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Justin Timberlake’s New Video ‘Take Back the Night’ Marks New Era In Music Marketing

For years record labels have marketed albums in a traditional way, but today in 2013 “The Times They Are a-Changin’.” In an era where the music business is suffering, innovation is the only way out!

This week was the world premiere of Justin Timberlake’s awaited “Take Back the Night” video.  The song is the first single from “The 20/20 Experience – 2 Of 2” and is in the top 10 in 20 markets on iTunes. In order to promote its debut JT’s team decided to take it to the next level and create an interactive experience for fans on

Fans can now go on virtual journey throughout the streets of New York City on JT’s ride, a 1970 Chevelle SS, which according to the site is one of the singer’s favorite classic American cars. The trip went from the legendary Yankee Stadium to historic locales in Chinatown and in every stop the user could click on highlighted locations to unlock secrets of the video.

In order for the photos, fun facts and ultimately the video to be unlocked for viewing on the site, fans were asked to tweet #TakeBackTN. The official video was revealed this week and it already has close to 2 million views on YouTube. Check it out here!

Timberlake isn’t the only kid on the block using new ways to get their music out there. Kanye West and Katy Perry are also charged as guilty.

Last Monday, Kanye released the official video for “Blkkk Skkkn Head” on in which he is an avatar.  According to the rapper’s site, the video itself is an interactive experience that allows the user to adjust the motion speed and sound of the video. In addition, fans can also take still images of the video which can be synced, posted and shared throughout all online and mobile social platforms – which works as the video’s main form of promotion.

Katy Perry, on the other hand, chose to go down a little less digital road. According to Entertainment Weekly, yesterday the singer let out a big gold monster loose in the streets of Los Angeles, a gold-platted truck stating: “Katy Perry ● Prism ● 10/22/13” – which I’m guessing and hoping is the announcement of her new album!!

Nonetheless, even celebs took notice:


Yesterday, the singer acknowledged her marketing technique and tweeted:


I can’t wait for the truck to hit NYC!

Today’s world is extremely social-media oriented and these music marketing techniques really take the fan’s involvement to newer heights, and in return give artists more exposure. So as the they say, third’s time the charm, and people we have three separate artists whose teams are taking music marketing to the next level. It is now safe to predict that more artists will join the grand marketing movement in the future. The next one I’ll be looking out for is Justin Bieber since the singer’s manager, Scooter Braun, promised “to release [Bieber’s] songs in a different way than the normal album.”

Back on the topic of Timberlake though, the singer will kick off “The 20/20 Experience World Tour” on October 31st in Montreal, QC and will make a stop in Brooklyn’s Barclays Center on Nov. 6.

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