Marketing in the music industry is a constantly evolving practice, much like marketing in other fields. The industry undergoes rapid changes, making it challenging for even the most experienced professionals to keep up with new platforms, methods, and technologies.
It seems that as soon as one becomes accustomed to a particular approach, another comes along and disrupts the established practices. Anticipating future developments is a valuable skill for marketers in the music industry, as they must stay attuned to current trends while also preparing for the next big thing. In this article, we help you achieve this by discussing the top music marketing trends for 2023.
Music Marketing Trends for 2023
1. Personalized Marketing
Personalized marketing offers tailored content and messaging to individual consumers based on their preferences, interests, behaviors, and demographics. In the music industry, personalized marketing allows music marketers to create campaigns that resonate with fans and increase engagement.
To leverage the personalized marketing trend, music marketers must gather data on their fans’ listening habits and preferences, such as the genres they enjoy, the artists they follow, and the playlists they create. By analyzing this data, they can create targeted campaigns that recommend specific songs, albums, or playlists to fans based on their unique tastes.
Spotify is a great example of a music platform that uses personalized marketing to engage its users. The platform’s “Discover Weekly” playlist recommends new songs and artists to listeners every week based on their listening history. The “Daily Mix” playlist also offers a personalized mix of a listener’s favorite songs and similar tracks, encouraging them to stay engaged with the platform.
2. Interactive Content
The next top music marketing trend for 2023 is interactive content that allows fans to connect and engage with their favorite artists more personally. For instance, artists can create interactive content that allows fans to participate in their creative process. They can ask fans for feedback on new songs or ideas or invite them to vote on the next single or album cover.
One example of an artist who has successfully implemented interactive content is Marshmello. The DJ has created a YouTube series called “Cooking with Marshmello,” where he invites fans to participate in his cooking show and answer questions. This interactive content has helped Marshmello create a more personal connection with his fans and increase engagement on his channel.
3. Sync Licensing and Publishing
The music industry thrives when it’s associated with other platforms. It has always been this way: you hear a song from your favorite movie or TV show, and you start liking it more because it’s positively associated with a particular character or scene.
The top platforms to get your music discovered are:
- Video streaming services
- Electronic games
The best way to connect your work with these platforms is to create licensable music. Thus, publishing and linking your songs with various media forms will guarantee higher levels of exposure.
A major success story is ‘Running Up That Hill,’ by Kate Bush which topped international charts after getting featured in the hit Netflix series’ Stranger Things.’ This was Bush’s first #1 in the UK in 44 years, scoring a #1 on the Billboard Global 200 chart.
4. Use of NFTs
Non-fungible tokens (NFTs) have become quite popular in recent years, particularly in the creative industries, where they have been used to sell digital artworks for millions of dollars. Now, the music industry is starting to explore the potential of NFTs as a new revenue stream and a way to engage with fans.
In 2023, NFTs are expected to gain more popularity in the music industry. Music marketers can create exclusive NFTs, such as limited edition albums, concert tickets, or backstage passes, which fans can purchase using cryptocurrency. NFTs can be used to create a more personalized and immersive experience for fans, as well as provide them with a unique collectible item.
Recently, the Kings of Leon released its latest album, “When You See Yourself,” as an NFT, and fans could purchase the album as a digital token. The NFTs were sold in three different tiers, each with different perks and benefits, such as exclusive audiovisual art and VIP concert tickets.
5. Leverage Social Media
Social media has recently become an essential tool for music marketing. Social media platforms like Facebook, Instagram, Twitter, TikTok, and YouTube allow music marketers to reach a vast audience and engage with fans in real-time. In 2023, social media is expected to continue to play a significant role in music marketing.
One music marketing trend that is expected to gain more traction in 2023 is influencer marketing. Influencer marketing involves partnering with social media influencers like bloggers, YouTubers, and Instagrammers to promote music releases and events. Influencers have a large and engaged following, and partnering with them can help music marketers reach new audiences and build brand credibility.
Music marketers can also leverage social media to create shareable content that encourages fan engagement. For example, music marketers can create viral challenges or hashtag campaigns encouraging fans to create and share their content. This type of content can help music marketers generate buzz around a release and create a sense of community among fans.
Music marketing in 2023 is all about embracing new strategies and trends that help you connect with your audience more meaningfully. By working with influencers, creating personalized content, leveraging social media, etc., you can become successful in the dynamic music industry.
Eric Dalius is The Executive Chairman of MuzicSwipe, a music and content discovery platform designed to maximize artist discovery and optimize fan relationships. When he’s not working for MuzicSwipe, he perhaps hosting the weekly podcast “FULLSPEED,” engaging with inspiring entrepreneurs from various sectors. Additionally, through the “Eric Dalius Foundation,” he has established four scholarships for US students. Stay in touch with Eric on Twitter, Facebook, YouTube, LinkedIn, Instagram, and Entrepreneur.com.