Good morning! Cheers to another fabulous Friday!

Time to delve into the standout moments and insights of the week!

After the overwhelming positive feedback on our last 'Artist Nailing TikTok' feature, we're thrilled to present 'Artists Nailing TikTok: Round 2'.

Also, this week:

• Tyler, the Creator's Unique Festival Announcement.

• Roblox Welcomes Blackpink Hub.

• Peloton's Musical Fitness Fest.

• Unraveling Meta's Ads.

FEATURE

Artists Nailing TikTok: Round 2

Earlier this year, we shared a list of our favourite artist TikTok accounts, in hopes of sparking some inspiration for musicians and teams who are struggling to find their voice on the platform.

Six months on, we’re sharing part two of our list, featuring more artists who’ve caught our eye on the video-sharing app.

Dom Dolla

Dom Dolla’s TikTok account utilises star power from the get-go. In his pinned TikTok, the producer can be found promoting his recent collaboration with Nelly Furtado - ‘Eat Your Man’.

In his other posts, Dom Dolla regularly engages with trends - a simple, but effective way to work alongside TikTok’s algorithm and gain traction with content.

There’s no shortage of live content on his account either. Collecting and sharing live footage is a great way to give potential and existing fans a glimpse of an artist’s live performances, without requiring a ticket purchase or an off-app engagement.

@domdolla

A peek behind the curtain 👀

Tom Cardy

Comedy musician Tom Cardy has curated a much-loved and recognisable artist brand, and it’s highly suitable for TikTok. His short-form, comedy-driven content has garnered plenty of positive attention on the app.

Cardy has reaped the benefits of staying consistent on TikTok. Typically, he follows a specific format and shares behind-the-scenes footage, live performances from his studio, and a mix of releases and unreleased music.

His collaboration with Montaigne, ‘Red Flags’ has recently begun trending on the app. In response, Cardy has shared a number of clips from the track’s music video, amongst his typical content, which often achieves high engagement rates.

@tomcardy

I know its soundproof down here, but still be quite cause my dad works nights

Flyana Boss

Flyana Boss have spent the past few months enjoying plenty of traction on TikTok. Their single ‘You Wish’ has been trending on the platform, and the duo are pairing that traction with a strong content strategy.

They’ve regularly posted TikToks featuring the release, sprinting through venues like Costco, Chipotle, Atlantic Records, and Spotify offices.

Flyana Boss have also shared content with celebrities like Abbott Elementary’s Janelle James, and shared their videographer’s approach to achieving the popular TikTok series for ‘You Wish’. Their consistency has allowed them to fuel the fire of their trending track.

@flyanaboss

Replying to @Complex we ran through the complex at @Complex 😭 #flyanaboss #evanblummadeit

Maisie Peters

On Maisie Peters’ account, users can find a mix of vlogs, trends and behind the scenes content. Our personal favourites are her day-in-the-life videos from her appearances at events like Lollapalooza and Summer Sonic.

Vlogging significant events like major festival performances is a fantastic way to engage fans, as it offers them a new perspective on high profile appearances. By sharing event content via these TikToks, Maisie Peters has extended her festival experience to fans via the app.

While artists can’t ensure that each and everyone one of their viewers will see them live, they can create a significant and lasting moment around their live sets, and Maisie Peters has provided an excellent example of how to do that.

@maisiehpeters

real life rat girl plays lollapalooza unfiltered vlog #livemusic

In our original feature, we advised artists to figure out what speaks to their audience, and what feels authentic to them and their brand. The artists above have done just that, and it’s clearly paying off.

^{Written by Olivia Gliku}

NEWS

The Headlines

Tyler, the Creator’s Unique Festival Announcement: Tyler, the Creator has unveiled the full lineup for the Camp Flog Gnaw music festival in a unique way.

Instead of a traditional announcement, the lineup was revealed on a mural outside his Golf store in Fairfax, Los Angeles.

The festival's official website streamed the mural painting live on their Twitch page, attracting over 7,000 viewers.

Fans might remember a teaser about the festival's comeback when Tyler wore a "Camp Flog Gnaw 2023" pin in a music video alongside Baby Keem and Lamar.

The eagerly awaited event will take place on November 11-12 at Dodger Stadium, featuring top acts like Tyler himself, SZA, The Hillbillies, Ice Spice, and more.

