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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

How to Increase Monthly Listeners on Spotify

Posted on 24 August 2024
Monthly Listeners

After the industry rushed to celebrate Billie Eilish becoming the third artist to reach the 100 million monthly Spotify listeners milestone which led to the Weeknd being knocked off his pedestal as the most popular artist on the platform, it became irrefutably clear that monthly listeners matter just as much as the number of streams you are able to amass on your most popular tracks.

However, it is extremely likely that independent artists vastly overestimate how many monthly listeners they need to be revered as among the most popular artists on Spotify.

If you have 1,000 monthly listeners on Spotify, you’re officially in the top 8% of musicians on Spotify. If that number grows to near the 100k monthly listeners mark, you can celebrate being in the top 1% of artists on Spotify. Achieving those kinds of figures as an independent artist may be difficult, but it isn’t a pipe dream.

This article will cover why paying attention to metrics such as your monthly listeners on Spotify is important, and most crucially, share tips on how to ensure your monthly listener count doesn’t plateau or drastically diminish following promotional campaigns.

Why Monthly Listener Metrics Matter

Metrics such as monthly listeners, streams, and likes provide unique insights into different aspects of reach and engagement. Here’s a breakdown of why monthly listeners matter and how they compare to streams and likes:

Monthly Listeners: Reach and Active Audience

Monthly listener metrics indicate the number of unique listeners who have streamed an artist’s music at least once within 28 days. This figure is crucial because it reflects the breadth of an artist’s audience and gives a sense of how many people are actively engaging with their music regularly.

  • Audience Scope: Monthly listeners provide a snapshot of how many people are tuning in to an artist’s music over a specific period, highlighting the artist’s overall reach. A high number of monthly listeners suggests a wide audience that isn’t just concentrated among a few loyal fans but spans across various demographics and regions.
  • Engagement Over Time: While streams can fluctuate based on releases or promotional efforts, monthly listeners offer a more stable view of an artist’s ongoing appeal. It’s possible for an artist to have high streams from a viral hit but fewer monthly listeners if most of those streams come from a small, dedicated fanbase repeatedly playing the track.

Streams: Depth of Engagement

Streams represent the total number of times an artist’s songs have been played. This metric is essential for understanding how popular a specific track or body of work is, as it counts every individual play, regardless of whether it’s from the same listener or different ones.

  • Track Popularity: High stream counts often indicate a hit song or successful album. However, streams don’t differentiate between a song that a few people play on repeat and one that is played by a wide audience.
  • Monetary Value: Streams are also tied directly to royalties. More streams typically mean more revenue for the artist, though the per-stream payout is often low. Therefore, streams are vital from a financial standpoint, even if they don’t necessarily reflect the breadth of the audience.

Likes: Fan Loyalty and Fandom

Likes on Spotify, typically seen as the number of times users have “liked” or “saved” a song or album, are a direct indicator of fan loyalty. When a user likes a track, it’s often added to their personal library or playlist, meaning they are likely to return to it regularly.

  • Long-Term Engagement: Likes can be an indicator of how many listeners are committed fans. If a listener takes the time to like a track, they’re signalling a deeper level of engagement and an intention to revisit the music, which could indicate potential for future streams and continued support.
  • Algorithmic Boost: Likes can also influence Spotify’s algorithm, making it more likely that the song will be recommended to other users, thereby potentially increasing both streams and monthly listeners.

Why Monthly Listeners Matter Most:

In the context of overall reach and potential growth, monthly listeners might be the most significant metric because it reflects how many people are being exposed to an artist’s music on an ongoing basis. It’s a broader measure of an artist’s active audience and potential market. While streams and likes are important, especially in terms of financial gain and gauging fan loyalty, monthly listeners provide a clearer picture of an artist’s relevance and ability to maintain an active and expanding fanbase.

