Aaaaah l’ère des médias de masse et de la communication intensive… Comment y échapper ? Automobile, agroalimentaire, mode, il semblerait bien que tous les secteurs se soient adaptés à cette nouvelle tendance et ce n’est pas le marché de la musique qui prouvera le contraire !
Que ce soit en France ou à l’étranger, nos artistes préférés redoublent de créativité pour se différencier et toutes les excuses sont bonnes pour être sur les devants de la scène. Pourtant, parmi cette omniprésence médiatique, certains ont décidé de se faire plus discrets… Mais, comment peut on vendre un album si on n’en parle pas ? C’est bien là toute la question du marketing de rareté !
Le marketing de rareté QUESACO ?
« Le marketing de la rareté est une pratique qui consiste à créer artificiellement la rareté dans la distribution ou la production d’un produit ou service ou de profiter de sa rareté réelle. »
Autrement dit, lorsque vous vous baladez sur le site d’une compagnie aérienne et que vous voyez apparaitre un message « Dépêchez-vous, il ne reste plus que 3 places à ce prix ! », il s’agit en fait d’une campagne de marketing de rareté ! A l’origine, cette stratégie était majoritairement utilisée dans le domaine du luxe. L’intérêt ?
- Plus un produit est perçu comme « rare », plus il va susciter du désir et plus les personnes qui pourront l’acquérir se sentiront satisfaites et privilégiées
- Les consommateurs sont prêts à dépenser plus pour un produit « rare »
- Un sentiment d’urgence se créé ce qui tend à favoriser les achats d’impulsions
Vous comprenez pourquoi les entreprises apprécient cette stratégie ? Et bien c’est pareil dans l’industrie de la musique. Pour sortir du lot, certains artistes ont décidé de briser les codes de la communication : FOCUS !
Nekfeu, de surprises en surprises
Revenons quelques années en arrière, le 1er décembre 2016, date à laquelle Nekfeu se produit à l’Accor Hotel Arena de Paris pour le dernier concert de sa tournée Feu Tour. Durant le show, chaque spectateur a eu la surprise de recevoir un SMS au moment où la pochette d’un album intitulé Cyborg apparaissait sur un écran géant derrière l’artiste. Et oui, Nekfeu sortait bel et bien son nouvel album et c’est son public Parisien qui allait avoir la chance d’entendre le premier titre Squa, en exclusivité ! Une stratégie menée à la perfection puisque cette annonce a non seulement permis à Nekfeu de fidéliser sa communauté en leur donnant une impression d’exclusivité et de privilège mais également de faire parler de lui. En effet, Cyborg n’a bénéficié d’aucune promotion. Nekfeu n’a pas fait d’interview ni de publicité, il n’est pas apparu dans les médias, seuls le bouche à oreille et le buzz créés par son annonce ont suffit à faire connaitre l’album qui est aujourd’hui triple disque de platine !
Mais après l’euphorie de cette nouvelle et le plaisir de pouvoir écouter Cyborg en boucle… Plus rien. Si ce n’est quelques concerts en festivals et des collaborations avec d’autres artistes français, Nekfeu cultive le silence et s’absente sans évoquer l’arrivée d’un éventuel prochain album.
Jusqu’au 15 mai 2019, soit 3 ans après la sortie de l’album Cyborg. Ce jour-là, Nekfeu sort enfin du silence en diffusant sur sa chaine YouTube la bande annonce de son film documentaire « Les étoiles vagabondes », qui allait sortir au cinéma le 6 juin 2019… Pour une projection unique ! Et là encore, une exclusivité attend les fans puisque le documentaire annonce en fait la sortie d’un nouvel album sur les plateformes de streaming. S’en suivra une série de surprises dans les semaines suivantes avec la sortie de l’album physique dans un packaging des plus futuristes et l’annonce d’une expansion à l’album « Les étoiles vagabondes », le tout sans aucune promotion de la part de l’artiste.
Entre absence prolongée et retour fracassant, Nekfeu n’a pas fini de nous surprendre !
PNL, les rois du silence
Comment aurions-nous pu écrire un article sur le marketing de la rareté dans le secteur de la musique sans parler du groupe incontournable PNL ?
Dès la sortie de leur premier EP en mars 2015, les deux frères Tarik et Nabil Andrieu – plus connus sous leurs noms de scène Ademo et N.O.S – ont fait le choix de briser les codes de la communication en optant pour une stratégie de silence et de provocation. En effet, alors qu’ils étaient attendus pour participer à l’émission Planète Rap de Skyrock, les deux frères ont préféré envoyer un singe à leur place… La couleur était annoncée ! Alors que le groupe maintient cette stratégie de « 0 promotion, 0 interview » auprès des médias, il s’avère beaucoup plus bavard sur les réseaux sociaux. En ligne, les frères entretiennent une réelle relation avec leur communauté et génèrent de nombreux dialogues notamment grâce à leurs teasings, tous plus créatifs les uns que les autres.
