Tag: Marketing

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Music Email Marketing: Strategies to Grow Your Fanbase

Guest Author: Daniela C.

You’ve probably done all the hard creative work in the studio and created a great music project that you’re very proud of. Now, it’s time to head into the next phase: marketing your music as an independent artist.

After uploading to streaming platforms and sharing teasers on social media, you might have a little buzz going, but how do you get those eyes and ears to become a fan base? Here’s a little secret weapon you might have been missing: an email list.

Yes, social media is usually the go-to for musicians to promote their music in this day and age and it’s less of a commitment to hit a ‘follow’ button than to give out a personal email address. But, social media algorithms are extremely fickle. One day your song could be trending or just on the verge, and the next day, it could be buried under a sea of cat videos.

But email marketing offers a direct line of communication with your fans, one that platforms (or algorithms) can’t control. And believe it or not, people still use email…a lot.

Here are some reasons that email marketing is a game-changer for a musician:

  • Direct Connection: Emails land straight in your fans’ inboxes, bypassing algorithm filters. You can share updates, exclusive content, and merch drops directly to them.
  • Deeper Engagement: Build relationships with your fans beyond likes and comments. Emails allow you to share personal stories, behind-the-scenes glimpses, and connect with them on a deeper level.
  • Targeted Communication: Segment your list to send personalized emails based on fan interests. Are they super into your acoustic stuff? Send them a link to an exclusive unplugged performance video.
  • Conversions: Drive traffic to your website, sell tickets and merch, or promote your latest release. It all works together!

Now that you know the importance of email marketing, how do you build an email marketing list as a musician?! Here are some ideas that can turn casual listeners into dedicated subscribers:

  1. Giveaways and Incentives: Offer exclusive content like downloadable demos, unreleased tracks, or personalized shoutouts in exchange for email signups.
  2. Website Opt-In: Make signing up for your list easy. Place a prominent signup form on your website with a clear call to action (CTA) like “Get Exclusive Updates.”
  3. Social Media Integration: Add signup forms to your social media profiles and encourage fans to follow you for email updates.
  4. Merch Table: Capture email addresses at gigs by offering discounts or freebies in exchange for signing up. Promote your email list with flyers, QR code, or a simple sign.
  5. Cross-Promotion: Run contests where subscribing to your email list is an entry requirement. You can also collaborate with other musicians and/or influencers to increase your exposure and get their fans on your list!

Great, you’re starting to build your contact list! Here’s how to keep your fans engaged in your email list and coming back for more:

  • Regularly Scheduled Emails: Aim for a consistent schedule. Weekly updates or monthly newsletters keep you top-of-mind.
  • High-Quality Content: Offer valuable content your fans can’t find anywhere else. Share studio updates, upcoming tour dates, personal stories, or music videos. Fans these days love behind-the-scenes insight into the creative process, so share away!
  • Personalized Emails: Use your fan’s name and cater content to their interests. Fans love to feel like you’re speaking directly to them!
  • A/B Testing: Experiment with different email formats and subject lines to see what resonates best with your audience.
  • Track Results: Marketing platforms, like HAULIX, offer valuable email analytics. Track who opens, clicks, and listens to audio files to understand what works and what doesn’t.

Building an email list is an investment in your music career. It allows you to build genuine relationships with your fans, promote your music effectively, and ultimately grow your following.

Take a step beyond the social media shout-out and start building a direct connection with your fans – one email at a time. Remember, it’s not about how many followers you have, but how connected and engaged you can stay with them!

If you’re a musician who wants to take control of your email list, visit here to learn more about how HAULIX can help you track, personalize and build your contact lists all in one platform.

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Artist Advice Editorials Writing Tips

The Ultimate Guide to Pitching Music Editors (for Musicians & Writers!)

Guest Author: Daniela C.

Ever felt like your music or story is getting lost in the crowd? You’re not alone!  Music editors are bombarded with pitches daily, so standing out is crucial. Whether you’re an independent musician ready to share your sound with the world or a music writer with a passion for spotlighting new artists, this guide will show you how to craft a killer pitch that gets noticed. 

Even as the industry evolves into diverse mediums, press coverage is still super important to artists and music journalists alike. While repeated rejections or unanswered pitch emails may be discouraging, your stories and point of view are needed!

You probably just need a few tweaks in your pitching methods to get published. Ready to turn those rejections into rave reviews? Read on.