How to Increase Monthly Listeners on Spotify

Increasing monthly listeners on Spotify as an independent artist involves a combination of promotion, engagement with your audience, and leveraging the platform’s features. Here are some effective tactics:

  • Consistent Release Schedule:
    • Release new music regularly to keep your audience engaged.
    • Drop singles before an album to build anticipation and maintain visibility.
  • Leverage Social Media:
    • Promote your Spotify tracks on social media.
    • Use stories and posts to direct followers to your Spotify profile.
    • Engage with your audience through live sessions or Q&A to build a stronger connection.
  • Collaborate with Other Artists:
    • Partner with other musicians for features or joint tracks to tap into their fanbase.
    • Consider remixing tracks with different artists to reach diverse audiences.
  • Pitch to Spotify Playlists:
    • Submit your tracks to Spotify’s editorial playlists through the Spotify for Artists dashboard.
    • Aim for inclusion in user-generated playlists by networking with playlist curators.
    • Create your own playlists, featuring your music alongside tracks by popular artists in similar genres.
  • Optimise Your Spotify Profile:
    • Ensure your artist profile is complete with a professional bio, high-quality images, and links to your social media.
    • Use Spotify Canvas (the short looping visuals) to make your tracks more engaging.
    • Update your profile regularly with new releases and relevant content.
  • Engage with Your Audience:

    • Use Spotify’s built-in tools like Marquee to promote your new releases.
    • Send updates to your fans through Spotify’s email and push notifications.
    • Encourage fans to follow your profile and save your music to their libraries.
  • Cross-Promote with Other Platforms:
    • Share your Spotify links in newsletters, blogs, and other music distribution platforms like Bandcamp or SoundCloud.
    • Use music blogs, podcasts, and YouTube channels to promote your music and direct traffic to Spotify.
  • Focus on Quality and Uniqueness:
    • Invest in high-quality production to make your tracks stand out.
    • Develop a unique sound or brand that makes you distinctive and memorable.
  • Engage with Local and Niche Communities:
    • Participate in local music events or online communities that align with your genre.
    • Build relationships with local radio stations or DJs who can play your tracks and promote your Spotify profile.
  • Use Paid Advertising:
    • Invest in targeted ads on social media platforms, directing users to your Spotify tracks.
    • Consider using Spotify Ads Studio to create audio ads that promote your music directly to listeners on Spotify.

By integrating these strategies, you can steadily grow your monthly listeners, increase your visibility, and build a loyal fanbase on Spotify.

Article by Amelia Vandergast

The Silence of Oppression: How Totalitarianism Inhibits Culture and Expression

Posted on 18 February 2024
Culture

As the quote “Give them bread and circuses, and they’ll never revolt” from one of Ancient Rome’s most observational poets, Juvenal, is now circulating throughout social media in the form of a meme, in a time when grassroots venues are under threat and it is getting increasingly harder for anyone but industry plants to make their mark, I couldn’t help but question the intentionality of the silence of oppression.

The suppression of culture and expression by oppressive regimes has long been a means of population control and is a multifaceted and deeply intricate issue, intertwining the threads of power, fear, and human psychology. This article will explore the phenomenon of artistic expression, highlight contemporary instances of suppression and propose ideas of how to evoke positive cultural change.

Eduphile on X: "Give them bread and circuses and they will never revolt. https://t.co/evtohzST5q" / X

How and Why Culture is Quashed for Control

At its core, culture is the heartbeat of a society’s identity, a vibrant symphony of ideas, art, language, and customs. It’s a mirror reflecting the collective soul of a people. When a regime feels threatened by the power of this reflection, it may attempt to shatter the mirror, fearing that the image it casts could inspire dissent or challenge the status quo.

Suppressing culture and expression serves several nefarious purposes:

Erasure of Dissenting Voices: By muzzling poets, artists, and thinkers, regimes attempt to silence the voices that question, challenge, and inspire. In the absence of these voices, a monochrome narrative prevails, one that paints the regime in an unchallenged light.

