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independent artist advice

Gearing Up for a Melodic New Year: Navigating the Quiet Holiday Season in the Music Industry

Posted on 10 November 2024
festive season

As the festive season descends, the music industry experiences a noticeable deceleration, a stark contrast to its typical rhythm. This period, while synonymous with celebration and communal joy, is notoriously challenging for launching new music.

The general public’s attention diverts to holiday festivities, making it a less-than-ideal time for artists hoping to ensnare new listeners with their new material. Yet, this lull is not without its silver linings. It presents a golden opportunity for musicians to hunker down and refine their artistry, ensuring they enter the new year not just with new resolutions but with tangible advancements in their musical careers.

In this article, we have outlined several ways independent artists can make the most of the holiday season without neglecting their music careers.

  1. Reflect and Realign

In the solitude of the season, artists can find the space to reflect on their music career, taking the time to track the year’s highs and lows to assess what has worked and to understand what hasn’t, and perhaps most crucially, setting new, realistic goals.

It’s a period for musicians to consider their artistic direction and marketing strategies; for example, questions about which platforms yielded the most engagement or how live performances could be improved are central to forging a path forward. By using this quiet for strategic planning, artists can prepare to tackle the new year with a clear, refreshed perspective.

  1. Sink Into Songwriting

With the industry at a standstill, the holidays are perfect for songwriting. This time can be used to explore new musical ideas without the usual pressures of recording deadlines or tour schedules.

If you don’t want to do it solo, you can consider setting up dedicated songwriting camps, inviting collaboration from other musicians who are also experiencing the same seasonal downtime. By creating a stockpile of new material during the holidays, musicians ensure they have fresh content ready for release at optimal times in the upcoming year.

  1. Upskill Your Artistry

Progress as an artist is often equated with continuous learning and skill fine-tuning. The end-of-year break provides a quiet but powerful opportunity to learn new aspects of creativity. It’s an act of humility assessing your weak points and the areas you need to invest time to level up, but it is a crucial one nonetheless. Even if you consider yourself a virtuoso on your instrument of choice, there are always other avenues to explore.

For example, many artists are going down the DIY route when it comes to production; learning new home recording, mixing and mastering skills certainly can’t hurt. If you would rather pull teeth than get stuck into that side of things, you could learn video editing, photography for your future artwork, or how to graphically design your own merch. Putting your own personal touch on as many things as possible helps independent artists to build a more cohesive authentic brand. In 2025, just like in the last few years, branding will be everything!

If you do find yourself inclined to brush up on your skillsets, platforms like Skillshare, YouTube, or Coursera offer myriad courses that fit well within the holiday period. Whether it’s honing instrumental skills or understanding the nuances of digital audio workstations, each new skill acquired is a step toward becoming a more self-sufficient and versatile artist.

  1. Master Music Marketing

While the creative side of music is pivotal, mastering the art of marketing is equally important, as much as it is a thorn in many independent artists sides. The downtime during Christmas is ideal for artists to improve their understanding of the latest music marketing strategies. This might involve studying the algorithms that affect streaming and social media engagement, designing a more effective social media presence, or planning a marketing campaign for upcoming releases. Understanding how to effectively reach an audience can transform an artist’s visibility and engagement, setting the stage for greater success in the market-driven aspects of the industry.

  1. Network and Collaborate

Networking is often neglected during the busy year but can be critical during the holidays. Seasonal gatherings, even if virtual, and industry events provide unique opportunities to connect with other professionals. Building relationships during this time can lead to collaborations that might not have been possible during busier periods. Additionally, these connections can offer support, advice, and new perspectives, enriching an artist’s approach to their career.

  1. Plan Your Live Show Strategy

While many independent artists think rocking up to a live event and performing a random set of tracks without thinking how the performance is received by the crowd, as playing live is such a make or break aspect of an artist’s career, taking the time to consider how you can step up your live show game can take your career to stratospheric new heights.

The quieter months can be used to plan and refine live shows. This could involve choreographing new stage performances, designing engaging setlists, or integrating new technology into live shows. By dedicating time to the live aspect of music, artists can ensure they provide memorable experiences that resonate with their audience, reinforcing their presence in the industry.

Conclusion 

The festive season, often seen as a downtime in the music industry, is rife with opportunities for growth, learning, and preparation. By focusing on reflection, songwriting, upskilling, marketing, networking, and live performance strategies, artists can fully utilise this period to sharpen their skills and strategy. As a result, they can step into the new year equipped with new music, freshly cultivated skills, sophisticated marketing tactics, and a solid live performance plan, all poised to make a significant impact. The holiday slowdown, far from being a period of stagnation, is a strategic interval that sets the foundation for a dynamic and successful new year in the music industry.

For more information on how to take your music career to the next level, contact us today and enquire about our artist consultancy services.

Article by Amelia Vandergast

A 2024 Guide to Radio Play for Independent Artists

Posted on 18 October 2024
Radio

Navigating the airwaves might feel like a relic of the past for some, but in 2024, radio remains a powerful ally for independent artists in the UK aiming to catapult their music into the mainstream.

This complete buyer’s guide slices through the noise, providing foolproof advice on leveraging radio for maximum impact—from crafting airwave-worthy tracks to demystifying the alchemy of radio royalties.

Mastering the Art of Radio Placement

Breaking onto the radio scene starts with crafting a pitch that can’t be ignored. Radio stations, driven by savvy music directors and discerning DJs, seek polished tracks that resonate with their audience’s tastes. Tailor your approach by zeroing in on stations that match your musical style. Arm yourself with a killer electronic press kit that includes a razor-sharp biography, ready-to-air recordings, eye-catching cover art, and any notable press snippets and soundbites.

To submit your music, follow the station’s specific submission protocols, which often favour digital uploads through platforms like SubmitHub or directly on their websites. You can also enlist the help of a radio plugger, which may not guarantee success, but it will increase your chances of receiving radio play, especially if you are only just starting to find your feet in the music industry.

