These last weeks, I keep receiving “follow notifications” from underground record labels on Twitter. I thought it would be interesting to take a look at how they use this tool. So I choose to observe nine “major” underground compagnies that have a Twitter page: Deathwish Inc., Earache, Epitaph, Facedown, Reflections, Relapse, Think Fast!, Trustkill and Victory Records.
As these figures show, the Twitter phenomenon is something new in the underground music “industry”. Facedown Records was the first to join the movement in July 2007, but didn’t really understand how it works, posting only 42 tweets in almost two years. Victory Records was the last to join but seems to be better at tweeting, with already 80 tweets in less than three months and more than 2 400 followers!
Most of these record labels use Twitter for the same purposes: promoting new records or events, sharing videoclips and sounds, and sending updates about the label or the bands. But some of them came with better ideas. Deathwish Inc. launched a twitter account that broadcasts updates exclusively about their Sound and Fury festival, they also post random news and pictures (using Twitpic and cellphones) from their bands and staff. Epitaph Records came up with another great idea: Twitter contests.
Respond to this tweet with your fav Epitaph band to enter to win a prize! Just tweet @EpitaphRecs (band name here)! epitaph.com/artists
Facedown Records seems to use Twitter as a channel to broadcast updates on mobiles phones, but doesn’t tweet regularly. The most “mainstream” label from the list, Trustkill Records, found another original use of Twitter: tweeting the “Song of the day” everyday. This tweet comes with links allowing the followers to download (and buy) the songs from Itunes or Amazon MP3.
One thing is sure: most of these records labels still need to engage and start conversation with their followers. Deathwish Inc. and Relapse Records are really interacting with people (using @replies and sometimes even retweeting). but the others labels don’t. Another thing that really struck me is the fact that all these labels are tweeting without naming the person who is actually posting the updates. Victory Records is the only one who is clear about the person who’s in charge:
Mike at Victory Records tweets for the #1 Independent Rock Record Label. We run the streets.
Underground record labels still need to find their way in the Twittosphere. I think they’re still experimenting and trying to understand how to use this new communication channel. It would be interesting to compare this with how mainstream record labels work with Twitter and engage with their audience.