December 12, 2019
If we talk about music promotion, there are some very interesting aspects as an example for all business. We have a very direct insight on impacts of each campaign. The most significant one ist the fact, that the customer doesn’t have to pay anything to grab your offer. That is an advantage of the streaming system, where customers pay with a flatrate.
Second effect is the worldwide distribution of the providers, if you have a professional distributor. That means also, that you can target your campaigns to special regions in the world. And this works quite easy, because every promotion provider has more or less its own region, which is connected to their company location. A russian based company will show more activities in the eastern region, than a U.S. based company, which have a strong connection to their own country, which is a huge market without foreign countries. Sure, they are not exactly delimited, because all have the aim to act worldwide, but the results speak a clear language about their company location as the center of activity.
Targeting the customers
Music business has a very detailed definition of music genres, which makes is quite easy to find the right audience from the beginning. Sure in detail there are some pitfalls, but compared to other business cases, it is quite comfortable, and the results of a campaign are very meaningfull with pure numbers of only three measurements points: number of streams per release, number of listeners and number of followers. And this numbers are told you by some distribution service providers in real time. What a luck!
Todays music business is likely a pecedent, how promotion activities work. Therefore it might be interesting to go in detail with one example of a newcomer in that business. And althought I am a former music pro, I am a real newcomer with my comeback after 25 years absence from this business, espcially with a completely new music offer. I will try to give you some insights in the next articles, if my time resources allow it.
As an independent musician without a contract with a major label you are cursed to be an artist and marketing manager in one person. That means an extreme effort. You need to know before you embark on this adventure.
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This article is part of the category “Artist’s Insights”. Our mastermind Horst was a professional musician and music educator from 1974-1997 before a burnout catapulted him out of his music career.
From 1999-2019 he worked as a freelance information technologist and learned the laws of a completely different market.
The experience he gained during this time and the additional insights he gained from 2019 onwards in a completely changed music business should also benefit other musicians.