On citera par exemple cette campagne d’affichage durant laquelle PNL avait placardé la ville de Paris d’avis de recherche sur lesquels un numéro de téléphone permettait aux fans d’entendre les premières notes du morceau Béné ou cette journée où le public a pu assister à une diffusion de la planète Terre se rapprochant progressivement, jusqu’à l’atterrissage annonçant la sortie d’un nouveau clip le soir même sur leur chaine YouTube.
Bref, ces coups de communication étant rapidement relayés sur les réseaux sociaux, les fans favorisent les interactions avec le groupe en créant et partageant leurs contenus.
A travers les histoires qu’ils racontent, les thèmes abordés dans leurs chansons et les expériences qu’ils font vivre à leur public, les deux frères manient l’art du storytelling à merveille et ils ont réussi à créer un univers tout entier autour de leur groupe. C’est d’ailleurs cette forte identité qui leur a permis d’impliquer et de fidéliser leur communauté à tel point qu’elle en devient finalement, ambassadrice de la marque sur les réseaux sociaux.
Alors selon vous, les rappeurs français… Plutôt stratèges d’un jour ou véritables experts de la comm’ ?
Candice
PS: Retrouvez d’autres articles liés à la culture ici !
Très intéressant!
Article très intéressant et très bien écrit ! Au plaisir de lire vos prochaines contributions!
Sujet très bien exposé et didactique. Je ne connaissais pas cet aspect du marketing et les exemples choisis sont très pertinents ! Bravo.
Bien documenté, merci. A la lecture, cela m’a rappelé la stratégie de communication des Daft Punk à leur débuts !
Vraiment intéressant. Une forme de marketing qu’on a tord de sous-estimer. Son intérêt est vraiment bien expliqué dans cet article.
Superbe article, intéressant et cultivant pour moi paf exemple qui à appris de votre travail. Bravo.
964892 405142I really prize your piece of work, Great post. 603322
Do you have a spam problem on this blog; I also am a blogger, and I was curious about your situation; many of us have created some nice practices and we are looking to exchange techniques with other folks, please shoot me an email if interested.
575271 274039Hello, you used to write magnificent, but the last several posts have been kinda boringK I miss your super writings. Past few posts are just a bit out of track! come on! 888297
Hello very nice website!! Guy .. Excellent .. Wonderful .. I will bookmark your website and take the feeds additionally…I am happy to seek out so many useful information here within the post, we’d like develop more techniques in this regard, thanks for sharing. . . . . .
Your house is valueble for me. Thanks!…
Hi there, You have done an excellent job. I’ll definitely digg it and personally recommend to my friends. I am sure they’ll be benefited from this website.
Thank you for every other great article. Where else could anyone get that kind of information in such a perfect way of writing? I have a presentation subsequent week, and I’m at the search for such info.
Utterly indited content material, Really enjoyed examining.
This really answered my problem, thank you!
Pretty great post. I just stumbled upon your blog and wished to say that I’ve really loved surfing around your blog posts. After all I will be subscribing in your rss feed and I am hoping you write once more soon!
Very interesting points you have noted, thankyou for posting.
You must participate in a contest for the most effective blogs on the web. I will recommend this site!
I’m not sure where you are getting your info, but good topic. I needs to spend some time learning more or understanding more. Thanks for fantastic information I was looking for this information for my mission.
Just wish to say your article is as surprising. The clarity in your post is simply nice and i could assume you’re knowledgeable in this subject. Fine together with your permission allow me to clutch your feed to keep updated with approaching post. Thank you a million and please continue the enjoyable work.
Thanks, I’ve recently been searching for info about this subject for ages and yours is the best I have discovered till now. However, what concerning the bottom line? Are you certain concerning the source?
You should take part in a contest for one of the best blogs on the web. I will recommend this site!
F*ckin’ remarkable issues here. I’m very happy to peer your article. Thanks a lot and i’m having a look ahead to contact you. Will you kindly drop me a e-mail?
Hi! I know this is somewhat off topic but I was wondering which blog platform are you using for this site? I’m getting sick and tired of WordPress because I’ve had issues with hackers and I’m looking at alternatives for another platform. I would be great if you could point me in the direction of a good platform.
Hello There. I discovered your blog using msn. This is an extremely smartly written article. I’ll make sure to bookmark it and return to learn more of your helpful information. Thanks for the post. I will certainly return.
Thanks for a marvelous posting! I quite enjoyed reading it, you are a great author.I will be sure to bookmark your blog and will come back in the foreseeable future. I want to encourage continue your great job, have a nice afternoon!
Real good visual appeal on this web site, I’d rate it 10 10.
Nice read, I just passed this onto a colleague who was doing some research on that. And he just bought me lunch since I found it for him smile Thus let me rephrase that: Thank you for lunch! “Dreams are real while they last. Can we say more of life” by Henry Havelock Ellis.
It is perfect time to make some plans for the future and it’s time to be happy. I’ve read this post and if I could I desire to suggest you few interesting things or advice. Perhaps you can write next articles referring to this article. I want to read more things about it!
I have not checked in here for a while as I thought it was getting boring, but the last few posts are good quality so I guess I will add you back to my everyday bloglist. You deserve it my friend 🙂
Some truly nice and utilitarian info on this internet site, also I believe the design and style contains great features.
