Email marketing is direct, personal, and (relative to something like social advertising) affordable. 

Plus, an email address is like someone’s online ID, so while fans might hop from social platform to platform, they’re likely to still have the same email addy for years and years. Which is why email is still the most effective online communication channel you have to share your music, drive sales, and deepen the connection with your audience.

If this is statistically true (and it is, year after year), then why do so many musicians fumble when it comes to email? Why do we treat the very thing that’s most likely to yield revenue as if it’s a chore? Or disregard our email lists entirely?

I think as artists, we’re eager for the world to hear our music. We’re easily tempted by the shiny new trend. For a while it was Spotify playlists. Today it’s TikTok. Tomorrow it’ll be something else. All the while there are your most loyal fans, waiting to receive your emails so they can hear the new song, buy the new vinyl, or grab tickets to a show.

Avoid these common email mistakes:

Data shows that email is the most reliable way to turn fan activity into revenue. And thankfully, making more money from your email list doesn’t require a massive overhaul.

Sometimes a few changes can make a big difference. So it’s time to take email more seriously. Here are 15 common mistakes musicians make when it comes to email marketing — and how to fix them!

1. Not having a list

Do you think it’s enough to limit your fan conversations to a couple social platforms? It ain’t.

What if those platforms go away, or make it harder (more expensive) to reach your audience? To say nothing of the stats that prove email itself is a better method for stirring specific action anyway.

If you don’t have an email list, start building one.

2. Not using your list often enough

I think artists worry that we’re pestering our fans if we email them too often. But what does that even mean? Monthly? Weekly? Daily?

Most artists have the problem of not emailing enough. Not the other way around. I get a trillion emails a day from Universal Audio, and while I might not open them all, I’m never annoyed.

Your fans want to hear from you. If they don’t, they shouldn’t be on your list anyway.

Don’t let your audience go cold on you. And don’t go cold on your audience. Send more emails!

3. Not automating email streams

An email stream is a sequence of messages that usually have a specific theme or purpose, spaced out however you set it — daily, weekly, etc.

Your welcome messaging is arguably the most important one of these email streams, because over the course of 1-5 emails you can introduce subscribers to the most important aspects of your artistry, sets expectations, and — hopefully — gets people to respond. (More on replies later).

But you don’t want to have to send these emails manually. Chances are your email system will allow you to do some automation so you don’t have to actively manage it. But don’t set-it-and-forget-it either. Get in the habit of revising and improving your automated emails every few months.

4. Not incentivizing email signups

Why should someone be on your list?

It’s one of the most important questions. Not only because your emails will need to deliver on that promise, but you’ll have to find a good way to MAKE that promise in the first place.

Whether online or at gigs, you’ll want an effective hook to collect their contact info, such as:

• Unreleased audio or video content
• Private livestreams or meetups
• Closer access to the real you
• Some perspective that is dependably funny, deep, useful, etc.

5. Sending cluttered email newsletters

Musicians have a tendency to let months go by without emailing. Then suddenly they have a whole season of life to share. So they send a “newsletter roundup” with twenty paragraphs, ten links, four calls-to-action, leaving the subscriber overwhelmed and unlikely to read or click anything.

I still like to receive “newsletters” from artists who do it well (I’m thinking of some singer-songwriters like Anna Tivel, Joe Pug, and Korby Lenker), so there are exceptions to the rule, but in general it’s good to keep your emails short and focused on one piece of information.

People seem to have less time, less attention, and less patience. Don’t give them options.

Instead, reverse engineer your emails to keep them punchy; first, what should the button or call-to-action say? What’s the ONE thing you want people to do after reading the email? Next, how can the text or images in the email move a reader quickly towards your priority objective? Last, how can your subject line ensure they open the email?

Follow that formula for your next few emails and I’ll bet you’ll notice an uptick in opens, clickthrough rate, and even revenue.

6. No unique voice

Don’t be a marketing bot. Be you!

Readers can tell when you’re phoning it in or defaulting to rote tactics.

There’s nothing wrong with being direct: You can ask fans to buy vinyl, stream your song, watch your video. But say it so it feels exciting, personal, and necessary, not desperate or detached.

And don’t play it overly safe in your tone and topics. You may ostracize some subscribers with authenticity, but you’ll get much more from your list (and your life) by being yourself in the long run.

7. Not removing inactive subscribers

If you don’t have tens of thousands of subscribers, you might feel reluctant to cull some emails from the list. But you should.

Here’s why: Having subscribers on your list that don’t open emails is counterproductive. They’re dead weight. All those unopened emails show Google and Outlook and whoever else that your emails aren’t worth opening, so they’re more likely to end up in the junk / spam / promo folders.

In email jargon, disengaged subscribers hurt your “deliverability.”