Remember, personal connections can make or break your chances. Never pass up a chance to meet key industry figures at festivals, gigs, and industry meetups to rub elbows with those who hold the keys to the airwaves. While it isn’t likely that you will run into Steve Lamacq or Chris Moyles at a local gig, all music events are likely to draw industry figures.

Radio’s Unyielding Clout in 2024

Despite the surge of streaming platforms, radio’s influence in shaping musical careers is indisputable. It delivers a human-curated musical experience that algorithms struggle to match, fostering a deeper connection with listeners. Radio’s expansive reach can thrust artists into new echelons, attracting more ears and hearts than many digital playlists.

Today’s radio has evolved, blending traditional broadcasting with digital streams to expand its footprint. This fusion allows stations to interact with global audiences, supplementing airplay with podcasts, interviews, and online features, thus multiplying the touchpoints for artist exposure.

For some perspective, BBC Radio 2 is the most-listened-to radio station in the UK with 14.5 million weekly listeners, followed by Capital FM (7.8 million), and BBC Radio 1 (7.6 million).

Naturally, more niche radio stations, such as rock radio stations have fewer people tuning in, but that isn’t to say airplay on Radio X, Planet Rock Radio, and Kerrang Radio can’t cast the net wider on your hits. Every week, 1.1 million people listen to Planet Rock Radio; if you can win over the DJs, you will practically be given the keys to the UK rock pantheon!

Decoding Radio Royalties

For artists, radio airplay isn’t just about the buzz—it’s also about the bucks. In the UK, PRS for Music is the gatekeeper for collecting and distributing royalties generated from radio play. Ensure you’re set to reap these financial rewards by registering your tracks with PRS or your regional collection society, providing all necessary metadata including songwriters, publishers, and ISRC codes.

The value of radio royalties can vary drastically. If you’re played on BBC Radio 1, you can expect to be paid £14 per minute, on BBC 6 Music, it’s £5 per minute, on your local BBC Introducing stations, you can only expect to earn 50p – £1 per minute.

The Power Play of Major Stations

Radio play royalties may not make you rich, but banding your track on high-profile stations like BBC Radio, Amazing Radio, or 6 Music can be transformative. These stations boast massive audiences and their endorsement can serve as a heavyweight stamp of approval. This exposure often translates into increased gig bookings, heightened interest from industry heavyweights, and a noticeable uptick in your track’s streams and sales.

These big players are keen on championing new talents through dedicated shows that spotlight up-and-coming artists. Grabbing a spot on these platforms can propel you to the forefront of the music scene, with additional perks like interviews and live session invites.

Crafting a Radio-Ready Single

When prepping your single for radio, impeccable production is non-negotiable. Ensure your track is polished to perfection—crisp vocals, balanced mixing, and masterful mastering are crucial. Aim for a runtime that’s palatable for radio; a tight three to four-minute track with a compelling hook usually hits the mark.

Beyond sound quality, get the technical details right. Embed your music with accurate metadata to ensure you’re credited each time it spins. And while you’re at it, consider the lyrical content—radio prefers tunes that can be played any time of day, meaning cleaner lyrics might find more airtime. You can always produce a clean radio edit of your track if the original version is littered with expletives!

Conclusion

In 2024, radio remains a potent platform for independent musicians to amplify their voice and elevate their craft. By understanding the intricacies of getting featured, leveraging the unique benefits of radio, and ensuring your tracks are dialled in for broadcast, you can transform radio play from a distant dream into a dynamic reality. Cut through the static, tune into these strategies, and watch as the airwaves become a springboard for your musical ascent.

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For personalised advice on how to navigate the airwaves, get in touch and enquire about our artist development services.

Article by Amelia Vandergast

Interview Tips: How Independent Artists Can Make the Most Out of Interviews

Posted on 13 October 2024
Interview Tips

Navigating the music industry as an independent artist comes with its fair share of challenges and opportunities. Among these, interviews can be particularly daunting. Whether it’s a chat on a podcast, a live stream, a phone call, or even just responding to questions via email, interviews offer artists a valuable platform to share their stories, connect with audiences, and promote their music.

For artists new to the scene, making a memorable impact can be crucial. If you’re nervous about stepping into the interview spotlight, these practical interview tips will help you approach any interview setting with confidence.

  1. Preparation Is Key: Know Your Story and Message

Whether the interview is in person, over a video call, on the phone, or via email, having a good grasp of your story and the message you want to convey is essential. Take time to think about why you create music, what inspires your songs, and the journey that brought you to where you are today. Knowing your narrative inside out will allow you to speak naturally and passionately about your music, which can make all the difference in capturing the interest of your audience.

It’s also beneficial to research the interviewer and the platform. Understanding the style of the publication or the tone of the podcast can help you tailor your answers to suit the audience.

If it’s a blog known for deep-dive features, prepare to share more personal insights. If the platform has a more casual vibe, get ready to chat like you’re talking to an old friend. Adjusting your responses accordingly will make the interview flow more naturally and show that you respect the interviewer’s style.

While preparation is crucial, try not to sound overly rehearsed. Avoid memorising responses word for word; instead, focus on key points you want to touch on. This approach will help you speak authentically and keep the conversation dynamic rather than scripted.

During the interview, if a question catches you off guard, don’t be afraid to take a moment to think about your answer. It’s better to pause and gather your thoughts than to rush into a response. Remember, it’s completely acceptable to say, “That’s an interesting question, let me think about that for a moment.”

It’s also useful to prepare a few key talking points in advance. If you feel like the conversation is drifting or you’re struggling to articulate your thoughts, you can steer the dialogue back to familiar ground by discussing a topic you’re more comfortable with.

  1. The Power of Vulnerability and Authenticity

Authenticity is a major factor in connecting with your audience. In the era of social media, people crave genuine stories and emotions, and your fans are no different. Don’t be afraid to open up and show a more vulnerable side in your interviews. While it can be tempting to present a polished image of yourself as a confident artist with all the answers, sharing your struggles, insecurities, or even some behind-the-scenes stories can make for a much more impactful interview.

