Vervedeck: Targeting Its Market

VVervedeck, a leading tech-driven music marketing company, has announced the launch of RhymbaLatino – a promotional music store containing nearly 170,000 pre-licensed songs for the Hispanic audience.

With consumer expenditure on Latin-based music on the rise, RhymbaLatino aims to target the demographic behind the increase.

According to the United States Census Bureau, there were 50.5 million Hispanics in the United States in 2010 – an increase of 43 percent since the millennium.

RhymbaLatino is perhaps not the most subtle attempt to target this demographic, but it represents the influence the web is having upon proceedings in the music industry.

Digital music’s ubiquity – primarily in the form of mp3s – has coincided with a corresponding demand for increasingly accurate search engine optimisation.

The hustle and bustle of the web, alongside increasing demand for ease of access, means that the days of tireless searching for music are numbered.

This trend is hardly a recent deveopment– it has been years since we could hunt down artists by searching through genres on Amazon; it has been longer, still, since we were first able to identify a song merely by typing a few of its words into Google.

What RhymbaLatino represents is confirmation of the way we hear about music online. As opposed to searching for music, Pandora recommends a new artist based on our previous listening; Amazon boosts sales by similar means, and iTunes’ Ping service has similar goals.

RhymbaLatino’s significance is in its effort to bring the music to the listener; with so much music out there, the marketing companies are seeking new ways to target markets – is RhymbaLatino too obvious?

The first lesson of music marketing is clear for all to see: know your audience.

Vervedeck does just that, paying close attention to the United States Census Bureau’s statistics, even noting them in press releases.

In fact, RhymbaLatino’s appeal to the Hispanic community is supported by Thom Russo, the winner of 11 Latin Grammys for his work in Latin music.

His role as ‘curator’ of RhymbaLatino’s song collection is a well-intentioned marketing ploy by a music marketing company.

Samuel Agini is the editor of Andrew Apanov’s Dotted Music.