Month: October 2019

Categories
Artist Advice Business Advice Editorials Industry News News

The Argument For Buying Sponsored Posts

sponsored posts
In the age of social media, access comes with a cost. You can fight and complain, but sometimes, the price is worth the outcome.

In the age of social media, access comes with a cost. You can fight and complain, but sometimes, the price is worth the outcome. 

Anyone promoting music for two years or more will tell you that meaningful reach is increasingly hard to achieve. Regardless of how many followers you have or how many people like your pages and posts, getting updates to your fans is a challenge music professionals struggle with every day. Mailing lists can help cut through the noise, but the likelihood of convincing the vast majority of your audience to sign up for such messaging is low. 

Consumers like to believe that social media will tell them everything they need to know, but in many cases that isn’t true. The Haulix Facebook page, for example, has more than 2,000 Likes. Two years ago, any post we made would reach at least 25% of our audience (around 500 people). In today’s marketplace, however, the same posts reach 10% of our audience or less. 

How many people are exposed to your posts is based on a number of algorithms. Reach benefits from the total number of followers or likes your account has, of course, as well as the amount of engagement a post receives. Reach is negatively impacted when an account posts too often and when posts receive low levels of engagement.

But isn’t it possible that low engagement is the result of low reach? Of course it is, and that is where Facebook — as well as other social media platforms — hope to convert users into customers with sponsored posts.

Many in the music business have preached against purchasing reach for as long as such options have been available to musicians. Many believe purchasing reach goes against the DIY ethics that so many artists and industry vets built their careers upon because it circumvents the traditional or ‘natural’ discovery process. 

The problem is, natural discovery doesn’t exist in the world of algorithms. Spotify shows consumers what it thinks they want to hear and Facebook shows them what it thinks they want to see. Introducing new ideas takes a backseat to maintaining engagement/interest. Word of mouth may help get artists ahead, but getting in front of people who may become vocal supporters in the digital landscape is rarely something that occurs organically. 

With that in mind, musicians must choose to either pay for reach or work against a system that increasingly limits the amount of exposure platforms will provide. The latter is makes sense morally, but from a business standpoint, the former is the smarter choice.

When artists research sponsored post creation and utilize their knowledge to target the people most likely to engage with their content the likelihood of success is incredibly high. There are artists today, such as Virginia rapper Lucidious, who utilize direct marketing strategies for Facebook and Instagram — often through guides provided by those platforms — to grow their audience to the point their careers become full-time jobs. Musicians are now able to reach the point of sustainability in their careers without labels or publicists as long as they learn and implement the tricks to working within the social media system.

Make no mistake: Purchasing reach with no understanding of how to set up ads that reach the people most likely to support you financially will end badly. Facebook and all other social media platforms do not care how well your ads perform as much as they do whether or not you purchase ads. Reach is guaranteed, but conversion is not. 

And if you’re still on the fence, I get it. No one wants to pay for reach that should be given to them. If 100,000 people follow your account, then 100,000 people should be shown your latest update. That makes sense, in theory, and it sounds fair.

But zoom out a bit and put that idea into perspective. Most people like at least a dozen artists. People also love numerous brands, stores, and content creators, all of whom have updates they want to share, as well as countless people they choose to connect with online. If everyone was shown every post by every account they follow no one would be able to keep up. Quantity would overtake quality in a manner that negatively impacts everyone, and all sense of community in social media would be lost. Algorithms, for the most part, help make sense of the chaos that would otherwise exist without such measure being put into place. 

The truth is that sponsored posts are here to stay. You can rebel as much as you want, but those looking to get ahead should use this system to their advantage. Don’t invest heavily until you understand the tools. Once you do, the sky is the limit.

Categories
Artist Advice Business Advice Editorials Industry News News

What TikTok Users Want To Hear

TikTok is making superstars, but what kind of musicians are most likely to get ahead on the fastest-growing social media platform?

TikTok is an unstoppable force in the world of music. With more than one-billion downloads worldwide and over 500 million monthly users, TikTok has a sprawling community of creators who are actively shaping pop culture on a daily basis. From dances to jokes and even music, TikTok is at the forefront of social influence among young people, and that trends is likely to continue for the foreseeable future.

TikTok’s influence on music is perhaps its most interesting. Since helping Lil Nas X rise to history-making success with his hit song, “Old Town Road,” the platform has aided other unlikely stars in finding success. First came Blanco Brown and “The Git Up,” which is now a platinum-certified song, and then came the one-million-dollar deal Stunna Girl received after her track “Runway” went viral. More recently, fast-rising star Ashnikko found a burst of attention after TikTok users discovered her sexually-charged smash, “STUPID.” 

The users of TikTok are catapulting artists to the forefront of pop culture that may otherwise have never received a chance at stardom. Many of the biggest songs on the platform are from musicians with no deal, no touring experience, and only a small catalog of tracks. With the right users finding a track, virtually anyone can become the next star the platform gives to the world at large.

To help get you started, we studied the biggest hits on TikTok in October 2019 to find what, if anything, the songs have in common. Here’s what we learned:

Memorable lyrics are often key

The greatest songwriters from previous generations made an impact on culture with songs and albums that told elaborate, sprawling stories of the human condition. Some of those tracks may find an audience on TikTok as well, but most users are seeking out 4-16 bars that make an immediate impression on listeners. Lyrics that may seem silly or outright ridiculous to average music consumers often take TikTok by storm. Here’s just one example:

TikTok Loves Lyrics You Bring To Life

Going hand in hand with memorable lyrics are songs that are easily brought to life. That can mean direct call to action lines like those found in Blanco Brown’s “The Git Up” or a story that people can easily act out. Tongue-in-cheek lyrics tend to perform best, like these lines from rapper Lil Mayo:

People want to dance

Dancing is a huge part of the TikTok community. When users find a song that inspires them to move, trends begin that can change an artist’s career in a very short amount of time. Whether the dances are good or bad doesn’t matter nearly as much as the fun one has performing them, which is good news for every artist whose material has a great beat.

