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.
Nashville carries the label of Music City as it offers opportunity to see live music any day of the week and pretty much any time of the day or night. Some of the shows are held in arenas, some in clubs/honkytonks and other shows even happen on horse farms under a full moon. If one is fortunate, they might just stumble across a secret show where they get to experience an unexpected intimate performance by one of their favorite artists.
One of the most intriguing concepts for secret shows in Nashville was created by a young fellow named Larry Kloess. Larry founded Cause A Scene a few years back with a house show in his parents’ living room. His entrepreneurial drive grew Cause A Scene into a unique “secret show” concept that has been instrumental in launching careers of several artists. Nashville based Judah & The Lion performed their first show at one of Larry’s Cause A Scene events. Once a person signs up for Cause A Scene’s mailing list, they receive email notices for secret shows with a link to grab tickets. The Cause A Scene shows offer limited tickets and normally sell out quickly so being quick on the draw is a good idea.
This weekend I had the opportunity to attend a super special Cause A Scene event. Drew Holcomb & The Neighbors performed an acoustic set at Nous Art House in East Nashville for a limited group of 80 people. Drew and the band picked a handful of tunes to share including a few songs from their new album, Souvenir. The pop-up show could have easily been confused with an evening at The Bluebird Cafe as the audience was so attentive to every note. Drew Holcomb and The Neighbors were celebrating the release of their new album which released on Friday.
I’d say that mission was accomplished and history was made as Larry Kloess once again Caused A Scene in Nashville and this time it was for Drew Holcomb & The Neighbors!
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.
The 2017 Grammy Awards ushered in the future last night. Another year of music, another year of trend setters and another year of an evolving industry.
There were a few performance highlights for me this year. The Weekend showed the world that he can seriously sing! While I miss his sculpted hair, I’m glad it proved not to be his source of stardom. Ed Sheeran showed us how to perform solo but sound like a band without it feeling like karaoke. Side musicians could be in trouble? I was super impressed with Lukas Graham and Kelsea Ballerini. Lukas immediately earned space on my Spotify playlist. Guy Clark Jr and William Bell owned the night with their performance of “Born Under A Bad Sign!” It was great seeing Morris Day and The Time as they reminded everyone where Bruno Mars draws much of his musical inspiration. And speaking of Bruno Mars, he absolutely slayed the Prince tribute performance of “Purple Rain.” The Lady Gaga Metallica pairing was brilliant and added serious rockdom to the evening. But the most memorable 2017 Grammy performance moment will be when Adele stopped mid-performance, let a few explicit words fly, and re-started her George Michael tribute in the correct key. While I’m glad she found the right key, it felt somewhat like the redo I grabbed during my first piano recital at six years old. Sans the explicit lyrics of course.
The one big take away for me from this year’s Grammy Awards is that independent artists can find their way to the top of the music industry food chain. Chance The Rapper walked away with three Grammys without the backing of a record label. To top it off, his winning album Coloring Book is a streaming-only release. And that my friends signals a seismic shift in the music industry. That future we have been hearing about for the last few years just arrived.
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!
NASHVILLE, Tenn. October 7, 2016 —Curb Records releases new Ryan Corn digital single, The Pressure. Available immediately at all digital outlets including iTunes, Spotify, Apple Music, Google Playand AmazonMusic, The Pressure introduces a new grittier Corn. Best known for his Billboard® charting radio single, Wonderful Things, a song that logged 4 million+ Spotify listens establishing Corn as one of Curb Records’ top streaming artists. Listeners are sure to feel The Pressure while getting a taste of what to expect fromRyan Corn’s forthcoming record.
Self-producing Ryan Corn delivers the familiar thought provoking lyric style that listeners have grown to expect from him but Corn’s new production approach reveals a grittier sound with a hint of throwback. Enlisting the mixing skills of Grammy Award® winning Vance Powell (Chris Stapleton, Jack White, Arctic Monkeys ) and vocal producing skills of Ben Shive (Colony House, Dave Barnes) brings a new feel to the singer songwriter’s sound. Corn shares “I’ve never been more proud to put my name on a project! With the help of some amazing people (Vance Powell, Ben Shive, Richard Dodd) I’ve made the record I’ve always strived for.”
