How Streaming Platforms Are Changing Music Promotion and Discovery

[Editors Note: This article was written by Patrick McGuire.]

As music streaming giants like Spotify and Apple Music continue to transform and revitalize the music industry, artists are just beginning to fully comprehend the seemingly limitless potential of new music discovery and promotion technology in 2018’s musical landscape. Songwriters and musicians continue to struggle to financially cope in a world with that’s almost completely shifted to streaming music over owning it seemingly overnight, but a slew of new analytic and discovery features delivered by streaming platforms could be the silver lining artists have been waiting for.

Spotify, who has yet to make a profit as a company, isn’t able to pay compensate an artist much money when one of their songs gets streamed through their platform, but they are able to help in other ways. Through tools like their Discover Weekly playlist, Spotify has made significant investments in helping new music find an audience. A thoughtful mixture of human curation and algorithm genius is helping new and unknown artists connect and resonate with fans in ways that were unimaginable just a few years ago. Will 100,000 plays on a big streaming platform earn a band enough money to pay all of their bills? No, but that sort of exposure might give a new artist enough attention to find opportunities that can.

The music industry’s newfound collective acceptance of music streaming is one of the driving factors behind what many are calling music’s big comeback, but new opportunities for exposure and promotion ushered in by streaming platforms and playlist culture deserves a good amount of the credit.

Last summer, an article published by The Guardian profiled a Venezuelan singer named Danny Ocean, an artist whose career was launched by Spotify. In a matter of months, the Latin star went from being completely unknown to having a smash hit with over 261 million plays through Spotify alone. Spotify’s technology was able to detect interest in Ocean’s single after its release, so it added the song to a few of its popular playlists and the rest is history. 

Songwriter Ron Pope has a similar rags to riches story. The Georgia native apparently earned over $250k from streaming alone in 2014 without significant radioplay and help from a label. The incredible breakout success stories of these artists is one that would be simply unthinkable just a decade ago.

With big music streaming players increasingly lending a hand to small artists, the music promotion sector the music industry may need to rethink their strategy.

In addition to helping to launch undiscovered new musical talent in a perpetual quest to satiate the music-addicted masses, streaming platforms are now able to give artists analytic insights and helpful information about their listeners that they used to have to pay good money for. For example, a college or alternative radio campaign usually runs bands anywhere from $1,500 to $10,000. The main purpose of these campaigns is to physically submit an artist’s music for possible airplay, but a huge benefit they deliver are detailed insights into which stations have started playing the music, where they’re located and how often they’re playing it. Streaming platforms are now offering up this and other helpful information to artists for absolutely free.

Radio continues to be a major source for music discovery, but with the trend of many influential stations curating playlists replicating the material they play over the air, the free analytic information artists can get from major streaming platforms can help them gain powerful insights about their unique audiences. With these free resources, artists can track the success of their individual songs, book tours based around countries and cities their music is being played in the most and can even see information as detailed as what gender their listeners are.

Shortly after the birth of social media, platforms like Myspace and then later Facebook were the ones mostly responsible for hosting the party as far as where audiences went to listen to an artist’s music, learn about them from their bio and find out about their shows. But in 2018, the party is swiftly moving over to streaming platforms.

In addition to helping artists connect with and learn about listeners, major streaming platforms now provide customizable profile features like pictures, concert listings and even merchandise store options. Essentially, big streaming companies are now helping artists condense and leverage their virtual presences in ways that non-musical social media platforms have never been able to do. Just a couple of years ago, most people used Facebook pages to learn about and keep up with bands, but now fans can do all that directly from the sources they discover and consume music.  

But while some musicians and writers are rejoicing over the new features and benefits streaming platforms are offering artists, others continue to feel the strain of diminishing record sales and fear the possibility that the artform of the album will be replaced by playlists. While no one can predict the future, the music industry’s sweeping irreversible transformation is a certainty, and those who learn to adapt will fare better than those who dig their heels in and wish for a pre-streaming era to return.


Patrick McGuire is a writer, composer, and experienced touring musician based in Philadelphia.

