It is no secret to us all that music is constantly evolving – Madonna for example. In the 1980s we saw Madonna Like A Prayer Era glorified in pearls and fishnets. Then we move onto the year 2001 where we saw Madonna singing ‘hey Mr DJ put a record on’ in cowboy hat and boots, then 2006 comes and disco dancing leotard flourishing Madonna took the stage. This is why we are constantly interested in what she is doing, because she is always evolving.
Being able to grow and change is the not so secret, secret within the music industry. If you think about it we went from listening to records on vinyl to cassette tapes to CD Roms and now back to vinyl – although Spotify is the most popular way to listen to music today.
What Is Music Marketing?
Traditional marketing is about increasing the visibility and awareness of a brand. This doesn’t change for artists or musicians. Record companies want to promote new and existing artists and increase their popularity and get them known (or more commonly referred to as – get them famous). They do this by getting their music played on radio, organise performances on TV and place them on press conferences to increase their ‘brand’ awareness.
Social Media Marketing
Social media has become a marketing phenomenon since around 2010. It is a online platform with a worldwide reach that allows people to connect with others from all over the globe. In terms of the music industry, it allows fans to engage with their favourite musician and vice versa – musicians can communicate with their fans. They can post promotional content for free which is a great cost effective marketing tool that has the potential to reach millions. You can also target a specific audience that you haven’t been able to engage with before through the use of social media influencers who can promote your music via their channel.
Lets face it, everyone has a smartphone and more to the point, people are always on it. Between connecting with friends and family and scrolling through social media. Marketers understand that they can reach billions of potential listeners via mobile. From sponsored posts on Instagram and Facebook to pop up adverts on YouTube. Before we lived in this digitally connected world the only way we could listen to new music or discover new artists was through radio and TV – now we have social media and Spotify which has allowed musicians endless opportunities to engage with new audiences from all over the world.
Academic and market research has proven that consumers find video content much more engaging than written content or even imagery. Consumers respond well to video, sometimes sharing it with friends, family and their online community. YouTube has been a great platform to promote video and visual content for artists and aspiring artists trying to get noticed.