I have been exploring for a little for any high-quality articles or blog posts on this kind of area . Exploring in Yahoo I at last stumbled upon this website. Reading this info So i am happy to convey that I have a very good uncanny feeling I discovered exactly what I needed. I most certainly will make sure to do not forget this web site and give it a look on a constant basis.
We are a bunch of volunteers and opening a new scheme in our community. Your web site offered us with helpful info to paintings on. You have done an impressive job and our whole group will probably be thankful to you.
Appreciate it for this post, I am a big big fan of this web site would like to continue updated.
Some truly nice stuff on this web site, I enjoy it.
Super-Duper blog! I am loving it!! Will come back again. I am bookmarking your feeds also
I like this web site because so much utile material on here : D.
Enjoyed reading this, very good stuff, thankyou. “Nothing happens to any thing which that thing is not made by nature to bear.” by Marcus Aurelius Antoninus.
You can definitely see your skills within the paintings you write. The sector hopes for even more passionate writers such as you who aren’t afraid to say how they believe. At all times follow your heart. “If the grass is greener in the other fellow’s yard – let him worry about cutting it.” by Fred Allen.
It’s really a cool and helpful piece of info. I am happy that you shared this useful information with us. Please keep us up to date like this. Thanks for sharing.
Very interesting points you have noted, thanks for posting.
I do agree with all of the ideas you have presented in your post. They are really convincing and will definitely work. Still, the posts are very short for starters. Could you please extend them a bit from next time? Thanks for the post.
It’s arduous to search out educated individuals on this matter, but you sound like you already know what you’re speaking about! Thanks
Lovely site! I am loving it!! Will come back again. I am taking your feeds also.
We stumbled over here coming from a different page and thought I should check things out. I like what I see so now i am following you. Look forward to checking out your web page for a second time.
It’s a pity you don’t have a donate button! I’d most certainly donate to this brilliant blog! I guess for now i’ll settle for book-marking and adding your RSS feed to my Google account. I look forward to brand new updates and will share this blog with my Facebook group. Talk soon!
Hi there I am so happy I found your web site, I really found you by mistake, while I was researching on Digg for something else, Nonetheless I am here now and would just like to say thanks for a tremendous post and a all round entertaining blog (I also love the theme/design), I don’t have time to browse it all at the minute but I have book-marked it and also added your RSS feeds, so when I have time I will be back to read much more, Please do keep up the superb work.
Whats Happening i am new to this, I stumbled upon this I have found It absolutely helpful and it has aided me out loads. I am hoping to contribute & aid different users like its helped me. Great job.
I have been absent for a while, but now I remember why I used to love this site. Thanks , I will try and check back more frequently. How frequently you update your site?
I got what you intend,saved to my bookmarks, very decent internet site.
Rattling nice style and good content, absolutely nothing else we want : D.
338712 301540Hi there for your individual broad critique, then again particularly passionate the recent Zune, and in addition intend this specific, not to mention the beneficial feedbacks other sorts of every person has posted, will determine if is it doesnt answer you are looking for. 120737
Whats up very cool web site!! Man .. Beautiful .. Wonderful .. I’ll bookmark your site and take the feeds alsoKI’m happy to find a lot of helpful information right here in the submit, we need develop more techniques on this regard, thanks for sharing. . . . . .
I precisely had to appreciate you all over again. I do not know the things that I could possibly have used without the type of ways documented by you directly on such subject. This has been the hard condition in my position, however , coming across a skilled tactic you solved the issue forced me to weep with happiness. I am just thankful for the guidance and in addition hope that you really know what a powerful job your are putting in training other individuals through your web site. Most likely you’ve never met any of us.
Real superb visual appeal on this site, I’d value it 10 10.
Howdy! This is my first visit to your blog! We are a team of volunteers and starting a new initiative in a community in the same niche. Your blog provided us useful information to work on. You have done a marvellous job!
whoah this weblog is great i really like studying your articles.
Keep up the good work! You know, a lot of people are hunting around for this
info, you can help them greatly.
Appreciating the time and energy you put into your site
and in depth information you provide. It’s great to come across a blog every once in a while that isn’t the same old rehashed material.
Excellent read! I’ve bookmarked your site and I’m
adding your RSS feeds to my Google account.
I was recommended this blog by my cousin. I am not sure
whether this post is written by him as no one else know
such detailed about my trouble. You’re incredible! Thanks!
Heya i’m for the primary time here. I came across this board and I in finding It really helpful & it helped me out a lot. I hope to provide one thing again and aid others such as you aided me.
Hmm is anyone else having problems with the images on this blog loading? I’m trying to figure out if its a problem on my end or if it’s the blog. Any feedback would be greatly appreciated.
Thank you a lot for sharing this with all folks you
really realize what you’re speaking approximately!
Bookmarked. Please additionally discuss with my web site =).
We will have a link trade contract between us
Hi there very cool site!! Man .. Beautiful .. Amazing .. I’ll bookmark your blog and take the feeds additionally?KI’m glad to seek out so many useful information here in the post, we need work out extra techniques on this regard, thank you for sharing. . . . . .