Digital music experts Music Ally keep tabs on inventive and successful music marketing campaigns throughout the year. I’ll be at Midem presenting some of them, as well as chairing a panel discussion on how labels and artists can build successful marketing campaigns in the digital era.
Among the campaigns covered in the white paper:
- Swedish pop star Mans Zelmerlow’s stream-to-unlock video promotion, which showed how Spotify and YouTube can be used in symbiosis to drive additional revenue – as well as creating real momentum for a video premiere
- UK-based indie band Moones’ live-stream competition on YouTube, an original idea that garnered widespread press coverage with a budget of just £4,000 – the normal cost of their music videos – and attracted people far outside their core fanbase.
- Universal Music Denmark’s campaign for a Troye Sivan gig in Stockholm, which involved – rather than turning to traditional media – working with two of the most popular YouTubers in Denmark as they got access to the star through exclusive interviews with him.
The white paper crosses musical genres, social platforms and marketing tools, and a wide range of budgets – highlighting how the campaigns were created, the results they achieved, and the most important lessons learned in the process.