Know Who You’re Pitching To

Not all music editors are created equal. Before blasting your email shotgun-style, do some research. Figure out which publications or platforms vibe with your sound/writing style or if they’re even accepting pitches. Check out some of their recent articles and featured artists, and check their submission guidelines.

What genres do they mostly cover or have knowledge about? Also, make sure your voice lines up with their target audience. You don’t want to submit an overly serious story angle to a publication more interested in the latest TikTok dance crazes. For musicians specifically: Seek out publications that have writers and editors that dig your genre and are actively looking for new artists to cover!

Bonus: We can help curate this contact list for you with HAULIX+

Ditch the Generic Greetings

Do not open your email with: “Dear Music Editor”. Editors get slammed with dozens of emails a day, so you NEED to stand out from the crowd. Find the editor’s name and personalize your greeting. Plus, a little effort shows you care – not just about getting featured, but about building a genuine connection. The music industry is ALL about the relationships you build along the way.

Subject Line: The Click-Worthy Hook

Your subject line is the first impression, so please think of something better than “Pitch”. Here is the ideal space to give an overview of what you’d like to be covered, or simply use a working headline. Your email subject should be able to tell as much of your story on its own.

Here are some examples:

“The Haunting Synth-Pop You Didn’t Know You Needed: [Your Artist Name]”

“The Music Producer Who Recorded His Album Underwater: Meet [Artist Name]”

“This Metal-Jazz Fusion Band Toured The World On A Tricycle”

Keep it short, punchy, and relevant. Don’t be too clickbaity, but definitely pique their curiosity. Sometimes you might just have a really wild story to share.

E-mail body: Keep it interesting but to the point

This is where you make your case, but keep it concise. Don’t write your full autobiography but make sure to highlight what makes your pitch different and a worthwhile story to share. Why should people care?

If you’re a writer, here’s where you:

  • Introduce yourself, briefly. Include links to some past, relevant stories.
  • Include an interesting hook. Was this song recorded in a secluded cabin in the Arctic Circle? Mention this here.
  • Try to have most of your angle and story formed already so the editor can see your vision.
  • Extra bonus: You could suggest a few interview questions prepared for the artist you’d like to cover.

If you’re a musician:

  • Introduce yourself, your band, and genre. Briefly mention what makes your music unique to further grab the editor’s interest.
  • Tell them what you’re pitching. Are you offering an exclusive interview with your band or a chance to premiere an upcoming music video? You can also just submit your music for coverage for certain columns or features.
  • Include links to your music or a streaming platform where they can easily find the music.

Remember: Editors do not have time to read a novel in their inbox.

Proofread Like a Pro

Typos and grammatical errors scream amateur. Take the time to proofread your email before hitting send. You want to impress editors, not make them question your basic writing skills. It can seem petty but this is the only first impression you’ve got!

Follow Up (But Not Too Much)

If you don’t hear back within a week, a polite follow-up email is fine. But please avoid spamming their inbox. Respect their time, and if they don’t respond, move on and try another editor.

Bonus Tip: Be Social

There is a reason social media is so popular — it works. Follow editors you want to pitch on Twitter or Instagram. Engage with their content, show them you’re a real person with a genuine passion for music. Sometimes, a well-timed comment can lead to an unexpected opportunity. You never know!

Remember, pitching editors takes time and effort. But by crafting a killer pitch and putting yourself out there, you’ll increase your chances of getting your music and stories heard.

If you’re an artist who wants to submit your music to publications, visit HAULIX.com to read more about how HAULIX+ can take the guesswork out of pitching and help you grow your network!

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Business Advice Editorials Industry News News

5 Simple, Effective Approaches To Artist Branding

Branding is an important part of any career, but it doesn’t have to be intimidating or time-consuming.

Let’s be clear: You have a brand whether or not you embrace the idea of branding as an essential part of existing as an artist in the modern age. Your brand exists and evolves whether regardless of your participation in its progression. People will think what they will or worse—not think of you at all.

Brand marketing is the process of establishing and growing a relationship between a brand (that’s you) and consumers (your current and future audience).

Every aspect of your career, both online and in the real world, impacts your brand. Some artists spend their careers meticulously crafting personas and fictitious worlds that they use to establish a brand that audiences can lose themselves in. Others prefer a more natural approach, presenting and behaving as everyday people in incredible jobs. Both ideas can work, and both can backfire. Authenticity reigns supreme.

When learning about branding, many artists shy away from the idea because they feel it will become too time-consuming to maintain. Musicians are trying to make music, and that creative pursuit rarely adheres to a traditional business model, despite being a business nonetheless.

