The New Music Business with Ari Herstand How Partisan Records Markets Artists
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Oct 30, 2024 Zena White, Chief Operating Officer at Partisan Records, brings her wealth of experience to the discussion. She shares insights on how they balance traditional marketing with modern strategies, including the costs behind getting artists on platforms like Late Night shows. Zena dives into the success story of Cigarettes After Sex, showcasing the evolution of album sales from physical copies to streaming. She also emphasizes the importance of long-term investments in artists’ careers beyond immediate profits, highlighting the role of grassroots marketing and genuine fan engagement.
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Artist Investment
- The role of independent labels is to invest in artists for the long term. It's increasingly challenging to break new artists, making this investment crucial for their sustainability.
- This investment includes providing marketing support and ensuring artists can earn through various channels like festivals and merchandise.
Cigarettes After Sex's Growth
- Cigarettes After Sex initially gained traction through a UGC upload that accumulated 100,000 plays, prompting the band to reunite and record new music.
- Their rise was largely organic, utilizing platforms like YouTube, which played a significant role in building their European fanbase.
Building a Fanbase
- Artists should focus on building a fanbase as it increases their bargaining power when negotiating with labels.
- A higher number of monthly listeners can lead to better investment opportunities from labels, reducing risk in negotiations.
