Melvin Taylor is one of the world’s greatest ever guitarists. As he geared up to release new albums, Brainwave developed and implemented his social media strategy. An iTunes channel was established, a Facebook page and a Twitter and a YouTube channel were also created. In addition, thousands of fans and music journalists were also identified, followed and turned into ‘Melvin Brand Ambassadors”. Melvin then created regular content that was distributed through all his social media channels, and re-distributed by his fans. This really raised Melvin’s profile on the Internet, drove fans to iTunes to buy his music and to his website for tour date information. As a result, Melvin can report record sales of his last three albums and sold out shows in the US and Europe. And that just goes to show that Melvin is really in tune with all things social.