Thoughts On How To Approach Music Bloggers

[Editors Note: This article is derived from the “Question and Answer” format found over at MusicPreneurHub.com, a site that connects artists and music industry experts. It was written by Jack Ought, a musician, freelance writer and digital artist from the UK.]

 

1. Start With Empathy

I’d say start with empathy. Empathy is a vital skill for dealing with other humans, whether they blog or not. Try to put yourself into the head of the music blogger before you contact one. What do they want out of life and how can you help them get it with your music? Put another way, ‘what’s in it for them’?

It’s a bit like submitting to A&Rs at major labels. If they’re really big, they’re getting more submissions than they can possibly deal with. They’re getting generic/irrelevant pitches all the time, and they might have grown to resent ‘bad pitches’. They don’t want to read War and Peace, even if your content is relevant to them – instead, they’re looking for short, informative, and ’to the point’ releases that allow them to learn more, if they want to. And they are always looking to uncover music that they feel has real value, why else would they do what they do?

If it’s a commercial blog (i.e they have ads), understand their revenue model – they want more page views, which generate more ad revenue. How can you help them generate more page views? One of the things that always gets my interest as a journalist or blogger is an exclusive – I’m not interested in posting content that a bunch of other people have put out before me. Do you have something new to announce that they can post first? A new tour perhaps, or a new single? Perhaps consider: “if it’s not new, it’s not news”

2. Your Mindset

Perhaps consider your mindset too; in the sense that you are here to serve and provide value. You are here to give them something very exciting to show to their readership. You have something genuinely valuable to share with them in the form of your art.

What to do when you pitch a blogger:

Have a strong headline: It’s worth bearing in mind that your email subject is a bit like your headline – you really have to get it right, because if they don’t like the title they won’t even read your email.

Do your homework on the blog: Some blogs ask you to do certain things in your email to help them better process your submission. If you don’t, the blogger will likely reject your message outright.

Personalize your pitch: Make sure the salutation references them by name, if you can. If not, name of the blog that they write for. Don’t start an email with something like ‘Dear Blogger’, please. Tailor it to the blogger in question, ideally in the first paragraph by referencing something they have written about in the past: And why what you have to OFFER them is RELEVANT. I speak from experience when I say that if someone shows that they have taken the time to research what I am writing, I am much more inclined to respond. It’s not flattery per se, more an example that you’re a professional who has taken the time and thought to do their research.

Expect a low hit rate: Sad but true, even the best crafted, most targetted pitches will often evaporate into nothing. This is very often the case and not something to take personally. People are busy, people forget stuff, sometime spam filters get excited, there are many reasons. Which leads us to the next bit… Follow up: 3-5 days later, politely. A short, friendly follow up email to remind them. There’s a trade off between emailing indefinitely until they get back to you or tell you to stop, or not. I think it’s like a lot of stuff in life in that persistence pays. Remember, you have something useful for them to see. An optional step – you could pick up the phone and call them (or try to get them onto Skype). If you are the kind of person who is good on the phone, this may be better for you.

Provide easily accessible links to your content: Either download links to music and imagery on a site like 4shared, or your EPK. Say thank you at the end: Everyone is busy, the fact that the blogger has taken the time to read all the way to the end is great. Politeness will get you around. Here’s an example of an email title (first introduction) that could work for you: “Hi [NAME OF JOURNALIST], I read your piece on [SOMETHING THEY WROTE] & thought you may like this…”

3. On Bloggers (Big and Small)

Please don’t rule out smaller bloggers. Just because they’re ‘small’ doesn’t mean they’re not important – even though a blogger may not have the following of a bigger publication, they often have a highly engaged and super niche following of the kind of people you want to get in front of. For example, they can be followed by journalists at bigger publications looking to catch new bands before they take off. Big outlets often get their ideas from smaller ones.

It’s also worth bearing in mind that bloggers are, on the main part, fanatical about what they like and they can be some of your biggest champions, if they like you. Most of the time, the ones who went into it purely for the money were quickly weeded out when they realized that they’re probably not going to get rich and famous overnight.

How To Advertise Your Music on Instagram

[Author: Lisa Occhino *]

Instagram is one of the best ways to build your brand and showcase your personality as a musician. But now that the social media platform boasts 700 million monthly active users, advertising your music on Instagram has become more competitive, so you need to be savvier than ever before to reach new fans.

Let’s take a look at some best practices for Instagram advertising and how to get your ads up and running.

Instagram Advertising: Best Practices for Musicians

1. Keep your target audience in mind.

The most effective ads are highly targeted, so it’s worthwhile to familiarize yourself with the audience you hope to reach. If you have a clear idea of who’s on the receiving end of your Instagram ads, all of the creative decisions you need to make will flow from there.

Create a profile of your ideal superfan: How old are they? Where do they live? Are they male or female? What are their interests? Where do they hang out? Which other bands do they love? Use any existing fan data you have from your email list, band website analytics, or social media profiles for insight.

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2. Make it as authentic as anything else you’d post.

Just because it’s technically an ad doesn’t mean it needs to scream, “THIS IS AN AD!” You’ll generally want to avoid overlaying your image with text, because that tends to come across as inauthentic and most people will scroll right past it. You’ll have more success if you keep your ad genuine and consistent with the rest of your Instagram posts in terms of colors, filters, tone, and overall vibe.

3. Use a captivating, high-quality image.

Put yourself in the shoes of a potential fan. Would the image you plan to use in your ad make you stop and pay attention as you’re mindlessly scrolling through Instagram? If not, pick a different one that’s more compelling.

For inspiration, check out Instagram accounts similar to yours, and try to identify the specific elements that you admire about those posts that you could adapt and make your own.

4. Optimize your caption.

This is your chance to get creative and show who you are as an artist or band, while also making the purpose of your ad as clear as possible.

As a general rule of thumb, You’ll want to keep your captions on the shorter side (unless a longer caption would help convey the message in a stronger way and not detract from the ad), with a few relevant hashtags and perhaps an emoji or two thrown in (both of which have been shown to increase engagement on Instagram). Again, make sure you keep your target audience in mind and ask yourself what kind of message and tone would resonate with them the most.

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5. Give people a good reason to click on your call-to-action.

Ultimately, You’ll judge the success of your Instagram ad by how many people clicked through and performed the action you wanted them to take, whether that’s streaming your new single, watching your latest music video, signing up for your email list, or buying a ticket for your upcoming show.

Your image and caption should work together to deliver a strong message about whatever it is you’re promoting. Be sure to demonstrate the value of what you’re offering and provide a legitimate incentive to click your call-to-action button.

How to Set Up an Instagram Ad

Since Facebook now owns Instagram, you actually set up Instagram ads through Facebook Ads Manager. So, the good news is that if you’ve ever run a Facebook ad before, you pretty much already know how to run an Instagram ad. If not, all you need to get started is a Facebook page that’s linked to your Instagram account.

Here’s a condensed step-by-step guide to setting up an Instagram ad, but we’d recommend reading through our in-depth Facebook advertising tutorial to understand the ins and outs of Ads Manager.

1. Define your goal

You need to have a way of measuring the success of your Instagram ad, so the first step is to set a specific goal. Attach concrete numbers and a deadline to it. The more detailed you make your goal, the better.

Here are the objectives you can choose from in Facebook Ads Manager that are applicable to Instagram.

2. Determine your budget

You can set either a daily budget or a lifetime budget (meaning day-to-day spending will vary slightly, but you won’t exceed the total budget you allocate for the lifetime of the ad set).

Facebook and Instagram ads work on an auction, so the cost is determined by your targeting and the amount of competition among other advertisers for that audience. Depending on the goal you’ve set, you can choose to pay for your ads by cost per thousand impressions (CPM) or cost per click (CPC).

