The scoop on flavorful approaches to social media
ON THE MENU THIS WEEK:
NAME: Chip Schutzman
COMPANY: Miles High Productions
Chip Schutzman is president of Miles High Productions, an online music marketing and promotion company he started in 2002. Schutzman and his team develop and implement strategic and creative marketing campaigns that encompass social media and digital PR. The firm has worked with nearly 1,000 recording artists since its inception, including Barbra Streisand, Jewel, Peter Frampton, Coldplay, Madonna, Ozzy Osbourne and Heart, and dozens of record labels and music distribution entities such as EMI America, Capitol Records, Blue Note Records, Universal Music Group, Warner Brothers Entertainment, SONY-Red and more.
Schutzman is a professor of music marketing at Temple University and is a sought-after guest lecturer at prestigious academic institutions across the country.
Prior to launching MHP, Schutzman served as director of music programming for House of Blues Entertainment where he created the initial content for HOB Digital (hob.com) and was instrumental in turning hob.com into a leading live music provider on the web.
SOCIAL MEDIA URLs:
LINKED IN: Chip Schutzman on Linked In
Q: We have access to so much news on a daily basis. What kinds of information do you consume at the start of your day?
A: I start each weekday skimming through several hundred emails that are work/client related. I also have subscriptions to many music industry news sites: Lefsetz Letter, Digital Music News, Hypebot, Billboard, and many others. The news comes directly to my email box and I select which topics are of interest to me that day based on the publication/subject/article. I prioritize reading email in this order: Client and internal staff emails first for any processing/quick answers, media emails to facilitate any requests, music industry news for updates, current world news and then Facebook/Instagram for a quick browse update and to wish friends happy birthday and then university emails for admin/student responses before hitting the gym and my daily 4k run.
Q: How do you use social media?
A: Social media is how I keep up-to-date with my colleagues, associates and friends in this evolving virtual world – it’s also part of our artist offerings. Personally, I use social media to keep people informed on the latest news or updates for Miles High Productions and our clients, or I entertain colleagues with my travel schedule, which is itself a challenge. I often post live from concert events or what it’s like to tour with one of our artists (Heart), or photos to share a glimpse of my personal life mixed with work life. I attempt to keep it light, bright and entertaining. I use Facebook for updates, Twitter for news feature/shares/re-tweets (mostly from our artists) and I use Instagram for more personal items so I have all three pretty distinctive from one another. I also use Pinterest from time to time to pin photos to chapters – in particular, infographs I find interesting about the recording industry or digital/social marketing world. I’m a tad bit camera shy so I have not done too much on our company’s youtube page with the exception of a few “How-To’s” for social media and digital marketing.
Q: How has social media changed your life?
A: Professionally, it’s increased our business by over 50% and has been a great service option for our clients since 2005. I recall being one of the first 100 people on Myspace when it launched and an early adapter of Twitter and Pinterest before they were mainstream.
On a personal level, social media has at times eaten away or absorbed my life over the past few years – due to the nature of my business. Nowadays, I tend to view social media like a light switch – I turn it on when I like – I turn it off when I am overwhelmed with data/information – which tends to happen often. I try to absorb social media in bits and pieces – there’s a time and a place for it and I keep my time structured when on social media platforms.
Q: Do you think social media has enhanced or diminished our personal relationships?
A: For me personally, I think it has done both equally. Social media has enhanced some re-connections with folks I had lost touch with over the past few decades – from high school and college friends to former work colleagues to relatives. I’m closer now with several relatives and they know more about me from social media updates and vice versa. It has also diminished some relationships for me as I now only communicate with certain people through social media channels instead of spending physical time with them. Also with everyone being busier as a society, I find that social media has diminished some forms of communications and relationships over the course of time.
Q: What organizations, brands or personalities do you follow? What makes them worth following?
A: On Facebook, I belong to several public and private groups in a variety of areas. As a marketer, I’m constantly looking at various band profiles to see how they position their own social media followings. I like to see how different bands/different genres are utilizing social media for their target audience. I am an NFL fanatic so I do follow the NFL on social media to receive updates (injuries, breaking news, draft picks, etc). On Twitter, I follow [business magnate, SpaceX and Tesla Motors CEO] Elon Musk as I find his posts to be informative on his latest developments. On YouTube, I subscribe to Ted Talks to learn different presentation aspects from public speakers and on Instagram, I tend to follow Pitchfork and Billboard for artist reviews, news and updates just to see who they tend to “focus” on at the moment.
Q: What kinds of posts spark your interest?
A: I like posts that are talking about the music industry and any changes or updates and pop culture mostly. I’ve become a music industry news junkie based on habit of starting my day for the last 20+ years reading about changes in the industry. On a personal level, I like to see photos that my friends are posting that show a visual description of what’s “happening” at that very moment in their lives – to me it’s a quilt pattern on social media and each friend displays a different tactic or focus on their social media which I find fascinating. The type of posts I enjoy the most are when friends take me on a virtual vacation or travels to places I have never been.
Q: What is/are your favorite social media platform/s and why?
A: For me, Facebook is the platform that speaks to me the most and to the majority of my friends and colleagues because it is the only social media avenue where I see a majority of both friends and colleagues, as a collective, on one platform. I have been utilizing Twitter for media communications a lot more for work purposes and to showcase some of our artists by way of an editorial review.
Q: Favorite hashtag or one you’d like to see?
A: I have an internal joke with some of my colleagues and friends. I use #catchmeifyoucan to denote a business trip or a tour date with an artist.
Q: What advice would you give to a brand about how to get started with a social media program or make their existing one more effective?
A: Stick to a few favorites and avoid spreading your presence across too many platforms all at once. Pick 2-4 areas of social media focus and purpose. Determine a particular goal that you would like to accomplish for your brand on each social media platform, then harness your audience with compelling content that fits that platform best. Ensure your content is produced with the highest quality possible and develop your editorial/marketing skills with the message you would like your brand to convey.
Q: If you could follow any historical figure on social media, who would it be?
A: John F Kennedy, Christopher Columbus, or Anne Frank
Q: Cone, cup, or straight from the container?
A: Container while watching TV at home is the best! – not a cone or cupp-y kind of guy.
Q: Favorite flavor?
A: That’s an easy one. Chocolate CHIP!
Have something to add or share? Please leave a comment in the section below. Feel free to like and share on social media. And be sure to join us next week when our guest on Ice Cream Social is long-time entertainment and technology industry executive, Paula Batson, VP PR and Communications for YouNow, a live stream video chat application that features broadcasters from around the globe.