Tag: Marketing 101

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The Secret To Smarter Music Marketing In 2021 [Video]

Music Marketing

Music marketing is hard for everyone, but you can unlock incredible success with a quick shift in perspective.

The most straightforward approach to successful music marketing is also the oldest. Find an artist making music similar to you that is already successful and try to win over their fans. That simple concept is the driving force behind targeted marketing. A pop-rock band that often gets compared to All Time Low, for example, will target fans of All Time Low with their digital promotions.

The motivation behind this approach to music marketing is rooted in an old way of thinking about fans and how they engage with the artists they love. At any point in history before 2006, the vast majority of listeners discover new music through sound alone. People would hear a song they liked and then seek out the artist behind it. They bought records from unknown bands because the stickers on their packaging said they were similar to bands they already knew.

But the world doesn’t work that way anymore. Thanks to the Internet and social media, consumers are more connected than ever with the creatives that they admire. We don’t just know our favorite artist’s songs; we feel like we know them. We read their every thought on Twitter, look at their personal life on Instagram, and can respond to anything they post anywhere at a moment’s notice. To put it in the simplest terms possible, the barrier between artists and fans has never been smaller than it is right now, making getting and keeping consumer attention increasingly tricky.

Today’s music fans are buying into an artist for more than their sound. Your listeners follow you because of your overall aesthetic, branding, and presentation. Your music is a gateway to an entire universe of creativity that you oversee. People who enjoy what you make want to be as close to you as possible, and they want you to feel close to them as well. They want to forge a community, both between you and them and others who like your music. Random in 2021 is about being part of something bigger than yourself, and it is the responsibility of artists everywhere to try and forge that sense of belonging amongst their followers.

In this Music Biz update, host James Shotwell explains how fandom has changed and why marketing must evolve to meet the demands of today. He provides examples to help artists understand why they need to dig deeper into their fans and their fans’ interests to find the best marketing approach. James knows that the artists who break out and lead sustainable careers today do so by possessing a deep understanding of who enjoys their music. It’s no longer about casting a wide net and hoping for great results. Music marketing today is all about niche content. Let us explain:

Music Biz is brought to you by Haulix, the music industry’s leading promotional distribution platform. Start your one-month free trial today and gain instant access to the same promotional tools used by BMG, Concord, Rise Records, Pure Noise Records, and hundreds more. Visit http://haulix.com/signup for details.

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The One Marketing Mistake Every Musician Makes [Video]

Every musician wants fans to hear their latest single or watch their latest video, but almost every one of them is sharing the wrong link.

Here’s a hypothetical situation we can all relate to:

With a new single now available everywhere, an artist wants to promote their new music to fans and people who have yet to discover them. They sign up for a service that pulls links from all the streaming services into a single landing page and then links to that page with their social media posts.

Here’s another hypothetical:

With a new single available everywhere, an artist chooses to push a single streaming service through every post they make. They tell everyone to stream their song on Spotify, and every post they make points people to Spotify.

Both of the promotional approaches outlined above are common practices in music today. Both are also the wrong way to promote new music.

Let’s stop and think about what happens in these scenarios.

For starters, the artist is engaging fans on platforms they do not own or control (social media) and pointing them to other services and sites that they do not own (streaming platforms).

Additionally, the artist in the first example promotes a third company they do not own (the promo links service).

While these promotional approaches may appear to streamline the process of getting people to hear your music, they do very little to support the business that matters most: Your music career.

In this Music Biz update, host James Shotwell explains why the most common music promotion methods may not be the most beneficial for artists.

Every marketing plan aims to forge a lasting bond with people who choose to engage with the promotional materials. A song stream or video view may give you a short-term boost of serotonin, but unless you’re converting consumers into fans, your campaigns are falling short of their potential.

Let’s rethink the promotional efforts described earlier:

With a new single available everywhere, an artist wants to promote their new music to fans and people who have yet to discover them. They create a landing page on their website to announce the release, and they include links to all the streaming services where the single is available. They also embed the song as a streaming track or video.

That approach is already doing more to make people who engage with the artist’s posts more aware of their craft, place online, and brand.

But we still need to go one step further:

In addition to building a page that makes it easy to find their music online, the artist includes an option to join their mailing lists. Fans who enjoy the new single can sign up to receive messages from the artist regarding the latest music and tour information and access to their new merch.

Mailing lists have been around for decades, and despite all the new ways of connecting with our audience, they remain the most effective. When someone joins your mailing list, they are telling you they want to develop their relationship with your music. They are asking to know about music, live appearances, and more. They don’t want to hopefully see something online when you choose to post. These individuals want to know everything. They want to be true fans, and those people are the ones you need to take your career to the next level.

Music Biz is brought to you by Haulix, the music industry’s leading promotional distribution platform. Start your one-month free trial today and gain instant access to the same promotional tools used by BMG, Concord, Rise Records, Pure Noise Records, and hundreds more. Visit http://haulix.com/signup for details.