Don’t be afraid to switch it up

Sometimes the thing that makes a song popular on TikTok has nothing to do with the lyrics or the ability to dance. Kesh Kesh found success by sharing a song that includes a beat change in the opening moments that inspired an entire lane of TikToks where people surprise viewers with (often elaborate) outfit changes. Check it out:

You can never have too much bass

The majority of the viral songs on TikTok hail from the worlds of rap and EDM. Both areas of music are known for in your face production and lyricism, which fits well with the need all TikTok users have to make a quick impression on viewers. Bass-heavy tracks, as well as song that contain bass drops, have been known to take the platform by storm. 

Remember: TikTok clips are usually fifteen-seconds long. When looking for tracks to upload and share on the platform, try searching from the most memorable clips from your material that fit that time restriction. 

Categories
Industry News News Podcasts

Inside Music Podcast #183: Blue October (Justin Furstenfeld)

After twenty years in the music business, Blue October frontman Justin Furstenfeld makes his Inside Music Podcast debut with stories of triumph, loss, and recovery.

Malcolm Gladwell would classify Justin Furstenfeld as an outlier. The frontman of Blue October has shaped the sound of alternative rock for over two decades. In that time, Furstenfeld has released more than half a dozen records, toured endlessly, and written numerous hit songs. He’s also hit rock bottom, found a path to recovery, and lived to tell his story. Furstenfeld is a person who puts his all in everything he does for better and worse. He fully commits in every way, and that approach to living has made all difference in his career.

When you speak to fans of Blue October, there is a sense of community that is impossible to deny. Each listener finds themselves relating to Furstenfeld’s journey through life’s toughest times in a manner that breeds hopefulness. They are often lost souls in search of meaning and peace who turn to music when they believe there is nowhere left to turn. Furstenfeld has done the same, and he conveys the messages he wishes to hear whenever he sings.

Hours before a recent gig in West Michigan, Furstenfeld sat with Inside Music host James Shotwell on Blue October’s tour bus to discuss the lessons learned from his time in music. Furstenfeld shared his highest highs and lowest lows, all of which lead him to change his perspective on life. That shift produced a ripple effect that benefitted not just his band, but everyone he connects with through music as well.

Prefer video? We’ve got you covered:

Categories
Artist Advice Business Advice Editorials Industry News News

Gifts Artists Should Give Their Fans This Holiday Season

You don’t need to believe in Santa to shower the people who support you with love and music this holiday season. The latest Music Biz can help.

The holiday season is upon us. Even if the snow has yet to fall in your area, there are signs of Christmas and Thanksgiving in every department store in North America. Other holidays are present as well, of course, and the marketing machine promoting the impending arrival of those special days is already in full effect. There may be two months left in 2019 as we post this, but we might as well be preparing for the start of 2020.

You may not believe in Santa Claus. You may not celebrate Christmas or Thanksgiving at all, but we can all agree the reason for the holiday season is good. Holidays exist to remind us what matters most in life. They are special days where we set aside the grind of work to focus on the people who love and support us, as well as those we love and support.

Fans love and support you, so why wouldn’t you include them in your holiday plans? You don’t have to spend a bunch of money remind your audience that you appreciate their work, but you do need to lift them up. Here are some ideas:

1. Free Music

There is an old adage about the best course in life often being the most obvious one, and that is very much the case with this suggestion. Your fans support you all year long in hopes that you will both come to their town and continue to release music that touches their lives. Though you are unable to be everywhere at once on Christmas, you can make your music available for anyone who has yet to add it to their personal collection. Whether you choose to make a song, album, or even your entire catalog available as a free download, you should see a rise in engagement as a result. People who have been waiting to buy your album when they see you live won’t be able to resist the free download, and there is a high likelihood they will recommend your friends take advantage of the offer as well.

2. Record and release a holiday cover (maybe give it away as well)

The world has heard countless covers of holiday classics, but the world has yet to listen to your take on great seasonal staples, and that is why you can still use them to give back to fans this Christmas. I know my favorite Christmas covers are those performed by my favorite bands, and I’m willing to bet the same can be said for most music fans. Record a holiday cover, be it in a studio or in your own home, and share it with fans in the days leading up to December 25. You can even take things one step further and ask fans about their favorite holiday songs in advance, that way your cover will have an even higher likelihood of being shared by your followers.

3. Surprise your fans with free stuff (no contest necessary)

Everyone is thinking of others during the holiday season, or at least they should be, so many fans may not have money to buy the limited edition winter merch items you have available in your online store. To show fans you understand their dilemma, consider offering a give away where you send a prize pack including numerous merch items, as well as items not available in your store (handwritten lyrics, drum head, etc.) to one lucky fan. Don’t make it a contest and don’t ask for contact information in exchange for consideration. Simply pick a fan, or four, and send them a present. With any luck, the fan(s) will share their surprise with the world, and you will earn brownie points for being one of the more thoughtful artists in music today.

4. Stream an acoustic performance from your home/studio/van/bus/basement

There are few things music fans love more than seeing their favorite artists playing bare-boned versions of their favorite songs. Since there is no way everyone who follows you could attend a single performance, especially one planned close to Christmas, make the event special by broadcasting your set on one or more of the popular live streaming services that have risen to prominence over the last year. If those services require you to charge consumers, like with StageIt, then you should also consider giving all the money earned to charity. This way, fans feel like they are giving back by tuning in, and you walk away having established yourself as an artist who hasn’t lost sight of the problems that exist outside your immediate surroundings. Win-Win.