3. Identify your target audience

If you’re new to advertising on Facebook or Instagram, You’ll probably need to play around with different targeting options for a bit until you hit on the right combination. In Ads Manager, You’ll be able to see in real time how your estimated reach changes as you make tweaks. Here’s an overview of all of Facebook’s audience targeting options.

4. Create your ad

You have several options for the format of your Instagram ad, including photo, video, carousel, and Stories. For musicians, we’d recommend starting out with a simple photo or video ad, depending on what your objective is. Be sure to review the design requirements and recommendations for Instagram ads.

When you create a new ad in Ads Manager, You’ll be guided through selecting your objective, audience targeting, budget, schedule, and placement (i.e., where it’s going to be displayed). By default, all of the placements will be selected, but if you only want your ads to run on Instagram and nowhere else, uncheck all of the placements except for Instagram.

After you finalize your settings, You’ll then be taken to the section where you choose the format, media, and text for your ad. Once you’ve reviewed all of the details, click the “place order” button.

5. Measure your ad’s performance

The work isn’t over once your Instagram ad is active! While it’s running, you need to track its performance and make any necessary adjustments to have the best chance of success. Ads Manager provides all the metrics you need to help you figure out how well your ads are doing.

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[This article was written by Lisa Occhino and originally appeared on the Bandzoogle Blog.

How To Finally Break Up With a Co-Writer

[Editors Note: This was written by Dan Reifsnyder and originally appeared on the Sonicbids Blog. Late in 2016, TuneCore Blog contributing writer Mason Hoberg also covered fractured relationships among artists in his article titled, “How To Kick Out a Band Member”.]

 

Sometimes, it’s time to pull the plug on a relationship. It happens all the time, and co-writing is no different. Even the best co-writing relationships can go sour (think Lennon and McCartney, for instance), and it’s wise to think about an exit strategy if things are looking bleak.

Breaking up can be difficult for obvious reasons, whether it’s with a co-writer or significant other, and you may notice some parallels between the two. Sharing your creative side with someone and pouring energy into a project can certainly be a bonding experience. Not to mention the fact that co-writers often know quite a bit about each other, especially if they’ve been at it a long time.

Regardless of the stage of your writing relationship, here are three ways you can let your partner down in the most professional and kind way possible.

1. Be direct

This is by far the most difficult option, but I find it’s usually the best. Letting someone know – kindly, but firmly – where you stand often clears the air very quickly and begets the least amount of negativity in the long term.

If you’re unsure of what to say, try some variation of the following: “I’m sorry, I just don’t feel we’re working well together right now – our artistic sensibilities are just too different.” The other person may ask questions about your decision – in fact, that’s likely.

Your level of honesty depends on your relationship. If you’re too honest, it could piss off him or her. At the same time, if there’s a particular reason (maybe he or she needs to work on listening to his or her co-writers or brush up on his or her lyrical chops), that person deserve the chance to fix it for the future. Your (now former) partner may even appreciate it, albeit in hindsight.

Keeping someone as a friend after being direct can often prove difficult, but I suggest trying to leave a door open. You never know where either of you will find yourselves in the future, and you may change your mind about working with him or her down the road.

Offer to hang out in a non-writing setting sometime. Send him or her a text or an email every once in awhile or reach out on social media. You can never have too many friends in this industry, and it’s always smart to do your best to avoid creating grudges.

2. Avoid writing together

I’ve seen this done a lot to varying effect. If you’re not comfortable with the direct approach, this option may be more diplomatic. A word of warning, though: It can take longer and has the potential to create bad feelings if you don’t do it right.

The simplest way to go about this is to be busy. It can help if you really are swamped with work or working on other projects. Say you can’t write at the moment, but you’ll revisit in a few months. This serves two purposes: First, it lets everything cool off. You’re not writing together as often and maybe talking less. It can soften the blow for the eventual “breakup.”

Second, it can give you time and space to gather your thoughts about writing together. Perhaps you’re just getting burned out. If so, you can return to the project in a few weeks or months since you haven’t officially burned any bridges.

