5 musical marketing trends in 2016

The digital landscape is constantly changing, and professionals in the music industry should always keep up on new trends, social networking and tools that can mean a good way of promotion for artists. Here we leave five marketing trends for 2016, published on the blog Midem .


Influencers are users of Instagram, YouTube, Vine and Snapchat that have a high number of followers on these platforms, but are not necessarily “famous” in the traditional sense of the word. The most notorious example of one of these Influencers is PewDiePie , the largest worldwide youtuber. These new celebrities continue without really being exploited, except for some big brands and some great artists. But in a world where traffic to blogs has declined, its importance in terms of the press has increased. The most important when working with influencers challenge is to find one with a base median fans that will not represent a high cost . One of the recommended tactics is to look among the fan base itself.

Short Videos:

SnapchatThe short videos continue to grow in importance and the music industry has not yet managed to make the most. This format can be used to make any type of release or disclose any news about the artist, for example, a teaser for a new album, news of a new tour (made by the same artist), or a short version ( 20s) of a video clip to invite fans to see a more detailed version is on Facebook or YouTube.

An interesting development in the video space is that Facebook has the potential to become much more than the platform most important marketing, to also become an important platform video and source of income, since the launch of Rights Manager means that this is imminent.

The other important change from video and Facebook is launching Live Videos, which is being driven strongly by the platform giving prominence in the News Feeds of users. Among the many things he could do an artist with Live Videos are a session of Questions and Answers, soundcheck, videos from backstage, teasers album, studio presentations, and etc. Being close to the fans directly and in real time has never been easier.

Messaging Apps

drive_whatsapp_n6_doubleMessaging apps have not only grown in the past year. The growth that has taken WhatsApp has been amazing, now with 1 billion users and the Messenger of Facebook , with 900 million – an increase of 40-50% in a single year. However the only one that really has been used to successfully marketing music has been the platform Line , which has accounts of celebrities like Taylor Swift who has 23 million followers.

One of the most important developments for Facebook Messenger has the option to create content within the app as gifs and other images, as well as the possibility of contacting company profiles via Messenger. Messaging apps are a space with great potential for digital marketing and has not yet seen the music industry can use it . Although the potential is huge, there is also the danger of being misused users rather stay away, because this space is still considered very personal.

If we include Snapchat as a messaging app, relevance and growth among young audiences is increasing. This is a platform that artists should definitely be used to increase the fan base.

Digital Advertising:

digital marketing Last year the focus was on personalized marketing could be done thanks to all options for re-targeting, based on visits to websites, but also through the remarketing on YouTube. This trend continues to grow, as we have seen Adele has released all its content through its own website to capture as much data as possible, both as data for remarketing emails, visit http://www.emailappend.services.

But the most interesting development that we have seen this year has been is the introduction of new ad formats . ‘Video click to the website’ and ‘Carousel’ are two new formats for both Facebook and Instagram. And possibly the most important type of ad is the new Canvas Facebook , which allows you to create a whole story within the same ad. The reason it is so powerful for industry, is because it allows include all aspects of the campaign effectively an artist. Why should the seal and the promoter do different campaigns, and in most cases making competition when the two could promote concerts and album in a single ad? Holistic marketing, which allows users to interact with the artist in the way they prefer rather than forcing them to go our way is the best way to do things and there are many more ways to do it now.

Marketing Streaming:

spotify The industry has been demanding access to data streaming platforms for some time, and now we begin to see the tip of the iceberg. In the case of Spotify , they have led some developments, such as the creation of a tab Concerts, and the launch of Spotify Fan Insights, and most importantly, email campaigns aimed at super fans to announce a release or tour.

Data listeners are the most useful and accurate to identify the true fans and can help target campaigns according to the level of interaction metrics. However, the platforms have always been reluctant to share this information for fear that seals / managers / artists to alienate fans by spamming.

The other important change we’ve seen in Streaming has been change since the ban (the famous case of Taylor Swift Spotify removing its material) to the exclusive, in which Apple Music and Tidal the roost . And with the imminent appearance of YouTube Network , the issue of exclusive it will become more frequent. However, this practice results in an incredibly frustrating experience for users.

Spotify is the only service that does not accept exclusive, believing that it is not beneficial to the end user, even when it comes to put your player in a blog for previews of songs. This, coupled now with the new version pays SoundCloud is not possible for this purpose to use him as before, puts the industry in a very hard place when it comes to online PR.

In conclusion, there are many tools with great potential to reach the user, but it is important to unify criteria and decide for campaigns always have priority user experience , or we run the risk of alienating users again.