Since the early 2000s, there’s no need to wait to be seen by a talent scout, because the public wants Find Emerging Artists Online, Services and facilities that help you discover new songs in the digital age are at the heart of the music industry. today, any title can go viral Via Spotify, YouTube, Instagram or TikTok, let’s go back how Digital has changed music marketing.,
From Radio to Streaming Platform
Gone are the days when the only way for independent musicians to get their music out was to send CDs to every radio station. In today’s increasingly connected world, an artist’s priority is often to have their latest single on a major playlist on Spotify or Deezer. Streaming platforms have changed the game when compared to traditional radio promotions. They can actually advance the careers of independent artists, who are still little known, thanks to their many playlists, which are followed by thousands or even millions of subscribers. Adding to one of these playlists can make a track go viral overnight.
The way people consume music has completely changed partly due to the development of smartphones which have become ubiquitous in our lives. In the past, the consumer used to buy the specific music he wanted. But in recent years, sales of physical albums have dropped drastically and forced the label to reinvent itself to figure out how to survive. Music lovers now have paid subscriptions to online streaming platforms on their mobile devices, giving them unlimited access to millions of songs.
influence of social networks
Created in August 2003, MySpace bridges the gap between a label-signed musician and a self-produced artist. Musicians from all walks of life quickly flocked to the site. It opened the doors of turmoil in which huge impact on the music industry,
Before the creation of this social network, music labels primarily decided which songs would be placed in the ears and in the hands of consumers. With MySpace, artists understood that they could speak directly to the public without any intermediaries. Especially since the community of this platform is mainly made up of music lovers who are eager to discover new talent.
Over time, social networks have become One of the most influential marketing tools in the music industry. In fact, they have allowed music artists from all over the world to start their careers and become international stars like Justin Bieber, Lily Allen or PNL in France. Today, it is TikTok that has become an essential promotional tool for self-made musicians and record labels. Many artists see this as an opportunity to get to know their lyrics and break into the unforgiving world of music.
Word of mouth still exists, but it is much faster and more effective. Where earlier fans used to wait for their friends to get on the phone or watch them to chat about their latest musical discovery, now they have to post or share the latest clips from their favorite bands in Instagram Story. All these opportunities explain why interaction with fans is now central to the strategy of many artists and music groups.
Promotion of music in the hands of artists
With album sales declining, the record label has had to change its business model and revamp its marketing techniques. But the digital revolution is on top Put music promotion back in the hands of artists, Social networks give musicians the power to promote their album releases, their concert dates or even their merchandise. Not only do they no longer rely on labels to market their music, but they no longer rely on radio as a means of reaching the public’s ears. Some musicians even create songs that directly refer to the TikTok trend in the hope that it will help them gain more views and followers on the app.
But there is a downside to this revolution as well. It has become essential to learn how to use the social network effectively so as not to get lost in the multitude of artists who are on Instagram or TikTok. However, independent artists do not always have the time or desire to adopt and master these technical tools.
The Role of Digital Marketers in the Music Industry
As social networks and streaming platforms become an important factor in an artist’s success, labels and independent musicians often Hire Digital Marketing Experts, learn to make the best use of digital tools or capture the attention of Internet users. These professionals are best placed to develop successful digital strategies to ensure the success of artists and their music.
They can for example:
- Create quality content and publish it on social networks at strategic times;
- Set up Spotify campaigns to raise artists’ fame and reach new fans;
- Hire influencers to try to get a song off the ground;
- Define a paid advertising strategy on social networks to reach specific audiences thanks to advanced targeting options;
- Create new direct marketing models for artists or other digital platforms using fan information collected through Spotify;
- And many more.
What will the future of digital marketing related to music look like? Artists will certainly continue to innovate online. It is difficult to predict what other opportunities will arise for the growth of the music industry. Only time will tell.
About the Author
Fabienne Kervella: Web Editor Passionate about music, I’m the founder of the Dream It Yourself musician blog for independent artists: