I was struck by the new way music is being presented on the Web and the new model of distribution. This young woman’s work is innovative in the visual sense as well as the instruments and aural enjoyment.
Lights is a Toronto-based musician who has a wonderful sound and is also one savvy Web 2.0 marketer who engages and interacts with her fans in person as well as on the Web. She uses a full arsenal of Web 2.0 tools to reinforce her brand. While she may appeal to a younger demographic she has a wide range of talents; songwriter,designer,animator and musician. I predict she will be one of the great crossover artists from techno-pop to pop to easy listening.
She doesn’t rely on a whole group of handlers and intermediaries like some musicians have done and ceates the web work herself. A talented artist she expresses herself directly and personally to her fans via her community, her blog and YouTube Channel. She uses the interactivity of a Web 2.0 property to the fullest as a brand and is one savvy marketer.She has a refreshing view on her music on her about me page on My
Space. “. When I write songs I think about how my music makes people feel, and I hope that when it goes into your ears you feel happy. Not sexy happy but apple pie happy. If I’m sad then the last thing I want is to be made even more sad by music”. Lights real name is Lights Poxleitner an is a 22 year old Toronto resident.
Her sense of give back is also very apparent in her support and song for Toronto based charity, Skate4Cancer where she recorded a song for them “Year of the Cure”.
Pure enjoyment.
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