If you still decide you two don’t make the best writing team, continue to be non-committal about making time to get together. Most people either get the idea and drop it or forget about it entirely. (After all, your partner probably has a busy life, too.) If he or she presses, be honest and give an honest answer. And with the benefit of time away, he or she just may come to agree that it’s the best thing.

A word of warning: Don’t lie. In other words, don’t tell the other person you’re not feeling very creative when it’s obvious you’re writing every day. If anything rings untrue – or worse, is an outright falsehood – it will be taken personally and you’ll look pretty scummy… the very thing you want to avoid.

3. Ghost

This is, by far, my least favorite option  because it leaves the most room for hurt feelings and burned bridges. Sometimes, though, it’s the only option – especially if your co-writer isn’t getting the hint or has put you in an uncomfortable, awkward, or dangerous situation (unwanted sexual advances, illegal activity, or just being generally sketchy).

In that case, feel free to ghost and ghost liberally. For those who don’t know what “ghosting” is, it’s sudden and complete radio silence. You can go as far as blocking the other person on social media or from your phone, and that may be necessary depending on what he or she has done. Save this for all but the most serious situations – it will unquestionably end your relationship (professional or otherwise) and potentially sour any mutual contacts you have.

Be wary of ghosting too often, however – if done too much, you will appear to be flaky and unreliable (or possibly unstable), and people will be reluctant to work with you.


As Paul Simon once said, there are 50 ways to leave your lover, and that goes for co-writing relationships, too. These are just some of the most common and effective ways I’ve found. With any luck, though, you’ll never need to use them.

A Mini Finance Guide for Indie Musicians

[Editors Note: This blog article was written by Michelle Aguilar.]

 

Italian composer Claudio Monteverdi once said, “Music is spiritual. The music business is not.” Whether you’ve been in the industry for years or just starting out, there’s bound to be many bumps in the roads in terms of funding for your career as a musician and ultimately be able to make a living out of it. Hopefully this mini guide can spark new or more ideas to improve the financial facets of being an indie musician.

Set Automated Investments

Whenever you get a paycheck, use it to pay yourself first. Save it in an investment account and make sure to make this process automated. By doing this, you’re making it easier to keep up with your monthly savings. Surveys and research organizations such as Consolidated Credit suggest automated savings and it shouldn’t make you think twice as to why this is a smart idea.

According to President and CEO of Credit Financial Services Innovation, nearly half of Americans say their expenses are equal to or greater than their income and for those 18 to 25 years old, the percentage is over half, up to 54%. The key to keeping automatic investing affordable is to invest directly with a mutual fund company to avoid paying a trade commission each month. There are also some online brokers such as TD Ameritrade that offer hundreds of no-transaction-fee mutual funds in which you can automatically invest with no extra fees.

Put Your Money in a Smart Place

An IRA, or “individual retirement account” allows you huge tax savings on your investments. However, musicians, audio engineer and other creatives are recommended to set up a specific tax-free account called a Roth IRA. With this version, you put in after-tax dollars, and when you take the money out in the end, you don’t have to pay vany taxes on your returns. With ROA, you are set up to double your money every decade or so, just by keeping it in index funds.   Essentially, a Roth ROA provides the benefits of a tax-sheltered retirement account and the flexibility to deal with unexpected costs.

Pay Off Credit Card Debt

Other than contributing to your retirement account, make sure to prioritize paying off your credit card debt above all other financial goals. Whether you’ve had a credit card for a while or not, it’s helpful to build a realistic outlook on credit cards. You can use them for both small or major purchases—but the quicker you pay them off, the quicker you build your credit. If you want to use a credit card to buy music or recording gear you can’t immediately afford, well, you don’t.

Credit cards should be used if you earn a decent amount already to be able to pay them back. An alternative for this is to purchase an instrument/equipment using a loan payment plan. Some manufacturers have leasing programs, so do your research before even thinking about using a loan or your credit card.

