Marketing – Spotify for Artists

The Glossary of Music Terms is an ongoing series where we define its terminology by zooming into a corner of the music industry. See our previous installments Delivery, Recording, Direct delivery, And Streaming.

The sky is the limit when it comes to marketing your music to new audiences. There are a lot of new tools that can give you a glimpse of how your next strategies can work effectively, but many of the languages ​​involved may sound like dab, technical jargon. This glossary of terms prevalent in the marketing world explains what is now readily available to artists and how it can help your tunes reach the ears of an interested audience.

Campaign: A campaign is the whole overview of pushing A release on the market Or touring or even raising public awareness about you as an artist. This includes your strategy, resources, release date, analysis, budget, and more.

Analysis: Analytics is simply information obtained Data or statistics, Such as the number of music streams or how many new users have followed your artist page at a given time. It gives you insight into which strategies are working best for you.

Cross Platform: This includes marketing your music across multiple platforms, such as social media pages, or mobile vs. desktop. With the help of analysis, a cross-platform strategy uses the specific advantages of each medium.

Delivery: Distribution is the store that makes your music available for storage and streaming services. It can go through a label or a third party company, such as CD Baby, Tuncore, Distrocid, Awal and others.

Content: Content is a wide range of media or information that you share with the public, including songs, videos, blog posts, tweets, and off-the-cuff Instagram stories.

Resources / Creative: Resources, or creative, are the media that you have or will create specifically for a release promotion that includes Music video, Promotional pictures, And Album artwork.

Call to action: A Call to action A prompt that prompts the user to perform the desired behavior you set, such as streaming a single or purchasing an album. It can be as simple as “click here” or “listen now”.

Reach: Reach is the total number of unique users who Your content is open. This can help you understand how effective advertising is on a particular platform.

KPI: KPI (Key Performance Indicator) is the number of goals you set for any aspect of your campaign. This could be a certain amount of streams, album sales, show bookings, etc. that you want to achieve through marketing.

Click-through rate: Click-through rate, or CTR, is the number of times they see that option, rather than the number of times they click on something, be it an ad, a song or a link to a merchant store.

Change: A conversion is when a user performs a desired behavior by clicking on such a link Then Buy something, follow your profile, or listen to a song. Conversion rate, like CTR, measures how frequently it is and how many people view your content.

Features: Attribution measures the effectiveness of what kind of marketing leads to conversions, where you can see where your campaign is most successful.

Lifting: The lift is the result of a new campaign that amounts to improvement. Compared to the analysis of those who adopt your new marketing strategy and those who still feel your old plan, you can see where you have improved or where you have declined.

A / B test: A / B testing is a way to identify which of the two options is more effective. It presents a sample group of users that includes two versions of a single variable – such as two different designs on the same webpage – and which yields better results when measuring either option, A or B.

Target: Targeting is a way to narrow your target audience into a specific population and how to reach them using that information, such as what they use most to promote your music on a social network.

Organic vs. paid: Organic marketing, or “inbound marketing”, includes content that is created naturally by an artist, such as blog posts or social media updates. Using techniques like search engine optimization (SEO) it can be optimized to reach a wider audience. Paid marketing is a premium strategy, such as advertising, post promotion or sponsored content. By investing in it, you can potentially reach more audiences and turn them into faster customers.

Pitch: A pitch is an idea you, your promoter, manager, or booking agent are trying to sell to another team. The goal may be to write your music through a publication, gain brand sponsorship, find a place to book you, or, in the case of Spotify, Pitching your music for playlist consideration. A well-targeted pitch can give you a lot of opportunities.

Press / Media Release: A Press release A statement that warns the media about what you are doing – a new release, tour, collaboration, etc. in the hope that it will get coverage.

Travel Market: A Travel market The geographical and demographic areas that you plan to perform. It can be broad, such as “Europe” or specific, such as “cities with a population of less than 50,000 across the Midwestern United States.” Part of your campaign will determine how to target fans in this market.

-Matt Williams

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