The beauty of being an independent artist lies in your ability to shape your image without the constraints often imposed by major labels. Use this to your advantage by letting your personality shine through. It’s not about airing your dirty laundry, but rather about sharing experiences that shaped your music and artistic journey.

Perhaps you wrote a song about a challenging time in your life, or maybe your music career started as a means of coping with something traumatic. Opening up about these experiences can help listeners relate to your story, forming a stronger connection to your music.

That said, it’s also okay to set boundaries. If certain topics feel too personal to discuss or you’d rather not go down a particular path, communicate that respectfully. You can still be honest and authentic without compromising your privacy.

  1. Keep Your Ego in Check: It’s About the Music, Not Just You

It’s easy for artists to get caught up in their own hype, especially if they start seeing some early success. However, one of the most crucial interview tips for independent artists is to keep your ego in check. Let the music speak for itself and use the interview as a chance to connect with your audience rather than to boast about your achievements.

Your humility will set you apart, especially in a world where many artists are often preoccupied with appearing “larger than life.” There’s a fine line between confidence and arrogance; being self-assured is great, but a little humility can go a long way. When discussing your accomplishments, always remember to credit the people who helped you get there. Whether it’s a supportive producer, a dedicated bandmate, or even your fans, acknowledging the community around you will reflect well on you and help you come across as grounded and appreciative.

Another important aspect of managing your ego is being open to constructive criticism and alternative perspectives. The interviewer might challenge your views or ask a question that catches you off guard. Instead of getting defensive, use these moments to expand the conversation. Showing that you’re willing to listen, learn, and even change your mind can make you more relatable and respected.

  1. Make the Interview Interesting for the Readers and Listeners

While it might feel like the focus is entirely on you, remember that the aim is to connect with listeners or readers and offer something meaningful. Avoid the trap of giving generic answers or falling into the monotony of simply promoting your latest single. Dig deeper and share anecdotes, insights, or even some humorous moments that shaped your artistry.

It can also be helpful to think about your interview from the audience’s perspective. What do they care about? What would they find intriguing? If you’re discussing a new song, consider sharing the story behind it, the creative process, or even some of the unexpected influences that shaped the track. These details give fans a behind-the-scenes look at your artistry, which can be much more interesting than simply stating the song’s title and where to stream it.

Another way to add depth is by speaking about the broader context in which you create music. Are you influenced by current social issues? Do you have a unique approach to songwriting? Discussing topics that go beyond just you and your music can make the conversation more engaging for a wider audience.

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If you have a story to share or you want to promote a new release, read our interview tips above and complete an interview submission with A&R Factory via this link. Our A&R team custom-creates interview questions to avoid the pitfall of generic questions leading to uninspired answers.

 

Article by Amelia Vandergast

Would a Song By Any Other Name Sound As Sweet: How to Create a Faux Pas-Free Track Title

Posted on 30 August 2024
Title

Choosing the right title for a song or album is an art form in itself—a crucial aspect that can significantly influence its reception and success. The title serves as the first impression and, often, the initial point of connection between the artist and the audience.

Release titles harness the power to intrigue and entice listeners or, conversely, to leave them uninterested. Therefore, it’s paramount for artists, especially independent artists who are still trying to find their niche and audience, to approach naming their releases with the same creativity and ingenuity they poured into writing their tracks, ensuring the title reflects the music’s soul and captures the imagination of potential listeners.

While there are no official rules in art or expression, your creativity will be in vain if your track isn’t memorable, marketable and searchable. With that in mind, this article has outlined five foolproof tips to ensuring your track names do your new releases justice.

Tips for Writing a Good Song Title

  1. Reflect the Essence of Your Music

A title should be a distilled representation of the album or song’s essence. It needs to convey the mood, theme, and the narrative arc in just a few words. For an album, the title can set the stage for the story you’re about to unfold, acting as a cohesive element that ties individual tracks together.

For a song, the title can highlight a central lyric, a powerful emotion, or the main narrative. The key is to ensure that the title remains evocative and authentic to the music’s core. Misleading or vague titles can disorient listeners and detract from the overall impact of the music.

  1. Avoid Common Naming Faux Pas

One of the most common mistakes in naming a song or album is using titles that are already associated with popular hits. This not only causes confusion but can also lead to legal issues or unintentional comparisons that might diminish the unique qualities of your work.

It’s advisable to research potential titles thoroughly to avoid duplicating names that carry a significant legacy or are trademarked. Another pitfall is overly complex or obscure titles that are difficult to remember or pronounce, which can hinder word-of-mouth promotion and searchability online. Courtney Barnett may be able to get away with excessively long release titles, Sometimes I Sit and Think, Sometimes I Just Sit, being the perfect example, but if you are still trying to make your mark in the industry, keep your track titles as short and sweet as possible.

While it might be tempting to use complex characters in your titles to make them more visually striking, stick to simple lettering to ensure your single is searchable on streaming platforms. Trap and electronica artists seem more inclined to create excessively obscure track titles, and while tracks such as ‘h+3+яд7lucjlot6’ by the artist vyrval have garnered over 6.5 million streams on YouTube alone, it is likely that many people have happened across the track and not been able to recall the name to revisit the track, unless they have an eidetic memory!

  1. Suitability for Your Genre

Each music genre carries its own conventions and expectations that can influence how titles are perceived. A title that works well for a pop song might not resonate in the same way if used for a folk or jazz track.

Understanding the nuances of your genre can help in crafting a title that aligns with the expectations and interests of your target audience. For instance, heavier, more aggressive titles may suit metal or hard rock, whereas poetic and introspective titles might be more appropriate for indie or folk music.

  1. Creativity and Uniqueness 

In a saturated music market, originality and creativity are your allies. A unique and memorable title can make your music stand out in a crowded playlist or store shelf. Think outside the box—play with words, use literary devices like alliteration or puns, and consider the emotive power of language.