Create a Reasonable Budget

When you crate a budget, it allows you to think about your budget less. There is freedom in budgeting. To get started, track your spending for two-three months. There’s a fast and easy way to do this by using digital tools such as mint.com. It’s free, secure and it serves to help you create and track budgets, investments and goals. Once you type in your bank or credit card accounts you can track your past and current spending to see exactly where you’re at financially. By viewing your current spending, you’ll be better able to figure out where most of your spending should be taking place.

Start with a realistic appraisal of what you have been spending on average by category. Then make a budget that reflects this spending but with a slight modification that gears you towards when you want and need to spend on the most. Focus on cutting the things you don’t care about too much and preserving what you spend on the things you do care about.

Find Ways to Earn More Money

In order to do the things we love and to create the things that other people value, we must be able to sustain ourselves. How do we do that? By making more money. Once you start developing a smart and sustainable budget, there will come a point where you realize that you can’t cut your spending any further. Try any of the following tips to not only make more money in a way that makes it easier for your audience.

1. Use Social Media as a Means to Pay

Venmo is a free mobile payment service owned by Paypal which can be used as an app. Create your username and announce before, during, and/or after your show that you accept tips in the form of Venmo. You can even put a tip jar at your merch table with a big sign, “If you liked the show, show us how much! $ or Venmo: ____.”

2. Sync Licensing

Many independent musicians are making six figures a year by getting placed on TV shows, commercials and films. By allowing someone else to use your music you’re reaching a new audience that you probably weren’t even aware of and of course, licensing your music is one of the major ways to make extra revenue.

A sync license gives someone permission to synchronize your music with a visual medium like TV shows, advertisements, movies or video games. When you grant someone a sync license, you aren’t giving up your rights to that song away. You’re basically renting the rights to them for a specific use. You are the primary owner of the copyright however, and you can even license it for a different movie or advertisement if you choose.

3. Session Work

A ‘session musician’ performs a backing track for another musician while onstage or recording in a studio. As a musician, this shouldn’t be work too difficult to find, given that most musicians can play more than one instrument as well.

Do you know any musicians who are getting ready to record and need an extra hand? Do you know anyone who works at a studio? Are there any labels operating in your area? Offer your skills and take on a new project. If not, put yourself out there, whether it’s on Craigslist, social media or other digital/non-digital platforms.


Financial literacy is vital for everyone, especially for entrepreneurs. As soon as you get paid for a gig of any sort, it’s important to be mindful of how you’re going to preserve, sustain and increase that income. Your journey as a musician doesn’t have to simulate the “starving artist” lifestyle. So get your financial thinking caps on!

New Store Alert: Boomplay Music

Here at TuneCore, we’re always on the move to offer independent artists with as many outlets by which to reach fans as possible. That’s why we’re excited to announce our partnership with Boomplay Music, a streaming and download platform serving music fans in pan-Africa and African diaspora markets.

Boomplay Music – an app developed by TECNO MOBILE LIMITED – aims to deliver the best African and International music while also “building a sustainable digital music ecosystem for African artists.” With seven million users and a growth rate of over 700,000 new users per month, the platform seems to be doing just that!

As a global digital music distributor, TuneCore allows artists in all territories to take advantage of the major growth in streaming and discovery occurring all over the world and well outside their markets. Just because you aren’t touring in African countries (…yet), you can still make your releases available for music fans there to enjoy. By distributing your upcoming or existing singles, EPs, and albums to Boomplay Music, you’re able to enjoy a wider potential reach in an ever-expanding market.

With the Boomplay Music app, music lovers can do the following:

  • Download music,
  • Subscribe for unlimited music,
  • Listen to their favorite songs,
  • Watch videos on the go,
  • Curate personal playlists,
  • Follow, engage and interact with fellow users,

Ready to get started getting your music available on Boomplay Music?

If you’re a TuneCore Artist with active releases and you’d like to send those to this new platform, head over to your Store Manager and select Boomplay Music today.

If you’re distributing your music using TuneCore for the first time, you’ll now be able to select Boomplay Music as a digital outlet and expand the global reach of your new release.

Learn more about the benefits of distributing your music to Boomplay Music here. For any questions about distributing your upcoming releases, get in touch with our Artist Suppot team.