5. Holiday scavenger hunt

This idea has become increasingly popular in the age of IG and Snapchat stories. The setup is relatively straightforward: In the hours before an event or while traveling to a new city, musicians leave merchandise/gifts for fans in public spaces. Clues on where the items can be found are then posted to feeds, which fans can then respond to as they begin their hunt. These activities encourage engagement and help bring fans together in the real world. As people converge on the location of whatever you’ve hidden they encounter others who follow your music. This can lead to community building, which in turn helps you.

6. Give the gift of other artists’ music via playlists

Mixtapes are dead. The once popular way to share your favorite music with others has gone the way of the dinosaurs, and in its play we have playlists. Many artists already maintain playlists on services such as Spotify and Apple Music, but the holiday season presents a unique opportunity to further connect with your audience through a well-curated playlist that takes the holidays or end of the year roundups. Select one song from all your favorite albums from the last 12 months. Gather your holiday favorites. Heck, put together a compilation of songs from artists who you wish to tour with after the new year. Create something that is personal to you and fans will feel more connected to your efforts as a result.

Categories
Job Board News

Music Industry Job Board (October 28, 2019)

New opportunities:

Coordinator, Music Programming (SiriusXM – Nashville, TN)

Works with members of the music programming team to create superior radio programs as needed. Supports creative processes, content development and production. Exercises both creative abilities and technical skills. Edits materials and operates an audio board. May be assigned to more than one program and perform slightly different functions across channels.

Music Writer (Apple – Culver City, CA)

Apple Music’s copy team is looking for a writer to join our fast-growing Editorial team as we expand our coverage. This candidate will be responsible for crafting everything from thorough album copy with artist interviews to short promotional tags. Expertise in particular genres is crucial, but so is versatility and flexibility and the ability to write at a fast pace. Understanding the connection between current artists and their influences is key, as is being able to layout those connections to a user. A particular interest in current hip-hop and R&B is a plus. We believe that strong, informed writing sets Apple Music apart from its competitors. The Apple Music copy team is responsible for all of the words that appear across Apple Music—from playlist descriptions to album commentary to artist interviews to promotional display copy and all points in between. We provide important context for the music on the service and its features.

Director, Brand Management (Bravado – Santa Monica, CA)

Bravado is currently looking for a Brand Management Director to join the Brand Management team and oversee a number of Bravado’s contemporary artist brands. This individual will work with the unique needs and challenges of our clients to deliver full-service product management and marketing support in a variety of categories including strategic planning, brand development, consumer marketing and creative development. This person will be the central owner of the brands and will work cross-functionally with sales, licensing, direct to consumer and operations teams to develop creative plans and ensure they are executed flawlessly across the globe.

Coordinator, Digital Marketing (Sony – NYC)

Work with digital project managers to execute highly impactful, customized campaigns.

Coordinator, Marketing (BMG – Los Angeles, CA)

Your primary mission is strategizing and coordinating album releases and campaigns by creating timelines, digital and standard marketing plans, assist in playlist pitching, asset management, webstore management and social media management for a rock-oriented sub-label. You will support the product manager and label manager as needed. Additional responsibilities will include formulating creative and meaningful content, track follower growth, work with online and physical retailers around album releases and utilizing targeted ads/boosted posts and album scheduling.

Social Media Assistant (iHeartMedia – NYC)

The Social Media Assistant for iHeartRadio will work closely with the Sr. Director of Social Media Strategy and Audience Engagement to execute the day-to-day programs that grow engagement, brand recognition, brand affinity, and ultimately drive listenership and revenue. The ideal candidate will be well versed in the best practices of existing and emerging social networks.

Director, Social Media and Content (Ticketmaster – Hollywood, CA)

Ticketmaster is looking for a strategic, creative and results-oriented leader to join our growing Brand Marketing team. You are a social media aficionado, a seasoned storyteller, and passionate about content and breakthrough creative. You are excited about the chance to grow at an evolving organization and have extensive experience driving brand building initiatives. You possess a “can-do” attitude and are not afraid to navigate a complex and fluid environment. You think editorially and have a keen understanding of what it takes to deliver the right message at the right time in the right place. You are a natural born leader, but someone who understands the importance of collaboration and teamwork, all while pushing the boundaries of what’s possible. You are knowledgeable about what’s current, but even more excited about what’s next. You leverage data and insights to optimize your plans and aren’t afraid to get your hands dirty. You perfectly balance strategy and scrappiness.

Assistant, Digital Marketing and Revenue & Commercial Accounts (WMG – Los Angeles, CA)

This position would assist the SVPs of two Departments: Fan Engagement/Digital Marketing and Commercial Accounts/Revenue. Websites, email, social media, influencers, and more – the Fan Engagement/Digital Marketing department oversees all these vital consumer touchpoints. We do more than take great #selfies! We oversee all of the ways artists communicate with their fanbase online, be it a meme that made you laugh, a tweet that made you cry, or an ad for an album you can’t live without. Our mission is to acquire, engage, and retain fans with clever digital strategies and compelling content. In a complex and ever-changing music marketplace, the Revenue & Commercial Accounts team are the wizards of it all. Our team is responsible for driving revenue for our artists in a demanding and varied ecosystem. We oversee all the ways fans consume music, from streaming services like Spotify and Apple to physical retailers and everything in between.