In our latest Music Biz video, host James Shotwell presents five unique ways artist develop their brands and explains easy ways to apply similar thinking to any career. The purpose of this discussion is not to finalize your brand but to generate new ways of thinking about your art and how you tell your story through the many elements of your career.

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Artist Advice Business Advice Editorials Industry News

The Best Argument For Making More Short-Form Video Content

Facebook, Instagram, and YouTube have given every artist a big reason to make more looping videos.

Have you noticed how every platform is becoming TikTok lately?

Instagram? Reels. And old TikToks.

YouTube? Shorts. And old TikToks. And old Reels.

Facebook? Repurposed Reels. Twitter? Old Reels, Shorts, and TikToks.

Twitter? All of the above, with the occasional original thought thrown in for fun.

Even Spotify has tested a TikTok-like discovery feature.

The copycat nature of social media may seem strange right now, but it’s happening for a good reason.

TikTok understands the value of individual experiences. Rather than treat people as part of a community based on their connection like most apps, TikTok treats people as unique individuals. No two recommendation feeds are the same, and that approach is turning heads throughout the tech world.

By offering more personalized user experiences, apps are learning more about us. That information is fueling a new era in marketing and advertising, which Music Biz host James Shotwell explains at length in this update. Click below to learn why there has never been a better time—or reason—to start making video content.

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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What Is Recommendation Media, And Why Does It Matter?

Believe it or not, social media is dying.

Social media was flawed from the start. At the dawn of digital connections, nobody anticipated how our real-world relationships and mutual interests would be weaponized for advertising campaigns. We probably should have considered it—maybe some even thought about it—but this was when smartphones were still a new idea.

After nearly two decades of making connections across various platforms, social media users often complain their most important relationships are nowhere to be found. “I never see ____ anymore,” people will tell you, often as a justification for missing an important event or detail. “The algorithm must not like them.”

But the problem with social media is far more complicated than simply showing you different posts. Algorithms learn from behaviors, and our behaviors have told algorithms that we don’t want to see our friends or parents in our timeline. We may like their posts from time to time, but we like memes, news, and viral content far more often. Those actions make it clear that the best way to keep you engaged is to give you more of what you already like, which creates a loop of relevant content.

Breaking these loops can be difficult, even when you no longer care about the content. In this Music Biz update, host James Shotwell explains how the infrastructure behind an entire generation of social media apps was not built to adapt to modern times and which leading service is closest to getting it right. He also explains the rise of so-called “recommendation media” and how its popularity speaks to a positive future for creators everywhere.

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 World’s Simplest Social Media Marketing Strategy For Musicians

After many have promoted the idea of constant posting across multiple platforms, Haulix recommends taking a step back and starting over with a fresh perspective on all things social.

We messed up! Shortly after launching our month-long challenge to post daily TikTok updates, the video-sharing platform released new guidance for creators. After years of so-called gurus promoting the idea of publishing multiple videos every day—an idea that has led many creators to resent the platform—TikTok now claims daily content is not required for meaningful growth.

We, like you, were already weeks into our challenge when this news reached us. We thought about continuing ahead as planned, but then we stopped and gave TikTok’s advice some serious consideration. The more we thought about it, the more we realized our mistakes. Like many social media teachers, we’ve often cited the need to be persistent in publishing content to appease the algorithm. We put quantity over quality, and—more importantly—we put it over our sanity.

Nobody can post quality content every day. That is doubly true when discussing creators only on social media to promote their passion. Musicians who aspire to write life-changing songs can only afford so much creative space and time for marketing. The idea that the only way to get ahead is to produce thousands of pieces of social content for every song they write is unsustainable.

In his latest Music Biz update, host James Shotwell guides artists trying to make their mark on social media while grinding it out in the underground music scene. He also offers an apology, along with a new plan for social media success that should make your mind—and wallet—happy.

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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What Is An Impact Date, And Why Do They Matter?

Impact dates make the radio world go round. Here’s everything you need to know before promoting your next single.

Have you ever wondered how songs reach radio stations? In certain circumstances, radio is the first place on Earth to hear new music, such as with the recent return of pop sensation Adele. Other times, the radio doesn’t play a popular song until months after it has trended online. Why? It all comes down to impact dates.

In the simplest terms, an impact date (also known as the “add date”) tells radio programmers when they can add a song into rotation at their station. The date has no connection to public release dates and may take place months before—or after—a song is available for sale to the general public.

