Can I ask you a personal question? What is your music streaming strategy? If you can’t answer that question with confidence that you are set up to maximize your music streaming income, then don’t expect to find success with your music in 2018 and beyond. The music streaming switch has flipped “ON” quickly making other music listening methods obsolete. Yes, a small segment of music consumers are still buying vinyl, cds and downloads but the mass music consumers (even your parents) are now streaming their music via Spotify, Apple Music, Amazon and Pandora. So, I ask the question again. What is your music streaming strategy?
Most artists put their music up on Spotify, Apple, Amazon and Pandora by simply checking the “deliver to” box on their Tunecore or CD Baby account. While checking the box is a great start, that is about as far as some get. Many artists wish their listens would increase but find themselves at a loss as to how to make that happen. It can be a quite frustrating after putting so much into creating great music.
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Whether you visit the>stream>strategist or not, find someone to help you get your streaming strategy set up for success.
We find ourselves in October. A month where many seek to experience a ghostly encounter. Consumerism appears to have reached an all-time high with the spooky themed month as homeowners compete to create the scariest yards utilizing giant blow-up pumpkins, grim reapers and the ever-so-popular ghosts. While many focus on evil ghostly encounters, The Gray Havens offer an alternative with their remix of a Holy Ghost encounter.
The Ghost of A King Remix offers a different take on The Gray Havens’ most “listened to” song on Spotify. Enlisting Matthew Parker to remix, the alternative version adds a driving beat in a reminiscent style of Led Zeppelin’s John Bonham. While quite a departure from The Gray Havens’ folk pop past, the duo began exploring with more epic production on the Ghost of A King album in 2016. Both new and old fans will enjoy another opportunity to experience The Gray Havens’ musical epic story of a Holy Ghost encounter.
This week proves to be a big week for both the iPhone X and Holly Starr! While the iPhone X stole headlines earlier in the week as Apple unveiled their new ground breaking Face Recognition technology and Super Retina Screen, Holly Starr closes the week with the release of her new album HUMAN!
With the architecture of producers Matthew Parker, David Thulin and Bryan Fowler, Holly Starr delivers a new modern EDM sound which is arguably her best pop offering to date. The lead single “Run The Race” has already logged 1 million + Spotify listens and topped Runners World Magazine’s Playlist.
HUMAN explores personal experiences that many listeners will relate to and Holly’s writing reveals great maturity in her songwriting. While I’m enjoying the entire record, my favorite tracks are “Human” and “Umbrella.”
CLICK HERE To Experience HUMAN!
Marketing taglines are often overlooked in the fast paced music business. Driven by the haste of rushing to meet release deadlines, many marketers opt for letting the album artwork sell itself. While I see covers capable of selling themselves, those covers normally belong to major superstar artists. The Beatles White Album and Metallica’s Metallica needed absolutely nothing but a solid color and the band’s name, however, I would argue when releasing lesser known artists, a little more creativity is crucial to the marketing.
There is a reason most every consumer product outside of music is promoted with a tagline. A well crafted tagline plants a need in consumers’ minds by promising an experience that will make their life better in some way. Music creates more of an emotional experience than any other product so why not use that allure to draw them in for the sell? When I’m marketing new music, a tagline is the first thing I create after I’ve been given the title of the album. In my humble opinion, Tagline is key!
Below is an example of a tagline we are currently working on for C3 Live which is a live worship record recorded at C3 Church San Diego.
Liftr Playlists, creators of the successful Spotify playlist, THE VIBE, has transitioned into Loftr Playlists.
^Loftr Playlists, curators of POPSTER, FLOW, CHEMIX, CHRISTIAN CARDIO, CHILLAX, THE DEEP END and WORSHIP, has quickly become a preferred playlister among college students and young adults. ^Loftr founder, Keith Stancil, states “A loft is a gallery or upper level designed for a specific purpose. ^Loftr’s purpose is to curate playlists specifically for college students and young adults while introducing new music to a broader audience. With the plethora of Christian music playlists available, we make it our mission to create an elite selection of playlists set apart from the rest. Believers create some of the best music in the world and our curators are quite adept at finding that music often ignored by Christian radio and the major label/industry gate keepers. Our followers enjoy a mix of both Christian and mainstream music created by Believers”
Listeners who enjoy The Oh Hellos, Judah & The Lion, The Gray Havens, John Mark McMillan and Josh Garrels will certainly feel at home and enjoy discovering other similar artists with ^Loftr Playlists
Follow ^Loftr Playlists HERE.
Lets face it, in order to break artists in the new music landscape, one must learn how to pitch a song to playlists. There are thousands of playlists streaming thousands of songs and you must find your way onto influential playlists in order to jumpstart your music.
Like many others, I spend a great deal of time attempting to convince playlisters that the music I represent is worthy of consideration for their playlists. This requires some research as most playlisters don’t hang out a sign that screams “I have a big playlist, please send me music!” Hanging that sign would assure submissions from everyone who has ever recorded a demo. However, I’ve found that some of these folks can be located and are open to submissions if you do a little homework. The worst thing one can do is to pitch a playlister a song that makes absolutely no sense for their playlist and then continue to hound them to add it. I recently launched a playlist brand myself and the first pitch I received included two songs. I responded to the pitcher that I would listen to the songs. This person then sent me multiple messages hounding me about the songs he had pitched. Unfortunately, that person just shut the door on me accepting future song pitches from him. Below are a few tips that will hopefully help you secure playlist adds.
Effective Song Pitching
- ensure you have a great song with impeccable production
- research playlists that contain similar songs to the one you are looking to pitch
- send an email, text or message letting the playlister know you are enjoying their playlist and ask permission to send them a song for consideration
- only pitch 1 song at a time
- be targeted. make sure you know the DNA of the playlist you are pitching
- After your pitch, let it go. DO NOT hound the playlister for follow-up. If they like the song and think it makes sense for their playlist, you will see your song added. Some will let you know they are adding and some will not. If the playlister doesn’t add your song, you have your answer
Are you marketing your music on Spotify?
Some may answer that question with the obvious answer “why yes, my music is up on Spotify.” What if I told you there is a huge difference in “having your music up on Spotify” and “marketing your music on Spotify?”
According to RIAA stats, recorded music generated $2.5 Billion in the US last year with streaming representing 51% of US Recorded music market. Those numbers clearly show streaming is now driving recorded music income and other industry numbers show Spotify as the undeniable leader in subscriptions.
Spotify offers some great tools for artists and managers. If you haven’t visited Spotify for Artists, I suggest you go there immediately and sign up. Their fan insights data offers invaluable information regarding who is purchasing a particular artist’s music, where listeners are finding it, where listeners are located and what percentage of listeners save the music to their library. In addition to the data, Spotify gives artists two great marketing tools. 1) Artist Pick 2) Custom Playlist Covers. If you haven’t been using these tools, you are missing out on great marketing opportunities.
This space can be used to feature singles, new releases, playlists that an artist is wanting to draw attention to. One use I’ve found is to use the space to draw attention to a particular single or album that isn’t showing up as the artist’s most recent release. Whatever is featured in the Artist Pick lives at the top of the Artist Profile so use it to your advantage. John Mayer recently used this space brilliantly to promote his future 2nd new EP while his current EP was enjoying success. Both EPs were featured simultaneously at the top of his profile page.
Custom Playlist Covers
Artist can now upload custom covers for playlists they create. Why is this such an important tool? Imagine creating a playlist cover with messaging about forthcoming new releases, tours etc. and using the Artist Pick space to feature at the top of an artist profile. The Gray Havens recently created a “Join Our Kickstarter” cover to accompany a playlist containing fan favorites. In essence they are using their Spotify profile page to make visitors aware of their Kickstarter campaign.
I’d love to hear more ways artist, managers and labels are marketing on Spotify. Share your great ideas in our comments section!