💡Insight - Tyler, The Creator's subtle tease of the festival's return in ‘The Hillbillies’ video was a nice move. Not only did it hint at the festival's comeback, but it also cleverly suggested a potential headliner. While this isn't the first time he's used the street mural release strategy, this particular announcement technique undeniably captured our attention. - NL

Roblox Welcomes Blackpink Hub: Popular K-pop girl group, Blackpink, is set to launch a unique Roblox experience titled ‘Blackpink the Palace’ on August 25.

This immersive virtual space, developed by metaverse creator Karta in partnership with YG PLUS, will allow fans to explore a grand pastel palace inspired by scenes from the band's iconic music videos.

Highlights include the ‘DDU-DU DDU-DU’ room, showcasing Jennie's oversized chess board and Lisa's bank vault.

Additionally, players can mine virtual currency from crystal caverns beneath the palace, using tools modeled after Blackpink's signature light stick. This currency can be spent on hosting Blackpink-themed parties and purchasing band merchandise.

This venture marks Blackpink as the third K-pop ensemble to introduce an interactive hub on Roblox, joining the ranks of NCT 127 and Twice.

💡Insight - Unlike past Roblox artist collabs, this one's set to be a permanent digital hangout. Fans can gather, interact, and dive into the content together. - NL

Peloton's Musical Fitness Fest: Peloton's annual virtual All For One Fitness Festival is gearing up for its third edition from September 7-9.

This year's virtual festival will span three continents and five countries, offering attendees a rich tapestry of musical genres, from Rock to Hip Hop.

The event will notably commemorate the 50th anniversary of hip hop, with special classes and an exclusive fireside chat at Peloton Studios New York.

Fans can anticipate live and on-demand classes featuring a medley of renowned artists, including Katy Perry and Skrillex.

Additionally, the revamped Listening Party classes aim to spotlight emerging artists.

Participants can curate their festival journey, choosing from a plethora of classes and musical acts. Stay updated by following Peloton on social media.

💡Insight - Peloton, primarily an exercise bike brand, like many great companies, knows how to leverage content.

Peloton is leveraging music, a universal language, to enhance its brand experience and engage with its community.

It's a testament to how brands, even those outside the music industry, can harness the power of music for marketing success. - NL

LEARN

Unraveling Meta's Ads

As the digital landscape evolves, so do the platforms we use to reach our audience. One thing that has remained consistent over the last 10 years is the effectiveness of Meta advertising, formerly known as Facebook advertising. If you've been curious about Meta advertising but didn't know where to start, or you simply wanted a refresh, this is for you.

Jon Loomer, an expert in the digital advertising space, has crafted a comprehensive ‘Beginner's Guide to Meta Advertising’'.

What will you learn?

Ads Terminology: Decode the jargon with a glossary tailored for beginners.

Meta's New Features: Unravel the "Advantage" and "Advantage+" branding introduced in 2022.

Best Practices: From creating campaigns to budgeting and targeting, get insights directly from an industry expert.

Strategies for Success: Learn about broad targeting, ad placements, and combating ad fatigue.

Budgeting Insights: Whether you're working with a big budget or on a shoestring, there's guidance for you.

Whether you're promoting a new album, planning a tour, or simply engaging with fans, mastering Meta advertising can amplify your reach and resonance.

Dive in and level up your music marketing game!

FAST FACTS

Impress Your Boss with This Fast Fact

👉 Some News publishers have seen a 30% to 40% year-over-year drop in referral traffic from Meta (Facebook). (Link)

In the past, Facebook was a major source of traffic for digital publishers, with articles often going viral on the platform.

Over the years though, the amount of traffic from Facebook to news outlets has decreased significantly.

The company's executives have indicated a shift away from the news business, which one can assume affects music news publishers as well.

Simultaneously, younger audiences are gravitating towards creators and influencers over journalists for their news updates.

Will it be long before we see more mainstream media entities integrate TikTok creators into their teams?

KEY FINDINGS

Our Top Picks This Week

• Chaos Unfolds in Scooter Braun's Kingdom! (Link)

• Pop Stars Are Vanishing, But Why? (Link)

• Brexit's Shocking Toll on Musicians (Link)

• Musk Ditches X's ‘Block’ Feature. (Link)

• Tech's Big Lies. Streaming Costs Mirrors Cable's. Ubers Now Rival Taxi (Link)

• Judge Rules Only Humans Own Copyright. (Link)

• Shaq's EDM Debut: Bigger Than NBA Playoffs? (Link)

ICYMI

Catch Up on Our Recent Stories

• Music Catalogue Marketing in 2023 (Link)

• Inside The Teskey Brothers' Chart-Topping Album Campaign: Part 1 (Link)

• A Behind-the-Scenes Look at Boy & Bear's Independent Album Release (Link)