Control Through Fear: The suppression often involves punitive measures against those who dare to express dissenting views. This creates an atmosphere of fear, discouraging others from stepping out of line. It’s a chilling effect, where the mere possibility of repercussions leads to self-censorship.

Manipulation of Identity: By controlling cultural outputs, regimes can rewrite history, manipulate national identity, and create a version of reality that serves their interests. This can be a powerful tool in shaping public perception and loyalty.

Distraction and Diversion: Here, Juvenal’s insight rings particularly true. By providing the masses with superficial entertainment (“circuses”), regimes can distract them from more pressing issues. This diversion can be a potent tool in keeping the populace preoccupied and complacent.

Fragmentation of Society: By suppressing certain cultural aspects while promoting others, regimes can create divisions within society. This ‘divide and rule’ strategy ensures that a united front against the regime is less likely to form.

In essence, oppressive regimes fear the power of culture and expression because they are catalysts for change and revolution. They are the sparks that can ignite the fire of dissent. By suppressing these elements, regimes maintain their grip on power, often at the cost of the human spirit and the vibrant mosaic that makes up a society’s true identity.

How Creativity is Being Progressively Inhibited in the UK

While some of the challenges faced by artists and other creatives in the UK can be considered unintended consequences of governmental policies and the damage done by the COVID-19 pandemic, it unequivocally cannot be argued that the current government is doing its best to see culture thrive following Brexit.

Here are a few examples of how the current government has damaged culture in the UK:

Funding Cuts to the Arts:

Over recent years, there has been a trend of reduced funding for the arts. Local councils, facing budget cuts from central government, have often found themselves needing to reduce spending on cultural initiatives. This has led to a decrease in support for local arts projects, community programs, and educational initiatives in the arts. For some perspective, since 2010, spending on arts development and support has been almost halved from £3 to £1.52 per person.

Changes in Education Policy:

The emphasis on the English Baccalaureate (EBacc) in schools, which prioritises core academic subjects, has led to a decline in the uptake of creative subjects like music, drama, and art. This shift potentially impacts the long-term health of the UK’s cultural sector by reducing early exposure to and engagement with the arts.

“Arts subjects are disappearing from the curriculum in England at a frightening rate, and we should all be alarmed. The damage goes far beyond the economic; it requires a long-term coherent plan and investment in creative arts education. We know that governments often struggle to value what they can’t easily measure. This government appears to be incapable of valuing even the things that it can.”  – Michele Gregson, CEO, National Society for Education in Art and Design

Gentrification and Cultural Spaces:

Urban development and gentrification in cities across the UK have led to the closure of numerous grassroots music venues and art spaces. While not directly a government policy, there is a perception that local and national government policies have not sufficiently protected these cultural hubs. 2023 was dubbed the worst year for grassroots venue closures, with a total of 125 grassroots venues closing each week.

It’s important to recognise that these issues are often interlinked and can have a cumulative effect on the cultural landscape. While not always a direct result of government policy, these factors can create an environment where cultural expression and development face significant challenges.

What Will Make the UK Culturally Thrive Again?

Reversing the damage done to the UK cultural sector requires a multifaceted approach, involving both government intervention and grassroots initiatives. The goal is to create a sustainable and vibrant cultural ecosystem that supports artists, cultural institutions, and the wider community.

The potential strategies to reverse cultural damage should start with increasing government funding, implementing tax reliefs and other incentives, offering grants and scholarships, negotiating better terms for UK touring artists following Brexit and reinforcing the importance of education policy.

From there, protective measures for independent venues and cultural hubs must be put in place, followed by local cultural initiatives and partnerships between the private sector and cultural institutions. The mainstream media will also have a role to play in promoting UK cultural content, and ensuring diverse representation is key to ensure everyone has a voice in the future of the cultural sector.

By implementing these strategies, the UK can not only work towards reversing the damage done to its cultural sector but also lay the foundation for a more resilient and flourishing cultural landscape in the future.

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