When you put strategy in place, “Streams Do Come True” is the mantra I proselytize to music artists who hope to make their mark in the current music industry. Conversely, streams most certainly won’t come true for those who don’t have a streaming strategy.
Major labels are hard at work building music streaming empires for their artists. Why? Because streams are the new super highway to the almighty dollar. Contrary to what some may think, streams can produce significant income and those who remain on the sidelines complaining are either in bad record deals or they are completely in the dark. The exciting thing is streaming is about to take an even bigger leap with Apple Music announcing their US paid subscriber base recently surpassing Spotify. What does the Apple news mean to the streaming economy? I’m expecting the streaming income for the artists we represent to double over the next year simply from Apple Music’s growth. And that’s fantastic news as some have already been generating robust streaming income primarily from Spotify.
Artist who are signed to labels have a team working daily building streams. However, many independent artists flounder at building streams as they lack a clear understanding of how to move the needle. We launched the>stream>strategist in 2017 as a resource for independent artists and labels to learn and grow their streaming business and we have helped clients find significant growth. The Gray Havens are one of our recent successes as we increased their monthly listeners from 10K to 200K+ in the last year and reached just shy of 300K+ monthly listeners during the month of August. Their most recent single “Storehouse” logged 450K listens in four weeks and the strategy we put in place exposed them to 4 million+ listeners out of the gate including landing them in Spotify’s New Music Friday playlist. We also recently grew streams for new indie artist, Cade Thompson, from 2K monthly listeners to 95K in 2 weeks. While pitching to playlisters is a key factor in our success, more importantly is the strategy we put in place to build a strong streaming foundation. Quick success can be found with one great playlist add but that new found success can disappear just as quickly with one great playlist drop. Our goal is to build sustainable streams which in turn creates a sustainable streaming income base for the artist.
If you don’t have a streaming strategy in place, I’d encourage you to change that quickly. Streaming income can be more significant than many on the sidelines would lead you to believe. Go chase those streams as “Streams Do Come True!”