Brands in experiment mode lure young adults, claim a slice of creator economy pie

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 03, 2021, 3:29 PM UTC

Billboard is relying on TikTok to reach non-industry audiences rather than pushing them towards their properties.

In September, Billboard launched a singing competition featuring 12 contestants among submissions made to a hashtag challenge. The project is part of the publication’s initiative to create more consumer-facing programmes.

Billboard had also teamed up with Logitech to ideate a monthly chart featuring social media creators who helped get songs to trend and place on the Billboard Hot 100 chart. With audiences following unsigned music artists on social media, the creator economy has driven significant interest in the music business.

Billboard is seeking to reaffirm its perception as a “hybrid brand” that creates consumer-facing content, live events, and video series and focuses on the creator economy. Starting December this year, the Penske Media Corporation-owned publication will prioritise video as a format and convert magazine cover stories into video-first projects.

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