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Discover the latest music trends and insights with A&R Factory. Stay informed and inspired as we explore the dynamic music industry landscape where we cover the latest music industry trends, analysis and predictions in the industry. Whether you’re a music enthusiast or industry professional, A&R Factory is your go-to source.

The Value of the Superfan is Dwindling but Indie Artists Can Rekindle It

Posted on 13 August 2023
Superfan

For independent artists looking to break it without the backing of a record label, harnessing fan power is crucial. It takes more than playing a few good shows and recording some hit singles; a conscious effort needs to happen on the artist’s behalf to nurture relationships with superfans.

The power of the superfan may have diminished in the streaming era of music, but they are still a valuable asset and growth driver in the music industry, especially with the looming existential threat of AI and the oversaturation of streaming platforms, which are slowing down in growth. For some perspective, in the first quarter of 2023, on average, 120,000 tracks were uploaded to streaming platforms every day; a sharp rise from the 2022 average of 93,400.

With more people sacrificing their subscription services in a bid to take some pressure off their finances that are being mercilessly squeezed by the ever-increasing levels of inflation and the rate of singles uploaded to streaming services increasing year-on-year, the landscape for new and independent artists is precarious and almost impossible to navigate without using the shining light of superfans as a compass. Record labels have already noted the value of superfans; it is about time independent artists do the same and start making moves in their careers to nurture them.

After covering a brief history of the superfan, this article will cover how to increase your superfan following and create content to keep them contented.

The Modern History of Music Superfans

By contrast to the modern music age, in the 70s, 80s, and 90s, the majority of music fans were superfans; while some kept their fandom antics to buying records and gig tickets, others started zines, ran music clubs and organised events. While some of that still rings true today, the superfans are in the minority compared to how many casual music fans stump up the cash for a music streaming subscription, and that is the extent of their artist worship.

From the 70s onwards, merch became a big money spinner; while it is almost impossible to imagine the music industry without merch peddling in 2023, back in what many revere as the music heyday, official merch only started to emerge in the music industry. To further exemplify the importance of the superfan, rumour has it that the first band tee was created in the 50s when an Elvis fan club started to distribute them, and the rest was history.

In the ’90s and early 00s, it was common for superfans to head to their favourite record store and buy multiple albums every month, leading to the coining of the term ‘The 50-quid Bloke’, which describes a middle-aged music fan who would constantly be keeping tills in record shops ringing. This demographic of music fans was so influential to the music industry, their consumerist habits would shape the music charts.

Napster and The Fall of the Superfan

Napster arrived on the scene in 1999, but its internet debut didn’t become detrimental to the music industry until some years later when CD sales started to plummet. Spotify emerged just when the recorded music industry was suffering its worst crisis point in decades in 2008; if you have never heard the term, 50-quid bloke, before, that is because they started to become an endangered species and evolved into live music fans as they shifted their spending to gig tickets and the merch, they would pick up at the shows they attend.

Initially, Spotify promised to facilitate an uptick in money spent on recorded music. While they never struggled to find people to pay for monthly subscriptions, the expenditure on recorded music barely translated into revenue for musicians.

You don’t need to be a mathematical prodigy to discern that music fans spending far less than the price of a CD to access all the music they want would equate to infinitely less money being poured into the industry compared to decades ago when it was commonplace for music fans to buy multiple CDs or vinyl records a month.

Of course, there were still music fans keen to hoard records like tomorrow, and the convenience of streaming platforms didn’t take the gloss off a trip to the record shop and the satisfaction that they were supporting their favourite artists with their purchases. No doubt you know many physical music collectors, maybe you are one yourself, but make no mistake, this kind of music fan became a minority at the turn of the millennium.

Cash In on the Tentative Return of the Superfan

In recent years, industry analysts have noted that modern music consumers have started to pick up the same spending habits of 90s superfans; look at the phenomenon that Bandcamp Friday has become or consider how devout Taylor Swift fans are as they pay over the odds to join her on her tours. However, they are still on the fringes of consumer behaviour.

To amass some superfans of your own, instead of looking at ways to bleed your followers dry, look for ways to facilitate a genuine value exchange that will deepen their connection to your music.

Here are just a few of the ways you can go about it:

  • Create exclusive or limited-edition merch for your fans
  • Create social media content for your fans via Facebook fan groups and Patreon
  • Give exclusive previews of your music and music videos
  • Invite your fans to an invite-only launch show
  • Host pre-gig meet-ups with your fans
  • Collaborate with your fans
  • Create fan loot boxes
  • Go live and host Q&A sessions

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For more guidance on how to grow your fanbase and maximise streams and sales, ask about our one-to-one consultancy services and keep reading our weekly blog for more tips on how to make an impact with your music campaigns as an indie musician.