Ever wonder what music Christian college students listen to? That’s a subject anyone working in Christian music should explore frequently because today’s college students are tomorrow’s adults. Listening habits of Christian college students are similar to those of non-Christian college kids in that they enjoy discovering new music. As students graduate from high school and transition into college, they look to engage with things which make them feel like they are maturing. No longer being shuttled around in mom’s mini-van listening to KLOVE, college students quickly determine that core CCM artists are uncool. They begin their search to replace Casting Crowns, MercyMe, Natalie Grant and Tobymac with artists who represent their newly refined taste in music. Many begin adding mainstream artists into their playlists as they no longer feel bound within the Christian subculture. As they step out into the world leaving the Christian bubble, some are overjoyed to discover mainstream artists who are vocal about their faith. They also find a new excitement in discovering Christian artists who don’t limit themselves to the KLOVE/FISH CCM radio formula. Who knew there was a world of music being created by artists who ignore the boundaries established in CCM music?
We were fortunate to begin working with a college favorite, The Gray Havens, a little over a year ago. Immediately, we noticed their listeners are quite different than those on the Christian radio chart. They long for deeper messages crafted with creativity and melodies that live well alongside mainstream music. The college students are super engaged with the artists they love and and are quite loyal once they become a fan. The Oh Hellos, Judah & The Lion, Josh Garrels and Colony House top the list of college favorites and serve as examples of mainstream artists who are vocal about their faith. Those artists are often found mixed in with John Mark McMillen, The Gray Havens and The Brilliance.
While examining streaming stats for college favorites, I’ve noticed a long, steady solid growth in fans as opposed to quick spikes one might see for CCM radio artists. A search for Christian college playlists on Spotify came up empty so we decided to create some playlists targeted at Christian college students. I’d like to invite you to check out the playlists we launched called THE VIBE.
Are we experiencing the return of the single?
Remember the days or least heard the stories of vinyl 45s? Or how about cassingles? Those were exciting days in the music business! Before record labels launched a full album, they would release a “for sale” single well in advance. The single served as instant gratification for the new music being heard on the radio but more importantly it tickled consumers’ taste buds creating an insatiable anticipation for what was to come. With the introduction of CDs, the single quickly died. I’m still not sure why the single died other than maybe impatient record labels wanting the full album revenue as soon as possible.
Fast Ford to 2017 where we stream and download instead of placing the needle on 45s or loading cassingles into a Walkman. Have you noticed what the top artists have been doing lately? Both Ed Sheeran and Coldplay put huge emphasis on releasing singles in advance of their new full albums. Ed Sheeran took it a step further trickling out two singles a few weeks apart in advance of his full length release. The single release strategy for Ed Sheeran’s Divide brilliantly catapulted him to the top of Billboard charts while smashing Spotify streaming records.
The single has indeed returned.
Marketing Music in 2017 is more attainable than ever yet more difficult than ever.
Marketing attainability is greater than ever as the playing field has been leveled. Digital music services have made it possible for any artist to release music in key worldwide retail stores including iTunes, Spotify, GooglePlay and Amazon. Social networks have made it possible for anyone to market music at a very low cost.
Marketing is more difficult than ever as there are so many vehicles to choose from. Knowing where your target audience is hanging out is only the starting point. Due to accessibility of releasing music being made easy, an enormous amount of digital noise surrounding the mountains of music releases creates a crowded marketplace. Waining attention spans combined with the overcrowded marketplace makes it extremely difficult to harvest the clicks on your content.
So How Do You Market Music In 2017?
- Make incredible music!
- Spotify playlist are the holy grail. If your music isn’t featured on playlists you are invisible. Some playlists are owned by Spotify but many aren’t. Figure out how to get your music in front of playlisters. It is possible and your success depends on it
- Facebook, Instagram, Twitter and Snapchat. Find your customers and spend a little money to get in front of them.
- Make videos, make more videos and make even more videos. Youtube is the current generation’s MTV. The big difference is now anyone can play in the video space. Don’t be afraid to spend a little money to advertise your videos to similar successful artists. It will reap views and exposure. People can’t connect with your music if they aren’t exposed to your music.
- Spend time with young people 16-23. They know whats new, where people are hanging out and how to navigate new technology and the new frontier. Listen and learn!