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Adapting college marketing efforts during a pandemic
The pandemic brought with it a variety of challenges for the music industry. Beyond simply the cancellation of live events, the crisis has disrupted a variety of promotional channels as well. Here, we look at how College Marketing Reps are handling the adversity.
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The Orchard’s College Marketing Reps (CMRs) ongoing primary goal is to create awareness of The Orchard’s distributed artists and labels by building relationships with their audiences and producing unique creative content. College marketing consists of 15 reps all in different states. The team is designed to integrate strategy and perspective from a college marketing standpoint within the artist team’s overall marketing strategy for new releases. Prior to the pandemic, CMRs relied heavily on promoting artists through live events, physical promo like posters, stickers, t-shirts, and providing their community with discovery tools like playlists, live v