Article by Amelia Vandergast

The Music Marketing Landscape is Changing: Move with It by Factoring in These Key Shakeups

Posted on 6 August 2023
Music Marketing

The domain of music marketing is evolving faster than ever in 2023; with the rise and fall of platforms (RIP Twitter) and the new features added to existing platforms, such as the free tiers on Patreon, it can be difficult for independent artists to keep stock of all the major moves and stay up to scratch.

This article will cover the main changes that have changed the landscape of music marketing, including our view on whether it is still worth promoting your music on Elon Musk’s platform, which is sinking faster than the Oceangate submarine, a review of the brand-new features on Bandsintown, and an introduction to the new radio-like platform from Amazon.

4 Major Music Marketing Shakeups to Note in 2023

1.   Bandsintown Launched Music Promotion Pages

Few people will be as interested in your new music releases as your fans who have parted with their hard-earned cash to see you live, which makes the brand-new music promotion pages on Bandsintown promising for independent artists who know just how to draw a crowd to their live shows.

As most artists and bands who are no strangers to the live touring circuit will know, Bandsintown is already one of the top platforms to market your tours and one-off gigs. Now, the platform is allowing artists to announce and build the hype around everything from new music to merch drops.

After the new features were implemented, Bandsintown is now a one-stop shop for keeping your loyal fans in the loop. Via the platform, you can customise your release announcements, share them with your fans on social media, and even collect emails and phone numbers.

Currently, the release pages are in their beta testing stages, and only artists with a claimed profile and over 100 followers can participate. If you fit the bill, there is no harm in trying the release pages out for size. There are already 80 million live music fans signed up to the platform, connect with them!

2.   Amazon Introduced Their Free Music Marketing Platform

Decades ago, we were told that video killed the radio star, but in 2023, the radio waves are still alive with the sound of music. Especially after Amazon launched their very own radio-like platform, AMP.

It is completely free to market your music with AMP; the radio-esque platform also enables artists to connect with their fans in real time, making it a prime place for music marketing. The platform was founded on the certifiable belief that there is no better way to connect with your fans than talking to them.

The platform may not be huge yet, but it is already drawing a steady flock of tastemakers, emerging artists, and music fans who want to try their hand at being a radio DJ. The inventively interactive platform allows you to spin tunes on the radio while starting conversations with your fans.

See it as an opportunity to give your listeners an insider view into your most popular music, talk about who inspires you and find common ground with your fan base. As another benefit, you can receive money through the Amazon AMP Creator Fund every month while you are hosting shows!

3.   Reels Are on the Rise

A few months ago, we covered the TikTokification of other social media platforms and apps; a recent report published by Meta has shown to what extremes short-form content reigns supreme. Earlier this week, disclosed that reels now receive over 200 billion views every day across Facebook and Instagram.

Once you have wrapped your head around those inconceivable figures, you might want to consider how you can jump on the trend for music marketing before people get sick of being sucked into the short-form time vacuums and start being more mindful about how they spend their time on social media platforms.

While the number of Reels viewed on TikTok each day is undoubtedly far higher than the view count on Instagram and Facebook combined, TikTok hasn’t been quite as forthcoming with its viewing stats. But one thing is for certain; long-form content is out, and snappy, creative reels are in.

4.   X Now Marks the Spot, But Should You Still Dig for Engagement There?

If you use an application programming interface (API) to post to all social media sites simultaneously, you may have noticed that X (formerly Twitter) is now making it a little difficult to share your music marketing posts simultaneously.

On top of that, the levels of engagement on the platform are going down like a lead balloon. If you already have a following on there, we won’t try to convince you to jump ship before the social media vessel sinks entirely. But if you are attempting to grow your fanbase on there, you may be better off investing your time establishing yourself on Threads, Facebook, TikTok or Instagram instead.

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For more music marketing and self-promo advice, follow our music news blog, or get in touch for a one-to-one consultancy service and take charge of your music career in 2023.

Article by Amelia Vandergast

AI Music is Here, But Are Music Fans Here for It?

Posted on 23 July 2023
AI Music

When AI is working away in the background helping fans to discover their next favourite song on Spotify by using machine learning to analyse consumer behaviour and pinpoint patterns in listening habits, music fans have few complaints about the involvement of AI in music.

Music AI technology has been around, albeit in a rather primitive form, for the better part of a century. One of the first recorded instances of it was a composition created by World War II code-breaker Alan Turing in 1951. Of course, it took decades for computer-generated music to morph into what it is today, and the computer he used to create his composition was far bigger than a MacBook Pro, as it took up most of the ground floor of his lab. Nevertheless, in the following decades, AI has slowly introduced itself into different facets of the music industry; it was here far before moral panic amassed around it.

Hear the first computer-generated music, made by Alan Turing

However, now that the conversation around AI in the music industry has become a major part of public discourse, levels of anxiety are starting to rise, especially when anticipating how AI can replace musicians. The threat of creative redundancy is bound to take a negative psychological toll on musicians who are already struggling to scratch a living in this precarious economy. Yet, many musicians are overlooking the most fundamental purpose of their craft. To use their talent to connect with music fans and sonically visualise universal fears, hopes, and everything between.

You only need to look at how mainstream musicians are idolised to the point of obsession to note that successful musicians are far more than humans with a knack for creating earworm melodies, exhilarating anthems, and juicy riffs. No matter how advanced AI systems become, they can never replicate that raw human essence in music, which starts with an autonomous visceral emotion as a precipice to jump off and builds from there.

The Ethics of AI Music

As for the artists who make the creative process easier and polish their songs by using lyric generators, AI production tools, and autotune, the ethical dilemma around the involvement of AI becomes a little hazier. While some people believe artists should be able to use the tools at their disposal, others take a far dimmer view of utilising AI to get over the finishing line with a song.

When considering the ethics around AI as a creator instead of a helpful tool that can help artists create chord progressions or synthesise vocals, don’t forget that many artists, including Elvis, Rhianna, and Whitney Houston almost never wrote the songs they performed. So, what is the difference between Elvis singing songs written by the successful R&B songwriters Jerry Lieber and Mike Stoller and an independent artist sitting in their bedroom studio using a lyric generator?

The Importance of the Artist in the Art

While younger artists are moving with the time and utilising AI music programs, such as the one recently launched by Meta, which can generate high-fidelity songs from hummed melodies and text prompts such as “upbeat pop anthem” or “soulful RnB ballad”, the majority of musicians are still indifferent to the introduction of tools such as MusicGen.

Take for the perfect example Joe Walsh’s interview with the Associate Press has recently gone viral after the Eagles guitarist stated:

“It’s computers; it has nothing to do with music. It can’t destroy a hotel room; can’t throw a TV off the fifth floor into the pool and get it right in the middle. When AI knows how to destroy a hotel room, I’ll pay attention to it.”

Joe Walsh - Legendary Eagle And James Gang Rocker | uDiscover Music

If you don’t take the interview soundbite that is choked with rock ‘n’ roll cliches too literally, you will see that Walsh made a good point in his slightly outlandish statement. AI music will never be able to emanate the rebellious attitude that created a rebellious anti-establishment movement in the 1960s.

Just as AI music will never be able to stand at the forefront of any counterculture music scene, music fans across all genres are unlikely to toss their favourite artists by the wayside just because a computer can make a technically better single or album. While some argue that you can love the art and not the artist, you only need to note the devout nature of music fans who iconise their favourite bands to the degree that they would travel from the other side of the planet to see them live to see the importance of the artist in the art.

Even in the dance music industry, there is ample cynicism around the idea that AI can replace DJs. For years, there have been programmes that can recommend mixes based on tempo. But in the view of one of London’s top DJs, Nooriyah, who has toured the world as a DJ:

“The way that I connect with my audiences is very difficult to replicate. Imagine a raver looking over at me when I’m DJing, seeing me sweat and dance just like them. In that moment they feel that intimate connection that AI couldn’t.”

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To stay up to date on music industry trends, follow our blog. And don’t forget to check out our reviews of music from sentient human independent artists!

Article by Amelia Vandergast

SEO Hacks for Musicians: How to Make Your Music Rank Higher

Posted on 4 June 2023
Search Engine Optimisation

Google’s search algorithm may be complex, but thankfully becoming a Search Engine Optimisation pro overnight isn’t necessary to push your music and official website to the top of search results. There are a few hacks for musicians to master to ensure their content sits higher on search listings. This article will briefly introduce you to how SEO works before highlighting the most effective ways to ensure your official website or main online domain ranks higher in internet searches.

While there are a few technical aspects to SEO, such as ensuring your website runs as fast as possible and your pages are mobile-optimised, this article will predominantly on on-page SEO tips, which you can use to improve your visibility, and do what seems like an impossibility in 2023; stand out as an artist.

What is SEO?

In short, Search Engine Optimisation improves the visibility of a website by moving it to the top of the Google search results by using a set of practices which let Google’s algorithm know that your page is the most relevant and reliable.

Google, along with other search engines, such as Bing, use bots to collect information by trawling websites to find the most helpful content to put in front of people keying in keywords into a search bar. So, for example, if someone searches for your band or artist name, the sites with the best SEO and most relevant and reliable information will appear on the first page of Google. In addition to relevant content, other factors, such as keywords, images, text length and metadata feed into the algorithmic equation.