So first, send them some “reengagement” emails, saying hey, haven’t heard from you in a while, still interested in my music? Tell them what’s new and exciting; give them a chance to get involved again. If they don’t open any of those email, save their address in a separate list or spreadsheet, and then remove them from your current subscribers.

As your list size goes down, you’re actually increasing the percentage of people who ARE engaged, and that’s gonna help your deliverability.

8. Not segmenting your email list

Want to make each subscriber feel like you’re speaking to them individually? Then you should segment your list, which just means you’re creating sub-groupings based on interest, geography, previous purchases, etc.

Then you can target the right message to the right subscribers, and just as importantly, make sure people don’t get emails they’re less interested in.

There’s no end to the ways you COULD segment your list, and there’s no perfect way to do it, so I recommend starting small. Create 2-3 different segments and see how it goes.

9. Not having enough info

If you’re collecting emails online, you don’t necessarily want to scare people off by asking for too much at once. But name, email, and hometown are great starters.

If you don’t collect a city or zip, some email services can help you take a good guess later based on the subscriber’s IP address.

It’s also good to manually enter product purchase info about subscribers, or have it done automatically via an integration with your ecommerce platform. For instance, imagine you’re staring at the last few shirts in the box, and they’re all mediums. Well, you can send “Almost Gone: t-shirts now 50% off!” to anyone who previously purchased mediums.

10. Not using custom fields like ‘first name’

Hey gang!

‘Sup Army!

Yo y’all!

I don’t want to be part of a nameless mob. I want you to talk to ME.

So use the custom field (sometimes called a merge-field) to populate first names into your emails (or even the subject line). It’s a simple but effective way to get subscribers to read the rest of the email.

11. Not creating excitement and mystery with the subject line

“New song coming Friday” is not gonna cut it.

What’s amazing about the song? Why do I need it?

Can you tease a story in ten words?

Hook me with a subject line so I MUST open the damn email.

12. Not encouraging replies

I mentioned deliverability earlier. One of the best things you can do to aid deliverability is get your subscribers to respond to your emails. That shows that they’re not only opening the emails, but interested enough to write you back.

It’s particularly important to get people to reply to your initial welcome email for that very reason. Plus you’ll kick things off in a personal way. So think of some questions you can ask at the end of your first email: music recommendations, life stories, perspectives, favorite food in town,…

13. Not looking at email stats to improve for next time

Lots of creative types aren’t necessarily analytical, so data can be intimidating. But looking at your email stats once in a while can really help your music go further. Something as simple as comparing open-rates with clickthrough-rates has helped me drive up merch sales.

Here’s an example that combines easy analysis and basic segmentation:

I sent an email that got good clicks to my store to buy my latest album. But the email didn’t have a good open rate. What this suggested was that not many people were interested to open the email (bad subject line maybe?). But for those that DID open, the text and call-to-action were effective at driving sales.

So I duplicated the email, changed the subject line, and sent it again to the segment of my list that didn’t open the first one. It worked. The duplicate drove more merch sales than the original. And if I hadn’t noticed the bad open rate versus the good clickthrough rate, I might’ve given up after that first “failed” attempt.

I think the other lesson in there is, don’t be afraid to resend emails people didn’t open the first time. Again, they might’ve ignored that first email for a thousand reasons, and none of them are “I hate you and your music.” They’re on your list for a reason.

14. Not updating your template or tactics

Email trends change over time. You can’t set it and forget it forever, especially with automated streams.

Once it was cool to have a fancy design for your email with background colors and headers. Then it seemed like people favored simple letter-style messages. You want to stay up on the best-practices, and edit your emails accordingly.  

15. Getting discouraged by your own unrealistic expectations

I probably should’ve started with this one because it’s so common.

The truth is: Artists don’t know what to expect from good marketing. 

Your entire audience will not notice and act on every email.

Only 25% of your list opened your last email? That is SUCCESS, not failure.

You had a 5% clickthrough rate that led to 3 vinyl sales? Depending on your list size, that may be an amazing result.

The same numbers that may’ve made you want to give up could be the very proof that what you’re doing is working well, or at least worth improving.

For Chapter Marker in the video above, topics include:

• 12:05 Table of Contents
• 12:50 Why email is NOT going away
• 14:45 Busting the myth that “people don’t use email anymore”
• 15:36 Email is perceived as direct communication to the recipient
• 16:14 If email wasn’t so important, your email fees wouldn’t be going up!
• 18:17 Recent stats on email marketing effectiveness and ROI
• 20:44 Don’t be beholden to social platforms
• 21:29 Optimizing email efforts will yield measurable results
• 22:49 Bad attitudes about email list size and open rates
• 24:40 Your first mistake: Not having an email list at all!
• 25:22 The consequence of not emailing your list often enough
• 26:13 Email reengagement efforts
• 27:14 Automation: Welcome email and streams
• 28:45 The goal of automation is to deepen relationships
• 29:22 Automation should be personal and “timeless”
• 30:33 How to incentivize email signups
• 31:27 Avoiding the awkward email ask (keep it fun!)
• 34:03 Don’t assume your preferences apply to all subscribers
• 34:44 Do email strategies translate to SMS?
• 36:06 Sending overly cluttered emails
• 37:33 I hate the word “newsletter”
• 39:16 Derek Sivers’ genius emails
• 40:52 Don’t use email like you’re writing to a crowd
• 41:48 Reverse engineer your email starting with the CTA
• 43:19 Yes, it IS possible to do long emails well
• 44:14 Don’t be a marketing bot, be you!
• 45:27 Developing an authentic voice
• 46:24 Remove the fear of being graded
• 47:06 Why you should remove disengaged subscribers
• 48:47 The basics of email audience segmentation
• 51:07 Segmentation helps personalize your message
• 53:09 Do you have their first names and hometowns?
• 55:46 Bad subject lines: Not creating excitement or mystery
• 57:37 Why you should solicit email replies
• 59:36 Are you checking your open and clickthrough rates?
• 01:01:26 Don’t look at stats in isolation
• 01:02:58 Your templates and designs should be current
• 01:04:09 Getting discouraged by unrealistic expectations
• 01:05:17 Let us know: What’s helped build your email list?
• 01:06:41 Send to un-opens!

The post 15 Email Marketing Mistakes Musicians Make appeared first on DIY Musician.

One of the most valuable resources at CD Baby is our musician community.

There are so many talented artists doing innovative work without the benefit of a big label’s budget and connections.

These are independent artists who create great music, and then experiment with promo strategies and communication tools until they find an effective means to get that music in front of a loyal fanbase.

No two successful DIY artists are doing that in exactly the same way; they all have different expertise.

So we asked them: “For your particular area of strength in music, what are your top five tips?”

Let’s learn from these successful DIY musicians

You can watch them each deliver quick, actionable advice in the “Top 5 Artist Tips” playlist above.

Or visit one of the specific video links here:

• Livestreaming Tips with Emma McGann
• TikTok Tips with Sam Walwyn
• Vocal Mixing Tips with Mouse
• Songwriting Tips with Enda Gallery
• Singing Tips with kitti
• Musician Mental Health Tips with Natalie Holmes
• Piano Composition Tips with Matthew Paull
• Bedroom Production Tips with Local Boy
• Songwriting Tips with Malika

We’ll be publishing two new videos in this series every week, so check back regularly for more! 

The post “Top 5 Artists Tips” — A New Video Series Created by CD Baby Musicians appeared first on DIY Musician.

What are the new tools being introduced within Spotify for Artists?

This week Spotify announced a bunch of new features for musicians who want to reach new listeners and deepen the connection with their existing audience.

You probably already know you can sell merch and list concert dates on your Spotify profile, or pitch your upcoming release to Spotify’s editorial team, but these newest features take things to a whole new level.

And to answer the question upfront for CD Baby clients, we’re working directly with Spotify to enable these features for you (as long as your tracks meets the given eligibility requirements for each particular feature).

As is often the case with big rollouts, Spotify is introducing these tools to artists in phases. So if you don’t see them currently available, please be patient and check back periodically in your Spotify for Artists dashboard.

Spotify’s newest features include:

1. Clips

Clips are Spotify’s vertical video feature meant to put the spotlight on the music and its creators.

Spotify says:

Video and music go hand-in-hand, but on social media, music often gets cut short and pushed to the background. That’s why we built Clips: to give artists a platform that inspires fandom and long-term success – not quick hits tied to the latest meme. Clips are short, under-30-second vertical videos that allow you to express your artistry and invite fans into your creative process – all while keeping your music front-and-center.

2. Countdown Pages

Countdown Pages build anticipation and highlight Spotify’s native pre-save!

Here’s the official explanation:

There’s always been a disconnect between where music is teased and where it’s streamed – until now. With Countdown Pages, your fans can pre-save your upcoming release, preview the track list, pre-order new merch, watch video Clips you share with them, and watch the timer count down to the release moment – all in one place.

Taylor Swift, Karol G, Florence and the Machine, Quevedo, Paramore, and others have already tested Countdown Pages and the results have been stunning: On average, more than 80% of pre-savers have streamed the new release within the first week.

3. Discovery Mode

Discovery Mode allows Spotify to prioritize your music for discovery.

Spotify explains:

With Discovery Mode, artists and labels identify songs that are a priority for them, and our system will add that signal to the algorithms that determine personalized listening sessions. This signal increases the likelihood of the selected songs being recommended, but does not guarantee it.

But it only works if fans love it too. We take note when a listener isn’t engaging with a song — including those in Discovery Mode — and factor this in when determining what to recommend next. It’s all about harmony.

4. Marquee and Showcase

Marquee has been around for a bit, but with the addition of Showcase, you now have options to amplify both your newest tracks AND your back catalog!

