Traditionally, an artist promoting a new album would visit radio stations, doing interviews on the air and charming executives with stories, autographs, and photo ops.
But, as additional proof that radio continues to lose its hold on the industry, artists are more frequently turning toward the streaming services, specifically Apple Music and Spotify, when it comes to their promotional tours.
Why? The power of playlists. Get a song on a widely-followed playlist, like Today’s Top Hits (over 17 million followers) or Rap Caviar (over 8 million followers), and you have a great shot at hundreds of millions of streams. Artists want this for multiple reasons.
Your Knowledge Presented By:
1. The real money through streaming needs hundreds of millions of streams. One million is nice and looks good on your resume. But you won’t retire from it.
2. Hundreds of millions of streams, or even tens of millions, means people are listening. You can actually see the numbers go up. The data is invaluable.
3. A big hit on Spotify makes an artist feel good. Who doesn’t want to feel good?
A key takeaway from this article, upon which you should click (the quote is from John Fleckenstein, EVP of Pink’s RCA label:
“Most of the time, when records look like they ‘just happened,’ there was a considerable amount of planning and attention that went into making them come out the way they did. What I would recommend to new artists that are just starting out is to establish a great team, communicate openly about what your ambitions are and what your plan is, and then carry it out,” says Fleckenstein. “Don’t take anything for granted, and really focus on setting things up.”
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Professor David Philp is Assistant Professor Music & Entertainment Industries and Popular Music Studies at William Paterson University. He is the co-host of the only FREE advice college radio-based music & entertainment industry talk show in America, Music Biz 101 & More, which airs live most Wednesday nights and is available as a podcast HERE every night (days too). Your favorite professor is also co-author (with Dr. Steve Marcone) of Managing Your Band – 6th Edition. Reach him at PhilpD@wpunj.edu or find him on LinkedIn HERE.