If you run your websites on WordPress, you will benefit from the SEO analysis tool, which runs on an easy-to-decipher traffic light system to let you know what you are doing right on your pages and what needs improving – no guesswork required!

The WordPress SEO ranking factors include

  • An even distribution of key phrases throughout the text
  • Key phrase in the introduction
  • Text length
  • Meta Description length
  • SEO title length
  • Whether there are any images on the page
  • Internal links to other pages on your website
  • Links to other reputable websites

How Musicians Can Improve the SEO of their Sites: 5 Simple Steps

  1. Make Your Band Name the Title of the Homepage

By making your band name the title of your homepage and including it in the meta title, you will send a strong signal to Google’s bots that your site is a good match for anyone searching for your band name.

  1. Choose the Right SEO Keywords

Using your band name as a keyword on your website is a fairly obvious starting point. To up your SEO game even more, consider what your fans might also search for. For example, that may be:

  • your band name discography
  • your band name lyrics
  • your band name albums
  • your band name merch
  • your band name tour
  • your band name videos
  • your band name songs
  • your band name & hometown

Once you have decided on your keywords, distribute them evenly throughout your content on the relevant pages, but beware of keyword stuffing; Google’s algorithm can detect it a mile off, and you will be downranked for it. The SEO tools on WordPress can check your keyword distribution for you; alternatively, you can use a free keyword density checker.

  1. Create High-Quality Content

Content is key for Search Engine Optimisation; without it, there is nothing for the search engine to trawl. One of the best ways to fill your site with content is by creating an on-site blog. However, not every independent artist has time for this. Time-pressed artists can always rely on

  • An in-depth artist bio
  • Press quotes
  • Links to your music on streaming platforms
  • Available merch
  • Past and upcoming tour dates.
  • Music Videos
  • Images with meta-data

To inform Google’s algorithm that your site is the ultimate resource hub, update your website as frequently as possible.

  1. Optimise Your Meta Descriptions & Title Tags

The meta description is the short paragraph of text you see on search engine results under the meta title. In addition to being visible to search engine users, it is also fuel for Google’s algorithm. Keep it concise, and ensure it summarises the content on your website. As a rule of thumb, keep it to 120 characters; 60 characters shorter than the upper limit for a tweet.

Once you have written your meta description, ensure the title tags and meta descriptions for each page of your site are customised and relevant. For additional SEO brownie points, organise the text on each page with h1 & h2 header tags, customise the URL name for each page and add alt-text to every image you upload.

  1. Gather and Utilise Backlinks

A great review, interview, or any other kind of feature from a credible source can also aid search engine optimisation if you embed the links to those to your website.

The more reputable and trustworthy the source is, the better a backlink will be for SEO. If you haven’t been blessed by a review from the likes of NME or Kerrang, not all is lost; until those roll in, you can link to all your socials and wherever you happen to have a presence – just make sure that all links are relevant. Alternatively, submit your music to A&R Factory for a backlink-able review!

Article by Amelia Vandergast

Do Music Reviews Matter in 2023?

Posted on 26 May 2023
Do Music Reviews Matter in 2023

It has been over five years since the last issue of the NME hit the shelves in March 2018. In those bitter-sweet five years, the music industry has undergone rapid and unprecedented change; with that in mind, we will answer the question; do music reviews matter in 2023?

A critical acclaim consensus may not be able to make or break an artist in the same way it used to when journalists were revered as iconic golden-eared tastemakers in the music industry. Even with swathes of 5-star album of the year accolades from the likes of the Guardian and the Times, there is no guarantee that there will be a high demand for your gig tickets and digital music.

On the flip side, when journos and critics have very few positive things to say about a new release or a live performance from a well-established artist with a die-hard fanbase, negative reviews will have a minimal impact as the fans play a bigger role. Take Nick Cave & Tom Waits for the perfect example; neither of them has had massive commercial hits, but each has a dedicated fanbase ensuring their legacies and discographies became a perpetuating part of music history.

Do Music Reviews Matter in 2023

Social media has changed the game for many musicians. No longer do they have to rely on magazines and zines to communicate what their art is all about. Similarly, in this era, everyone can voice an opinion online, and even though most journos would disagree with this statement, no one’s subjective view is more important than anyone else’s.

With that said, in 2023, positive reviews still matter, especially for independent artists looking to make their mark in their respective scenes and build those fanbases.

Typically, the more trusted, revered and admired the journalist and publication is, the more worth is attached to their words. However, it would be naïve of new artists to think they can secure reviews from household name publications right off the bat. It isn’t impossible, especially with the right PR team and backing, but more often than not, major publications only feature established artists.