For more info on these tools to help you build a fanbase, go here.

Many more exciting changes at Spotify

The new features described above are just some of the changes rolling out at Spotify. There are a bunch of exciting developments on the listener/user side of the experience as well, including an AI DJ for customizable and interactive playlist building, Canvases getting a more prominent display placement, and more.

For all the details, check out this overview. 

The post Spotify’s Powerful New Tools to Grow Your Fanbase appeared first on DIY Musician.

Take your music to the next level this May 18th – 20th in Nashville.

For 2023, we’ve reimagined the DIY Musician Conference as an intimate VIP Experience in conjunction with the MusicBiz Conference in Nashville. This will give you unprecedented access to industry heavyweights and tastemakers at an affordable price!

You can expect the same sense of indie community and innovative spirit as our DIY Musician Conference, but in a more intimate setting. That means there’ll be a greater focus on small-group mentorship and direct access to industry professionals.

At the DIY Musician VIP Experience you get:

• Access to Thursday sessions at MusicBiz ($1800 value)
• All-day Friday: DIY Musician educational sessions, panels, mentoring, and networking!
• Small-group fireside chat sessions with industry pros
• A chance to showcase in front of industry movers-and-shakers
• Plenty of opportunities to connect with other artists, speakers, and the CD Baby team
• Bonus day 3! For just $30, you get access to Tom Jackson’s exclusive “solo artist” live makeover on Saturday (with a chance to workshop your stagecraft).

But attendance is limited to 300 artists, so get your backstage pass today!

GET TICKETS

For a summary of the highlights, check out Kevin’s video above.

If you want a more in-depth discussion of what to expect, watch our livestream announcement below:

The post Announcing the DIY Musician VIP Experience in Nashville! appeared first on DIY Musician.

Are you holding your music back?

I talk to a lot of artists at gigs, at conferences, and online.

Many are hard-working, clear-eyed, and creative.

But whenever I hear an artist rationalize why they haven’t achieved a certain level of success, it often seems like they’re getting in their own way due to some outdated beliefs or faulty priorities.

And this has nothing to do with the quality of their music. Sometimes people with amazing songs aren’t reaching the audiences they could because they’re holding too tightly to ideas that no longer serve them.

Does this only apply to artists older than [Insert age: 25, 45, 75…]?

Shockingly, no. Though you’d assume younger artists are more equipped to embrace new tools, trends, and mindsets, they’re often just as likely to suffer from stale modes of thinking. Not sure how that happens, but this year, here are five things we should all let go of!

1. Waiting to get signed to a label

Here’s how labels actually work now: No traditional A&R discovery and no artist development. 

They’re not going to find you at a bar playing to 20 people, love your song, and sign you.

And if they DO find you and love that one song, it’ll be because you already got millions of views on TikTok. And lucky you, they’ll give you a one-song deal. Wow, one whole song!

If you get signed and your first album isn’t a hit, they’re not going to keep you around for another 5 albums like you’re early-1970’s Bruce Springsteen.

Stop waiting for a label to enter the scene as a long-term partner in your success. Labels now wait for YOU to prove you have massive market viability, then they’ll sign you to a deal you probably don’t need (because, ummm… you proved you have massive market viability on your own), and you’ll work harder than ever before to pay them back for the privilege.

Don’t wait for a label to validate your artistry. Make a direct connection with fans today.

2. The idea that yesterday’s music industry would’ve worked better for you

Oh, you thought there was a “Golden Age?”

That everything was better in the 1960s? Or the 1990s? Or whatever?

The truth for 99% of artists is that it was much more expensive to record music “back in the day,” and it was much harder to get those tracks to listeners. And unless you were one of the extremely lucky few who get signed, you would have almost no meaningful (sustained) access to industry outlets like radio, press, and music stores.

Sure, the affordability and ease of recording, distribution, and listening today means you have a different kind of problem: Competing against the glut of music for limited attention. But at least the starting point today assumes you’re involved in the expressive process of releasing music — along with the benefits of “free” reach through social and algorithmic discovery.

Don’t get lost in what might’ve been. Make the most of how easy it is to create music right now.

3. Hiring predatory PR, playlist, and radio promotion help

Of course there are reputable publicists and promoters. And they’ll tell you that PR and promotion are not golden tickets. Those pros will work hard for results on your behalf, but they won’t guarantee success.

Then there’s the promoter, publicist, manager, agent, agency, or consultant who WILL guarantee something. And if they guarantee results, they’re usually scamming you to some degree.

These predatory “experts” dupe artists who’ve got big dreams, artists who think “if I just get some vanity metrics…”

But the truth about even successful press and promo is that it usually doesn’t build a sustainable stepping stone. You get some nice reviews, you get some radio plays, you get on some playlists — and then, what? Did that create “traction?” Did it sell concert tickets, move albums, drive streams long-term? Sadly, the answer is usually no.