Product Marketing Manager: Spotify for Artists, Content Promotion (Spotify – NYC)

We’re looking for a passionate and seasoned product marketing manager to join the Creator Marketing team in New York – a cross-functional group dedicated to helping artists and their teams thrive. You’ll help shape the products we build for artists, labels, managers, and publishers. And you’ll bring these products to market to maximize their impact. Ultimately, you’ll be a key part of a team reimagining the way artists and their teams leverage the Spotify platform, share their art, and build their careers.

This role specifically focuses on content promotion products we are building to help music marketers reach listeners and fans with creative, engaging, performant promotional formats.

GOA Music Artist Representative (GOA – Franklin, TN)

GOA Music is seeking candidates who are well organized, detailed oriented, and outgoing with strong communication skills. Candidates should be comfortable talking on the phone and working in an office environment. To be considered for this position, candidates should adhere to company values for GOA, Inc., have a strong work ethic, and aim to creatively grow the Music division.

Marketing Manager, Integrated Marketing (TouchTunes – NYC)

A marketer who is passionate about growing a business by acquiring new customers through the execution of integrated awareness and lead generation campaigns with experience in Paid Media, SEO, E-mail and Content Marketing, Lead Generation, Segmentation, Marketing Analytics, etc.

Advertorial Content Project Manager (Townsquare Media – NYC)

The Project Manager for Advertorial Content will oversee Townsquare’s local digital marketing campaigns involving Digital Endorsements and Sponsored Social Mentions created by our radio stations about local businesses. The Project Manager’s key duties will be interacting with and coordinating among multiple teams to effectively set up, launch, execute, and track Advertorial campaigns. The measures of success for the role include success rate of campaigns, profit margin and renewals.

Manager, Partner Requirements (Sony – NYC)

As a manager on the Operations Team, you are crucial in executing on a value proposition that drives client satisfaction and revenue. You will be responsible for ensuring The Orchard remains a top-tier partner at digital service providers, helping us stay on track in our quest to consistently improve our operations. You are driven, methodical, detail-oriented, and adept at managing multiple projects simultaneously. You’re great with Excel, and not only are you able to analyze large data sets, you also think strategically and come up with recommendations once you review your results.

Business Operations Project Manager (Eventbrite – Nashville, TN)

The Business Operations Project Manager is an integral member of the Revenue Operations team. This position requires applied knowledge of project management frameworks and tools to optimize the planning and implementation of strategic projects and initiatives. This is a critical role and includes high-level visibility and interaction with stakeholders across the organization globally. The role requires an understanding of the business need for each project and the ability to make ongoing decisions based on what’s best for the organization, even if that means challenging senior stakeholders on critical success factors.

Operations Manager (4Wall Entertaiment – Nashville, TN)

While every day is different at 4Wall, you will be responsible for providing oversight, coordination, supervision, planning, administration, training and logistical support to the Nashville location. This role requires superior organizational skills that help in driving continuous improvement surrounding operations, clients, and employees. You will build rapport with both internal/external clients and strive to maintain business commitments that allow fulfillment of defined service agreements and will build a high-performance team by exercising superior judgment and the proper balance of command and control.

Strategy & Operations Lead, Personalization (Spotify – NYC)

We seek a Strategy & Operations Lead to help us grow, organize, and nurture the team working on personalization. You will play an active role in shaping the new music economy. Our organization of engineers, designers, and product managers are located between New York, Boston and Stockholm.

Social Media Coordinator (Indicate Media – New York, NY)

Indicate Media Public Relations seeks a creative, motivated, and organized individual with outstanding social media and writing skills to work with our technology / financial client accounts as well as execute an internal social media strategy. The ideal candidate should be self-motivated and have a track record of social media execution. Intelligence and strategic insight will be paramount to this position. Indicate is a boutique company operating in a fast-paced industry, so we are seeking applicants who are agile, hardworking, and ready to collaborate with the team to ensure we produce great results for our clients.

Assistant Director, Entertainment Media and Communications (UJA Federation of New York – NYC)

The Assistant Director of the Entertainment, Media & Communications Division will be responsible for engaging professionals within different areas of the media space, around the mission of UJA.

Social Media / Marketing Coordinator (Blade – NYC)

BLADE is seeking a Social Media/Marketing Coordinator interested in building a career in a high-growth, fast-paced, innovative company. You will wear many hats and be responsible for supporting multiple functions across BLADE’s Marketing organization, including social media posting, community management, content creation, influencer and PR relationship management. The ideal candidate must be highly organized and detail-oriented and have the ability to learn new skills quickly.

Executive Assistant to EVP Repertoire & Marketing (BMG – Los Angeles, CA)

You live by the words of trustworthiness, organization, and dependability. Everyone will recognize you as the prime go-to-person for just about anything, and your abilities have never disappointed anyone. Managing the lives of the company’s decision-makers is not an easy task, but then you showed up and made it seem like cake.

Music Program Facilitator (UCLA – Los Angeles, CA)

The Music Program Facilitator will develop an engaging Music curriculum and progressive lessons, with references to the National Core Art Standards, within a unit tailored to meet the needs of a broad range of music development levels for students ages 4-12 at UCLA Lab School; develop appropriate follow-up practice at home for the various age groups and language levels; communicate with parents, either through our website, email and/or in writing, the units of study and additional resources providing opportunities for parent engagement with their child bridging home to school; identify and utilize resources appropriate to support the music program; utilize the classroom environment to support music development.

Part-Time Music Researcher (BMI – Eagle, CO)

Occasional part-time hourly work with hours ranging from 0-25 hours per week depending on availability of assignments. Work consists of music and market research in businesses in various states. Assignments include onsite research in businesses during late evenings, including weekends, and may require travel and overnight stay. Assignments also require completion of detailed reports following on-site visits.

