Updated: Jul 30, 2021

We have all seen the increase in music streaming services that happened over the past decade and it has meant music is easier to stream and share than ever before.

This past year was no different. A year when live music hasn't been present in people’s lives, it is obvious the public have had to tune in and listen to their favourite bands elsewhere. This is reflected by the record number of year-on-year increases for music streaming platforms such as Apple Music and Spotify. These past 12 months have sped up the overall shift to streaming music, creating a big shift in revenue for the music industry. With this change comes a reflection on marketing techniques and tactics in order to utilise this massive change within the industry.

What does this mean for music?

Instant, limitless access to music from a huge span of artists, genres and years, all for a small monthly cost. Sounds perfect right? Well, it has come with its fair share of changes when you dig deeper. Music feels more accessible than ever, simply reaching into your pocket to get all the latest releases has allowed for music to be consumed on a drastically quicker and larger scale.

Trends within the industry now favour singles and EPs over fully developed albums by artists and bands. Algorithm-based playlists are allowing new artists to pop up onto the radar, whereas they might have not been discovered by their audiences before.

Music streaming has shaken up the game and with this increase in online music listeners come tremendous opportunities to gain new attention and get your music into ears all around the world.

What does this mean for the consumer?

Consumers tend to be more experimental with their own music taste, often merging genres and blurring lines between previously strict categories and their music playlists are more often put together following their cultural preferences, lifestyle and tendencies. Listeners can sample music from different groups and artists, not needing to commit to a CD or record of one band. From a consumer's perspective music streaming has made everything quick, cheap and easy.

How digital marketing plays its role within the streaming industry?

We are now living in an era where it is easier than ever to share music on these universal platforms. If you can get the right understanding of the digital marketing behind these platforms, you’ll be on your way to becoming an international artist.

Algorithms within these platforms can be seen as complex and difficult to master and a humongous hurdle for emerging talent to go up against. But with the right digital marketing techniques, these are the right sets of circumstances to get your music streamed around the world. Below are a few tips on how to get set up on these platforms.

To begin: Build a digital presence.

It's important to consider all your online digital presences. Streaming services allow for music to be reached and discovered by new listeners every day, these listeners are likely to follow through to your other platforms such as websites and socials. Having these well developed are likely to lead to further follows and engagement.

To maintain: Define the brand.

Streaming music has led to listeners showing less loyalty to artists, they are more likely to bounce between new artists and genres. They could check out a page for a few seconds before jumping across to the next. Therefore, it's important to have a clear brand on your landing pages, great images and quick easy links to the latest music and updates. This will help to maintain and grow current listeners. Streaming services have created a very competitive market and any confusion or lack of UX experience could mean losing that listener.

To gain reach: Playlists!

A massive part of streaming platforms are the use of pre-curated playlists and this is the foundation of new music discovery for many. To make your way onto these playlists there are a few steps that can be taken. First, an artist or band needs to be verified before it will be placed onto a playlist, a simple but often skipped task by those new to the platforms such as Spotify and Apple Music. Next, a great way to spread the reach is by approaching smaller unofficial playlists and connecting through their socials and explaining how your music fits their playlists and for them to give it a listen. This will help gain traction and authenticity for your music to be picked up and placed onto the larger playlists.

In summary, this huge shift in the way people consume music brings challenges but also new opportunities. Music will be easier to access but also easily consumed or skipped, so it’s important to be on top of the game with your digital presence.

For further help and advice on all things digital marketing please get in contact. We would love to help.

Thank you for reading.

Chiara @MusicBox Communications.

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