Engaging titles that provoke curiosity or evoke strong imagery can create a lasting impression. However, it’s important to balance creativity with clarity to ensure that the title remains accessible and relevant to your audience.

  1. Skip the Song Name Generators

If you are really at a loss with what to christen your new release, the hundreds of song name generators online may start looking attractive. However, relying on a song name generator can often lead to titles that are generic and lack personal connection, which is vital for setting your music apart in a competitive industry.

These generators typically use common patterns and vocabulary, resulting in names that lack originality and fail to capture the unique essence or emotional depth of your music. A title should resonate with both the artist and the audience, fostering a deeper connection and reflecting the song’s individuality. By crafting your own titles, you ensure they carry the personal touch that can make your work memorable and distinctive.

Conclusion

In conclusion, the art of naming your music should not be underestimated. It requires a deep understanding of not only your music and its themes but also the broader cultural and genre-specific landscapes.

By avoiding common pitfalls, aligning the title with genre expectations, and infusing creativity into the process, you can craft titles that not only resonate with your audience but also contribute to the music’s identity and success.

Remember, a well-chosen title serves as a gateway, inviting listeners into the world you’ve created. Choose wisely, and let your titles reflect the depth and breadth of your artistic vision.

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For more advice on how to make a lasting impression with your music, contact us today to enquire about our artist consultancy services.

Article by Amelia Vandergast

How Independent Artists Can the Leverage Summer Festival Season for Maximum Career Momentum

Posted on 4 May 2024
Festival Season

For independent artists, the summer festival season offers a golden opportunity to expand their audience, network with industry peers, and bolster their brand. With large crowds and a vibrant atmosphere, festivals can serve as a vital launch pad for a flourishing career in the music industry which is becoming increasingly tougher to navigate, especially for working-class artists who can’t financially undertake a full tour due to increased costs attached to taking your music on the road.

It is crucial to remember that when festival bookers and artistic directors are filling up the bill after the headliners have been booked, they will search for up-and-coming artists who are taking a proactive approach to promoting their sound.

In this article, we will explore strategic approaches independent artists can adopt to exhibit their willingness to take their careers to the next level and maximise their presence and impact during the pivotal summer months.

How to Make the Most of the Music Festival Season

  1. Choosing the Right Festivals

Research Thoroughly: Focus on playing the festivals that align with your musical genre and audience. Consider the festival’s history, its previous line-ups, and the type of audience it attracts when applying for and accepting festival slots.

Application Strategy: Prepare a compelling application with a strong bio, clear photos, and high-quality recordings. Tailor your applications to highlight why you are a good fit specifically for each festival. For larger festivals, talent booking happens in the Autumn, and the line-ups are completed by the early spring. However, for smaller festivals, you may be able to secure a slot months ahead of the event.

  1. Preparation for Performance

Setlist Crafting: Design a setlist that showcases your best work and fits the festival vibe. Include a mix of your most popular tracks which always go down well live and your new material to put momentum behind your most recent releases. If the majority of the crowd isn’t likely to have heard you before, covering a popular song which works with your style is a great way to increase audience engagement and make your performance memorable.

Stage Presence: Invest time in rehearsing your performance, focusing on engaging with the audience and making your show as immersive as possible. Record your rehearsals and watch them back to see if there is any room for improvement. Consider visual elements like stage design and attire that complement your music style and keep in mind that many of the biggest artists from across the decades have had a stage persona to step into while on stage.

Technical & Logistical Readiness: Ensure your equipment is in top shape and you have backups or spares, should anything go wrong. Familiarise yourself with the stage layout and technical setups beforehand; most festivals will send you the stage specs for you to brush up on. As soon as you are booked on the bill, don’t hang around waiting to arrange transport; as festival season approaches, it becomes increasingly harder to book vans or any other transport you will need to attend the festival.

  1. Marketing Before the Event

Social Media Engagement: Utilise social media platforms, mailing lists and your own website to announce your festival appearances. Create event pages, engage with fans through posts and stories, and use festival-specific hashtags. Never assume that it is solely the festival’s responsibility to promote your performance!

Press Kits and Media Outreach: Prepare press kits and reach out to local media and bloggers covering the festival. An interview or feature can increase visibility before the event.

  1. Networking at the Festival

Building Connections: While you are at the festival, take the opportunity to network with fellow artists, festival organisers, and industry professionals. Have your business cards, promo copies of your work and a digital portfolio ready.

Attend Workshops and Panels: Many festivals offer workshops and panel discussions. Participate in these to learn and connect with speakers and attendees. Festivals don’t just give you your allotted stage time to make an impression; if you take every opportunity to create and strengthen your connections, you’ll have a better chance of walking away from the event after putting ample traction behind your career. Remember, it isn’t. just what you know, it’s who you know!

Follow-up: After the festival, reach out to the contacts you made with a thank you message, and express your interest in future collaborations or events.

  1. Leveraging Festival Success Post-Event

Fan Engagement: Share your festival experiences through blog posts, videos, and social media updates. Engage with your existing fans and fans gained by your festival set by sharing behind-the-scenes content and highlights from your performance.

Media and Reviews: Collect any media mentions and reviews and share these on your platforms to build credibility. If you share your reviews, interviews and pictures taken by photographers who snapped your set, you are far more likely to build rapport with them, and they will be more inclined to support you in the future.

Plan the Next Steps: Use the momentum from the festival to plan your next moves. This could be recording new material, planning a tour, or leveraging the increased exposure to collaborate with other artists or reach out to record labels.

Conclusion

The summer festival season can be a transformative period for independent artists looking to propel their careers forward. By strategically selecting festivals, preparing effectively for performances, and leveraging both promotional opportunities and networking, artists can significantly enhance their visibility and industry connections. This approach not only maximises the immediate impact of festival appearances but also sets the stage for long-term career growth.

This structured plan allows independent artists to approach the festival season with a clear strategy, ensuring that they make the most out of every opportunity presented during these months.