Senior Account Executive, Music & Entertainment (Berk Communications – New York, NY)

If you’re fearless and looking for a career growth opportunity with an agency that has best-in-class clients and a fun, entrepreneurial work environment, then Berk Communications is the place for you. We are seeking a super motivated and talented Senior Account Executive to work on our Music and Entertainment business. We’re a team of innovative and creative thinkers seeking new ways of doing things… developing solutions nobody has considered and pushing the boundaries of expected thinking. As an integral part of the account team, the candidate must have solid writing, research and media relations skills. The candidate must have experience contributing to creation of communications plans that meet client objectives; building relationships with clients, media and other influencers; and consistently producing high quality work. The ideal candidate will have experience servicing music and entertainment clients and have established contacts in both spaces.

Personal Assistant (Tuff City Records – NYC)

Company president needs a personal assistant to complete organizational and secretarial tasks, at both the company office and his home office. Excellent organization skills required. Must be tech savvy. Experience as a personal assistant is an absolute prerequisite. Knowledge of music industry a BIG plus.

Director Music Licensing (20th Century Fox – Burbank, CA)

The Walt Disney Company is seeking a Director, Music Clearance for Twentieth Century Fox Television (TCFTV). This position is responsible for all music copyright and music licensing functions for the TCFTV Music Department, servicing the creative and clearance needs of designated television series as assigned.

Music Consultant (Ability Now Bay Area – Oakland, CA)

Do you love music? Do you love sharing your love of music with others? Do you like helping others explore their creative self and experience new and exciting things? Then we want you!

Categories
Industry News News Podcasts

Inside Music Podcast #182: Jinjer (Tatiana Shmailyuk)

Jinjer may be leading the metal resurrection, but it didn’t happen overnight.

Heavy music is in the midst of a resurgence. Regardless of your niche preferences, metal as a whole is growing faster right now than it has in years. Part of this is due to a fresh crop of young talent with forward-thinking ideas, which describes Inside Music guest Jinjer, but there’s also a payoff happening for many who have been grinding it out for years, which also describes Jinjer.

If you’re outside the metal world or have been sleeping under a rock, Jinjer is Sweden’s answer to the redundancy found throughout heavy music. The band, which formed in 2009, has built a reputation for challenging music fans with hard-hitting songs that experiment with ideas most artists would shy away from. Breakdowns coupled with sequences so soft the vocalist needs to whisper? Check. Driving riffs that transition into reggaeton? Check. Melodic verses coupled with crushing hooks? Absolute check.

Jinjer is making music they want to hear, and that decision has made all the difference in their career. The band is currently headlining a US tour that is over 90% sold out, and they will soon return overseas for more sold-out performances. They also have a new album, Macro, arriving on October 25 through Napalm Records.

On the latest episode of Inside Music, host James Shotwell calls Jinjer Vocalist Tatiana Shmailyuk for a short conversation about the band’s busy year and what comes next. Tatiana recounts the recording of the group’s new album, the band’s experiences in the United States, and more. Listen:

Categories
Industry News News

Labels can now pay Spotify to promote artists on its platform

Spotify is testing a new ad platform that allows artist teams to promote music directly to fans without turning to third-party applications.

Spotify users are already familiar with ‘Music For You’ notifications. These alerts appear on screen to inform fans and followers of an artist when their favorite musicians have a new release. It is a helpful tool that encourages fans to support the music they love in a crowded marketplace where nobody can remember every release date. And now, for the first time, those notifications are for sale.

A ‘New Music For You’ notification

This week, Spotify began testing a new tool in the United States the allows record labels and artists to purchase ‘Music For You’ notifications for their latest releases. The pop-ups will land within both free and premium accounts using the same algorithm already in place for organic (free) notifications to alert an artist’s most dedicated followers.

Spotify Founder and CEO Daniel Ek hinted at the ads during the company’s Q2 earnings call earlier this year. Speaking to investors, Ek said, “We believe we can find a way to charge record companies to pay to promote their artists directly to their fans on our platform without p**sing off our users too much. If we succeed, labels might then switch some of their digital ad spend away from Google, Facebook, and Instagram, and over to us.” 

In simpler terms, Spotify knows labels and musicians pay social media platforms to run ads that inevitably link to an artist’s Spotify page. The streaming giant hopes the opportunity to push engagement through its platform instead of third-part apps will lead the industry to invest more money into Spotify (in hopes of earning more through the platform).

Music Business Worldwide reports that Premium Spotify users will be able to turn off sponsored ‘Music For You’ alerts, but free users will be stuck with them.

Spotify’s introduction of ‘Music For You’ alerts could not have been smoother. Users are already familiar with the notification system, and many rely on the service to help them remember when musicians release new material. Though the company has not shared any data with the public, one can assume the company knows the conversion rates for these messages and is factoring them into the pricing for paid promotion. It’s already a proven marketing tool despite no one paying for access before this moment. 

The situation also brings to mind the metaphor of a snake eating its tail. Music professionals often complain about the low royalty rates Spotify pays out, and now many will give Spotify money out of their pockets in hopes of getting additional revenue. It’s a vicious cycle that opens up a world of ‘pay to play’ possibilities that could hinder independent artists from gaining traction for their music.

Jordyn Reese, Product Manager, US Latin & Urban, ONErpm, said: “As an independent distributor, it’s essential for us to spend our marketing budgets wisely and find creative strategies to develop our artists’ audiences. It’s really exciting to see Spotify is creating tools that are designed from the ground up with music marketing in mind and giving indies more power to reach their fans with new music. This will absolutely be one of the top tools in our growth arsenal.”

