Marketing In The News: The Official Charts Company looks to ‘hook’ a new generation of chart-lovers

 Do people really check the charts anymore? That's why The Official Charts plans to enhance its website by offering more interactive features, such as allowing visitors to listen to snippets of any song that has charted and providing information about newly charted artists. Additionally they aim to create snackable video content like the "Top 10 in 60 Seconds," to appeal to casual users and encourage them to become regular chart checkers. By focusing on engaging younger users the Official Charts hopes to recreate the anticipation and excitement that previous generations felt towards the chart. To guide their efforts the Official Charts Company conducted research on the music listening habits of its audience. Surprisingly they discovered that many users viewed the chart as a way to escape algorithm-driven recommendations and discover music outside of their usual preferences. Armed with this insight the company developed a new campaign called "The People's Algorithm" to resonate with those annoyed by algorithmic suggestions.

In terms of visual identity the Official Charts is adopting a digital-first approach. The new brand color, cobalt blue and pink, were chosen to stand out on mobile devices. There will be a greater emphasis on video and short-form content, and the logo will be redesigned to align with the Number 1 award presented by the Official Charts. While embracing a modern digital aesthetic, the company also acknowledges its heritage by incorporating warm off-white tones that evoke nostalgia for physical music in the digital era.

This is huge for marketing for our generations that aren't regular chart checkers and who are always open to find new music.


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