INTRODUCTION
The purpose of this whitepaper to is to help identify key trends in the music industry and help modern-day bands in the process of marketing their music..for eg. through music sharing apps such as Pandora. Pandora is one of many examples which are going to be touched upon in this paper.
If Marketing rock music to a new generation wasn’t already tough enough this compiled with the searing demand of commercial music made it almost impossible to even contemplate a where to begin plan this paper hopefully helps address these questions.
To understand this a bit better let’s see the history of the rock music industry and what role marketing plays in it.
HISTORY
In the 1950s, The first record companies appear and begin the mass production of records providing everyone with accessible music for consumption. That was at the same time the real beginning of the music industry or as some call it, the music business.(Meler & Škoro, 2013)
Namely, the music industry is a business which sells compositions, in other words, their performances which are by way of recording registered in a specific format so that, in a narrow sense, the term music industry encompasses those business objects which record, produce, distribute and sell (market) recorded music. (Meler & Škoro, 2013).
Marketing in the earlier days was the type of marketing where bands like the kiss, Beatles, led zeppelin did a mix of impromptu stage shows and used the bands or the record labels name for events, sponsors and almost everything. Nowadays it’s more online where although in one hand it’s easier for the band to get their music across but on the other its harder for fans to find the right sound trying to clutter through the endless lists of tracks.
WHAT CAN BE DONE?
Marketing rock music has always been an uphill battle as music, in general, is subjective and because of that, it’s almost impossible to market rock to everyone. But if we look at this with another angle we can see that it clearer opens up and helps us define our target market ( the people who like rock music). So, in essence, it’s just a matter of finding said individuals.
One such way to connect to the right audience is through music sharing apps such as Pandora which provides an in-depth music experience for the user and helps artist’s to easily bring their music across all in all while providing the right recommendations and user experience for the fans in the palm of their hands just through click of a thumb.
Social media sites like Instagram, facebook, and youtube are also key essential ways to get music across. Many bands have marketing agency’s nowadays that post 20-second videos on Instagram with well-directed hashtags to get music across to the right people.
MUSIC INDUSTRY TRENDS
Over the past two decades, the music industry has been rapidly developing. New music industry trends have been spawning everywhere. It is only 18 years ago (I know, time flies…) since the launch of the first iPod and since then the way people listen to their music has changed immensely. Most of us now have more music at their disposal then they would ever be able to carry. Most Spotify users are now complaining that they can ‘only’ store 3333 songs on their mobile devices.
BLOCKCHAIN
The rise of technology and its mass cuts of human jobs through all industry has finally found its way to the music industry. The industry has been ripe for disruption for a while now and this really seems to be the way forward. It isn’t just the playback but the industry as a whole appears to be benefiting from it. The established positions of concert hall owners, ticketing agencies, managers and labels are all being challenged by the technology.
INDEPENDENT ARTISTS
The second clear music industry trend was a little harder to identify. Independent musicians usually don’t say that they are independent up front. Most platforms and labels give musicians the following deal; we give you listeners, you give us the money. Loads of artists are done with this, just look at all the recent lawsuits carried out against labels, as Forbes claims
Many new, but also long-time musicians are now taking matters into their own hands. It does take a lot of work for most of them but it has large benefits. Besides being a musician, a lot of them are now also becoming business owners. Getting people to work for them instead of serving the larger labels. This has sparked an uprising of new record labels like the BLCKCHN Records. These labels aren’t all about control but rather just do what they are supposed to, help musicians focus on music.
INTERACTIVITY
The last of the music industry trend was musicians seeking interactivity. Many musicians are seeking new ways to find and more importantly connect with their fans. Musicians have recently started blogging, vlogging or podcasting. Ed Sheeran (and many others) started on the streets where a fan could give feedback instantly by means of a clap, a high five or even a tip. Currently, users of platforms like Spotify and Apple music can do neither. All they can do is listen to another song and that is it. Interactivity between musicians and fans is on the rise
REFERENCES
- (2018, August 27). 3 Big Music Industry Trends in 2018 Identifiable After SXSW. Retrieved November 8, 2018, from https://volareo.live/blog/3-biggest-music-industry-trends-2018/
(PDF) (R)EVOLUTION OF MUSIC MARKETING. Available from: https://www.researchgate.net/publication/266853358_REVOLUTION_OF_MUSIC_MARKETING [accessed Nov 08 2018].
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