Music Marketing 101 w/ Jesse Cannon, Eyal Levi & Logan Young
Jun 17, 2024
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In a lively discussion, Jesse Cannon, a music industry expert and author, shares insights with Eyal Levi, a marketing consultant, and Logan Young, a successful independent artist. They tackle the need for authentic content creation in music, dissect the myths of the industry, and emphasize resilience for artists facing criticism. The trio explores strategies for leveraging platforms like TikTok for promotion and the importance of personality in connecting with audiences. Expect plenty of actionable tips to thrive in the ever-evolving digital landscape!
Artists must leverage technology and social media, like TikTok and Instagram, to creatively engage audiences and promote their music effectively.
Emerging artists can succeed without large budgets by focusing on relatable content and understanding how to engage with algorithms.
Collaboration between musicians not only expands audiences but also fosters a supportive community, maximizing growth through shared strengths.
Deep dives
Leveraging Technology for Music Promotion
Utilizing technology and social media platforms is essential for artists to effectively promote their music in the current landscape. Tools like TikTok, Instagram Reels, and YouTube Shorts provide new opportunities for exposure, allowing artists to reach wider audiences through engaging content. By posting consistently and creatively, artists can increase the chances of their music going viral, as seen with examples of musicians successfully gaining traction with low-budget videos. The importance lies not just in the quality of the content, but also in the frequency and the artist’s ability to connect with their audience.
The Myth of the Unfair System
A common belief among artists is that the music industry is rigged against them, particularly regarding platforms like Spotify and Facebook. However, it's crucial to recognize that many emerging artists have found success without large marketing budgets or high-quality videos, suggesting that creativity and strategy can outweigh financial investment. Notably, viral moments often stem from simple, relatable content rather than high-budget productions, illustrating that understanding how to engage with algorithms and audiences is more significant than perceived barriers. Artists are encouraged to invest time in research and experimentation to enhance their chances of breaking through.
Determining When to Persist or Pivot
Identifying the right time to continue pursuing a music career or to shift focus can be a challenging aspect for artists. The consensus is that persistence is key, as many successful musicians have faced long periods of stagnation before achieving breakthroughs. Monitoring incremental growth is essential; minor increases in engagement or listens are signs of potential success. Artists are advised to remain open-minded and ready to adapt their strategies based on audience feedback while resisting the urge to give up prematurely.
The Value of Collaboration
Collaboration emerges as a powerful tool for musicians seeking to expand their reach and credibility. Working with other artists not only introduces new audiences but also fosters a supportive community where mutual success is celebrated. This approach can lead to substantial growth, as artists leverage each other’s fan bases and strengths. Innovative musicians have shown that collaborative efforts can provide longer-lasting impacts compared to solitary endeavors, emphasizing the importance of strategic partnerships in the industry.
Evolving Beyond Traditional Metrics
Relying solely on traditional metrics like playlist placements may not yield the desired impact for artists today. Instead, musicians are encouraged to integrate a broader range of strategies that include consistent content creation and responsive audience interaction. Insights from user engagement and community response can help shape an artist's direction, allowing for more informed decisions regarding their music and marketing tactics. The evolution of music consumption emphasizes that artists must adapt their approaches while remaining authentic to connect with audiences effectively.