![]() ![]() ![]() Companies who have been outsourcing their production work in the past have been turning to onsite rapid prototyping tools and affordable precision tools to get the job done efficiently and reliably. The importance of moving manufacturing of products to the US and working with companies like ShopBot (designed, built, sold, and supported in Durham, NC USA) is more important than ever to shorten lead times for delivering products and get some control over supply chains. While this year’s event was not as large as the NAMM 2020 event, we heard again and again that business is booming for manufacturers of musical instruments and accessories. Mark's company, Wood Violins, is currently making electric violins with the help of a ShopBot Desktop MAX ATC. Special guest performer, Mark Wood, charms the crowd at the ShopBot booth. Throughout the 3 days of the event, historically hosted in January and just reinstated since the 2020 event, the energy and enthusiasm were palpable. “Our tests so far suggest that this will generate two or three times additional sharing over social,” he said.Once again, music enthusiasts, merchants, students, musicians and more, brought NAMM 2022 in Anaheim, CA to life. He also trailed some of Vizu.al’s next features, including the ability to add ‘personalised insertions’ to videos: for example, pre-processing a mailing list and ensuring that each fan gets a video clip with their name dynamically inserted into it. “Email could and should be looked at as the conduit to the other platforms and channels, as well as trying to convert some of those other channels to email addresses,” said Highsmith. If they then clicked a button there and shared the details to social media, they unlocked the remaining six tracks. Meanwhile, Devil Makes Three promoted a new album to their 55,000-strong mailing list with an email containing a ‘listen now’ button taking fans to a page to listen to the first six tracks. “Within a 72-hour period they had 3,000-plus email addresses signed up, and a lot of buzz,” said Highsmith. They encouraged their 20,000-plus Twitter fans to sign up with the promise that they’d get an email every day with a new lyric-video clip of a track from their new album. ![]() Simple Creatures started their campaign with no mailing list, but wanted to populate one from social platforms. “Once you lose them from an email, they’re gone. “They sold more than 50% more tickets using our approach,” he said. He added that when Trans Siberian Orchestra A/B tested Vizu.al’s embedded-video tech against a mailout sending fans to a website. Highsmith sees email as “that tap on the shoulder to remind people that something’s available” – including providing a video snippet that will lure them to whatever the something is. “You can learn all sorts of things when an email is opened… but the music industry is a bit behind on using a lot of the science from this data.” “Email is an important channel: a lot of artists come to us because they see it as one of their strategic backbones,” he said. ![]() US firm Vizu.al has built a client list of more than 300 artists, labels, festivals and agencies with its technology that’s capable of embedding video (and audio) within emails sent out to mailing lists.įounder Matt Highsmith spoke at Music Ally’s Sandbox Summit conference in New York today, showing examples of campaigns that the company has powered for artists including Tiesto, Trans Siberian Orchestra, Simple Creatures and Devil Makes Three. ![]()
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