Marketing in the Music IndustryBY CAAN LARKIN

There are many different ways an artist can market their work…•Promotion•Social media•Streaming Services•Email Lists•Advertising

PROMOTION

TODAY, MUSICIANS TEND TO FOCUS ON PROMOTING THEIR MUSIC ONLINE INSTEAD OF OTHER PLATFORMS LIKE TV AND RADIO. EVEN THOUGH ARTISTS TYPICALLY PROMOTE VIA ONLINE PROMOTION, THEY NEVER MISS OUT TRADIT IONAL TV AND RADIO.

SOCIAL MEDIA IS A VERY POWERFUL PLATFORM FOR MUSICALS TO INTERACT WITH FANS AND PROMOTE THEMSELVES AS MILL IONS OF PEOPLE AROUND THE WORLD USE THE INTERNET.

MUSICIANS WILL GENERALLY PROMOTE THEMSELVES ON FACEBOOK, TWITTER, INSTAGRAM AND YOUTUBE.

SOCIAL MEDIA

FAC E BO O K I S O N E O F T H E B E S T WAY S F O R A N A RT I S T T O P R O M O T E T H E I R M US I C T O A H UG E A U D I E N C E . F O R E XA M P L E , A N A RT I S T CA N P O S T S N I P P E T S O F S O N G S O N T H E I R FAC E BO O K PAG E A N D G I V E A H Y P E FO R T H E I R N E W A L BU M . T H I S C R E AT E S A N T I C I PAT I O N A N D E XC I T E M E N T F O R T H E A RT I S T S A L B U M . FAC E BO O K I S A L S O US E D T O WATC H V I D E O S BE CA U S E N O W M O R E A N D M O R E P E O P L E U S E FAC E BO O K T O LO O K AT V I D E O S A N D A M A J O R I T Y O F V I DE O S YO U C A N S E E O N YO UT U BE YO U C A N S E E O N FAC E BO O K .

YO U T UB E I S US E D T O S H O W T H E A U D I E N C E A M U S I C V I DE O T H AT I S US UA L LY T H E F I R S T S I N G L E F R O M A N E W A L B UM T H AT T H E A RT I S T I S R E L E A S I N G . F O R E XA M P L E E M I L I E S A N D E R E L E A S E D “H U RT S ” T H E N T H E M US I C V I DE O A N D T H E N T H E A L BU M . T H I S I S C O M M O N F O R B U I L D I N G A N T I C I PAT I O N F O R T H E A L B UM . YO UT U BE I S A L S O U S E D T O P R O M O T E A T O UR FO R A N A RT I S T. T H E Y F E AT U R E B A N N E R S A N D T RA I L E R S F O R T H E T O UR.

T W I TT E R I S U S E D F O R FA N S T O G E T I N T O U C H D I R E C T LY T O A N A RT I S T O R C E L E BR I T Y F I G U R E A S C E L E B R I T I E S U S E T H I S T O C O N N E C T W I T H FA N S . T H E Y A L S O U S E T W I TT E R T O A N N O UN C E N E W M US I C / A L BU M S /T O U R S / M E RC H A N D I S E E TC . T H I S I S E F F E C T I V E B E C A U S E FA N S F E E L C O N N E C T E D T O T H E A RT I S T A N D F E E L M O R E I N C L I N E D T O L I S T E N / BU Y T H E M U S I C B E C A US E T H E Y A RT I S T H A S A S K E D D I R E C T LY.

STREAMING SERVICES

IN 2016 STREAMING SERVICES HAVE BECOME A LOT MORE POPULAR TO PEOPLE THAN ACTUALLY BUYING MUSIC ONLINE OR EVEN IN STORE BECAUSE IT IS CHEAPER.

THERE ARE MANY DIFFERENT STREAMING SERVICES LIKE, APPLE MUSIC, TIDAL, SPOTIFY AND GOOGLE MUSIC. ONE ON IN WHICH PARTICULAR ARTISTS ARE GOOD AT DOING IS MAKING THEIR MUSIC EXCLUSIVE TO ONE STREAMING SERVICE. FOR EXAMPLE BEYONCÉ'S “LEMONADE” IS ONLY AVAILABLE ON TIDAL OR FOR A SHORT AMOUNT OF TIME DRAKE’S “VIEWS” WAS ONLY ON APPLE MUSIC FOR THE FIRST 2 WEEKS OF ITS RELEASE. THIS MAKES PEOPLE SIGN UP TO THESE SERVICES TO “EXCLUSIVELY” LISTEN TO THE MUSIC

E-MAIL LISTS

NOW E-MAIL L ISTS ARE A BIT OLD FASHIONED THESE DAYS BUT THEY ARE STILL USED. AN EMAIL L ISTS IS WHERE ON AN OFFICIAL WEBSITE FOR AN ARTIST, YOU GIVE YOUR EMAIL ADDRESS AND THEN YOU GET SENT NOTIF ICATIONS TO EVERYTHING THAT THE ARTIST RELEASES OR PERFORMS ON E.G. . LADY GAGA HAS AN EMAIL L IST AND IT SENDS YOU WHEN SHE IS GOING TO BE L IVE OR WHEN SHE RELEASED A SINGLE/ALBUM.

THIS IS A GOOD WAY OF MAKING THE AUDIENCE FEEL IN TOUCH WITH THE ARTIST AS THEY BELIEVE THAT THEY ARE ONE OF THE F IRST TO L ISTEN TO NEW MUSIC. THIS ALSO MAKES THE ARTIST A LOT OF MONEY STRAIGHT AWAY AFTER AN ALBUM/SINGLE RELEASE

ADVERTSING

ADVERTISEMENTS ARE PROBABLY ONE OF THE BEST WAYS FOR AN ARTIST TO ANNOUNCE A TOUR, ALBUM OR SINGLE BECAUSE THEY REACH MASSIVE AUDIENCES. THEY RANGE FROM TV CAMPAIGNS TO POSTERS, B ILLBOARDS AND SO MANY MORE. BEYONCÉ ANNOUNCED HER WORLD TOUR AT THE SUPER BOWL WITH A SHORT TRAILER, THIS INSTANTLY SPARKED ANTICIPATION AND EXCITEMENT FOR A TOUR AND ALBUM. POSTERS ARE GOOD FOR ADVERTISING A TOUR AS YOU SEE THEM NOT ONLY ONLINE BUT ALSO AT FESTIVALS OR ON BUS STOPS ETC. THIS MAKES THE GENERAL PUBLIC WELL AWARE OF ANEW MUSIC OR TOURS.