Blogs are better marketing tools than sites like MySpace because bloggers are more influential.
Hmmmmm.....do you agree? My point wasn't so much that Jewel should ditch MySpace(she shouldn't, but then again, she shouldn't concentrate her promotional efforts there, as that's not where HER target market is) and go after blogs, just that her MySpace poster promotion was really a waste of everyone's time, including her's. In that case, the '100 CDs to 100 bloggers' idea would definitely be a better idea.
I think like anything else, it depends on the execution. We can try to prop up blogs as being better marketing tools than social-networking sites like MySpace, but on the flipside, it's hard to deny the effectiveness of MySpace to promote a band WHEN USED PROPERLY, as Jeremy and his band The Favorites are doing.
So let's try a different approach, check out the MySpace page for Shaye(and yes, there's a Nettwerk connection here, bandmember Tara MacLean is a client of Nettwerk Management). Currently they only have 128 profile views, but the page has only been up about a month.
So which do you think would work better for Shaye as a promotional tool:
1 - Adopting the 'make the community our friends' approach that Jeremy uses with The Favorites, via MySpace?
2 - Using bloggers to promote their music.
Also, keep in mind that the members of Shaye have all had solo careers prior. So there is a community of fans already there, granted it's not as big as a mainstream band/artist, but there nonetheless.
Personally, I think if Shaye could identify 50-100 bloggers from their fan forums/lists/website, whatever, if they could get their music in the hands of bloggers that are also Shaye fans, that would be more effective in this case for building buzz for the band. Because as David states, bloggers are, for better or worse, influential.
The idea is, let the group's core fanbase push their promotion, which will eventually spill over to cover new listeners, such as those that read their blogs, or find them on MySpace. Since you will be appealing to bloggers that are ALSO fans of Shaye, they have a vested interest in promoting the band. In Jeremy's case, he is using MySpace to BUILD that community of fans for The Favorites, and doing a great job of it. Shaye already has its core community of fans in place, they just need to find a way to appeal to and grow them.
That's which way I would go if I were handling Shaye's marketing, what about you?