Newsworthy Topics Worth Exploring Within the Music Industry

The Spotify Exodus led by Taylor Swift

Recently, Taylor Swift pulled her entire catalogue from the online/mobile music streaming service Spotify in a dispute over how much artists are or are not reimbursed for their music being a part of their service. Following Swift’s departure, some other artists slowly started pulling their music as well; starting with their latest releases. This conversation has brought to the forefront of the music industry the changes in music distribution and whether or not the artists are receiving the same compensations they once received from traditional album sales, and whether streaming services such as Spotify and Pandora are truly preventing music pirating.

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How Digital Downloading & Distribution is Changing the Music Industry

Whether it is iTunes, YouTube, streaming services such as Pandora and Spotify, or the growth of satellite radio stations, the massive growth of digital distribution channels within the music industry has changed the way artists and record labels produce, publish, and ultimately connect with their target audience. Understanding these changes and the new role of record labels, as well as the role of the artist them selves, is essential for artists trying to succeed in today’s digital music business- as well as their publicists, managers, and anyone attempting to be heard by the music listening & buying public.

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New Media Marketing in the Music Industry

The growth of digital and social media outlets have altered marketing within the music industry. Additionally, satellite radio stations such as Sirius XM The Highway which have given power to the listener to determine radio airplay through social media requests and digital downloads, has put additional emphasis on the importance of someone with a well researched, detailed knowledge of social media platforms, websites, blogs, and how to combine them with traditional media marketing outlets such as FM radio and television (i.e. music video channels). It is important to also understand how these platforms can change a music brand’s business model.

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The Use of Social Media for Artist Marketing: Music Industry Perspectives and Consumer Motivations

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The Great “Bro Country” Debate

Artists such as Luke Bryan and the platinum-selling duo Florida-Georgia Line have been labeled ‘Bro Country’ for their partying, fraternity style song lyrics and, what some believe, female-unfriendly messages. The prominent country music blog Taste of Country defined it as “music by and of the tatted, gym-toned, party-hearty young American white dude.” The female-unfriendly lyrics aside, country music traditionalists have questioned ‘bro-country’ music being labeled as country at all- as it often reflects heavy rock and/or hip-hop influences (i.e. Florida-Georgia Line’s hit single “Cruise” which featured a rap interlude by rap artist Nelly), and what this growing trend in the genre of country music means for the future of the industry.

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The Three Stages of Music Marketing

The explosion of social media has provided up-and-coming musicians, as well as those on smaller, independent labels, the opportunity to reach potential audiences and develop fan bases faster and easier than ever before. Blogs such as sourcemetrics.com attest to the value social media can provide to aspiring musicians and their marketing efforts. While harnessing the power of social media to reach a band’s audience and build a fan base can be invaluable, it can also be overwhelming and confusing.

There are several different social media platforms such as Facebook, Twitter, Google+, and ReverbNation. There are hashtags, algorithms, organic reach, boost posts, and endless different facets of effective social media marketing for musicians to understand. However, with a clear plan and specific objectives, music marketing can really be summarized in just three stages. According to Bob Baker’s Guerilla Music Marketing Handbook those three stages are:

• Creating Awareness

• Building Relationships

• Generating Revenue

Often times, musicians try to do all three steps simultaneously. They have a single, they put it on iTunes, and start writing social media posts about it trying to get people to buy it. Unfortunately, the stages have to be completed in order. Take for example a trio from Nashville that I began working with late last summer- smack in the middle of the release of their first single. Unfortunately, with the first two steps not having been completed prior to the release of the single, they failed to generate the revenue their management team had anticipated they would. While their single was on Sirius XM The Highway, they were simultaneously trying to make their name known and also encourage fans to request their song to ensure it stayed in rotation. Unfortunately, there was a fundamental flaw in this plan.

Whether it is actually generating revenue by getting a fan to download your song, or simply getting them to request your song to keep it in rotation, you can’t inspire someone to action if they don’t:

1) Know who you are and

2) Have a relationship with your brand and the music.

Regardless if you are selling a product, a message, or a brand, you can’t close a sale (i.e. a call to action), without actually selling first. Does the car dealer sit you down to sign the papers before you inspect the car and spend time test driving it as he chats with you about your automobile needs? Do you buy that expensive suit or gown from the boutique owner before they have asked what event you are going to and getting to know you (your measurements, your budget, etc.)? Probably not. If you wouldn't take action as a consumer without building a relationship first, they shouldn’t expect your fans to do just that. However, if you craft a music marketing plan that follows the three stages of creating awareness, building awareness, and then generating revenue, you will be on track for success.