Article by Amelia Vandergast

Harmonising with the Future: How to Navigate the Music Industry Landscape in 2024

Posted on 30 December 2023
2024

If taking your music career to the next level in 2024 is at the top of your New Year’s resolutions, you will have to do plenty more than unleash your magnum opus and hope for the best. If previous trends have taught us anything, it is that long-term strategies, harnessing fan power via community engagement and finding ways to monetise your music away from streaming platforms are the cornerstones you need to rest the foundation of your career on.

In 2024, there won’t be a radical shift away from these music marketing fundamentals. However, as we stride into 2024, the music industry stands on the cusp of a thrilling transformation, driven by innovative trends and strategies that promise to redefine the landscape for artists and their audiences.

Leave Your Music Industry Pesimism in 2023

Even though, in some ways, it may not feel as though the music industry has fully returned to form following the pandemic, the tenacious swathes of innovation exhibited by the industry have shown that the industry is far from in decline. While the ‘mainstream’ may be somewhat of an abstract phenomenon these days, there are still plenty of signs of life and potential.

For example, Live Nation reported a 27% increase in revenue year-over-year in Q2 2023, signalling a robust recovery. This revival has been further bolstered by high-profile artists like Taylor Swift, whose Eras Tour is projected to generate a staggering USD 1 billion in revenues by March 2024, alongside a significant boost to local economies.

Collaboration has also become a cornerstone in this new era, with artists, venues, and businesses joining forces to enhance the live music experience. Furthermore, streaming platforms like Spotify and Apple Music continue to thrive, offering artists a steady stream of revenue through royalties. This has been crucial in offsetting losses from cancelled performances during the pandemic.

Innovations in virtual concerts and omni-channel platforms have also played a significant role in the industry’s comeback, allowing artists to maintain a connection with their fans. The music industry’s ability to adapt and innovate in the face of adversity has not only ensured its survival but has also paved the way for a brighter, more resilient future. As live music returns and streaming platforms grow, the industry in the US and the UK is poised for a vibrant and prosperous era, buoyed by the lessons learned during the pandemic.

2024: A New Era in Music

1. Embracing the Digital Shift: The Rise of AI and Streaming

If there’s anything that can drive disdain in the hearts of independent artists, it is the mere mention of AI and Spotify. It can be easy to overlook how both artificial intelligence and streaming platforms have the potential to revolutionise the music industry. As just one example of how AI can facilitate an independent artist’s growth in the industry, AI-driven hyper-personalisation is transforming how music is marketed, enabling artists to target audiences with unprecedented precision.

Meanwhile, streaming platforms are reaching new revenue highs, though artists must be wary of solely relying on them. The key lies in leveraging these digital tools to enhance audience engagement and diversify income streams.

2. The Power of Content: Beyond Music

 

In 2024, the role of the artist extends beyond music creation. Embracing the influencer persona, artists should be inclined to tap into diverse opportunities, including content creation and direct fan engagement. This trend underscores the importance of viewing music as part of a broader business strategy, where every interaction with fans is a chance to strengthen relationships and build a loyal community.

By harnessing the power in parasocial relationships, independent artists can put ample momentum behind their every move. However, there is a balance to be struck between becoming a content-creating machine and only appearing on social media to drop a new release or announce a new tour, which brings us to our next point.

3. Community and Superfans: The Heart of Success

The growing focus on community and superfans is reshaping marketing strategies. Artists are encouraged to cultivate a dedicated fan base, recognising that a small group of passionate supporters can have a significant impact on their careers. This approach involves creating exclusive, subscriber-only content and fostering a sense of belonging among fans.

Whether you sign up to platforms such as Patreon, do exclusive merch drops via Spotify Wrapped for your most invested fans or create a mailing list which you will use to deliver exclusive digital goodies to your most loyal followers, the power of the super fan isn’t to be underestimated.

4. Short-Form Video Content: Capturing Attention

Short-form video content is dominating the digital landscape, and its influence in the music industry is undeniable. Artists must adapt to the decreasing attention spans of audiences by producing engaging, concise video content. This trend offers a powerful tool for promotion and connection, allowing artists to showcase their personality and creativity in bite-sized formats.

With the reel format spilling out from TikTok onto Facebook and Instagram, it is time to perfect your short-form video content creation skills. Use it to plug your new releases and tours, or simply to just provide a window into your creative process or bolster your connections with your fans.

5. Alternative Monetisation: Beyond Traditional Revenue Streams

The music industry’s traditional revenue models are evolving. Artists are exploring alternative monetisation strategies, such as merchandise, live performances, and personalised experiences. This shift requires artists to think creatively about income sources, ensuring they are not solely dependent on streaming revenues. Stop pouring your effort into lamenting the royalty payment structures on streaming platforms and see the potential in more lucrative revenue streams.

Conclusion: Harmonising with Change

 

As we look towards the future, it’s clear that the music industry in 2024 is a landscape of immense potential and change. For independent artists, the key to success lies in adapting to these trends, embracing the digital revolution, and focusing on building strong, direct relationships with their audience. By doing so, artists can create a sustainable career path, marked by both artistic fulfilment and financial stability.

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For more advice on how to take your music career to the next level in 2024, enquire about our artist development services, and keep following our music trends updates to stay up-to-date with the latest developments in the ever-evolving music industry landscape.

Article by Amelia Vandergast

The Artistic Evolution: Embracing Change in Music

Posted on 9 December 2023
Evolution

In the ever-evolving landscape of music, change is not just inevitable but essential. The journey of an artist is marked by an incessant quest for creativity and innovation. As we delve into the stories of bands like PJ Harvey, Radiohead, Beastie Boys, Nine Inch Nails, Depeche Mode, and Fleetwood Mac, we uncover a shared narrative of transformation. These artists, once confined to their original sounds, dared to venture into uncharted territories, thereby cementing their places in the annals of music history.