Now imagine you’re working with a predatory agency or promoter; it’s probably costing you a fortune for zero results. Or outright counterproductive results, driving fake and passive plays that harm your music’s present and future algorithmic performance.

If you find yourself working with someone who won’t set realistic expectations upfront, you should expect the worst.

And the experts that truly CAN help you move to the next level of your career, just remember you usually need to go out and find them, not the other way around.

4. Your hatred of social media

Somehow in 2023 there are still musicians who won’t embrace social. This includes some younger artists.

And I don’t mean you need to embrace EVERYTHING about social. But you have to understand it’s a crucial tool for reaching audiences.

It’s the new radio, press, discovery, touring, branding, fan club, and A&R — all wrapped into one.

To put it simply: If you won’t go where the people are, don’t be pissed that no one notices you. 

Perhaps you hate social because you used it wrong in the past and got burned? That’s okay. The same sting might be just the lesson you need to start making social work for you, instead of the other way around. 

5. Literally holding your music back until “official release date”

When I first started working at CD Baby, I sometimes spoke to artists who wouldn’t listen to their own music at home unless they had headphones on, terrified the neighbors would hear the brilliant song and steal it.

Now, obviously that’s an extreme example, but we can probably all relate to some form of that paranoia. It’s why we share an unlisted Soundcloud link before the official release and tell the person “Please don’t share this.”

Perhaps our reservations aren’t about theft, but more to do with conserving energy and mystery in order to release the music “right.”

Either way, I think our caution is unwarranted.

Firstly, while our songs can become a priceless point of connection, music itself isn’t rare. In fact, A.I. is starting to compose massive catalogs of songs for all kinds of purposes. To say nothing of the millions of recording artists putting music out every month.

So I don’t think there’s the same dangers of willful infringement in an era where music creation is both easy and accelerating. But also, the moment your song is recorded, you control the copyright. Of course there are additional benefits to registering that copyright, but don’t hold your music back because “someone might steal it.”

Lastly though, we have to completely rethink a “release.”

As Cassie Petrey of Crowd Surf recommends:

“Your REAL release date is the minute you share a clip on TikTok. The release of the full recording should be thought of as more of a remix in the imagination of your audience.”

So put your music out, as a clip, a teaser, a demo, a prompt, a challenge, a hook, a feeling…

That’s your official release, using engagement, anticipation, and storytelling to get people interested in the full track that follows.

Bonus gripe: Complaining about auto-tune, boring pop music, etc.

For some reason our brains default to thinking the music of our youth is the best stuff and everything else is junk.

But beware our brain’s default mode! There’s no quicker way to go stodgy than to make blanket critiques about modern music.

Too much this. Not enough that. It’s all…

No, it’s not “it’s all…”

There is incredible, mind-blowing music being made today. Find some and stay inspired. Your own music will thank you.

Did I forget something? Have you had to move past a habit or mindset that held you back? Let me know in the comments.

The post 5 Things Musicians Should Leave Behind in 2023 appeared first on DIY Musician.

How to Grow Your TikTok Following.

Independent songwriter Sam Walwyn has more than100k followers on TikTok. Want to know how he did it?

Here are Sam’s top 5 tips for entertaining viewers on TikTok, turning them into fans, and keeping them coming back for more!

Sam Walwyn’s TikTok tips for musicians:

1. Consistency!

Sam says:

Post regularly. That can be two to three times a week, every day, four to five times a day. Do whatever works for you and your schedule, and stick to it whatever you do.

2. Entertain.

He says:

Make it engaging. People go on these apps to be entertained. You should have a hook within the first three seconds of your video. If it’s an educational video, outline your objectives concisely at the start. If it’s musical content, start in straight away. don’t mess around setting up. 

And keep it dynamic. Sam explains:

Edit your videos so there is something new and engaging happening periodically throughout your video, such as:

• an angle change
• outfit change
• captions
• or something stupid happening in the background.

With everyone having such short attention spans now you’ve got to think of interesting ways to keep that viewer engaged. You can’t just rely on the subject of the video to keep them watching.

3. Don’t create… Document!

Sam recommends:

If you’re struggling to come up with content ideas, stop wasting your time thinking of new things to make. Just simply document what you’re already doing.

Examples of this could be:

• a day in the life of a writing session
• what you would wear to a gig, meeting or rehearsals
• or a pre-gig ritual.

Remember, your fan base wants to learn more about you. So be more inclusive and bring them in on your day.

4. Don’t be scared to suck.

He says:

You can’t be expected to nail it on the first try. So experiment with different forms of content, and remember this should be fun. Remove the pressure and just mess around. 

5. It’s not just about the music.

Sam breaks it down:

Remind yourself that you are building a brand around you and not just your music. People who have done well from social media have shown their personality and weaved it through their music. Labels, management, and A&R are looking for all of these things because there are so many good songs, singers, and songwriters that you need to work out what makes you stand out from the crowd. And you publish that alongside your music.

