legendary artists from France and International. It can be Charles Aznavour, Dalida, Johnny Hallyday but also The Beatles, Wings, Guns N’Roses…
Now, it’s a passion, a hobby that I have discovered and I am interested in it everyday.

Music as a creative DNA

For me, creating a sample, a track, an album is hard work. You have to give as much creativity as precision. Some artists do their album in some months, compared to others who worked for years and years.

The difference of DNA is providing a global work with harmony and that looks like the artist. Other artists that offer an album with non-harmonious tracks and collaborating with other artists. Working in the music industry is to understand the artist, creating a safe space and on time.

Identity and marketing by Rosalie OLIVIER

Working for this label is more simple for this because most of the time they are old people (or sometimes dead) and they have provided during their life a whole identity. Identities like fashion style (vintage, rock…) , music style (jazz, rock, pop…), on TV shows, pictures, press people, interviews, social media. Sometimes people were too old and TV shows didn’t interview artists, social media didn’t exist and press people.

My apprenticeship is to understand artist to create some content for social media, develop strategies, create some CRM based on contest, game, quiz do some monitoring to constantly promote their back catalog.

Engagement and Digital Environment

The power of social engagement

Before working on a back catalog I have to know if the album has experienced streams since its release or has never been successful. Working on a famous artist compared to someone that knows the songs but not the person is different. Working on a project that has been successful will help a lot because people already know. They know by the lyrics, Youtube content, social media from fans, pictures or videos of the artists. The work will be easier, faster and most of the time cleaner due to all the contents. Compared to an artist, most people don’t know him or his songs. Promotion can be followed, liker, comment, share, click on links like products, streaming, messages, UGC videos.

Managing the digital environment

A 360 project has to be coherent on all platforms. Creation of content has to be posted on all social media the artists have, promoting the project at the same time as the label who works with. Size of contents have to match with the platforms (vertical for youtube short, meta videos and horizontal for youtube videos for example). Synchronized the social media and the streaming platforms, promoting the album on both, matching colors, videos, text, CRM…Saying this it can be an automatism for some artists but not all, even more when they are old and want to keep their social media access. This synchronization will help to have a better visibility, a clear project and conversion from fans and listeners.

Conclusion

By aligning my hobby for music industry with the master in digital marketing it helps my vision of a better understanding of the different professions, a global understanding of the industry.

Also a network development, a proximity with some artists and with employees within all Universal Music France : https://www.universalmusic.fr