Case Study Gig Town
Filling the silence between the supply (musicians) and the demand(music lovers). Have you ever wanted to book a live band to play at your event? The event could be an event in your neighborhood, a party, a wedding or special occasion you’re planning. Where do you start looking for a band? You can post your gig and have the available artists come to you based on your price range.
This video can help you understand the GigTown Music: https://www.youtube.com/watch?v=OJg7H7Ssbog
GigTown is a place to start your search. If you want to book a band, or you’re are a band that wants to perform, you post your question or your availability on GigTown to get started. GigTown connects local musicians, venues and fans in order to create great music. The mobile app allows users to listen to local artists’ original songs, see where they’re playing tonight, and go see them via the map. You can discover the latest and greatest artist from your hometown. They are in San Diego, Los Angeles, Seattle, Nashville and Austin, so far, connecting music fans, venues and local artist through the free app. Andy Altman started with a $3 Million investment from his dad, an executive from Qualcomm, one of the leaders in mobile technology.
Andy Saw an opportunity between the supply of music and those who play for a living, and those who want to listen to local bands. He was able to find ways to help those in need to book a cover band to play at your wedding. Or to book a band to play after the concert you saw. It also fills the space for local musicians to get heard, through samples of their music.
This week you are doing the case study on Gig Town in Chapter 4. The questions are:
- What 2 market segments are GigTown Music needing to reach? What promotional elements do you see that they are using to reach those two segments?
- Take a look at the GigTown profiles on social media, including links listed in the case. What else could they be doing with their app to drive more traffic and music, and to grow in more cities?
- What other industries do you see a gap between the supply and demand, where a mobile app could be used to connect the audiences, similar to GigTown?
The two market segments that GigTown Music are targeting are musicians and music lovers. These two target markets cut across the behavioral and psychographic market segments. GigTown app connects local musicians, venues, and music lovers in order to create great music content (Becker et al., 2016). Besides, the GigTown app allows fans to listen to local artists’ original songs, know where they are performing at, and visit their shows via the Google map. Based on this, the GigTown Music app is designed to reach the behavioral segmentation. In behavioral market segments, marketers focus on the users’ loyalty to brand, browsing habits, spending habits, previous product ratings, purchasing habits, and interactions with the brand – and this is exactly what GigTown Music app is all about (Becker et al., 2016). Under the psychographic segmentation, customers’ interests and personalities are at the center of the marketing approach. In this case, artists have hobbies, values, and beliefs that match the fans interests, personality traits, beliefs, and lifestyles. The promotional elements used by GigTown Music to reach the artists and music lovers include the mobile technology, use of apps, and free samples. Using mobile technology, musicians are connected to their fans (Becker et al., 2016). The apps have ads, showing musical offers that fans can get from buying or visiting a performance. There are also reviews that are accessible, and they aid in the promotion of music activities.
For GigTown Music to drive more traffic and music, issues like its time-consuming nature, hidden charges, and extra costs that make the cost of the gig skyrocket should be resolved. Engaging the target market in an appealing and customer-sensitive manner is required. The fact that both artists and venue can rate each other, and customers cannot rate the artists and the venue is questionable (Becker et al., 2016). The GigTown profile should be customized to allow fans leave their ratings, and leave these ratings of public view while downloading and using the app. Also, they should inspire the audience with the visuals as the firm impressions are very essential to the music app and visuals help many people to make payment decisions. Another thing the company should do is to master their social media pages to know what the audience needs and the music they need (Anurag, 2020). Through social media, they will also get the reviews on what they can do further to promote their music app. Lastly, they can bring more traffic to the app by making the content shareable and mobile friendly (Alex, 2016). Within the mobile page, many fans are using their phones to do everything, thus, making the music shareable to others can bring more traffic in to the company. When the app has more traffic, it means that many people visit the app and they can attract new customers.