Transforming music marketing from algorithms to authenticity
Transforming music marketing from algorithms to authenticity
Niche communities serve as the guiding light for artists seeking sustainable careers
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Let’s dive into today’s topic:
Transforming music marketing from algorithms to authenticity
The music industry is changing. Niche communities serve as the guiding light for artists seeking sustainable careers.
Why it matters
Sometimes, blog content provides insights that stick. A recent example is the article ‘Time to jump off the algorithm highway’ by Mark Mulligan (MIDiA).
Upon revisiting this article, written in September 2022, I discovered that all modern music marketing strategies can be attributed to the two models presented.
Understanding the contradiction between a ‘Song Economy’ and a ‘Scenes Model’ is pivotal for artists. It provides insights into a paradigm shift within the music industry, which involves a long-term investment in communities, offering solutions to the challenges that arise from years of tailoring creativity to algorithms.
How it works
The music industry heavily relies on algorithms for artist success and marketing strategies.
This ‘Song Economy’ predicates success on understanding and leveraging algorithms for virality and real-time testing within predefined target demographics. Labels invest in songs that may please the algorithm; cultivating genuine fan connections is almost a side effect.
Amidst this algorithmic melee, the 'Scenes Model' emerges as a beacon of authenticity. It champions values and identity over commercial appeal, fostering intimate connections between artists and their fans.
By nurturing hyper-specific, vibrant online communities, centred around shared values and passions, the 'Scenes Model' paves the way for enduring artist-fan relationships. In this paradigm, music serves as the soundtrack to collective experiences, transcending mere consumption to become a vehicle for cultural cohesion.
Yes, but..
The article presents The Scenes Model as a solution to ‘The Song Economy’s prevailing challenges. I like to see it as two complementary strategies that can even be executed simultaneously:
The Song Economy is a short-term strategy excelling at fan acquisition, leveraging algorithms to attract new audiences.
The Scenes Model is a long-term community-building strategy where artists engage and retain fans to join, build, or nurture a scene around their music and subculture.
Take action now
First, artists could read the original article. Next, artists could devise tactics that follow the ‘Song Economy’ strategy. Finally, artists could devise longer-term plans to execute the ‘Scenes Model’ strategy.
Your thoughts
We’re eager to hear your experiences and insights on today’s topic. Join the conversation and engage with hundreds of artists, creators, and industry professionals as we chart a course towards a vibrant and community-driven music industry.
Further reading
Midia Research thinks we’re in a ‘song economy’ now (Music Ally)
Why artists should stop mentioning their genre (The Fanbase Builder)
Building the perfect artist brand in 2024 (The Fanbase Builder)
The strength of weak ties in fanbase building (The Fanbase Builder)