Hewlett-Packard (HP) is refocusing its Music Influencer program on smaller, influencer-heavy events featuring Arjan Timmermans of ArjanWrites.com as host. Dubbed ARTIST #TALK, these listening parties feature musicians and help spread conversations about HP products and their work with Beats Audio.

The new phase of HP's Music Influencer program, ARTIST #TALK, was actually conceived by Arjan Timmermans, who appears at both Grammy.com and on CNN, but built his reputation at his pop music blog ArjanWrites.com. According to Mashable's Brian Anthony Hernandez, Timmermans states:

"My intent with ARTIST #TALK is to feature the stories behind the music...I want to emphasize the artist's creative process and inspirations that lead to their musical expression...I like to invite artists that break the mold, serve up a compelling point of view and like to talk candidly about their art in front of live audience."

Tinie Tempah ARTIST #TALK with Arjan Writes and HP

The new series kicked off last month with an appearance by Tinie Tempah and continued last night with V V Brown, both in NYC. Timmermans also hopes to get such artists as "Eminem, Cee-Lo, Will.i.am, Far East Movement, Jessie J, Robyn and Tiesto."

Audience members included a primary contingent of bloggers and social media influencers who were likely to spread the word about the event while also hopefull developing a warm spot in their hearts for all things HP, especially HP's products featuring Beats Audio of Beats by Dr. Dre fame.

So far it's been deemed a success by such HP figures as Mark Budgell, PR Manager, Social Media Strategy:

"We measured success by who we were able to get into the room, the amount of content generated (about 330 pieces) and the reach of that content...It's important for HP to be reaching the right people with their message."

It's interesting to see how corporate marketers have taken such approaches, which were once edgy, and made them an almost expected way of reaching young people. It wasn't that long ago that corporations were wondering if such moves would backfire. Now they have a lot of experience and examples from which to draw and, in such cases as HP's Music Influencer program, seem to be doing an excellent job.

Hypebot contributor Clyde Smith is a freelance writer and blogger. He maintains a business writing hub at Flux Research and also blogs at This Business of Blogging. To suggest music services and related topics for review at Hypebot, please contact: clyde(at)fluxresearch(dot)com.