Good afternoon!

We've returned from a brief hiatus last week, and it's fortunate we did because it's been a huge and eventful week at BIGSOUND.

For our international readers who may not be familiar, BIGSOUND is Australia's premier live music showcase and music industry conference held in Brisbane.

We were on the ground all week, supporting our numerous clients who were performing and also participating in the annual roundtable discussions.

In this week's edition, we'll delve into some of the prevalent marketing conversations and insights from the week.

Also, this week:

• The Rolling Stones' Cryptic Album Reveal.

• Earl & Alchemist's NFT Release.

• Commenting Joins Music Streaming.

• YouTube Sheds Light on Shorts Algorithm.

FEATURE

BIGSOUND 2023: Key Marketing Insights from the Week

As BIGSOUND comes to a close for another year, we’ve taken some time to reflect on the conversations we’ve had during the southern hemisphere’s biggest live music showcase and music industry conference this week.

Many of our conversations have centered around three topics - Spotify, TikTok and audience growth.

As we’ve met with some of the industry’s brightest sparks across panels, roundtables, or watching some music together, here are some of the marketing gems being discussed.

On TikTok

During the "Digital Marketing In The TikTok Era" panel, Andrew Stone of Chugg Music likened TikTok to an alternative radio platform, emphasising the importance of frequency in reaching listeners.

Simply posting a song once or twice doesn't suffice.

Stone believes that by treating TikTok as a radio alternative, creators should focus on consistent content frequency to garner more views and foster familiarity.

This approach enhances the likelihood of a song resonating with its audience.

Just as repetition is crucial on radio, it's equally vital on TikTok to cultivate an engaged following.

On Spotify

Securing a spot on Spotify's playlists is a prime target. We chatted with Spotify representatives to understand additional measures artists and their teams can employ to optimise their presence on editorial playlists. These strategies include:

• Pinning the playlist to the artist's profile.

• Crafting promo cards through Spotify for Artist and using them for Instagram ads.

• Running Marquee ads.

The trajectory of a track within the playlist realm largely hinges on its reception by listeners.

Proactively urging fans to engage with your tracks in Editorial playlists can bolster the likelihood of featuring in more playlists.

For rejuvenating older tracks, it's essential to craft a significant moment. Spotify consistently scouts for those standout ‘hockey stick’ moments in their analytics.

Spotify also places significant emphasis on the origin of the artist's streams. The 'Your profile and catalog' and 'Listener’s own playlists and library' are pivotal metrics for Spotify.

A benchmark shared with us indicates that 50% or more streams from these combined sources is promising, while anything less is not favorable.

On Audience Growth

There is too much undue emphasis on vanity metrics such as the number of followers or monthly listeners.

While these numbers might seem impressive at a glance, they don't necessarily translate to genuine engagement or fan loyalty.

Marketers, on the other hand, prioritise more tangible and qualitative fan metrics.

For instance, the number of email subscribers can indicate a more dedicated fan base willing to receive and act upon artist updates.

Similarly, ticket sales directly reflect an audience's willingness to invest in the artist's live performances, showcasing genuine interest and commitment.

Furthermore, platforms like Instagram and Facebook have evolved, making it increasingly challenging for artists to achieve growth.

The golden days of easily amassing followers are behind us. Nowadays, organic reach on these platforms has dwindled significantly, making it imperative for artists to strategise more effectively and perhaps diversify their online presence.

On Paid Advertising

Numerous artists are overlooking the potential of digital advertising as a powerful tool to expand their fan base.

While advertising on platforms like Facebook and Instagram remains a leading method for ticket sales acquisition, its success isn't solely dependent on the platform itself. The efficacy of these ads is intrinsically linked to the quality of the content being promoted and the product it represents.

Simply put, even the most strategically placed advertisement will fall flat if it doesn't highlight compelling content or showcase a top-notch product.

^{Written by Olivia Gliku}

NEWS

The Headlines

The Rolling Stones' Cryptic Album Reveal: The Rolling Stones have unveiled their first studio album since 2005 in an exciting, cryptic fashion.

Late last month, a mysterious advertisement for ‘Hackney Diamonds’ appeared in the Hackney Gazette - a London community newspaper. Featuring The Rolling Stones’ famous tongue logo as the ‘i’ in ‘Diamonds’

The ad linked readers to a website for a glass repair company, formed in 1962 (the same year as the band), but claimed the business was opening in September 2023.

In reality, ‘Hackney Diamonds’ is the new album from the band.

The album was debuted with a special event at Hackney Empire, where the band were interviewed by Jimmy Fallon.

It also featured an appearance from Euphoria’s Sydney Sweeney, who stars in the music video for ‘Angry’, which also premiered at the event.

💡Insight - We’re thrilled to see The Rolling Stones make the most of unveiling a new album after 18 years. It’s an exciting time for their fans, and by adding an element of mystery, surprise and riddle to the new release, they’ve returned with a bang. - OG

Earl & Alchemist's NFT Release: Earl Sweatshirt and The Alchemist have partnered up in their new release ‘Voir Dire’. All 11 of the album’s tracks are free to stream as an NFT.

However, by purchasing tracks, listeners can gain access to other merchandise and experiences.

We’re eagerly awaiting the reveal of the full list of experiences on offer, but so far, the duo have shared the chance to appear in music videos, and join their ‘Smokeout: Light Up with Earl & Al.’ virtual event.

💡Insight - This marks a significant milestone for Web3 with two high-profile artists releasing music exclusively on-chain. The added gamification is a compelling strategy, enhancing monetisation of fan experiences beyond mere music. Eager to see how this unfolds. - NL

Commenting Joins Music Streaming: YouTube Music’s new update is allowing users to comment on more content.

The ‘Now Playing’ screen now features a comments section, where users can write and read comments.

This feature brings a more interactive dimension to the platform, fostering community engagement around shared music interests.

It mirrors the social interaction seen on YouTube's main platform, bridging the gap between video and music experiences.

💡Insight - Comment capabilities are something we don’t see often on music streaming services. As YouTube Music offers the feature to users, we’re intrigued to see how artists might choose to utilise it. We could be looking at a new way to enhance the streaming experience. - OG

LEARN

YouTube Sheds Light on Shorts Algorithm

YouTube recently unveiled insights into its short-form video platform, YouTube Shorts, aiming to clarify creators' queries.

Unlike its long-form counterpart where users select videos, Shorts offers a diverse feed, allowing users to swipe through content unpredictably.

The platform emphasises that not every swipe equates to a view, setting it apart from other platforms where even a brief glance counts.

As for video duration, while there's no ideal length, Shorts remains committed to videos under 60 seconds.

Interestingly, YouTube advises against custom thumbnails for Shorts, given their limited visibility, and suggests use of hashtags.

The company also highlighted that quality trumps quantity in content creation.

Addressing the occasional drop in views for some Shorts, YouTube explained it's part of the algorithm's audience-finding mechanism.

Lastly, creators can anticipate features linking Shorts to their longer videos by September's end.

FAST FACTS

Impress Your Boss with This Fast Fact

👉 During the first half of this year, all of France's top 10 best-selling artists were local acts. (Link)

This is the growing trend in non-english speaking countries where local artists are dominating the music charts.

KEY FINDINGS

Our Top Picks This Week

• Ex-Coldplay Manager's £10M Lawsuit. (Link)

• CEO Marketing Insights from Top Ad Agency (Link)

• Spotify Denies Stream Fraud Claims (Link)

• YouTube Staff Wary of Shorts (Link)

• Apple Buys BIS Records (Link)

• Spotify's 2023 Market Surge. (Link)

• Clubhouse's Attempted Revival (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)