The Internet Age has transformed the music industry in more ways than one. New technologies enabled a culture of sharing among artists. Unlike some 10 years ago, it is not that difficult to become a rising music star these days. Streaming platforms and subscription sites practically diminished the need for middlemen and exclusive contracts with record label companies.
The music industry saw a decline in the sales of physical formats such as cassettes, CDs, and vinyl records. Peer-to-peer file sharing, streaming, and artificial recognition form the new wave in music consumption.
Artists, producers, and companies need to reinvent the wheel to stay relevant. Here are brand new music marketing strategies that work in 2021.
1. Get on Spotify
Spotify is the largest music, podcast, and video streaming platform with over 40,000 tracks added daily as of 2019. As it continues to open its gates to practically everyone, catching the audience’s attention becomes a real challenge.
With artificial intelligence, label companies and record artists can optimize their marketing strategies. A targeted audience means that artists can deliver the right message on the most effective platform. This maximizes advertising costs while increasing profit margin.
2. Connect on Social Media
Gone are the days when music artists appear to be like stars in a far-off galaxy. Today, fans like to have a personal connection with their idols. Being active on social media allows you to stay relevant in the lives of people.
Social media is a hotbed for publicity, promotions, and criticisms that could make or break an artist’s image. Engage in conversations, respond to comments and personal messages, go live, and do occasional offers. These strategies should keep your audience interested in your thoughts and activities.
3. Do TikTok
TikTok is a powerful platform for emerging artists. With millions of users around the world, TikTok creates democracy in user-generated video content. Users only need to do a 15- to 30-second video and it can quickly go viral.
Emerging pop musicians use TikTok to give people a glimpse of their offering. Influencers take a few seconds out of a song track and assign choreography. This appeals greatly to millennials and Gen Zs, who make up the largest chunk of TikTok users.
4. Collaborate with Influencers
Influencer marketing is the new game in the digital world. Apps like TikTok, Koji, and Triller are extremely popular among the younger audiences aged 16 to 24. Currently, there are 689 million monthly active users worldwide. It is one of the most downloaded apps on the Apple AppStore and Google PlayStore at over 2 billion times.
Here are key reasons why collaborating with influencers is the next best step in the music industry.
- Innovative ways to engage with the audience. Influencers have mastered ways on how to stay in-tune with their followers. They know what ignites people’s curiosity and passion and translates it into creative content.
- New revenue stream. When COVID-19 hit, it became even harder for the music industry to promote artists and labels. Platforms like TikTok provide additional revenue opportunities based on the number of followers and views.
- Low-budget content. The COVID-19 pandemic left many people unemployed and with limited resources. Collaborating with influencers gives a more affordable marketing option since most content is done at home.
- Authentic appeal. Influencers quickly gain popularity on social media due to their authenticity. This is a world’s away from the typical glamorous image of music artists.
5. Partner with Brands
Brand ambassadorship is an effective way to market your music. A number of artists began contributing to causes like environmental protection and Black Lives Matter through their creativity.
Critics find that people relate better to musicians when they represent groups of disadvantaged people. Consumers are responding more to artists who are not afraid to show their true and authentic selves.
6. Do Interviews and Reach Out to Radio Stations
There is no better way to market yourself than to go out there and tell the world that your music exists. Networking helps in the process. A radio debut is a huge milestone in your music career as the majority of songs that hit the charts are first heard on air.
7. Create Visual Content
Take advantage of platforms like YouTube and Vimeo to create compelling videos. YouTube makes free music promotions possible as everyone can upload their content without paying a single penny.
Instead, YouTube is compensating artists when someone uses their music. It is picked up by their content ID system, which also helps crackdown piracy and violations of intellectual property rights, which greatly benefits amateur and seasoned musicians.
Meanwhile, Vimeo is a platform for more professional videos. It has become the new home for music videos with its capacity to host high-resolution videos.
There are some platforms like HUDL Music and Gigmit that are dedicated to helping independent musicians. These platforms allow free music promotion for artists that are on a budget. Creating music videos that accompany the artists’ original music will spark interest in listeners and viewers.
8. Virtual Reality Concerts
Huge gatherings are simply not possible in the time of a pandemic. This is a particularly challenging time for companies, event organizers, and musicians who rely heavily on concerts as their main source of income.
However, such limitations open up a new realm of possibility with the help of virtual reality. This technology enables the audience to engage in an immersive musical experience. Artists like Kelly Clarkson, Lewis Capaldi, and Wiz Khalifa have hosted successful VR concerts.
VR concerts are here to stay and it is a gamechanger in the field. Consumers prefer to watch in the comforts of their home and consume only the amount or frequency that they like.
9. Stream and Subscribe
Lastly, musicians should start working on proprietary channels where fans can stream their music and subscribe. These capabilities are present on platforms like Spotify and YouTube, as well as other streaming services like StreamYard, Tidal, Apple Music, and a lot more.
As their community of subscribers grows, it becomes easier for musicians to cater to their fans. Messages are targeted and efforts to promote the brand or music are specific to the interests and needs of their audience.
Marketing for music is evolving drastically with new emerging technologies. The global pandemic pushed musicians and audiences alike to offer and consume music differently than how it was a decade ago. One thing is for sure, the only way to survive and remain relevant these days is to adapt and innovate.