What 2020 Has Taught us About Music Marketing
In a year that’s been nothing short of tumultuous, many twists, turns and road blocks have provided invaluable lessons in the world of music marketing. We decided to reflect on what we’ve learnt so far.
Be Prepared
When the pandemic first hit, we saw release timelines disrupted left, right and centre. From international superstars like Lady Gaga postponing her ‘Chromatica’ album release, to emerging acts delaying releases as they dealt with a lack of budget.
As the industry accepted the new normal, we even saw a shift where some artists increased their releases for the year. Harrison Storm, for example, combatted the lack of touring opportunities with a plan that prioritised releases to optimise algorithm engagements, and to maintain conversations with fans and media internationally.
With the new normal came an acceptance of DIY approaches, too. The success of Charli XCX’s ‘how i’m feeling now’ - an album recorded in her home studio and completed with the help of fan collaboration - is a testament to that. DIY’s been all the rage, with artists opening their homes as sets to music videos, live streams and more.
This isn’t to say that pre-2020 we could walk into a release unprepared. Timelines and extensive planning have always been key to campaigns, but the pandemic has reminded us to be prepared for anything and everything, and to remain flexible. After all, some of the most daring and unexpected tactics have been the most successful this year.
Stay Engaged
Even though 2020 has been the year of the live stream, artists and their labels have been pushed to find new ways to connect and engage with their audiences from afar.
Beyond live streamed concerts, the pandemic has revealed the power of digital connections between artists and their fans, particularly with the possibility of large-scale tours and in-person performances ruled out.
Whether it’s a live Q&A, song tutorial or even a partnership with TikTok’s most popular influencers, digital media remains a key pillar in artist-to-fan engagement in these unprecedented times.
Where To Next?
While we obviously can’t predict where the pandemic will take the industry next, 2020 has provided us with the wisdom that there’s no one-size-fits all approach for every campaign, but each should remain flexible and nimble.
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