Music Ally Focus How music marketing will change in 2025 – with Liam James Ward of Something Something
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Jan 14, 2025 Liam James Ward, CEO of the social music marketing agency Something Something, shares insightful predictions for music marketing in 2025. He emphasizes the shift towards genuine fan connections over viral trends and the rising influence of niche tastemakers. Ward discusses the importance of cultivating online communities and the need for authenticity in marketing strategies. He also highlights how metrics are evolving from traditional KPIs to more qualitative measures, reshaping the future landscape of music marketing.
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Agency's Origin Story
- Liam James Ward shared how Something Something started accidentally as a social media agency despite initial opposition to the model.
- They combined social strategy and content production into one close-knit team early on to better serve artists' needs.
Virality Isn’t Fandom
- Early TikTok success taught that virality does not equal fandom or sales.
- Audiences want deeper engagement beyond short viral clips to become real fans.
Prioritize Intent Over Virality
- Focus on medium-term goals like building relationships and selling tickets rather than chasing every viral moment.
- Evaluate content by its intended purpose, not just by views or immediate popularity.