Ace of Base: Marketing Pop on the Internet

Like I never tire from saying, the Internet is a great tool that can be used in uncountable ways to promote basically any product, and music is no different from any other product. There are many sites and applications which can help publicize music, and it’s just a matter of knowing them and using them correctly to get what you need. For example, Ace of Base (of which my friend Ulk Ekberg is one of the founders) have a new album, The Golden Ratio, and they are using all these tools to make their music reach every corner of the world.

Twitter is one of the basics, because it permits the band to inform about anything new that’s going on in a short, easy, straight-to-the-point manner, so that any fans that follow then instantly know if there are new photos on the site, where the latest concerts are taking place, or where to listen to the new single. Ace of Base use their Twitter account quite regularly to keep all of their fans updated on the latest news like iTunes reviews on their new album, new photos… The best thing about Twitter is that it’s simple and quick to use, so it’s perfect for spreading the word quickly.

Facebook is another excellent platform for this, mainly because practically everyone has a Facebook account, and it’s got so many ways of sharing all kinds of stuff that it’s perfect to publicize a band. Ace of Base have their Facebook full of photos, thousands of comments on their Wall, a music player with some of their songs, info on the band and it’s members… All the information you need in a platform everyone knows and uses.

Ace of Base also have an official webpage that they always keep updated. On it you can find more specialized information on the band, like the biography, discography, news, and even links to buy the album either as a CD or as downloadable tracks to upload onto your mp3 player directly.

Last but not least, Ace of Base have put out a great widget with a piece of each of their latest tracks, which you can embed on a blog, on a website, on Facebook…

and here’s their new videoclip from their Youtube channel, where you can also see older material and the making of their new video.

• music
• social networks