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8 Ways To Market Your Music With Instagram Reels [VIDEO]

Instagram Reels are the hottest thing in music marketing, so we’re giving you eight proven methods of promotion to boost your career.

Some may say we made a mistake by declaring Instagram Reels dead on arrival back in August, but we argue that the company heard our complaints and took action. In eight weeks, Reels has gone from an inferior knockoff of TikTok to one of the most exciting platforms for creativity and music promotion online. Every week, millions of people are creating looping videos with the latest Instagram development, and that userbase will continue growing in the months ahead.

Since Reels is Instagram’s answer to TikTok, you might assume that marketing is the same on both platforms. After all, both platforms offer creators the ability to make videos up to a minute in length, and both allow people to use music or add original audio. Reels, however, has several advantages that TikTok lacks, including the ability to reach your audience through Stories and Instagram’s main content feed.

In today’s Music Biz 101, host James Shotwell breaks down eight proven methods for successful music promotion on Reels. He utilizes clips to expand on specific ideas, including examples from EDM superstar Marshmello and popular pop-punk group Knuckle Puck. Check it out:

Not sure if the video is for you? Here are some of the marketing ideas we discuss in the clip above:

  • Teasers. Everyone loves a tease.
  • Behind The Song series. People want to connect with the real you, and the best way for musicians to give fans that opportunity is by sharing the stories behind their favorite songs.
  • Dance Videos. They’re all the rage online, and for good reason. Anyone can make these videos, and that makes them great for music promotion.
  • Get weird. As we mentioned above, people want to know the real you, and that includes all the strange behaviors and hobbies that fill your days. Share them. Get weird. Be yourself.
  • Skits. Second only to dancing, skits provide a template that fans can use to make original content inspired by your music. A great skit with a good punchline can spread much faster than a music video or song stream.
  • AR Effects. Everyone uses Spark AR effects on their IG Stories, but did you know that same technology is available in Reels? We’ll tell you how to make the most of it.
  • Here’s a word you need to accept as part of promotion: Influencers. Finding an influencer whose audience aligns with yours can forge a great content partnership.
  • Use your archives! Some of the biggest viral clips of the past year use songs that are years or even decades old! Don’t be afraid to open your library of content and pull from every era of your creativity. You never know what will connect with viewers.
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What Artists Can Learn From Machine Gun Kelly’s New Album

Machine Gun Kelly’s fifth studio album is on track to be his most successful record yet. How did he pull that off?

Machine Gun Kelly, known to family and friends as Colson Baker, is doing the impossible. His fifth studio album, Tickets To My Downfall, is quickly becoming his most successful release to date. More impressive still is the fact that all this is happening off an LP that sounds nothing like his previous work. Such occurrences are incredibly rare, especially in the worlds of rap and rock, but MGK is finding a way to make it happen.

To put Machine Gun Kelly’s accomplishment into perspective, readers must consider that he’s been actively releasing and touring in the public eye for a decade. MGK spent the majority of that time squarely in the world of rap and hip-hop, which found him delivering a string of successful singles that rarely, if ever, gained the attention he felt was earned. He recently went as far as to say he felt ready to leave music altogether, but creating Tickets To My Downfall gave him a fresh perspective on creativity.

The fifteen track, thirty-five-minute release finds Machine Gun Kelly transitioning to the world of pop-punk with reckless abandon. Each song boasts driving guitars, thunderous drums, and themes of living life to the fullest while throwing a middle finger to anyone who claims it’s time for Ohio native to act his age. It’s the kind of album one might expect blink-182 or Green Day to release twenty years ago, and the alternative scene is embracing it with open arms.

In this episode of Music Biz 101, host James Shotwell breaks down five key lessons that artists can learn from MGK’s latest success and what the album’s rollout tells us about the future of music marketing.

Don’t have time for the video? Here are some takeaways:

  • Experimentation is key. MGK is internationally known for his talent as a rapper, which made releasing Tickets To My Downfall a significant risk. By better on himself and creating a quality record, MGK not only brought his fans into a new genre of music but made new fans in the pop-punk world who may otherwise never listened to his music.
  • Please keep it simple. In addition to introducing a new sound, Tickets To My Downfall also gives MGK fans his most straightforward work to date. Most people will need only one listen to understand the record, but they’ll keep coming back because they can easily connect with its messages and themes.
  • Be real. Machine Gun Kelly has always shared true-life stories in his music, but this record removes the hyperbole typical in hip-hop to deliver music that is undeniably real. The songs on the record are not so much the story of MGK, but those of Colson Baker, the young man trying to remain sane in the crazy world of entertainment. Fans may never live the moments found on the album, but it’s depictions are in such vivid detail that it’s not hard for listeners to put themselves in Colson’s shoes.
  • Wring everything you can out of each single. The rollout for Tickets stretches throughout 2020. MGK has mastered the art of making the most out of every press opportunity. Each song has teasers that lead to an official release, followed by lyric videos, official videos, performance videos, stripped performances, and more. Add to this the fact he’s always engaging with the press, and MGK has made himself a staple of the pop culture conversation without burning a lot of the album’s best material.
  • Embrace the ‘Deluxe bump.’ When news broke that MGK may reach number one on the Billboard charts, he quickly dropped a surprise deluxe version of Tickets that contained several additional songs. The new material put the album back in the news, making sure fans continued streaming the record. It’s a bit of a cheap trick, as the song could fit the original release, but it’s a good ploy to keep the press (and listeners) paying attention.
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7 Ways To Make Money With Livestream Concerts