Does every song/single have an impact date?

No, only songs actively promoted to radio have impact dates.

What should an artist consider when choosing an impact date?

A few things:

  1. Which songs are you choosing, and why? Is it your best song or the one most likely to find commercial success?
  2. What is the competition like? There tend to be more singles promoted to radio in the spring and fall than during the summer or winter.
  3. When will I be ready to promote the song? You shouldn’t set a date before you have your material in place.
  4. How will you promote the song and your career in parallel with your radio promotion? For example, are you also on tour? Do you have a new album that the song appears on? What is the urgency behind the song?

How do I reach radio programmers?

Haulix is the music industry’s leading promotional distribution platform. Record labels, publicists, independent artists, and more use Haulix to share new and unreleased audio with members of the media and other music professionals. They also offer free, 30-day trials for all new accounts.

Haulix promos make it easy to share important release information with others, including release and impact dates, album descriptions, artist photos, photographer credits, music videos, and more.

Discover the difference for yourself and promote alongside the biggest name in music by starting a free trial today! Click here for more information.

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Unbelievable Marketing Mistakes Musicians Still Make

From too much social media to a total lack of payment options, we’re highlighting the worst mistakes musicians continue to make while promoting themselves in 2022.

Every music career is different. You can choose to write original songs on ukelele or write complicated harmonies that only the world’s best clarinet players can perform, and any one of a billion things in between. The beauty of music is that it can become whatever you make, but no matter your creation, you still need promotion.

We can talk all day about TikTok idea generation and the best ways to negotiate a sync deal, but none of that matters if you’re not prepared for success. That means being positioned for discovery, which requires being easily found online. That may seem easy enough, but it’s surprisingly simple for musicians to stretch themselves thin on social media, leaving them stressed over things that should be fun (engaging with fans).

Beyond those mistakes, we still encounter artists who shy away from asking for support. Follows and likes may give you a momentary serotonin boost, but neither pay your bills. Today’s musicians cannot afford to be coy. If you want people to give you money, you need to provide a means of receiving cash. That should be obvious, but experience tells us it is not.

In his latest Music Biz update, host James Shotwell breaks down three unbelievably common mistakes musicians continue to make in 2022. These problems often stem from fear, and James provides guidance to help artists overcome any obstacles that may stand between them and grow the community of fans who support their music.

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Artist Advice Editorials Industry News News

The Six WORST Marketing Mistakes (And How To Avoid Them)

With a busy fall tour and release season ahead, it’s time to ensure you’re not falling into bad behaviors that could spoil your marketing efforts.

Fall is the best time to be a part of the music community. It’s the busiest time of year but also the best. Between the avalanche of releases and the constant touring, there is always something to do and a hundred more tasks waiting for you tomorrow.

Every year, we encounter musicians and teams who are so excited by the season that they let simple mistakes slip by amid the rush to get everything done. These accidents may seem easy to overlook as isolated incidents, but combined, they can create slow-rising chaos that spoils any promotional efforts your team has planned.

Mistakes happen. Nobody that successfully does anything with their life reaches their goals without a few setbacks. But there are several common mistakes that industry experts and working professionals alike have been shouting about for four decades that still get made every day. Something as simple as knowing who you’re talking to and what it is they do seems never to cross the mind of certain artists. That oversight ultimately results in the artist not receiving the exposure or opportunities they seek.

In this Music Biz update, host James Shotwell explores half a dozen common mistakes artists make when marketing their music. These are some of the worst and most abhorrent mistakes, all of which are covered again and again by industry experts of all sizes. Suppose artists can slow down and review their efforts before reaching out to professionals and fans alike. In that case, Shotwell explains, they will likely discover easy fixes that will lead to a bigger, more meaningful impact with their outreach. 

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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This Week In Music (August 26, 2022)

From the world’s first canceled AI musician to iHeartMedia’s Fortnite debut, we’ve gathered the biggest music news stories of the week.

If you’re reading this—congratulations! You’ve survived another month in 2022 and made it through the summer. Everywhere you look, kids are returning to school, temperatures are beginning to fall, and the sun is staying in bed a bit later each morning. The leaves will soon change, but first, we must survive the early fall album release bumrush that occurs every September and October. That’s right! The busiest time of year is here, and we’ll support you every step of the way.

We’re working hard on exciting new developments for Haulix that will be revealed in the coming weeks. These changes completely rethink our business and how we can help the music community connect. You probably have a lot of questions, but that’s all we can say for now.

