The Velvet Rope Effect: Making something seem exclusive can be a good way to make it popular. It’s the velvet rope mentality: “if not everyone is allowed in, it must be a cool place, and I want to be cool, so I want to get in.” It looks like a lot of tech startups are trying out this velvet rope strategy to help create buzz and demand for their new products, platforms and sites. For example, Spotify just launched in the U.S., first with a free invitation-only version, and SocialCam, a mobile app for sharing videos with friends, released invites using a tiered system. The question is whether or not popularity and customer loyalty remain once the allure of exclusivity is gone. NYT
Music Industry Today: Singer/songwriter St. Vincent’s new album Strange Mercy doesn’t come out until September, but fans can tweet using the hashtag #strangemercy to unlock a track and a series of videos on a dedicated website. I like some of her stuff, but I’m not really into these kinds of social media gimmicks.The Digital Age has changed a lot about the music industry, as many struggling musicians will tell you. It’s standard practice nowadays for artists and bands to have a social media presence; well, to be more precise, it’s pretty much necessary (unfortunately). How do you feel about musicians’ social media efforts? Do you like these extras that artists offer via social media sites? Mashable
Owling the New Planking: Ugh, here’s another stupid viral trend: owling. AllFacebook
Video of the Day: The Murdoch shaving cream pie incident.
Tumblr of the Day: Check out this Tumblr that collects shots of the final shot from all kinds of movies. Do you recognize them without looking at the title? The Final Image
‘Not the future’: European publishers remain steadfast in blocking alternative IDs to third-party cookies
Some European publishers believe alternatives to the third-party cookies, probabilistic or deterministic, will do more harm than good to their ads businesses.
Media Briefing: Why Leaf Group spun off its media arm into a standalone company
World of Good's newly appointed CEO Lindsey Abramo spoke with Digiday about her plans to lean into experiential and embrace niche vs. scale.
Dentsu’s latest ad report shows slowed growth, driven mostly by inflation
The good news in Dentsu's ad forecast is that there's still growth. The bad news: most of the growth is the result of inflation, while real ad pricing actually dropped a bit.
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
How chef influencer Tue Nguyen works with the BuzzFeed Creator Network
BuzzFeed's Creator Network has been valuable from an audience and production education standpoint, but Nguyen still drives most of her business on her own.
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?