There is no shame in working from the ground up by getting featured by indie websites and blogs first. Their reach may not be as wide, but the connections you make can put you in good stead with valuable other figures in a scene, and the soundbites you can pull from the features are great for bolstering your reputation, proving to promoters that there is an appetite for your music, and for your future press releases. Many independent artists also tend to slather positive soundbites, which capture the essence of their music, across their social media bios, streaming platforms, and websites. In short, the more of a presence you have online, the better your chances of standing out from the rest of the crowd that is oversaturated with artists, all looking to get ahead.

In Conclusion

So, to succinctly answer the titular question, in our modern and often warped era, critics and journos are only really valuable if they spend their time flying the flag for artists who may have otherwise slipped under the radar.

Never judge the popularity of a blog or a website on the number of likes, comments, and shares they get on social media. The times may have changed, but many blogs still maintain loyal readerships, consisting of music fans who are keen to listen to some new music and explore new talent. It can be hard to see the true ripple effect of reviews, but if you trust in the process and continue to spread the word and boost your signal by submitting music to magazines and blogs, it will be time well-spent. Of course, you will need to ensure that you are submitting to the right blogs and have a perfect pitch to stand a chance at seducing writers into hitting play on your music.

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Submit your Music for Review with A&R Factory

If you have a new release that you have poured your blood, sweat and tears into and want it in front of industry figures and music fans alike, submit your music to A&R Factory.

We are always open to submissions from artists of all genres, and as a top 10 UK blog, you can share your A&R Factory review with pride.

Article by Amelia Vandergast

Harness the Power of Bandcamp Campaigns

Posted on 9 May 2023
Bandcamp Campaigns

Even as we entered an economic recession, revenue continued to pour into artists with Bandcamp Campaigns pockets via Bandcamp in 2022. In the past year alone, Bandcamp users have spent $185 million on everything from digital albums to cassettes to limited edition vinyl to t-shirts.

In March 2020, Bandcamp launched Bandcamp Fridays to help artists earn more revenue from digital and physical sales by waiving their revenue share, typically 10 – 15% for downloads and 10% for physical merch and music.

27 Bandcamp Fridays have been and gone; in total, they have earned artists and their respective labels $95 million USD.

Bandcamp has created an invaluable aural ecosystem, for independent and established artists alike, due to its ability to provide direct revenue to artists and labels. Most payments for digital purchases are processed within 24 – 48 hours, and the funds will be paid directly into a PayPal account.

Another discernible advantage Bandcamp has over other mainstream music platforms, such as Spotify, is the pricing flexibility. With Spotify, you have no say in regard to how much you earn per stream. With Bandcamp, artists and labels can adjust the cost of their singles, EPs, albums and entire discographies to recoup the cost of writing and producing new music. Furthermore, the flexible pricing model also enables artists to adjust pricing based on the popularity and maturity of releases. But the perks certainly don’t end there:

Advantages of Bandcamp

  • Artists and labels can access direct income from the platform after a 10 – 15% cut is taken.
  • For music fans with cash to spare, they can pay over the base price for a digital or physical purchase.
  • Music fans can access and listen to music for life due to the download functionality.
  • Bandcamp is highly popular amongst radio hosts and DJs who want to purchase music legally and legitimately.
  • Unlimited streaming capacity on purchased releases.
  • Artists can create self-promo and discovery campaigns via the platform.

Disadvantages of Bandcamp

  • Bandcamp may be an artist and fan favourite, but in 2023, it is still far less popular than Apple Music and Spotify.
  • The user interface isn’t as intuitive, slick, and functional as other platforms.
  • The platform makes it hard for music fans to discover new artists and music with the lack of a playlisting feature.
  • Can be expensive for music fans if it is used as a primary music streaming platform.
  • Distribution is a little more complicated and time-consuming for artists.

Bandcamp Statistics

Every year, the criticisms around the unfairness of streaming royalties get louder; Bandcamp is one of the few music streaming sites which fairly compensates artists. It will take 1500 Spotify streams or 1200 Apple Music streams to equate to one £5 purchase made via Bandcamp. After the Bandcamp revenue share and payment fees, an average of 82% of every sale makes its way to artists or labels. For independent artists attempting to recoup their expenses, the revenues make the world of difference.

In 2022, Bandcamp facilitated the sales of 15.9 million digital LPs, 6.7 million singles, 2.3 million vinyl records, one million CDs, 500,000 t-shirts and 550,000 cassettes. So even if it does have a fraction of the community which makes its way over to Spotify and Apple Music daily, there is a thriving music community that is incredibly keen to support their favourite creators. For independent artists looking to grow their fanbase, there is just one problem: the increased competition.