The concept of ‘selling out’ is often debated in the music industry. When artists deviate from their original sound, they are often accused of abandoning their roots for commercial success. While it may be the case that record labels push artists in different directions to maximise the profits banked by the oligarchs, it is ludicrous that independent and up-and-coming artists are also greeted by the same accusation. Especially if they have complete creative freedom over what they innovate and orchestrate.

Any real music fan will be aware of how difficult it can be for independent artists to create a comfortable living without seeking other means of income. Just take a recent interview with Pigs Pigs Pigs Pigs Pigs Pigs Pigs in the Guardian on how their fans are amazed to hear that they are back in the office after playing shows and they have been fired for taking time off for touring. It is time for music fans to gain perspective and view transformations as acts of autonomous expression, where independent artists exercise their creative freedom to explore and grow, rather than conforming to external expectations.

If you have been caught between feeling compelled to replicate your earlier material and daring to metamorph your sonic signature for your next releases, this article, which demonstrates the detrimental nature of assimilating your older material out of obligation, may give you a clearer view of which avenue to take your future releases.

Loyalty vs Innovation

The music industry often presents a dichotomy: remain loyal to your original sound or innovate and risk alienating your fan base. This dilemma is particularly poignant in the cases of bands like Radiohead and Fleetwood Mac, who dramatically altered their musical directions. Radiohead’s shift from the grunge-inspired “Pablo Honey” to the experimental sounds of “Kid A” and Fleetwood Mac’s evolution from blues-rock to the pop-rock anthems of “Rumours” are testaments to the rewards of embracing change. Their success stories challenge the notion that loyalty to one’s original sound is the only path to enduring relevance.

The Adage “If It Isn’t Broken, Don’t Fix It” Doesn’t Apply to Art

In the realm of art and music, stagnation is akin to regression. The musical journeys of PJ Harvey and Depeche Mode provide inexplicable examples. Harvey’s transition from bluesy punk-rock to a more accessible indie-rock style, and Depeche Mode’s evolution from upbeat synth-pop to a darker, more atmospheric sound, demonstrate the artistic necessity of breaking free from the ‘if it isn’t broken, don’t fix it’ mindset. Their willingness to reinvent themselves not only kept their music relevant but also allowed them to explore new depths of their artistic potential.

The Muse Isn’t Always Found in Chartered Territory

Exploration beyond familiar boundaries often leads to the discovery of a muse that redefines an artist’s work. The Beastie Boys’ transformation from a hardcore punk band to hip-hop icons and Nine Inch Nails’ journey from synthpop to industrial music highlight the importance of seeking inspiration beyond the comfort zone. These shifts not only revolutionized their respective genres but also opened up new avenues for creative expression.

New Material Doesn’t Obsolete the Old

A common fear among artists is that their new work might overshadow or invalidate their previous creations. However, the evolution of these bands shows that new material can coexist with and even enhance the appreciation of their earlier works. The new sounds do not erase the old; instead, they add layers to the artists’ narratives, enriching their musical legacies. You may receive backlash from your fans who find a sense of pride in saying that they have been following you from the start and have grown accustomed to a certain style, but you can’t please everyone’s subjective view, attempting to do so will only serve as an inhibitor to your creativity. That’s the same creativity that drew them to you in the first place.

How Fans Can Decree Music Is ‘Terrible’ When It Is Made with the Same Talent That Produced the Art They Fawn Over

The reaction of fans to an artist’s evolution can be complex. While some embrace the change, others may be quick to criticise, forgetting that the talent and creativity that endeared them to the artist in the first place are still at play. It’s crucial to recognise that the same spark of genius that created the beloved early works is driving these new explorations, even if they take a different form.

Conclusion

The stories of these iconic bands serve as a powerful reminder to musicians and artists everywhere: the pursuit of creative evolution is not just a right, but a responsibility. Embracing change, exploring new horizons, and challenging the status quo are what keep the flames of creativity burning. As artists and fans alike, we should celebrate this journey of evolution, for it is in these changes that the true essence of art is found.

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If you have a brand-new sound you want to showcase, submit your music today to see your music featured on our top 10 UK music blog.

Article by Amelia Vandergast

How to Maximise the Impact of a Limited Music Marketing Budget

Posted on 3 December 2023
Music Marketing

Independent artists are inundated with options on how to spend their limited and overstretched music marketing budgets. From paying for social media ads to trying to gain traction around a new release via Google ads to paying for prominence on music and video streaming platforms to handing money over to a PR team and hoping for the best to funnelling all your cash into touring or playlist services, the options are overwhelmingly endless.

Unfortunately, there is no one-size-fits-all answer to where independent artists should invest their marketing budget. Each platform offers unique advantages and disadvantages and caters for different target audiences. There is no shortcut through the research you will need to undertake to determine which platform or mode of marketing aligns best with your work and promotional goals.

To get you started on the monumental task of discerning what you will need to consider before tailor-making your marketing strategy, we will outline some of the fundamental considerations that are essential proponents for an effective music marketing campaign.

How to Put Your Money Where Your Music Is

The key to any effective music marketing campaign is putting your music in front of people who are more likely to be interested while simultaneously showing potential fans what you’re about, why they should care, and how you can become a major landmark on their personal map of the music scene.

Before using your creativity to conjure marketing ploys, set your budget for your objective, and before you get downtrodden by the bigger is better adage, remember that it isn’t the be-all and end-all. Limited budgets can be just as effective in relative terms if you prioritise and drive your campaign with creative ideas.

Before you invest in social media ads, Google ads, playlisting, radio campaigns or other PR services, it is crucial to consider you can cover all the essential expenses first, including music production costs, physical manufacturing, digital distribution, merch production, rehearsal space rental, music and recording equipment, travel expenses, printed promotional assets, photoshoots and web design and maintenance. Once all those bases are covered, you can start to consider your marketing priorities and how they will open revenue streams.

