Launched on Facebook with big-name artists such as Usher, Matisyahu, The Temper Trap, and Jason Mraz, the Social Contest Suite from Indaba Music shows that even for something like remixing a specific artist — something that’s hardly a generic activity that would interest the average person — Facebook is a major source of traffic and attention. (For sharing news articles, not so much.)
“We’re already seeing ridiculous growth as a result of this integration with Facebook,” Indaba Music spokeswoman Kate Pokorny told Evolver.fm. “I just got off our weekly internal [call] and they were saying that there’s already a 165 percent increase in traffic from Facebook and a 100 percent increase in daily new user sign-ups.”
That’s not a bad for two weeks, and it looks like only the beginning. “Only a fraction of the site’s 700K+ users have tethered their Indaba and Facebook accounts,” added Pokorny. That leaves plenty of room for Indaba Music to expand its remix contests on Facebook. (When registering for a contest, users have the option to sign in, Like the contest, and share their creation, all on Facebook, in addition to the registration.)
So far, Indaba says that for each item liked or shared on Facebook, it sees four visitors to Indaba. It credits the campaign’s success to the fact that people who actually had a hand in the content process — the remixers — are the ones doing the sharing. We already knew that Facebook sharing worked wonders for music services, even as some people grow allergic to sharing their reading habits automatically, and it looks like just the thing for getting the word out about remix contests like this one.
Yes, Facebook’s valuation is ridiculously high; its revenue model is unproven; it tries to make a profit by selling our lives to us and others; small investors were duped during the IPO; and its stock price keeps falling.
But how do you put a price on something that can be the lifeblood of so many businesses? How can you fairly value the privatized internet? With stories like this one from Indaba floating around, it’s easy to see how people have such high expectations for Facebook, in spite of everything.