To do this well I follow a content pillar system of personality, growth, and music content:

• Personality content gives your audience an insight into who you are; this could be a playlist filled with all of your favorite songs, what you do on a day off, or just a video of you and your mates messing around.
• Growth content are videos that have a higher chance of performing well, like stitching an already viral video and doing something of your own on top, doing a trend, or performing a unique skill that you have.
• And finally music content — this is where you invite people directly to what’s going on in your career. This could be new merch, a gig, or a release.

---

Want to see how Sam uses these tips in his own content?

Check out his TikTok here. 

The post Top 5 Tips for Growing Your Audience on TikTok appeared first on DIY Musician.

Making fans care BEFORE your music arrives.

Too much music is being released today for the launch itself to be special just because your music is available.

Or as songwriter Robyn Ottolini said in a panel discussion I recently moderated:

“It’s not their job to care. It’s your job to make them care.”

If you can get them to care BEFORE the music is out, you’ll have laid the foundation for a successful launch. 

So what we’ll be talking about today is the difference between building an anticipatory experience versus conveying information. How to effectively do the former, and why you can’t rely on the latter. 

3 kinds of anticipation:

• Suspense or mystery (I NEED TO KNOW!!!!)
• Participation and identity (I CAN SEE MYSELF IN THIS!!!)
• Affinity, transformation, and triumph (I’M ROOTING FOR YOU!!!)

People have to feel like they’re witnessing or going on a journey. Not simply receiving information. So…

Anticipation is NOT:

• Sharing a release date
• Saying “this is coming soon”
• Pre-save now!
• Boosting an ad

These things aren’t bad necessarily; information is important. But it’s equally important for you to understand that awareness is different from excitement.

In the old days, labels relied on radio singles, advertising, PR, and touring to build anticipation and spread information at the same time. In the 21st Century, those modes have given way to platform features, playlists, and algorithmic recommendation.

In the new era, your tools for creating anticipation include real-time social, song snippets, participation, collaboration, surprise, and delight.

Sound vague? Or like a tall order? Let’s dig into some examples.

10 approaches to promoting music pre-release:

1. Don’t think of your release date as the starting line

As Cassie Petrey of music marketing firm Crowd Surf recommended in the same panel discussion I mentioned earlier, “Your REAL release date is the minute you share a clip on TikTok. The release of the full recording should be thought of as more of a remix in the imagination of your audience.”

So adjust your notion of what it means to arrive.

Think of the Apollo 11 mission. Yes, the “official release date” might’ve been them planting a flag on the moon, but everyone watching back on earth cared so much at that moment because they’d been thrilled by the danger and uncertainty up until that point.

2. Know your story from multiple angles

The band Walk Off the Earth is an amazing case-study in building anticipation for a new song.

For their latest single “My Stupid Heart,” they created more than a dozen videos, all with very distinct concepts.

Clearly they made some long lists, set aside massive amounts of time to execute on all these crazy ideas, had great social content to show for it, AND had the additional benefit of testing more than a dozen concepts against one another until one or more of them became true viral hits.

Some of these videos include:

• The Giant Guitar: with a full band playing it at once. They do a call-out explaining exactly what the song is about and who it’s for. It got 6.6 million views.

@walkofftheearth

If you have a stupid heart, then drop a in the comments! #walkofftheearth #stupidheart #lovesong #givingseason #yearontiktok #givingszn #fyp #foryou #music #heart #love

♬ My Stupid Heart Walk off the Earth – Walk off the Earth

• Up close and acoustic: No call out, just an intimate performance of the chorus. 6.3 million views.

@walkofftheearth

We’re pumped ya’ll are felling the new tune idea! Time to write some verses! Stay tuned and smash the to support! #walkofftheearth #fyp #stupidheart #mystupidheart #newmusic #band

♬ My Stupid Heart Walk off the Earth – Walk off the Earth

• Fruit drum machine: Bizarre, absurd, pointless… which was exactly the point. People loved it. 10.4 million views.

@walkofftheearth

We gettin’ fruity wit it! ‘My Stupid Heart’ coming soon! #walkofftheearth #mystupidheart #newsong #lovesong #fyp #GivingSzn #newmusic #playtronica #producer #producertok #weirdinstruments

♬ My Stupid Heart – Walk Off The Earth

• Their kids playing the song: Cuteness overload. Went crazy viral with 57.5 million views.

@walkofftheearth

Our boys have been obbsessed with our new song ‘My Stupid Heart’ and wanted to perform it for our TiKTok peeps! What should their band name be?! #walkofftheearth #mystupidheart #romeoeats #wote #wotekids #fyp #foryou #foryoupage #newmusic #musictok #producertok #newsong

♬ My Stupid Heart – Walk Off The Earth

• Mom and son “official sound” comment video: A casual response to the viral hit. 13.4 million views.

