WITH marketing of films and music becoming more important by the day, Bollywood filmmakers and music companies are looking to tapping opportunities the unconventional way. While using the internet to promote films is not a new phenomenon, what is interesting is the manner in which the medium is being used by the industry. Social networking sites are proving to be the best for promoting songs among youngsters.

For instance, Yash Raj Films’ Shahrukh Khan-starrer Rab Ne Bana Di Jodi was promoted across Facebook, ibibo.com and Youtube through various activities, where you could sing, dance or do anything in your own way, post your video and get the chance to meet Shahrukh Khan. Also, with the release of Pussy Cat Dolls version of Jai Ho (You are my destiny), ibibo offers you the option of karaoke on the track of Jai Ho.

These networking sites keep coming up with such initiatives to help music labels to leverage the 4 million strong user base of social networking sites to promote their albums and artists. Many music companies such as Sony, BMG Music International and Universal Music group are joining hands with social networking sites and promoting songs. Beyonce’s latest album I am Shasha Fierce and a complete Sufi Love compilation, Teri Sajni, are being promoted by Sony through specially designed applications on social networking sites. And, close on the heels of the success of Chandni Chowk to China’s sound track, where actor Akshay Kumar rapped to the words and music of Bohemia, comes Da Rap Star — the brand new album by Universal Music Group with an application designed to captivate youngsters.

Sanujeet Bhujabal, marketing director, Sony Music says, “These sites are now ‘watering holes’ for youngsters — where issues are discussed, opinions shared and trends started. Hence, these sites have impact. Initially, these sites were used for promoting films only. Now, we use it for each and every release of ours — be it for films or for Indipop, as well as niche products from spiritual and classical genres.”

Though the present share of contribution of promotions through social networking sites is low, the rate at which its impact is growing is anywhere between 40-50 per cent with six million internet connections, according to industry estimates. According to Ashish Kashyap, CEO, ibibo.com, “Social networking is providing a platform that enable artists, rock bands, photographers and models to promote themselves and create their own fan following. Innovative applications by these sites create a strong engaging factor between fans and the artists.”

For instance, in Orkut, budding bands like Aalaap - the band born to rock, Saintgits Rock Band, Srishti have links to their songs. In the past few years, many artists have also taken to promoting their songs and albums through My Space’s artist pages. Rahul Kulkarni, product manager, Google India says, “Promoting through networking sites is like promoting through TV. We have communities where people come and give their feedback. That becomes more like word of mouth communication. And nothing works better than that.”

As youngsters today decide the popularity of a song, the medium that works best to promote songs also seems to be the popular social networking sites.