Categories
Artist Advice Business Advice Editorials Industry News News

The Top Priority For All New Artists

Every artist has a unique journey to success in the music industry, but they should all start with the same goal.

Now is the best time ever to start a music career. The opportunities for exposure and success are at an all-time high, and virtually everyone can begin making money for their creative output as soon as it’s uploaded to the internet. Artists have never been as empowered to express themselves as they are right now, and that has made music as a whole far more interesting.

But regardless of who you are and the kind of music you seek to create, the goal of every musician starting today should be the same: Growth.

Jesse Cannon, music producer and author of numerous books geared at helping musicians succeed, says all new artists should prioritize growth until they have at least 20,000 monthly listeners on Spotify.

Why Spotify? If you asked a few years back, Cannon would have said the goal growth on Facebook or Twitter. Online metrics matter significantly in the industry, and having a sizable audience on any platform is a clear sign to the industry at large that people care about what you’re doing.

These days, however, Spotify is the most sought-after platform for strong performance stats. After all, the streaming giant is where digital engagement transforms into money. Every stream on Spotify counts towards an artist’s income. When labels, management, and the like are looking for new talent, Spotify is the place most turn to gauge an artist’s value.

When asked for more information, Cannon said 20,000 was indicative of an artist having “buzz beyond those of us who talk about [music] all day.” Meaning, an artist with a large Spotify following confirms the general public has discovered and taken an interest in their music. There are many artists that critics and industry professionals love who may never reach a following that large, so it’s important — from a business standpoint — to know music consumers are embracing someone.

Cannon further suggested that artists should avoid releasing or working on albums until they hit the 20,000 listener goal. Until that time, Cannon recommends releasing singles regularly. Consistently giving people a new reason to care or give you a chance is a proven tactic for developing an audience. Until people are willing to wait for something that could take a long time to complete, stick with singles as a means of showcasing your talent.

Careers are built on fans. In the age of the internet, engaging with listeners is incredibly easy. You can tweet at people, post to Facebook, share stories on Instagram, create videos for YouTube, and maintain a mailing list, among other things, without spending a dime. Growth on any platform is excellent, but growth on Spotify makes a difference that other digital communities cannot. Focus your efforts, build a community, and in time you will have the audience needed to support a full-time career.

Categories
News

Now is the best time to start a music career. Here’s why:

The music industry is an absolute mess right now, and that’s good news for artists big and small.

The music industry, as we know it, is roughly one-hundred years old. Comparing the business of music today to how it looked even a decade ago is practically impossible. There have been many changes throughout the last century, but in recent years, the number of changes and the speed at which they happen has increased dramatically.

As a result of all that change, it is not hard to find people lamenting the state of music today. People will claim it’s too hard to make a living as a musician. Others will say there are nowhere near as many rockstars as there were in decades past. While there may be some truth to every criticism, the music business as a whole has never been better. There are more opportunities than ever before, and there are more musicians changing lives with their creativity.

The shifting landscape of the music industry has finally created a space for artists from all backgrounds to get ahead. Virtually everyone with an internet connection has the same opportunities for success. As long as you have a smartphone or laptop, you can record and upload your latest creation in a matter of minutes. Once online, your song or album has the potential to reach billions of people. You can start earning money on virtually every stream of your next release as soon as it is available online.

Compare the paragraph above to the state of music in the 1990s. Musicians would need to purchase recording equipment or rent studio space, which could easily cost hundreds of dollars per hour. After recording, artists would spend hundreds or even thousands more to make their music available on cassette, CD, or vinyl. Those physical units would only turn into money if the artist sold their material in stores or at a gig (because practically no one was shopping online).

Today’s musicians don’t have to save for months or accrue debt to release music. Artists today can create and release music as soon as they’re ready to do, which is one of many reasons there has never been a better time to enter the music business. Here are several more:

New episodes of our Music Biz series debut every Monday on YouTube. Subscribe to our channel today to ensure you never miss another update.

Categories
Industry News Job Board News

Music Industry Job Board (October 21, 2019)

New opportunities:

Director, Digital Marketing (Capitol Music Group – Hollywood, CA)

Universal Music Group is currently seeking a Director, Digital Marketing for our Hollywood, CA office. The Manager will spearhead Digital marketing initiatives for the label’s Hip Hop and R&B roster. They are responsible for building out the digital, mobile and social components of an artist’s overall marketing plan – including but not limited to: digital promotions, artists website development and optimization, fan acquisition and engagement, creation/implementation of digital tools and products to increase fan engagement, paid media campaigns, etc.

Manager, Marketing and Account Management (Country Music Foundation – Nashville, TN)

Reporting to the Senior Account Manager, the Account Manager will act as a liaison between internal departments and the Marketing department at the Country Music Hall of Fame and Museum. From campaign management to budgets and event planning, the Account Manager plays an integral role in managing the marketing, media buying, financial and promotional needs of the departments to ensure that best-of-class marketing practices are applied and institution branding standards are met to support the many goals and objectives of the Country Music Hall of Fame® and Museum. This position provides tremendous opportunity to experience all levels of marketing, to encourage independence and growth and to develop management and training skills.

Creative Sync Manager (Live Nation – Los Angeles, CA)

Roc Nation is seeking an experienced Creative Sync Manager to join our Film/TV Creative Sync Licensing team in Los Angeles. Your focus will be to seek out and secure sync opportunities in film & television for frontline music across the label, publishing and management side. Our ideal candidate will have an overall understanding of synch licensing, as well as existing relationships within the music supervision community. This position reports directly to the Senior Vice President of Creative Sync Licensing in the L.A. Office.