How to Launch the Best Bandcamp Campaign in 2023

Bandcamp comes with a series of highly valuable features and promotional tools you can use to promote your music, including Bandcamp Live, Fan Subscriptions, and Automated Fan Notifications. You can also utilise Real-Time Analytics to look for improvement in your music promotion campaigns or use Bandcamp Pro to message fans using geographic targeting or stream to a private audience.

However, one of the best ways to promote your music on Bandcamp in 2023 is to release your music on Bandcamp one week before your music launches across all other streaming services. After you have launched your new release on Bandcamp, advertise the Bandcamp Campaign across your social media pages to give your staunch fans the opportunity to purchase your music on Bandcamp before it is available to stream on Spotify, Apple Music, Deezer, Tidal and YouTube. If you have the extra money in your promotional budget, you can also advertise your Bandcamp Campaign via sponsored posts on Facebook and Instagram.

If you have a loyal fanbase, you can also follow in the footsteps of the Welsh singer-songwriter and instrumentalist, The Anchoress, who has recently used Bandcamp Fridays as an opportunity to release singles on Bandcamp to give her fans the chance to snag ultra-limited-edition singles. Most recently, she released her ethereal reworking of Joy Division’s Love Will Tear Us Apart. It was made available for one weekend only for a minimal cost of £2, and hundreds of her fans took the ethereal synth bait. Myself included.

May be an image of 1 person and text that says "Last chance to download THE LOVE ANCORESS WILL"

If you have a demo going spare and want to test your fans’ loyalty, a time-limited Bandcamp campaign can see just how dedicated your fanbase is.

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For more advice or information on how to promote independent music, contact our award-winning artist and development team, which can put you on track to score more fans, listeners and exposure.

Our cost-effective consultancy service has trained and developed hundreds of artists looking to establish their brand and make an everlasting impact in an oversaturated industry.

 

Article by Amelia Vandergast

How Artists Can Maximise Their YouTube Promotion Campaigns

Posted on 3 April 2023
YouTube Promotion Campaigns

With the average music video costing £1,500 – £5,000 for independent artists to shoot, unless you have some very benevolent and talented videographer connections, music videos are one of the hardest investments for independent artists to rake back their investments from.

By learning how to utilise the marketing opportunities offered by YouTube, you will have the best shot at investing wisely in your music videos. In this article, we will cover the top seven ways to maximise your YouTube promotion campaigns and touch upon the new music promotion trend, which is putting more momentum behind megastars, such as Miley Cyrus, and helping independent artists to make an impression in an oversaturated scene.

Contrary to popular belief, it takes a fair amount of work to stand out on YouTube. The streaming service may have 2.1 billion active users, and over 1 billion videos are watched every day, but as there are approximately 800 million videos and 37 million channels to compete with, grabbing attention is easier said than done. The rate of uploads to YouTube is only speeding up too – 3.7 million videos are uploaded every day – that is sixty hours of video uploaded every minute of the day!

How to Make the Most of YouTube Promotion Campaigns

  1. Verify Your YouTube Account

Just like getting a blue tick on Facebook and Twitter helps to build your credibility on the platform, verifying your YouTube account and obtaining the valuable blue tick on YouTube will help to improve your standing. Unlike with some social media platforms, you don’t need to be a popular public figure to gain your blue tick; you just need to verify your account.

The verification process will entail ensuring you have provided all of the information required to complete your profile; for additional algorithmic brownie points, include links to all relevant social media pages and websites. To make it easier for people to contact you, provide your contact information too.

  1. Get Short

Unless you have been hiding under a rock for the past few years, you will have noticed the TikTokification of other apps, such as Facebook and Instagram; Spotify and YouTube are now jumping on the same short video clip bandwagon.

It is no longer enough to upload your official music videos and lyric videos; the diminishing attention spans of music fans may be cause for concern, but there is no reason why independent artists can’t use the new YouTube Shorts trend to their advantage.

Whether you’re launching a new single, EP, album, or music video, whet the appetite of your audience by showcasing a snippet (or multiple!) of your music to garner traction with music fans who may not have felt inclined to sit through the entire track, video, or LP!

  1. Invest in Ads for Your YouTube Promotion Campaigns

Targeted YouTube ads are a great way to find large niche communities on a relatively small budget. YouTube ads can also help you target users with specific behaviours and intentions, making it far more intuitive than using Facebook and Instagram-sponsored ads.

To maximise Your YouTube Ads campaign, do plenty of research first; getting trigger-happy with your ad campaigns is as futile as throwing money down the drain. Platforms such as soundcharts can help you gather all the necessary data points you need to build an effective campaign. Once you know who you want your music, music videos and shorts in front of, ensure your ads are engaging and attention-grabbing.