If you are completely at a loss with how to set a budget for promoting a new album, single, EP or music video, a good rule of thumb to use is investing 30% – 40% of the production cost on promoting the project. For example, if you spent £2k producing your new music video, set a promotional budget of £600 – £800. The return on investment may not come back to you immediately, but never forget that your music is an asset, which can open doors and generate revenue in a myriad of different ways.

How to Prioritise a Limited Music Marketing Budget

Many independent artists make the mistake of trying to spread themselves too thin and attempting to take advantage of every conceivable method of music promotion. If you are pouring minimal funds into each marketing mode, you will effectively be reducing the impact of each investment. Focus on a limited number of channels rather than being overly ambitious and attempting to be everywhere all at once.

Always make an informed choice on where your existing listeners are more engaged. Sponsored posts on social media are highly effective; as a bonus, the results are measurable, they’re accessible to artists on a limited budget, you’re fully in control of how much you spend, and you always have the option of altering your campaign along the way.

The second most cost-effective music marketing tool is YouTube ads; a typical video ad will set you back £0.01 – £0.03 per click, depending on your targeting, bidding goal and ad type. Regardless of the variations, the cost of a YouTube ad campaign is low compared to other forms of music marketing. Plus, as of 2023, YouTube has over 2.70 billion monthly listeners, and YouTube allows musicians to place their ads on videos or channels similar to their own, and it is easy to use metrics to track campaign performance. Click here for more tips on how to maximise your YouTube campaign.

Always remember that your music marketing campaign should be as unique as your music; what works for some, won’t necessarily work for you. Your most effective marketing campaign may not come to you the first time around; be prepared to collate the data to see what works and what doesn’t – you can always perfect the formula the next time around or see the opportunity to use a unique angle or idea.

Get Acquainted with the Idea of Sweat Equity

Creativity and tenacity are just as valuable proponents in an independent artist’s marketing strategy as significant sums of cash. If you are working on a tighter budget, lean on your fanbase to put momentum behind your marketing campaigns while coming up with creative incentives for them to do so.

Even if you want to move your sound into an international arena, don’t think you’re bigger than thinking local. Host a listening party at your local record shop, launch your new project at a local bar, and network with the local figureheads of the music scene, including radio DJs and journalists.

Word-of-mouth marketing, especially in the internet era of music, should never be underestimated. After all, that is effectively how songs, music videos and reels go viral. Once momentum gets behind a digital asset such as a song or a music video, there’s no telling the heights it will reach.

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For more advice on taking your music marketing to the next level, learn how to expand your fanbase, get more traction behind your releases and maximise your exposure, contact our award-winning A&R team and ask about our artist development services.

Article by Amelia Vandergast

Streaming is King: Here’s How to Conquer the Domain in 2023

Posted on 17 September 2023
Music Streaming

As streaming platforms, such as Spotify, which continues to reign supreme in 2023 with a dominant market share, reached saturation point a long time ago, independent artists have a seemingly impossible task ahead of them if they want to hit the ground running with their new releases and become popular playlist staples.

Perceptibly, battling it out on the streaming platforms themselves has become futile. New uploads are just a drop in the ocean, and it is enough to make the era of indie landfill in the 2000s and 2010s seem like a euphonic utopia of opportunity. It is no surprise that given that we thought music was derivative then, we are positively dejected by the prospect of an industry where millions of banal hits pile onto the airwaves each year.

So, what’s the remedy?

It may be the case that streaming platforms are proliferated by hack hobby musicians, and there isn’t a lot that can be done to prevent their access to streaming platforms. But for professional musicians worth their salt, there is everything left to gain in the industry. Well, relatively. New up-and-coming artists who have any true staying power in the charts have become sonic unicorns. Especially with the disappearing phenomenon of the mainstream music industry, but great music, which is marketed as masterfully as it was made, still has a fighting chance. Especially for artists willing to harness fan power.

Marketing your music outside of streaming platforms has become crucial to making an impression. Or at least achieving streaming stats and monthly listening figures that don’t want to make you throw the towel in. If you’re searching for the average number of followers, monthly listeners, or streams you need to be regarded as a success in the industry, you might as well be looking for the average length of a piece of string. There is no fixed number that you can achieve that will signify that you’re a success – unless you’re Bad Bunny, Taylor Swift, Drake, or the Weeknd, that is.

Streaming stats boil down to several factors. From whether your genre or style thrives on streaming platforms to how much money you throw at a pre-release campaign. It isn’t always a case of the best artists being the ones to send their streaming stats through the roof. Therefore, streaming stats aren’t yardsticks you should use to determine your worth as an artist.

This article will highlight up-to-date streaming platform stats to show you what you are up against as an independent artist, before suggesting some of the ways you can ensure your new releases rack up the streams and garner fans who will support you away from streaming platforms – which is where the real revenue streams will start to flow.

2023 Music Streaming Stats

To conquer your enemy, it pays (in this instance, $0.003 – $0.005 per stream on average) to know them. To understand the music streaming market in 2023, we have collated a list of streaming platform stats:

  • 10,000 – 50,000 monthly listeners will help you earn $100 – $600 each month.
  • The Weeknd and Taylor Swift are the only artists to break the 100 million monthly listeners mark on Spotify with 106.89 and 100.91 monthly listeners, respectively.
  • Ed Sheeran and Ariana Grande are the most followed artists on Spotify with 115.03 and 93.76 followers, respectively.
  • As of September 2023, Spotify holds music from 11 million artists; their music is listened to by 551 million active monthly listeners.
  • The rate of Spotify uploads continues to soar in 2023, with an average upload rate of 120,000 per day.
  • You would need 625 million subscription streams or 1.875 billion free streams to achieve gold certification on streaming platforms alone. Which is infinitely higher than the 500,000 album or single sales you would need away from streaming platforms.

How to Increase Streams on Independent Releases

When it comes to streaming platform stats, remember that everything is relative; your milestones should always be set based on your current standing in the music industry and what is possible based on your marketing budget. By setting attainable instead of lofty and ‘in a perfect world’ goals, you will have something to push for and celebrate to achieve.