Performing online is now a part of the ‘new normal,’ so it’s time artists learn how to maximize their return on livestream performances.

The evolution of digital performances is happening faster than you may realize. In the six months since the COVID-19 pandemic canceled countless live events, artists have gone from Instagram performances to HD, multi-cam events that cost money to attend and include exclusive merchandise offerings. Artists all over the world are trying to bring the excitement of live events into the virtual space. That is creating a lot of great opportunities for musicians to make money while engaging with their audience.

But let’s get this out of the way: If you are a relatively new artist or group with very few fans, making money online is not your top priority. You should concern yourself with being seen and heard before you worry about income. Without a community around your music, it is incredibly difficult to earn revenue with your art. Engagement comes first. If you’re not at the point where you can get 100 people to engage with a piece of content, then don’t worry about money.

For everyone else, good news! There are a lot of ways to make money online with live performances, and many more are in development.

In this Music Biz update, host James Shotwell breaks down seven ways artists are earning money through livestream concerts. These efforts range from ticketed events and exclusive merch to partnerships with local promoters and recycling content for future promotional purposes. Check it out:

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How Songs Go Viral on TikTok [Video]

TikTok promotes itself as a platform where creatives can become stars overnight, but how exactly does that work?

TikTok has quickly become the premier music discovery platform on the planet. More than half a billion people use TikTok every month, and they are helping raise a new generation of talent that may otherwise never have a chance at success. Lil Nas X is perhaps the best example of TikTok’s power, but since “Old Town Road” became a global sensation, more than a dozen additional artists have come out of nowhere to take the app’s community by storm.

But how does that happen? Algorithms play a part, of course, but how does a relatively unknown talent captivate an audience of millions in a matter of days or weeks with a single song? Could it really be talent alone?

Lol. No. Of course.

A recent feature from Rolling Stone found that the answer to this modern mystery is as old as the music business itself. Regardless of all the technological advances of TikTok boasts and its incredibly inventive userbase, money is the common trait amongst every success story. Artists and labels alike are pouring thousands of dollars into each song promotion. Influencers receive cash to create clips that inspire their millions of followers to imitate their behaviors and continue using a specific song or sound.

The biggest moneymaker on TikTok is Charli D’Amelio, a twenty-something that demands around $30,000 per song promotion. Other influential creatives charge between $2,000 and $20,000 per placement, but again, there is no guarantee of success.

In this episode of Music Biz, host James Shotwell demystifies how songs succeed on TikTok with a straightforward answer that will not appeal to everyone. He also expresses caution for artists that may be considering influencer marketing for their next single. Check it out:

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Singles Vs. EPs: What Should You Release?

As the music business continues to evolve, artists must learn to adapt. Finding the right plan for your next release is key, and today, we will help you figure things out.

The way we consume music is changing, so we must rethink how we release it. The days of people turning to albums for entertainment are gone. Today’s music fans expect everything to be available all the time at a moment’s notice. Those searching for new music seek out singles above all else. If they like what they hear, those same listeners will look for the rest of that artist’s catalog in time. That idea applies to new music from established artists as well, but only to an extent.

The first any artist should do is set goals. What do you want to accomplish with your next release? Be specific and reasonable with your answers. A good example of release goals would be gaining 1,000 followers and earning 10,000 streams.

Once your goals are set, release the song you believe is most likely to accomplish that goal and do everything in your power to make that track succeed. Create a music video, promote to your mailing list, create memes, and do anything you can come up with to reach your goals.

At some point between four and eight weeks after the track’s release, take time to review your goals and whether or not you achieved them. If the answer is no, choose another song and release that track. You should repeat the promotional efforts of the first song, as well as any new ideas you may develop.

When you achieve your goals, then you should move forward with plans to package songs together. You can pair your popular single with two to three additional tracks and release that material as an EP. That way, you can continue to capitalize on the momentum of the single while giving your current fans something new to enjoy.