@walkofftheearth

Replying to @Bella so many requests to make this an official sound. Here it is! ps. Full kid version coming soon! #mystupidheart #walkofftheearth #romeoeats

♬ My Stupid Heart Walk off the Earth GRL – Walk off the Earth

• Acoustic duo punch: Slower version with an unexpected (and controversial) punch. 4.8 million views.

@walkofftheearth

Ummm that ending tho!! A beautiful rendition of our new single ‘My Stupid Heart’ by Sarah and @karaleapior. Song drops Jan 27! PR3 S@VE, L!NK !N B!0. love you! #mystupidheart #walkofftheearth #fyp #foryou #foryoupage #funny #musictok #singersongwriter #wote #newsong #fail #whoops

♬ My Stupid Heart – Walk Off The Earth

• Mom and son open verse call out: A direct invitation to participation, and we still haven’t heard anything but the chorus! 13.4 million views on the original video alone, many more duet versions will have been shared.

@walkofftheearth

Replying to @Guelu we can’t wait to hear what y’all come up with! #mystupidheart #openversechallenge #walkofftheearth #musictok #newsong #musicontiktok

♬ My Stupid Heart – Walk Off The Earth

• Slap bass of chorus. Two guys playing the bass. No singing. 500K views.

@walkofftheearth

Introducing the slappy bass riff from ‘My Stupid Heart’. Full song this friday! Who’s pumped for this tune? #bass#walkofftheearth#mystupidheart#acoustic#acousticcovers#fyp#foryoupage#foryou#bassguitar

♬ My Stupid Heart – Walk Off The Earth

• The boys excitedly announce the song is out now!!! More cuteness. 11.7 million views.

@walkofftheearth

The day has come!!! Thank you to our tiktok community for blowing up this song! Go have a listen now. Ps. Kids version coming soon. #walkofftheearth #mystupidheart #musictok #newmusic #newmusicfriday #romeoeats #fyp #viral #foryou #acousticcovers #foryoupag

♬ My Stupid Heart – Walk Off The Earth

• The squeaky door: Funny in-studio moment where some squeaky door hinges seem to be singing the melody to the chorus.

@walkofftheearth

Even our door is singing My Stupid Heart! Stream the full tune now!! L!NK in B!0. #walkofftheearth #mystupidheart #fyp #foryou #foryoupage #music #musictok #trending #weirdmusic

♬ My Stupid Heart – Walk Off The Earth

3. Inspire participation! 

Can you get your audience to shape the music or artwork in some way?

Can you drive your community so they feel invested in the outcome?

You want them to feel like “We’re doing this together!” 

Some examples include:

• Walk Off the Earth’s open-verse challenge (duets, stitches, etc.)
• asking for people to contribute lyric or topic suggestions in the comments
• using Questions or Polls tools on social
• or even something more intensive, such as the way Emma McGann invited her audience to help her design the 3D-modeling for one of the monsters in her Monsterverse videos and RPG (as discussed in a previous episode of our podcast).

4. Tease like a film trailer

This one is a lot harder for you to do than it is for me to recommend, since… I can’t think of a great example off the top of my head. Haha.

But you know the feeling: A preview comes on in the theatre, or an ad plays before a YouTube video, and you say to yourself, damn, I can’t wait for that movie!

Can you create that same feeling for your music? Good luck!

5. Explore unfinished things

Not everything has to be complete.

Our mind both hates and loves mystery, so we keep obsessing on the thing that’s left undone.

Maybe you shoot a TikTok where you hype up the new music in an interesting way and then fall down a manhole before you can say the release date. (Not legal advice).

Do something incomplete. Like a TV cliffhanger. Like the way creators intentionally clip off the ends of their TikToks. Like a…

[sound of splash, thud, crack]

6. Investment in the story

Fan loyalty is partially about the music, but also about identifying with the artist on a more personal level. 

This is true for even the most aloof bands of yesteryear. We loved Pink Floyd because their remoteness felt cool, and we saw some part of ourselves in the heady enigma of it all.

On the flipside of aloof, we’re now in an age of “transparency” and “authenticity” (in quotes on purpose). Can you reveal a deeper part of yourself so fans buy into your story of rejection, triumph, or transformation? Can they celebrate how you’re overcoming a struggle?

Whether that’s a change of genre, or “this is the new me no matter what the world says!”

7. Hook them with the hook!

Again, this worked super well for Walk Off the Earth.

Share that hook over and over until it’s an earworm.

Want the rest? Well here’s the full song on Spotify!

8. Sometimes DIFFICULTY boosts value

When it comes to listening, almost everything is abundant, easy, and quick.

So make it difficult. When there’s already a sense of investment, fans love rarity and the adventure of the hunt.