Artist Marketing Manager, Latin (Capitol Music Group – Hollywood, CA)

Caroline is looking for an Artist Marketing Manager, Latin (Contract) to be a part of the Commercial Marketing team in Hollywood, CA. The Manager, specializing in Latin music, will help coordinate day-to-day partner/programmer/tastemaker pitches for streaming services/DSPs and will partner with our labels/managers/artists to develop marketing campaigns that strategize the best course to market for their releases. This role will work in tandem with various departments under the direction of the Head of Commercial Marketing. The role requires both a wide-ranging skill set for working across every department at a modern label group and a unique perspective to think ahead and anticipate the needs of tomorrow today.

Manager Media Operations (Revolt Media and TV- Los Angeles, CA)

Supervise the Media Operations team on a day-to-day basis; ensure appropriate resource allocation, efficient workflow and flawless output.

Manager, Creative Administration (UMPG – Santa Monica, CA)

The Manager, Creative Administration is the point person for the Universal Music Group roster of writers and producers.

Social Media Coordinator, HBO Max (Warner Bros – Burbank, CA)

The Coordinator, Social Media is a critical member of the social team and will support the implementation of campaigns to create and sustain an engaged and loyal fan base across multiple social platforms including Facebook/Instagram, Twitter, Snapchat, YouTube, etc. This role is highly collaborative and will work across the organization with multiple stakeholders to implement strategies for growth and success.

Coordinator, International Marketing (BMG – Los Angeles, CA)

Your primary mission is to assist in all marketing functions for BMG artists on a global level. You will help gather assets, distribute information and communicate with our International affiliates on a daily basis. You will help the outbound international team streamline their processes and enhance their effectiveness.

Marketing Manager (TicketIQ – New York, NY)

The Marketing Manager will be an integral part of the team which runs the end-to-end digital, editorial, and social marketing operations for TicketIQ and TicketIQ’s rightsholder partners, working directly with the Chief Revenue Officer and VP of Marketing.

Assistant, Marketing & Video (WMG – Los Angeles, CA)

The Elektra Music Group Marketing Department is responsible for developing comprehensive strategies for marketing our artists as well as coordinating all efforts (internally and with outside parties) on all projects. The Elektra Music Group Video Department is responsible for the commissioning of music video and content productions for Elektra Music Group and its partner labels. The department is involved in all aspects of the video production process, from concept to completion.

Social Media Manager (Trans World Entertainment – Albany, NY)

Trans World’s unique relationships with music labels, movie studios, and talent from all areas of entertainment creates an opportunity to capitalize on social media efforts around new releases, exclusive products, and relevant pop culture events. The Social Media Manager will represent the brand voice of FYE by working with the marketing team and external partners to plan, produce, and launch engaging social media content across our channels (Facebook, Instagram, Twitter, etc) that educate and engage existing customers while also driving new customers to FYE stores and FYE.com. This position requires a creative mind paired with organization and attention to detail in a fast-paced work environment as well as strong time management skills.

Quality Tester (inMusic- Cumberland, RI)

A day in the life for the quality assurance department entails testing and troubleshoot musical equipment that will be going on the market to be sold.

Music Director (Pacific Edge Voices – Berkeley, CA)

In the 2019-20 season, Pacific Edge Voices will celebrate its 40th anniversary, while seeking to identify the third Music Director since its founding to lead the chorus starting in the 2020-21season. The candidate should be prepared to engage a skilled amateur ensemble with a hunger for learning and performing the diverse and challenging repertoire. We are seeking a skilled conductor and singer who can lead the vocal development of the ensemble, both technically and artistically. The ideal candidate will bring new strengths and vision to the ensemble that will build upon a legacy of peak experiences and uncommon programming for the group and its audience. We seek a dynamic personal leadership style that is both demanding and positive.

Music Video Director (EastValley TV – Mesa, AZ)

The videographers work as part of a production team that creates video products for our upcoming streaming channel. You will also need to direct multi-camera studio/field equipment and video switching. You will generate and insert on-screen text and graphics in live productions using cameras, DVRs, switching equipment. In the field or remote location, the videographer’s will set up and place the lighting and the audio equipment for location work. Operate the portable equipment and work with the other production staff in pre-production planning and production. Maintain the video production equipment used in the field, too. Other duties in the field are similar to those in the studio, except that the outside world is the videographer’s backdrop.

Spring Intern, Music Programming (SiriusXM – Los Angeles, CA)

SiriusXM + Pandora interns don’t make coffee. They’re on-air, on projects and making valuable contributions to SiriusXM + Pandora. Join our internship program and learn about the world of audio entertainment and get hands-on experience in your field of study. SiriusXM + Pandora is looking for an intern with production experience to join one of our music channels/shows.

Sales Representative (Ghostcraft Music – Los Angeles, CA)

Ghostcraft Music is a successful music production and artist development company based in Los Angeles. Due to the massive success of our recent online marketing, we’re now generating around $150k/month of inquiries. We’re on track to double this amount over the next 2 months. All of these inquiries are pre-qualified customers who have come through our online funnel, with ample information to close. We need one or two great telephone sales people to call through these leads and close. We’re happy to offer 10% commission on each product sold. Once you hit $5k sales for the month, we’ll increase your commission on further sales to 15%. (E.G.close $5k sales = $500 commission. Close $15k sales = $2k commission. Close $35k sales = $5000 commission) Our products range between $200 and $14k, with most in the range of $1.5k -$5k. The right person will be able to make between $500 and $1.5k+ per week in commission.

