The music industry has seen a lot of growth since labels, marketing professionals, and artists started leveraging digital marketing to expand their audience reach. Before the advent of innovative marketing, professionals in the music industry depended on magazines, television, or subway stations to promote their music. Today, more focus is placed on Spotify growth and promotion on other streaming platforms to gain traction, especially with the help of social media.
Since the global pandemic in 2020, digital marketing has been a moving force in the music industry. Here, we will be showing you the different ways this technology has influenced artist discovery, music promotion, and consumption.
Digital Marketing
With the help of digital marketing, labels have reinvented how they market their signees. To give them the right amount of visibility, they use social media platforms like Instagram, TikTok, Snapchat, Twitter, YouTube, and Facebook to promote their artists. By introducing new challenges and hashtags, social media managers create a buzz around artists and attract new followers and listeners. These platforms also have features such as stories, photo posts, and video posts that aid artist promotion.
Streaming Platforms’ Playlist Feature
Additionally, in today’s competitive landscape, both established and aspiring artists have an exciting opportunity to share their music videos on platforms that accommodate video content specifically geared toward expanding reach quickly across global audiences. This complements how playlists on streaming platforms introduce songs by featuring related music genres.
Spotify, Apple Music, YouTube Music, and other streaming platforms are personalizing user experience by featuring music similar to their listener’s history in different playlists. Often, songs by bigger artists in the industry are automatically featured in these generated playlists. However, labels and artists can also pitch to a specific playlist to promote their music on these platforms.
By pitching to a specific playlist, artists can expand their reach. These platforms have millions of subscribers who depend on these generated playlists to discover new music, especially those similar to their tastes.
Independent Artists Can Now Market Themselves
The traditional music industry is no longer the only way artists can become successful. There now exist different innovative tools that artists can use to promote their music and connect to their target audience.
Today, the independent music industry is the fastest-growing segment, and that’s because artists can now easily market themselves and their music. Independent artists can now create personal websites that allow them to tell their story, utilize the ads feature and algorithm on social media platforms to take their music to the right audience and pitch their songs to a playlist without the help of a label.
Building Personal Brands
Having an online presence has made it possible for artists to be themselves and share inspiring stories with their audience. Artists in the music industry can share their stories by uploading photos and videos that showcase their unique tastes and styles. With their online presence, they can connect to their audience on a more personal level, far from industry-crafted image and lifestyle.
Final Words
Innovative technology has changed the way music is made and how it is promoted and consumed. As the music industry becomes more competitive every year, it is important that labels and artists use digital marketing to their best advantage. This way, they can connect, promote their music, and build a loyal fan base with the help of new-age technology.
Also Read: Technology and Social media: The Good and Bad for the Music Industry
