Music Marketer Talks Strategy
Australian transplant Pepper Meiler handles social media and marketing for country artists. The former Sony marketer says the budget makes the difference between working for larger and smaller labels because “with smaller budgets comes the ability to turn on a dime and be flexible with how you deal with the marketing of an artist.” Country music still requires a radio presence, she says. “There are ways to market an artist that can circumvent the whole radio game,” she says, “but it’s still very difficult in country music to do anything without not only radio presence, but radio success.” She sees authenticity as the most crucial element to any strategy for establishing an artist’s presence on the Internet. In Meiler’s opinion, an artist’s website has to be “home base”: It has to act effectively as a reflection of the artist because it’s “the hub from which everything else emanates.”
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