Director, Business Affairs, Music (Disney Parks – Glendale, CA)

This person will be an integral team member of the Disney Parks, Experiences and Products Business Affairs Department. The person will have day-to-day responsibilities for structuring, negotiating, managing and advising on deals for the integration and use of music in short form content, consumer products, publishing, interactive games and experiences. This person is expected to work in a highly collaborative fashion with other Business Affairs and Legal Affairs members of The Walt Disney Company and members of DPEP’s creative, production, finance, marketing and franchise management groups.

Music Producer/Engineer (All Or Nothin Records – Henderson, TX)

This position is for someone that is self-motivated, looking to expand their career and work with many different artists. I am looking for someone that knows the production side of music, someone that would make a major contribution to the label. Here at All Or Nothin Records, we love all genres of music, but this position is for an individual who is fluent in HipHop/Rap R&B. So if you feel like you have what it takes, send a link of references (ex.Youtube, Soundcloud, etc.) Also why you feel you would make an excellent fit at All Or Nothin Records!

Part-Time Music Researcher (BMI – Bergen, NY)

Occasional part-time hourly work with hours ranging from 0-25 hours per week depending on availability of assignments. Work consists of music and market research in businesses in various states. Assignments include onsite research in businesses during late evenings, including weekends, and may require travel and overnight stay. Assignments also require completion of detailed reports following on-site visits.

African Drums Specialist (NEW YORK EDGE, INC – New York, NY)

African drumming introduces the role of music within African culture. The teacher has the responsibility to select and plan class content, music, technique and exercises for the drum class according to the suitability of the group and curriculum. It will be essential to set the example for students to follow him or her and will be necessary to teach the fundamentals and rudiments as a recreational factor for the students. Learners use drumming as an instrument of self-expression through traditional rhythms building self-confidence and discipline. African Drum Specialists should encourage students to explore the elements of musical techniques within, including understanding poly-rhythms, composition, melody, harmony, tones, pitches, basses, improvisation and arrangements. The teacher should be familiar with the history and drums of the various countries and have an understanding of how to implement their way of teaching through rote and creativity.

Music Producer/Audio Engineer (Ball Hog Luxury Studio – Daytona Beach, FL)

Looking for an audio engineer works with the technical aspects of sound during the processes of recording, mixing, and reproduction. Also, we are looking for audio engineers who often assist record producers and musicians to help give their work the sound they are hoping to achieve.

Board Operator, Music Programming (SiriusXM – Los Angeles, CA)

Responsible for the operation and quality of studio sound equipment during programs. Operates the board in-studio or via workstation for live and recorded broadcasts as assigned. Also operates equipment to edit, synchronize, mix and reproduce recordings. Greet talent and make them feel comfortable in the studio. Takes direction from Operations Manager, participates in the creation of the sound image for assigned programs. Incumbents of this position may be assigned to more than one program and perform slightly different functions across many programs.

Senior Manager, Government Affairs/Public Policy (YouTube Music – Los Angeles, CA)

As a Senior Manager of Music for the Government Affairs & Public Policy team at YouTube, you will be an ambassador for YouTube’s issues and interests with policymakers and key opinion formers. You will be an expert in the policy environment affecting YouTube’s business operations and the digital music landscape at large. You will develop a thorough understanding of YouTube’s products, policies, and operations. You will coordinate with the global GAPP team to understand the policy issues that affect YouTube’s business operations and develop strategies to protect YouTube’s interests. You will need excellent analytical, interpersonal and organizational skills, the ability to communicate effectively in person and in writing, an aptitude for learning, and the discipline to manage multiple projects with tight deadlines.

Coordinator, International Music Team (Spotify – NYC)

We are looking for an outstanding and passionate coordinator to join our International Music Team in New York. With your excellent skills in communication, operations and coordination, you’ll have a highly influential role in supporting the team and its partners across thirteen music regions.

Music Talent Manager (Clever Clean – Los Angeles, CA)

Looking for a manager or booking agent who can find gigs for an Austin, Texas-based artist to open up for big-name talent in Austin area.

Internal Events Producer, Apple Music (Apple – Culver City, CA)

As an Internal Events Producer within our Events and Content team, you’ll be part of a group that builds out and activates events, live experiences and content for Apple Music with a focus on internal events. You will be responsible for the production and execution of our events, as well as multi-faceted projects for the company. This is a partner-facing role with a cross-functional focus that is inspired by activating the Apple ecosystem. As a hardworking member of the team, you thrive in a quick-moving environment with a collaborative spirit.

Publicity Assistant (Crowd Surf – Los Angeles, CA)

Publicity Assistant will be responsible for assisting the director of publicity and publicity managers in managing their relationships between Crowd Surf and publicity outlets. They will work hand in hand with the publicity team to help build relationships with Crowd Surf’s artists and clients and publicity outlets.

Music Curator (Songtradr, Inc. – Santa Monica, CA)

As a Music Curator, you will focus on supporting our growth by providing curated selections of music from the Songtradr marketplace. The successful candidate will be exceptionally supportive and willing to learn, highly adaptable to the team’s needs, able to shift gears quickly and be passionate about ensuring customers receive the best possible music for their needs. Please note this is an entry-level position.

Analyst, A&R / Music Insights (Sony – NYC)

Research and evaluate new music performance using a variety of internal and external platforms. The right candidate will also monitor music blogs and digital magazines for music premieres and placements. They will be expected to generate weekly reports and to lead meetings to brief the team on artists of interest.

Music Operations Specialist (Vaco – Mountain View, CA)

The Music Operations Team works with music Partners from all over the world, helping make their content available to customers on our platform. As a Music Operations Specialist you’ll be on the frontlines ensuring Partners receive effective and timely support for all of their operational needs.

Exit mobile version