Corn is currently featured on The Gray Havens college tour where he is introducing new songs from the forthcoming record at universities across the country. He will be performing at Napa’s Live In The Vineyard event this November and currently finalizing a spring college/club tour.
Curb Records artist and Missouri native Ryan Corn is making music that hits on every level. It’s infectious, brimming with hooks and style. Corn is also a producer, so he knows how to craft songs that bend genres and eras to full effect while injecting heart undergirding the formula. It’s a reflection of the soul of an artist whose desire is not just to get a song stuck in someone’s head, but to get it stuck in their heart, too.
For further information, visit ryancornmusic.com or contact Artist Garden Entertainment.
Artist Garden Entertainment
Why did Sonicbids kill Artistdata? A question I’ve been pondering since receiving the kill letter on Friday.
New internet tools for bands appear on the scene quite often. Some offer great innovative solutions while others merely clone other services. Tunecore, Bandcamp, CD Baby, ReverbNation, Fanbridge, Sonicbids and BandsInTown are among some of the elite survivors. Working as an artist manager leads me down the path of many of these services only to be disappointed and frustrated by limitations. One service I stumbled upon seven years ago, Artistdata, proved to be an incredibly useful tool. Finally, there was a service that offered one place to enter show information that would then magically appear on multiple sites. Artistdata created something pretty special for artists and the best part was that the service was free! While there were some growing pains along the way, Artistdata worked tirelessly to improve their service. As I began to dig in deeper with our artists, I discovered even more great features being offered to artists. One of my favorites is the Daysheet & Tourbook feature. Originally, those two features required a premium monthly subscription which came with a fee, but for a heavy touring band it was well worth the minimal fee. One day, the premium fee disappeared. Could this be real? That should have been a sign that something was cooking up in the back room. Indeed something was cooking as the announcement followed that Sonicbids had purchased Artistdata. Of course Sonicbids promised the purchase would only make Artistdata better.
Last week I received the disappointing letter that Sonicbids is decommissioning Artistdata.com on Oct 14 2016. Of course, the letter states that I should subscribe to Sonicbids and move all data to take advantage of Sonicbids’ great services. The only drawback is there is a substantial monthly fee and I don’t see the daysheet, tourbook and other services listed. I would imagine the founder of Artistdata, Brenden Mulligan, now has a garage full of Ferraris but right now I’m wishing I would never have been exposed to Artistdata as it is so painful to see it disappear.
If anyone has any suggestions on sites that offer the daysheet and tourbook features, please leave a comment!
Well, its June, and as usual, many folks are getting married or attending weddings. Nothing makes a wedding more special than a beautiful wedding song. While some lean to old favorites, millennials tend to look for something new and fresh. The Gray Havens have served up just the song for those millennials and hipsters at heart with their new song, “Band of Gold.” The song was produced by Ben Shive (Colony House, Andrew Peterson, Rend Collective) and the video was filmed/directed by Evan Bourcier at Valo Visuals. This new wedding story video from The Gray Havens is sure to stir some emotion and draw a tear or two from even the tough guys!
Seth Godin’s favorite new album is remarkable. An album that stands out amongst the plethora of new music being offered. Something with an independent spirit that raises the bar for future music offerings. Songs written with intelligent lyrics causing one to think and ponder. Unforgettable melodies that linger long after a single listen. An album that allowed the producer freedom to create outside the rules of the normal radio establishment. Seth Godin’s Favorite New Album is impossible to ignore. Its an epic experience that begs for a complete listen. His favorite new album is significant.
The Gray Havens have recorded a new album, Ghost Of A King. The new album holds many of the traits Seth’s new favorite album would most likely hold. The Gray Havens have been intentional about making music that stands out among the rest. Scribing lyrics that attract those who enjoy reading and weaving them into infectious melodies that can’t be forgotten. The husband/wife duo have created something quite remarkable with their new album Ghost Of A King. The Gray Havens’ devoted tribe of music loving book readers will not be disappointed with this new collection of songs.
When significant albums comes down the pike, readers of this blog generally want to be in the know. You will want to experience The Gray Havens Ghost Of A King .