We cannot ease your workload or give you more hours in the day, but we can help you stay informed. Below you’ll find the biggest stories of the week, all covered by the best outlets in tech and entertainment. Click around, learn what’s happening, and use the weekend to prepare for the end of the month.

But let’s be honest. There is no way we can hope to cover everything that happens. If you see a headline we missed that people need to know, please do not hesitate to send james@haulix.com an email. We’ll include your links in the next update.

The Biggest Music News Of The Week

The Sudden Rise And Fall of FN Meka, An AI Rapper

Presented in its worst possible light, the FN Meka controversy — in which Capitol signed, and then quickly dropped, a virtual rapper that used the N-word in its songs and was depicted in racially stereotypical scenarios in videos — seems like an inconceivable blunder. But a closer look at the details, along with conversations with sources close to the situation, suggests that, while inexcusable and loaded with oversights, Capitol’s role in the FN Meka fiasco may not have been as insensitive as it might seem.

However, above all, it is yet another glaring result of the lack of diversity throughout the music industry — not just at Capitol, not just at major companies, but everywhere.

TikTok Is Testing ‘Nearby,’ A Feature Highlighting Hyper-Local Content

After it was spotted in testing by several users, TikTok has confirmed that it’s currently experimenting with a new ‘Nearby’ content feed, in addition to the current ‘For You’ and ‘Following’ tabs.

As it sounds, TikTok’s Nearby feed displays content posted by users in your current location.

That could enable TikTok to showcase locally relevant updates which relate to your interests.

As explained by TechCrunch:

“For example, if your For You page often displays restaurant recommendations or must-see hiking spots, the Nearby feed should show you videos of restaurants and hiking trails that are near you.”

Deezer Revenue Grows Despite Lost Subscribers

Streaming service Deezer has published its latest financial results, revealing that its revenues grew by 12.1% year-on-year in the first six months of 2022.

That meant revenues of €219.4m ($219.6m) split between Deezer’s consumer business (up 12.2% to €155m) and its B2B revenues (up 7.9% to €57.6m). Its home country France accounted for €132.4m of Deezer’s revenues in the first half of this year though: 60.3% of the total, only slightly less than the 60.9% for the same period last year.

How about subscriber numbers? They actually fell from 9.7 million at the end of June 2021 to 9.4 million a year later. Deezer lost 200,000 net direct (consumer) subscribers over that time, and 100,000 B2B subscribers. The company says that’s because it implemented “a significant reduction of unprofitable spend in non-core long tail markets”, while exiting Russia earlier this year lost it 104,000 subscribers alone.

Deezer is predicting €455m of revenue for the calendar year 2022, up 14% year-on-year. As a reminder of the competition it faces, Spotify posted €2.86bn of revenues for Q2 2022 alone. Newly a public company, Deezer’s market cap is €486.5m at the time of writing.

iHeartMedia Plans to Host Metaverse Concerts In ‘Fortnite’ Virtual World

iHeartMedia has launched its first virtual world on Fortnite, called iHeartLand, as the company extends its marketing investments into the metaverse and toward younger audiences.

iHeart, which brought in $954 million in revenue during the second quarter, first announced plans in January to launch its own branded virtual world on platforms like Roblox as part of the radio giant’s larger Web3 strategy. Wednesday’s launch of iHeartLand in Fortnite marks the first unveiling of iHeartMedia’s virtual world and will serve as the testing ground for future iterations of iHeartLand on other world-building games, executives told The Hollywood Reporter.

iHeartLand was created by the game developer Atlas Creative using Fortnite’s creative mode and includes a main stage, multiple mini-games and an iHeart “headquarters,” which features a recording studio and a replica of the tunnel entrance to iHeart’s headquarters in New York City.

Players will get to explore the virtual island, play the games, take selfies on the red carpet and view performances on the main stage, called State Farm Park, which is expected to host 20 events in the next year with musicians and popular iHeart podcasters. At launch, the mini games will include a car racing game on an iHeart-shaped racetrack, an obstacle course set in the clouds, a building game and a musical chairs–esque game that requires players to jump from various colored tiles and avoid landing on certain colors. Playing these games will give users the chance to earn “gold,” which is a currency specific to iHeartLand on Fortnite and can be spent on items like fireworks and Boogie Bombs, a grenade-like object that forces players’ avatars to dance.

SONG OF THE WEEK: Lorna Shore – “Cursed To Die”

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