For professionals in the music industry, marketing is essential to launching a successful brand, whether that is a new artist, a streaming platform, or any other service or product. The music world has become increasingly digital, and streaming services in particular have shown remarkable growth.
Music marketing trends have been incorporating listener data from these services to create effective brand development strategies. Social media platforms like Facebook are introducing new live video functions and offering monetizing functionality. More and more mobile devices, such as the Apple Watch, are entering the market, giving listeners more access to mobile entertainment — and the brand promotion that accompanies it.
Needless to say, these developing trends in music business have become an essential topic of study in music business degree programs such as the Master of Music in Music Business and Entertainment Industries (MBEI) offered by the Frost School of Music. For aspiring music business professionals, staying at the forefront of these trends is essential to future success.
Listener Data Drives Marketing
Due to the advent of streaming, the amount of time that most people spend listening to music has grown to 24 hours each week, according to Music 360 2015, a Nielson study of the habits and preferences of music listeners in the U.S. This trend provides new platforms for marketing and artist development — as well as massive amounts of data on listenership.
This data can inform marketing strategies and campaigns targeted to specific listener subgroups that match target audiences for clients. Furthermore, many streaming subscription platforms are offering listeners more control over their listening experience. Many music marketing trends focus on this emergence of market data collection and customized listener experiences.
Streaming Spotlights New Artists
In addition to audio streaming services, video streaming services have become essential to how people find new music. Every day, new YouTube videos go viral, often turning relatively unknown individuals into instant celebrities. YouTube and its competitors offer exposure to smaller-scale emerging talents and labels — as well as marketing opportunities. These minor celebrities can be invaluable resources for the marketing and branding of record labels and products alike. They also cost significantly less to sign than major pop artists.
Exclusive Content Draws New Listeners
Another new music marketing trend among both video and audio streaming services is hosting exclusive content and releases. Increasing numbers of streaming services are looking to secure market share through this new element of the music industry. To draw new listeners, services like Apple Music and TIDAL (and even social media platforms like Facebook) have begun releasing records, performances and other content exclusively to their subscriber bases.
Video Ads Create Engagement
Short, enticing video advertisements on high-traffic websites have become an established trend in music business. When potential consumers click on these videos, they create traffic for the artist, service, label, or any other client involved in the ad.
New music marketing trends are constantly taking advantage of developments in software and technology. Analyzing the effectiveness of these and other new trends in music business through online degree programs like Frost’s MBEI can give music industry professionals the edge they need to stay ahead of the curve in business marketing.
Learn more about the Frost online MBEI program.
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