Here are some of the best ways to maximise the success of your singles, EPs, and albums across streaming platforms:

  1. Value user-generated playlists as much as Spotify-curated playlists. Read our guide to getting playlisted here.
  2. Start marketing your new releases and pushing your pre-save links across all your social media accounts six weeks ahead of the release date and create unique content to make the countdown interesting.
  3. Collaborate with artists who already have a strong presence on streaming platforms or partner up by curating your own playlists.
  4. If you have a strong enough social media presence, consider paid advertisements on Facebook and Instagram.
  5. Link up with pluggers, and promoters who have a track record in maximising streams.

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For more inside views into the music industry and tips on how to take your music marketing campaigns to the next level, keep following our blog, or get in touch for one-to-one sessions with our award-winning A&R team.

Of course, you can always boost your streaming stats by submitting your demo to our top 10 UK music blog, which is heavily frequented by staunch music fans and industry figureheads, who are always scouting for fresh talent.

Article by Amelia Vandergast

What Happened to Music NFTs?

Posted on 3 September 2023
Music NFTs

It was only last year when Pitchfork published an article on how NFTs are shaping the way music sounds, and Rolling Stone pegged them as the ultimate way for artists at all levels to monetise their music, so what happened to music NFTs? How many NFT holders have as much buyer’s regret as Justin Bieber after he purchased a Bored Ape NFT for $1.3 million back in 2022, only for it to lose 95% of its value? And perhaps, most importantly, will they ever make a comeback?

In this article, we will answer all the above questions to give independent artists and music fans looking to support the careers of their favourite artists a no-bullshit account of where the NFT market currently stands. But first, we will give a brief introduction to music NFTs, which work a little differently from your standard NFT.

What is a Music NFT?

In short, music non-fungible tokens (NFTs) are distinct digital assets that are issued on a blockchain (a distributed ledger that contains a growing list of records, referred to as blocks), which are tied to a single, EP, album, entire discography, or video clip. NFTs can also represent everything from gig tickets to passes to money can’t buy virtual experiences to exclusive merc.

The hype around Music NFTs started to amass due to the unfairness of the distribution of wealth in the music industry. In 2023, the global revenue of the music industry is expected to surpass $65 billion, but the vast majority of those funds will pour into the pockets of major labels and platforms instead of the cups of songwriters and musicians.

The pipedream of an idea was that music fans could replace the oligarch record labels, and more direct connections could be created between independent artists and their fans. Unfortunately, as you can probably gather from the radio silence on the subject of music NFTs, the revolution was a lie.

Where Did Music NFTs Go Wrong?

With Music NFTs came the promise of an income revolution, and we have to admit to getting swept up in it originally. When Justin Blau and Justin Ross founded the music NFT marketplace, Royal, gave NFT owners’ rights to the songs sold on the platform and enabled artists to decide the percentage of royalties, we were stoked to anticipate the financial opportunities for independent artists and the profiteering middlemen cut out of the royalty equation. Here are just a few reasons why NFTs couldn’t help the average independent musician.

  1. Crypto Volatility

The value of the cryptocurrencies used to purchase NFTs is volatile. The most popular cryptocurrency used to purchase NFTs is Ethereum, while it isn’t completely impossible to buy NFTs with fiat currencies by using credit and debit cards, the vast majority of NFT marketplaces require you to hold cryptocurrencies. For example, at its peak in November 2021, 1 Ethereum token was valued at over £3k. By January 2022, its value almost halved and at the time of writing, 1 Ethereum token is worth £1297.57. Holding crypto is a great way to see your life savings wiped out overnight. Regardless of what the crypto bros say.

Ethereum Price Prediction 2023: When Will The Bear Market End? Watch This Key Pattern - Bitcoinsensus

  1. The Inaccessibility of the Web3 World

Unless you only go to see house DJs perform and buy tickets to grime gigs, you will have probably noticed that the average music fan tends to be in an older demographic. Many indie, rock, punk and metal fanbases are ageing populations, and can you really see the average Gen X or boomer music fan getting to grips with the Web3 world of cryptocurrencies and NFTs so they can support their favourite artists?

The ’50 Quid Bloke’ is used to heading down to their favourite record store or affixing themselves to eBay every Sunday evening to pick up tangible wares they can use in music-centric rituals. They are also the most likely to have a negative reaction to the introduction of new technology that they can’t quite wrap their heads around and break into a “back in my day diatribe”. In 2023, YouGov and Consensys discovered that only 34% of the people they surveyed had ever heard of an NFT. But apparently, Gen Z is dumb because they don’t know how we used to burn CDs on our PCs or how cassette tapes used to function.

WHEN MUSIC wasn't "In The Cloud" - Audiophile News & Music Review

  1. Only the Richer are Getting Richer

In 2022, a survey discovered that most NFT buyers invest in NFTs to make money. However, almost the same percentage lose money. Only 14.7% were interested in investing in a community, and even fewer respondents reported that they bought NFTs just to own a digital asset. So, the fans are operating at a loss, but what about independent musicians who are already scratching a living and stretching their resources thin to monetise their music? Yeah, they’re screwed too.

Grimes may have been able to make more money than she has ever made in her career via NFTs, but she has also spent years integrating herself into the type of communities that would be interested in NFTs. She’s digitalising everything, and if her latest single, I Wanna Be Software, is anything to go by, that is still not enough to sate her digital desires.

The Takeaway

Unless, as an independent artist, you have time to indoctrinate yourself into the Web3 world and you are already backed by a hardcore community of fans who are likely to engage in that world with you, it is unlikely that music NFTs are going to come along and save your career. The only musicians making millions are the musicians who were making millions (or near to that mark) before NFTs became a massive phenomenon.

With that being said, there is something to learn from the rise and fall of music NFTs; community and fan power are everything. There are other ways to enable your fans to back you. Take Kickstarter campaigns to fund new albums, and platforms such as Patreon as the perfect example. Learn more about how to harness the power of your fans here.

Article by Amelia Vandergast