The pop group Maroon 5, which was formed a decade ago in Los Angeles, has achieved the kind of success most acts only dream of.
The Grammy winning group has sold more than ten-million records in the United States. 2012, the band’s biggest year ever, has seen their success go international. The song “Payphone” released in April, was a top five hit in places like Costa Rica, Hungary and Israel. The follow up to that song, “Moves Like Jagger” is even bigger and more international, hitting number one in Norway, Poland, Slovakia, South Korea and Sweden.
While old school radio still drives record sales, Maroon 5, like most other acts, is trying to harness the power of social media to directly connect with fans in hopes of becoming less dependent upon the traditional music industry machine. The band’s Twitter account, which it uses to announce tour dates and special promotions, has more than 918,000 followers. One problem; while the bands followers speak dozens of languages, the Twitter account is strictly English.
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Recently, Richmond Hill, Ontario’s Intertainment Media (TSXV:INT) stepped in to help. Intertainment’s Ortsbo, a real time translation tool the company says now has over 162 million unique monthly users, turned out to be an elegant solution to the problem.
With the help of Ortsbo, Maroon 5 fans can now go to the company’s web site, scroll down to a live Twitter feed and select from more than sixty languages and begin to interact with the band and other fans. A fan of the band from Tel Aviv? Zorg dikh nit! …the feed is available in Yiddish. From South America, where Maroon 5 will be touring this summer? Não faz mal! Scroll down to the Portugese option.
Intertainment Media CEO David Lucatch, says the work with Maroon 5 is part of a larger effort to help artists and entertainments increase fan engagement. Last week, the company announced it had developed a social media financial services program for celebrities and brands they expect will generate continuing loyalty and transactional fees.
Shares of Intertainment Media closed Friday down 2.5% to $.385 cents.