Blow away the competition in 2020
This year there are more people seeking careers in music than at any time in the history of humankind.
Do you want in on the secrets to blow-away the competition in 2020?
I’ll show you which trends and technologies are losing leverage, and which are set to revolutionize the industry.
The artists who learn to anticipate and take advantage of these changes will have the biggest rewards.
Freedom from big tech
Over the last decade, social media has developed into a trap for artists.
With most artists relying on social media to reach their audience, music discoverability was handed over to corporate tech gate-keepers.
These companies have algorithmically cut access to fans, some requiring larger and more expensive ‘boosts’ to reach them.
This year many artists will tire of being dependent on the tech giants and will find innovative ways to promote their music.
You see this in the rising talk of reclaiming fandom, direct support of artists, and the importance of individual ‘stories.’”
Last year we saw top artists make an effort to remove the middle man and own the relationship with their fans.
One example is celebrities giving out their phone numbers and asking fans to text them.
Efforts to forge more personal connections with fans will increase in 2020, shifting more power to artists.
The death of radio
Since the 1920s, radio play has been coveted by artists of all genres.
Not long ago, radio was what made an artist break out, but that is all coming to an end.
Data presented by Mark Mulligan of Midiaresearch.com tells the story. Currently, “just 39% of 16-19-year olds listen to music radio, while 56% use YouTube instead for music.”
This can be good news for today’s artists because radio campaigns involve spending huge amounts of money and networking with Disc Jockey’s and Programmers.
Tools for Independence
Direct access tools for fan/artist connections are rapidly improving for 2020; helping artists take more ownership of their careers.
In the past, A&R men were necessary for setting up collabs and gaining access to stems and other music assets from celebrity artists.
Collaborate & remix
Today, online tools like Splice make it easy for artists of all levels to collaborate and for independent producers to access sample packs from the world’s top producers.
For decades, labels were necessary for helping an artist connect with licensing opportunities.
In 2020, you have many options for getting your music in front of brands.
Licensing & Sync’s
An example is the tech company Instrumental. They use data science to match the right brands and advertisers to new music. No middleman is necessary 😉
But what about financing? Surely labels will always be necessary for taking a rising star and pushing their brand into the stratosphere with large cash advances.
Even that business model is in jeopardy in 2020.
Now alternative financing companies are starting to appear!
So a rising artist can keep their IP rights and get their own funding without the use of a label–or rich uncle moneybags.
Investment firm 23 Capital has already spent $2billion in direct capital across the sports, music & entertainment sectors.
Do you think labels are still necessary? If you have an opinion, leave a comment and we’ll give you 20% off any of our Spotify Playlist Promotion campaigns.
Is Tik-Tok really the next big thing for music?
I’ve been hearing so much about Tik-Tok for promoting artists. Especially how it helped Little Nas X become a celebrity.
A lot of “experts” are saying it will be the best tool for music discovery in 2020.
I think the hit with Little Nas X was more of an anomaly than a glimpse at the future of music hits.
I did influencer campaigns for clients back when Tik-Tok was still Musical.ly in America and wasn’t impressed with the Results vs Cost.
Measuring Tik-Tok ROI
My problem with Musical.ly and Tik-Tok is that it is difficult to measure ROI, and there is no payment to the artist per spin.
With a Tik-Tok campaign, you pay a bunch of kids to make a short video to your song with a “challenge”, … but then what?
Tik-Tok low engagement rate
Users of Tik-Tok rarely link out to discover more about something.
The engagement rate for Tik-Tok is extremely low for a social network.
It’s only 29% compared to Facebook’s 96%, Instagram 95%, Snapchat 95%, and YouTube’s 95%.
On Tik-Tok, users are more interested in the influencer and their own video than the song.
Only music that is really simple and catchy has the possibility of going viral.
Artists don’t get $$$ with Tik-Tok
The other thing I didn’t like about Tik-Tok is that it is not set up for artists to get paid.
It is set up for influencers to get paid by sponsorships. The influencer is the star, not the recording artist.
So how am I supposed to promote in 2020 you ask?
If it’s not Tik Tok, what social networking site can I use to reach my fans?
Enter The Triller
In 2017, the Music video creation app “Triller” had 2 employees.
After evolving into a social video sharing app, Triller vowed to become an alternative to Tik-Tok.
According to their press release in October 2019, “Triller has grown 500 percent organically year-over-year, with 13 million active monthly users and 60 million total downloads”
Although 60 million is small for a social video app, I think that’s the best time to get involved and start creating content.
People who are some of the first stars of social networks usually end up being the biggest when everyone else jumps in.
According to Prnewswire, in December, Triller has “…some of the highest usage time within social apps (over 20 minutes average, with three times a day login average for users, and over an hour daily by creators),
TRILLER is surpassing TikTok with over 26.5 million monthly average users and more than 75 million users.”
This growth is impressive but the features for artists and the fun of this app are what I love the most.
Triller is an app with the music business in its blood.
Some industry investors include The Weeknd, Marshmello, Juice WRLD, Young Thug, Kendrick Lamar, TI, Jake Paul, Troy Cartner and Ash Pournouri (former manager for Avicii).
I can’t predict the future but keep a watch on this rising app for musicians.
Right now the majority of the 26.5 million users are in the hip hop niche, but with the recent massive investments in Triller, they’ll be able to grow even faster…
We saw Facebook explode out of its college niche to worldwide use and Triller has the ability to do the same.
If you’ve used Triller, leave a comment and tell me what you like or don’t about it … and we’ll give you 20% off any of our Spotify Playlist Promotion campaigns.
In conclusion, 2020 is going to be the beginning of artists reclaiming their fans and being more personal with them.
Radio will no longer be the best way to break artists. This is great because radio campaigns are expensive and not independent artist-friendly.
The tools for artists to cut out the middlemen and go directly to fans will proliferate in 2020.
There are already tools like “Instrumental” for artists out there and they will only get better.
If you’re serious about your music, pay attention to new apps and their growth.
They may be the stimulant the music streaming industry is looking for. And a more direct path from you to your fans.
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