Home' Trinidad and Tobago Guardian : August 13th 2015 Contents From Kanye West to Taylor Swift to Rihanna,
more and more musicians are debuting audio,
photo and video content on Twitter to boost mar-
keting efforts without spending big bucks.
The social networking platform has also been
used by The Rolling Stones and Diana Ross, who
recently created accounts to connect with millen-
West unveiled his new album title on Twitter in
February. In the same month, Lady Gaga used Twit-
ter s new video product tool to announce her role
on the upcoming season of FX s American Horror
Other musicians are also using the social media
service to sell merchandise.
THE BEAT GOES ON
From Michael Jackson to R&B singer
Aaliyah, the musical spirit of deceased acts
has found life on Twitter, thanks to estate
owners and record labels keeping followers
of the late performers informed through
The 1.8 million people who follow
Jackson, who died in 2009, are con-
stantly being updated with new music
and videos related to the pop icon.
In May, Epic Records and Michael Jackson s
estate premiered the singer s A Place With No
Name on Twitter. The tweet has garnered more
than 2.7 million views, and Jackson s account
gained 136,000 followers in a day.
A spokesperson said Jackson s estate looks
for different ways to attract new fans.
"Twitter s team was very enthusiastic about
the new material, and their methodology and
ability to communicate worldwide made the
release of new Michael Jackson material a global,
groundbreaking event, which is befitting the King
of Pop," the spokesperson said in an email.
Drake and Kendrick Lamar both
announced their latest projects on Twitter ear-
lier this year, posting a link to iTunes so buyers
could purchase their respective albums. The tweets
helped drive clicks to their actual iTunes, making
it the only option to purchase any of their songs
or album on that particular day.
Both rappers found success in their unexpected
releases. Drake s If You re Reading This It s Too
Late received more than 1.5 million mentions within
a 24-hour period, helping him sell around 500,000
units. Lamar s announcement drove more than
285,000 clicks to his iTunes link.
Other artists such as girl group Fifth Harmony
and up-and-comer MOD SUN, whose sound blends
rap and rock, have also taken advantage but in
another way using the Buy Now feature.
Fifth Harmony sold out of merchandise during
the band s appearance at the Kids Choice Awards.
Each group member tweeted music and merchandise
bundle offers, then retweeted their posts on the
group s main handle, which has 2.3 million follow-
"This is a place where they can talk with their
fans and interact with them. Back in the day, some-
thing like this wasn t available. Now you know
what your favorite stars are doing," said Lisa Kasha,
senior director of digital and social media at Epic,
the group s label home.
MOD SUN used Buy Now and quickly converted
followers into customers. He connected with fans
months ahead of the March release of his album
Look Up with a real-time listening party and Sound-
Cloud audio card.
MOD SUN showcased merchandise, releasing
four products through a Twitter flash sale and
eventually sold out of stock. (AP)
Guardian www.guardian.co.tt Thursday, August 13, 2015
Acts find unique
ways to sell music,
reach fans on Twitter
England to test
Motorists will be able to recharge their cars
as they drive if a scheme being proposed by
Highways England comes to fruition.
The government agency has announced plans
to test wireless power-transfer tech that it
hopes to build under the country s motorways
and major A roads.
It has already completed a feasibility study
and is now asking companies to tender bids to
host off-road trials.
But one expert questioned whether such a
scheme would be cost effective.
South Korean tests
Charge-as-you-drive technologies have
already been pioneered elsewhere.
In 2013, the South Korean town of Gumi
switched on a 12km (7.5 miles) route that allows
buses with compatible equipment to be charged
as they drive over it.
It works by a process called Shaped Magnetic
Field In Resonance. Electric cables buried under
the road are used to generate electromagnetic
fields, which are picked up by a coil inside the
device and converted into electricity.
Last year, Milton Keynes also began use of
a more limited scheme, which involves buses
being wirelessly recharged via plates installed
into road. In this case, however, the vehicles
have to stop for several minutes at a time to
receive the power boost.
"What has been committed to is that by 2016
or 2017 we will hold off-road trials - in other
words not on a public road," Stuart Thompson,
a spokesman for Highways England, told
"It s still very early days. Where
exactly the trials will be has yet to
Highway England says full
details will be publicised once a
contractor has been appointed.
It aims to run the experiments
for about 18 months before decid-
ing whether to commit itself to
an on-road trial.
"The potential to recharge low
emission vehicles on the move
offers exciting possibilities," com-
mented Transport Minister Andrew
"As this study shows, we continue
to explore options on how to improve
journeys and make low-emission vehi-
cles accessible to families and business-
However, the director of Cardiff Business
School s Electric Vehicle Centre of Excellence
"It makes sense to try it out, and the tech-
nology does obviously work," commented Dr
"But it sounds very ambitious to me. Cost
will be the biggest issue and I m not totally
convinced it s worth it.
"Battery technology is increasing---if you look
at what Tesla has achieved in recent years, it
keeps adding more [travel] range to battery
technology roughly every six months. So, it s
not clear there s even a need for this."
Even if the plan ultimately comes to naught,
Highways England is also committed to
installing plug-in charging points every 20 miles
(32.1km) on its motorway network over the
Links Archive August 12th 2015 August 14th 2015 Navigation Previous Page Next Page