Searching the internet for trends in music marketing is not as easy as “Google it” sounds. The various players in the industry have different viewpoints from which to describe the same themes.
But with some effort and a close reading, you can eventually start to see patterns. Trends emerge in four broad, overlapping categories.
Short-form Video Platforms Top the List, and Tik Tok Rules
Short-form videos lead the all-star list. Tik Tok, with a billion – and counting – users, and built for video snippets and sound, was widely identified as the pinnacle, but other platforms are also valuable – Instagram Reels, YouTube Shorts and Vimeo among them.
Growing Importance of Video
The audience is huge, and the biggest piece of it is young people. However, while youth may be the biggest audience, there are many others.
During the two years of Covid lockdown, video was the primary if not the only way to see music performed.
The technology provides a fertile field for cross-pollination in musical styles and cultures and promotes experimentation and collaboration.
Plus, money is there to be made. Tipping grew during the pandemic, and Tik Tok created a method for viewers to give. There is also potential in pairing musical clips with goods and services and creating special videos and music for special purposes.
With Social Media, Artists can Grow Audiences and Engage with Fans
Social media includes the video channels, but platforms like Facebook, Twitter and the chat and texting apps provide a direct way to build a fan base and connect directly with fans.
And through the magic of the smartphone, pretty much any time, anywhere.
Artists using such devices as contests, event and merchandise bundles, unique experiences and other kinds of engagement can reward their audiences and gain more support from them, including monetary support.
Live Concerts are Back, but Live Streaming Keeps Growing
Predictions are that live concerts will come back, both in major venues and at the community level, which includes DIY shows and home concerts.
Not surprisingly, it is millennials who once again are expected to drive the revival. This demographic is the biggest portion of live audiences.
However, the pandemic also drove innovation and usage in live streaming. As with the social media and video platforms, live streaming is a way to engage with fans no matter where the music is played, and live streams can be saved and used elsewhere (for instance, video and social media).
Opportunities Increasing for Sync Licensing
For artists, sync licensing means revenue. Amazon, Apple, Netflix, Spotify and YouTube represent the big players in this field, but other possibilities exist for licensing your music and the images and videos you create to accompany them.
Here again, Covid provided rocket fuel for change that was already under way. That includes increases in the number and kinds of things to which music can be synced and licensed.
Fields to explore include such things as fashion, cooking, finance, sports and anywhere else your creativity and interests lead you.
Marketing Your Music
A constant in all the discussions about musical marketing trends was the fact that fans want to support their artists, and opportunities abound for artists and audiences to find and engage with each other.
Navigating the trip is not simple, but an experienced navigator can help start you off in the right direction. Contact Starlight PR to see how they can help.
