• by David Goetzl  @dgoetzl, May 3, 2011

A record label obviously has massive amounts of content from song clips to music videos, but capitalizing on that to help acquire email addresses might be better utilized.

Anna Lee, who works in digital consumer marketing at the Universal Music Group, cited an example of how social media helped the marketer use a content asset to build an email list.

A Latin label within UMG noticed that conversation on Facebook and Twitter had people hungering for lyrics for a coming release. So, a program was set up for if people signing up for an email, the lyrics could indeed come early.

"It was just another way to use the content that we already have" for subscriber acquisition, Lee said.