September 27, 2006

Music Viral Marketing Strategy [7:47 am]

Rap’s Captive Audience - pdf

They have no hope of cracking mainstream radio or MTV with songs like “They Hate Us” or “I’m a Wood,” in which they rap menacingly about blasting enemies with shotguns. Further limiting their commercial prospects, their August album, “The Streets Will Never Be the Same,” boasts of the group’s affiliation with the Woods, a white power prison gang.

So the Arizona-based group’s label is using a viral marketing technique to create word of mouth. Its goal is to connect with an influential constituency of taste makers.

Namely, people behind bars.

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