That plan may not necessary for more popular musicians. Artists with sizable followings have to be accessible to new listeners while also keeping their more devoted fans engaged. These artists may see more value in sharing EPs over singles, if only because their audience is hungrier for content than those of musicians just getting their start.

In this episode of Music Biz, host James Shotwell answers one of the most common viewer questions by presenting multiple paths to success. The key to getting ahead is a combination of knowing yourself, your audience, and what you want to accomplish. If you can understand all that, then you are already miles ahead of your competition.

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Promoting Music and Making Money During Coronavirus [VIDEO]

The live music industry is crumbling beneath musicians’ feet, but that does not mean the music business is in trouble. There are still many ways to maintain your creativity and generate revenue while touring is on hold.

The Coronavirus has turned the music industry upside down. In less than a month, virtually every tour and music festival have been canceled, with more postponed. These decisions have left countless artists without tour income they need to survive. That, coupled with the global closure or restriction of most service jobs, have left the global creative industry in dire straits. People are scared, and it’s hard to say when those fears will be alleviated.

No one can magically replace the revenue lost from live events, but the music business is still very much operational. The latest episode of Music Biz hosted by James Shotwell takes a look at what artists can do to maintain their sanity, continue creating, and — hopefully — generate additional revenue.

Don’t let the fear of the moment convince you that hope is lost. The music industry is incredibly resilient, and so is the human spirit. Throughout our history as a species, music has played a significant role in helping us through tough times and celebrations. Music keeps people believing in a better tomorrow, and when the time is right, people will flock to live music once more. Until then, do your best to apply the advice above, and try to take this unprecedented event one day at a time. You cannot control the world around you but you can control your influence on others.

For additional advice on sustaining your career during the Coronavirus outbreak of 2020, please click here and here. If you want examples of these ideas in action, we highly recommend individuals check out our stories on Code Orange and Dropkick Murphys. You should also follow Haulix on Facebook, Twitter, and YouTube.

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Should You “Shoot Your Shot” To Get Ahead?

A post from recent GRAMMY award-winning producer and songwriter Finneas has sparked a discussion over whether or not people should take a chance on themselves.

What is your dream? When you imagine your career in music, who do you work with and where? If you had the chance to show those people or companies your talent, would you?

“Shooting your shot” is a popular phrase for people who risk embarrassment and being turned away to share their ideas. Recently, GRAMMY award-winning producer and songwriter Finneas tweeted that he feels creative people should avoid shooting their shot and focus solely on developing something themselves. We agree with him, to an extent, but there are times when taking a chance on yourself is the only way to get ahead.

For starters, the competition for attention in music today is fierce. There are countless artists sending messages to labels, publicists, managers, booking agents, and anyone else they believe can help their careers daily. You can choose to sit out that battle, but doing so lowers the likelihood that someone in a position of influence will find you and give you a leg up your career needs to reach its maximum potential.

There is also the fact that being “good” is no longer good enough. There are many gifted artists with great songs and carefully-crafted brands that will never receive the amount of attention they arguably deserve. To stand out in today’s industry, artists need all the help they can get, and the best way to find the right person to elevate your career is by going after the professionals and companies you want to know about your music.

Billie Eilish is an outlier. Finneas is an outlier. Chance The Rapper is an outlier. There will always be exceptions to the rule, but for every outlier that reaches the mainstream, there are dozens or more artists who get there by shooting their shot and networking with others in the industry. There is nothing weak or wrong with taking a chance on yourself and reaching out for help. We’ll let Music Biz host James Shotwell explain the rest:

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Should Artists Promote Their Music On TikTok? [VIDEO]

TikTok relies heavily on music to keep users happy, but should musicians be investing time and resources to promoting their work on the popular video-sharing app?

It’s easy to understand why the advertisers and record execs alike are fascinated by TikTok. With over 1.5 billion downloads worldwide and more than half a billion monthly users, TikTok has a diverse community of content creators that are changing the way people discover things online. Just look at the success of Lil Nas X, for example. The “Old Town Road” rapper first found viral popularity by placing his now-iconic breakout single on TikTok. Additionally, Blanco Brown, Stunna Girl, and Ashnikko all landed record deals because their music became popular on the app.

With TikTok turning unknown talents into internationally-recognized names in a matter of weeks, musicians everywhere are beginning to question whether or not the same could happen to them. After all, TikTok needs new music to keep its users inspired, so there is always a chance your song could be the next single that takes the platform by storm. It’s also possible that your song fails to find a following on the app and goes nowhere. The TikTok community is wild and unpredictable, which is what makes it so great, but that also means that anything is possible.

Before you invest hours of time and effort into developing a presence on TikTok or attempt promoting your music through the app, Music Biz host James Shotwell has some insight to share about the platform. From the revenue artists may or may not see to the difficulties people encounter when trying to leverage their success, having a hit song on TikTok may not be all that great for artists on the rise. Watch the video below for more information.

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