  1. Create an Interesting Thumbnail

Thumbnails should never be an afterthought when uploading new content to YouTube. Don’t be tempted to use a grainy screengrab from a music video; always use a high-resolution thumbnail paired with a compelling caption so your audience knows what they are clicking on before they delve into the video.

Contrasting colours are great for capturing attention, as are whitespace and negative space. For more tips, read this guide on how to create the perfect YouTube thumbnail.

  1. Stop, Collaborate, and Listen

Many marketing tips and trends come and go; one of the only ones that stand the test of time is that collaboration is key to success when expanding your reach and your audience. In addition to sharing fan bases, it can also put you in touch with other valuable people within the music industry.

Whether you’re collaborating with fashion designers, visual artists, other artists, producers, influencers or videographers, collaboration is one surefire way to boost your streaming numbers if you work with the right people!

  1. Share Your YouTube Videos and Shorts

Social media platforms such as Facebook may not be the best for sharing YouTube video links as anything that will pull social media users away from the platform is considered algorithmic bad cake, but promoting your videos is still a necessary evil!

Before your new music video debuts, share a link so your audience can watch the premier as it happens, make another post when the video goes live, and don’t be shy about sharing your streaming milestones; this will give your fans who may have missed your original post another chance to view the video. If you get your ducks in a row before your hotly-anticipated music video debut, you can also reach out to music journalists and blogs to see if they want to exclusively premiere your music video. This kind of arrangement is beneficial for both parties; you can put even more traction behind your new release, while the blog or online music mag will get some exclusive content to share with their readers.

  1. Don’t Neglect the Comment Section

You wouldn’t get far without your music fans; never think you’re above expressing your gratitude for their time and comments! Always find the time to connect with your audience, whether they are commenting on the YouTube video itself or a social media post. To drive up engagement, you can be direct in asking for feedback or find other ways to encourage others to get involved with your music.

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For more help and advice on YouTube Promotion Campaigns, contact A&R Factory to find out more about our artist & development services, or you can contact us about your music video premiere today by using our artist submission page.

 

Article by Amelia Vandergast

 

Liberty 3 Pro headphones – Soundcore Anker

Posted on 10 March 2023

The Liberty 3 Pro headphones are a premium offering from Soundcore, boasting advanced features and cutting-edge technology. We were lucky enough to test these amazing headphones and give them a run for their money!

One of the standout features of the Liberty 3 Pro headphones is their use of the exclusive coaxial dual driver technology. This advanced setup promises a rich and detailed sound experience across a wide range of frequencies.

Indeed, many users and Grammy nominated producers have praised the Liberty 3 Pro for their exceptional sound quality. The headphones produce a clear, detailed, and accurate soundstage with crisp highs, full-bodied mids, and punchy bass. The multiple drivers work together seamlessly, producing a natural and immersive listening experience that is perfect for music lovers alike.

Additionally, the Liberty 3 Pro headphones feature Soundcore’s proprietary HearID technology. This technology uses a personalized sound profile to optimize the listening experience for each individual user. The headphones come with a companion app that guides users through a hearing test to create a personalized sound profile or hear music through the Grammy nominated producer pre-sets. This ensures that the audio output is customized to the user’s specific needs of the listener, resulting in a more natural and immersive sound experience.

Another key feature of the Liberty 3 Pro headphones is their use of active noise cancellation (ANC) technology. This feature blocks out external noise, creating a more immersive listening experience. The ANC feature can be customized with three different modes: transport, indoor, and outdoor. These modes adjust the level of noise cancellation to suit different environments and situations. The noise cancellation also enhances the overall sound quality, allowing for more clarity and detail in the music.

Lastly, the Liberty 3 Pro headphones come with support for high-resolution audio formats. These formats allow for higher quality audio streaming, with more detail and clarity in the sound.

Overall, the Liberty 3 Pro headphones are packed with advanced features that contribute to their exceptional sound quality. The multiple drivers, HearID technology, active noise cancellation, and support for high-resolution audio formats all work together to produce an immersive and personalized listening experience. If you’re looking for headphones that are half the price of their competitors, that deliver top-notch sound quality, the Liberty 3 Pro by Soundcore should definitely be on your radar.

Want to try a pair for yourself? We’ve been given an exclusive discount code just for our readers  – the code name is ARFACTORY2023UK and it will provide a £30 discount on the product. The code is valid until June 30th 2023.

How Artists Should Use Their Music Promotion Budget

Posted on 6 March 2023
Music Promotion

I often get asked by independent artists, overwhelmed by the music promotion options available, what are the best ways to push forward with a PR campaign for a new release.

