The New Music Business with Ari Herstand

Is Music Marketing With TikTok Still Viable

Jan 10, 2024

Suzy Yoder, former Head of Digital Marketing at Elektra Music Group, discusses the power of TikTok in shaping music. Topics include shifts in music marketing, choosing the right parts of songs, marketing strategies for new songs, burnout in the industry, and determining success on the platform.

01:17:45

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Episode guests

Suzy Yoder

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Episode notes

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Quick takeaways

The success of music marketing on TikTok should be measured by the impact and connection made with the audience, focusing on positive engagement and driving profile visits and conversions to other platforms.

When marketing a new song on TikTok, it is important to choose the right part of the song to feature in a video, considering impactful lyrics or an intriguing verse, and to utilize creative approaches like filters to enhance the overall impact and reach of the content.

For emerging artists on TikTok, it is crucial to audit their existing content, suggest creative ideas for future content, and provide guidance on improvement, including opportunities for storytelling and engagement.

Deep dives

Creating Engaging Content on TikTok

When marketing music on TikTok, it is important to create engaging and captivating content. This can be achieved by considering the sound and mood of the song and using creative approaches like filters or writing impactful lyrics on screen. The goal is to connect with the audience and evoke a strong emotional response. Batching content and planning posts in advance can help artists avoid burnout and maintain a consistent presence on TikTok.

The importance of authentic influence and strategic spending on social media

00:58

The Creation of the MLC for Independent Songwriters

00:37

Evolution of Music Video Marketing Strategy

00:54

Viral Trends with Cataloged Tracks

01:12

Introduction

3min

The Impact of TikTok on the Music Industry

7min

Shifts in Music Marketing and the Role of Social Media

23min

Importance of Mechanical Licensing Collective (MLC) and Marketing Trends for New Songs

3min

Music Marketing and TikTok Trends

17min

Determining Success in Music Marketing Campaigns

23min

Defining Success and Making an Impact in the Music Business

5min

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Named one of Business Insider's "Power Players Using TikTok to Shape Music", Suzy Yoder launched YO SUZY in 2022 after serving as Head of Digital Marketing at Elektra Music Group. While leading a major label team, Suzy watched the social media landscape shift to reward artists and brands for compelling short-form vertical content. However, many teams are unable to keep up with the demand for consistent content, and cannot keep up with how quickly trends shift. Her company, YO SUZY, stands apart in its deep understanding of the power of short-form video platforms, the mechanics of how they work, and the reason music & brand teams have been hesitant to embrace them.

00:00 - Welcome

07:43 - What has shifted in the music marketing landscape recently?

12:22 - TikTok music marketing for emerging artists

24:44 - Choosing the right parts of your song

31:26 - Where do you put your energy into marketing a new song?

40:57 - The burnout factor in a TikTok-driven music industry

50:11 - How do you determine success on the platform?

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