PVRP Music Marketing Trends_ 2020

Music Marketing Trends: 2020

Music Marketing Trends to Expect in 2020:

pvrp music 2020By: Randall Peery

AR/VR, Data, Brand Communities, Personalization, Micro-Moments

As 2019 comes to a close and we welcome in a new decade something seems to be clear, the internet has matured and we are in a new era of monetized immersive ecosystems.

We are now moving into the future and it will demand that you step up your digital presence by using data to find out who your target audience really is, nurturing them and then converting them to paid subscribers by offering bonuses such as Interactive Media around micro-moments, VR concerts.

It may be just another year, but it will start to feel like a new decade as the media mergers and acquisitions settle and the major players such as the likes of Apple hit the road running.


1) Immersive Tech like AR and VR

Immersive tech like AR and VR will gain traction as hardware such as the Oculus becomes more widely adopted and more brands come on board. Advertisers are also taking note of this boom with Facebook starting to test out paid ads for their AR filters

Wave is one company making a splash in what will be the next wave of entertainment, VR Concerts. They have previously collaborated with an impressive roster of artists including The Glitch Mob, Kill The Noise, TOKiMONSTA, Imogen Heap, REZZ, Jean-Michel Jarre and electronic violinist, Lindsey Stirling, among others. The recent Lindsey Stirling Wave attracted more than 400,000 live unique viewers from around the globe.

Wave VR REZZ

“The fan engagement is what makes the Wave experience so exciting”, Adam Arrigo continues. “Fans become active participants in the concert experience, chatting directly with the artist and each other, cheering and sharing reactions. This two-way dialogue and intimate interaction are what Wave is all about.”


2) Data

Leveraging data is increasingly important and doing so in a transparent and ethical way. Universal Music Group recently unveiled a new artist data portal to help artists and their teams deepen their understanding of their fans. Smarter data use will set you up for success in regards to nurturing your brand communities and many other important factors.

We are also seeing data being used to break new artists as algorithms become smarter. Another important tool for this is Shazam, if a song has good numbers on the platform, the algorithms in the Apple Music, Spotify and Amazon Prime ecosystems will know and that track will be added to MORE playlists making the track evermore popular. Yes, at this point, the growth of the song is geometric and will potentially go “viral”.


3) Video

Video marketing is an essential part of the image and brand that is portrayed to fans. Poor video quality or not incorporating video is negatively impacting your success.

YouTube has been the leader for a while and thus you should have a strong presence with a fully branded channel.
As Gen Z starts to become the marketing focus it will be increasingly important to have a strong strategy on Tik Tok.
Don’t discount these newer platforms, they have proven the success of helping artists make it, such as Lil Nas X.


4) Brand Communities

Once you have a solid understanding of who your audience is, it’s important to nurture this group as they are your ‘day-one’s’ and will become the most valuable marketing tool. Facebook has been adding more features to their groups which allows for a great place to reach your community, as well as traditional email marketing.

Your owned channels such as your website and apps are crucial for d2c as it will allow you to take ownership of your data and cut through the noise of algorithms. By doing so you set your brand up to be a lifestyle brand that people want to be associated with and will pay money to be a member.


5) Personalization

Digital advertising has surpassed marketers and thus we will be relying more on AI and machine learning technology to deliver dynamic personalized ads to the right customer, at the right time, at the right place to make a conversion. Although this technology can be borderline creepy and has had its issues brought to light over the past few years through press reports, it is still imperative to be using.

When done correctly people actually enjoy it, for example, Pandora has taken a cue from Spotify’s personalized playlists and recently rolled out a new personalized user interface. Using AI to personalize your advertising and data to find your audience you will be set up for success in achieving the ultimate goal of a brand influencer community.


6) Micro-Moments 

Mobile has been dominating for several years now and moving into 2020 it will be important to get creative and start taking advantage of micro-moments. Micro-moments are impulse decisions that are made based on the fear of missing out or other reasons.

The primary example of this is shoppable social feeds, and this will start to be combined with video and AR/VR for the ultimate experience.

Image result for shoppable video platforms example


7) New Faces of the Music Industry

We are no doubt in for a new era of music, technology, and media with the new decade and with that brings fresh faces and competition to the forefront.

We recently saw the close of ViacomCBS and may see a partnership between Tik Tok and Universal Music Group in the near future, with these deals being made it means new opportunities and ways of doing business. The Grammy’s now has competition with the Apple Music Awards. The Billboard charts will likely lose ground to Shazam or other players in the coming year.

However, at the end of the day, these deals won’t mean too much if they can’t get their fans on board rather than forcing their audience to choose subscription services or other choices.


 

 


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PVRP Music Marketing Trends_ Nov 2019

Music Marketing Trends: November 2019

PVRP Music Agency is bringing you the latest music marketing trends. New platforms and algorithm changes are happening all the time and we’re taking the time to fully grasp the technological changes. Continue reading to find out if you should focus more on Tik Tok or YouTube.


1) Billboard Live Music Summit 2019: 4 Big Takeaways

Last week’s Billboard Live Music Summit was designed to provide an overview of the modern concert touring business. But unlike its conference peers, Billboard Live didn’t just showcase the industry’s biggest players but included its brightest upstarts and future leaders. [Continue Reading]   

2) Sound Royalties Offers Musicians A Funding Alternative

Artist-friendly finance specialists Sound Royalties is pioneering a new way for musicians d.i.y, indie and major label; to finance their projects. CEO, Alex Heiche, a Nashville resident. [Continue Reading]  

3) How To Tour In The Winter (Hint: Don’t)

In reality, touring in the wintertime isn’t always actually that bad, but doing so does necessitate an extra level of planning in order to ensure your shows are a success, and that you can actually get from venue to venue safely. [Continue Reading]

4) YouTube vs TikTok: Which Is Better For Your Marketing Initiatives?

Video marketing has become a major part of just about every artist’s marketing campaign and has fueled an uptick video content creation. But choosing which platform to release said content on has become a tricky choice and often depends on which meshes better with a given artist’s brand. [Continue Reading]

5) Soundcloud Launches Promote On SoundCloud Self-service Marketing Platform

SoundCloud has launched Promote on SoundCloud, a self-service promotional tool for artists to boost their original tracks to the top of listeners’ Soundcloud feeds and mobile homepages. Promote on Soundcloud. [Continue Reading]

6) Classical Music Streaming Service IDAGIO Adds Free Tier

Classical music streamer IDAGIO has added a free ad-supported tier. IDAGIO Free launches today in 190 countries with 2 million recordings [Continue Reading]

7) Tencent Music Reports Impressive Q3 Revenue, Subscriber Growth

China-based streamer Tencent Music reported impressive revenue and subscriber growth for the third fiscal quarter of 2019. According to unaudited financial statements from Tencent, revenue for the quarter hit $910. [Continue Reading]

8) Brain Drain At Spotify HQ

While Spotify’s number may look great (113 million paid subscribers is nothing to sneeze at) the company seems to be going through quite a bit of turmoil behind the scenes, and suffering serious brain drain in the process. [Continue Reading]

Source: hypebot.com

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soundcloud

SoundCloud Cuts 40% of Staff in Push for Profitability – Bloomberg

SoundCloud Ltd. is cutting about 40 percent of its staff in a cost-cutting move the digital music service says will give it a better financial footing to compete against larger rivals Spotify Ltd. and Apple Inc.

Source: SoundCloud Cuts 40% of Staff in Push for Profitability – Bloomberg