Sadly, my mind isn’t a database of every plugger in the industry that would be best suited for artists of every genre/niche and from every corner of the globe. Nor does it contain all the insights you will need to maximise success while not throwing your cash down the drain and missing out on other far more effective marketing tools.

And while I would love to have a one-size-fits-all answer that can cater to every need of every artist, there are multiple other variables to consider, including goals, budget, fan demographics, and current standing within the industry. The best music marketing strategy for you will be as unique as your music.

How to Individualise and Optimise Your Marketing Plans

No one releases a single, EP or LP without the hopes of it doing well. However, the vast majority of independent artists, without the help of a manager or label behind them, are pretty vague with their idea of how they want to succeed. There is very little room for accounting for their current position in the market, where they thrive, and what they need to do to get from A to desired B in an oversaturated industry.

The alluring optimism of expensive PR teams can easily draw artists in. But even if you spend thousands or tens of thousands on a PR campaign, there’s no guarantee the money will be well spent. Predatory PR companies quite literally bank on artists being naïve enough not to have done their due diligence before agreeing to the massive fee. It is no skin off their exploitative noses if they rob you blind and give you nothing but buyer’s remorse in return.

I get the attraction of looking for an easy definitive answer or placing your faith in the industry PR sharks. I truly do. Independent artists want to spend the time dedicated to their career on the far more satisfying endeavours of songwriting, recording and touring, not crunching the numbers on demographic analysis and marketing diagnostics. But if you don’t want all your efforts to be in vain, it is time to optimise how you promote with analytical tools readily available to artists.

Music Marketing for Independent Artists in 2023

If you are determined to take control of your independent music career in 2023, it will take plenty more than writing a few hit songs and taking a slapdash approach to your marketing.

Before you invest in music marketing, ensure you have checked off each point on this checklist.
  1. Do you understand your audience and market?
  2. Do you know your niche and how to use it to your marketing advantage?
  3. Have you covered all the social media marketing basics first?
  4. Have you set your music promotion goals?
  5. Have you crunched the numbers on your marketing budget?

Without answering these questions, your music and branding will only go so far. With the information outlined below, you can form the foundation of your music marketing plan. It is worth bearing in mind that no singular article will have all the answers. Only you know if you want short-lived viral success off the back of one hit single, a sustainable career in the industry, become the most in-demand premier live band, an irresistible playlist staple on Spotify editorial playlists, or drive up social media engagement.

For what it is worth, we always advise thinking long-term and knowing when to pull important marketing triggers – even if you want the immediate gratification of viral success. Many artists are eager to spend the big bucks on music promotion when they would be better invested further down the line after a social following and audience have been organically built.

Keeping Your Music Promotion Goals and Priorities in Check

While some artists easily garner millions of streams, others are more in demand in the live music domain or can instantly sell out their physical releases; this is why artists must consider what works for them and what generates revenue and recognition. On the flip side, weaknesses should also be accounted for. Where do you fail where others succeed. What are the underlying reasons for that, and how could you improve?

The digitalisation of music means there is a plethora of ways to garner the attention of music fans, including paying for PR campaigns, finding a radio or playlist plugger, and investing in sponsored ads on Facebook, Instagram, Twitter, and YouTube. Before investing in anything, you can do your market research independently or pay a company, such as Symphonic, a one-off fee to run a brand analysis and marketing diagnosis.

Companies like Symphonic provide a comprehensive audience analysis, provide optimisation recommendations, and suggest engagement tactic recommendations to enable artists to advertise meaningfully.

Music Chart Trackers and Analytical Tools to Utilise

  1. Streaming Platform Artist Statistics

Rather than using Spotify for Artists to get an ego boost on how many people are listening to your music, utilise it to strategize your music promotion. Spotify, Apple Music and Bandcamp can tell you how people are finding your music – letting you know where to invest your marketing budget in the future. It can also provide demographic insights – letting you know where to tour and which audiences you should gear your sponsored posts towards on social media.

  1. Chartmetric

There are tonnes of tools out there similar to Charmetric but few others put all the data you need together in one place to enable artists and promoters to make impactful music marketing decisions. All of the info provided is easy to follow, so you can spend less time crunching the figures and more time amplifying your advertising campaign. Chartmetric provides everything from playlist trackers to audience demographics to global digital artist ranking. You can try the free basic service or give the premium plans a try with their free trials.

  1. Awario

If you are mostly interested in your performance on social media platforms and other non-streaming-platform corners of the internet, Awario is a valuable tool for artists looking to determine just how viral they are. The tool will allow you to view how you are being searched for on the internet and the keywords revolving around your brand – this will be especially useful for how you write the web copy on your official website.

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For more information on how to take your music to the next level, book a consultation with one of the artist development experts at A&R Factory.

Article by Amelia Vandergast