Can you make your music launch resemble geocaching? Can you gamify things with a leaderboard where only the winners can hear the songs? How about making the medium less convenient, the way CD Baby’s Cristina Cano talks about her cassette-only label as offering “analog NFTs.”

There is a way in which difficulty and scarcity enhances interest. When you work harder for something, you often value it more.

9. Don’t make it all about ONE thing

Don’t rely on a single content piece to do the work.

Build a journey the way songwriter Alice Howe did for her cover of the song “Big Old Goofy World.”

Essentially we’re talking about a marketing funnel, but one that feels subtle and fun, so you can lead fans towards an objective without them realizing they’re on a structured path.

10. Contests!

Contests are hard to do right, but they can work well.

If you have a great prize, one that’s worth winning, and one that’s tied in with your music in a meaningful way, you can get a ton of participation and buy-in before the music is out.

I’m talking about a lot more than just “2 points for a retweet, 10 points for a follow, 30 points for an email” type stuff. That sounds like a lot of work for the fan with a slim chance of winning.

Make participating in the contest its own reward, the way Smalltown Poets created a coloring book content, or how Ellie Dixon created a whole video game where the top scorers would get a limited-edition merch bundle.

Have you created anticipation for your music before it was released?

I’d love to hear about it. What did you try? What worked, or didn’t? Let me know in the comments below.

The post 10 Ways to Build Anticipation for Your New Music appeared first on DIY Musician.

How to improve your music livestreams.

Celebrated independent songwriter and pro live-streamer Emma McGann shares her top five tips for delivering an engaging livestream.

Here’s how to grow your audience and keep them coming back for more, every time you go live!

1. Encourage audience interaction

The most important thing about livestreaming is audience interaction. Emma says:

It’s so important to interact with the people that are actually sat at home watching you in real time. They’ve taken time out of their day to come in and see you in your element. So make sure you answer any questions that come your way, drum up conversation, maybe talk about a specific topic to really engage everybody who’s tuned in.

2. Prep your stream

It pays to be prepared. Emma says:

No doubt you’re already jumping into your vocal warm-ups and rehearsing before you jump into your stream. Try to iron out any Tech Gremlins or difficulties before you go live. I’d recommend hosting a dummy stream, maybe on YouTube on a different account that is not connected to your music account just so you can get a feel for what the audio and the video is going to look and sound like on the other end.

3. Start now, upgrade later

Beginning is the hardest part. Improvements can happen as you build your skills and audience. Emma says:

Don’t worry about having the best equipment to go live. Go live with the equipment that you already have, even if it’s just on your phone. You can jump on and connect with your audience no matter what equipment you have, and you can always upgrade a little bit later down the line.

4. Set a schedule

A regular schedule builds anticipation and participation. Emma explains:

Letting your audience know when and where they can find you is key. Depending on how regularly you go live, make sure that you do a social push well in advance so people know exactly where to find you and they don’t miss your show. Whatever your schedule for live streaming is, host it on your website or on your Discord or somewhere accessible to your fans and keep things consistent. If you’ve set a date for your stream, make sure you show up on time.

5. Be yourself

Authenticity is key. Emma says:

Showcase the content on your stream that you love to share. Lean into the fact that mistakes are going to happen. Live is real-time and there’s no room for editing. That might sound scary if you’ve never gone live before. The sooner you accept that mistakes can happen and lean into that real-time moment, then the more enjoyment you’re gonna have. And your audience are going to enjoy the show more to.

Those are Emma’s top five tips for producing a captivating livestream.

For more advice, check out Emma McGann’s YouTube channel. 

And check out Emma’s music at…

OFFICIAL SITE: ► http://www.emmamcgann.com

TIKTOK: ► https://www.tiktok.com/@emmamcgann

TWITCH: ► http://www.twitch.tv/emmamcgann

INSTAGRAM: ► http://www.instagram.com/emmamcgann

The post Top 5 Tips for a Compelling Music Livestream appeared first on DIY Musician.

Need a digital assistant to help you run your music career?

You already have one waiting in the cloud: OpenAI’s ChatGPT.

Yes, ChatGPT is just one of the many A.I. tools currently available. But since it’s grabbing all the headlines, I figure you might already be testing it.

So here are five prompts you can give ChatGPT to help out with the many logistical and creative tasks you face as a musician:

1. Write a business plan or grant proposal

If you’re an artist who can access government funding for your next album or tour (I’m looking at you, Canadians!), or you need to create detailed roadmaps for some aspect of your music career, try ChatGPT.

You’ll still have to edit and personalize the plan or application. But since beginning is sometimes the hardest part, ChatGPT can get you off to a great start.

2. Write an artist bio, headline, ad copy, or press release

Need a pithy paragraph or catchphrase?

A.I. might not knock it out of the park on the first try. But since ChatGPT is a “conversational” tool, you can keep adding new prompts and challenges along the way.  Same as the business plan or grant proposal idea, you probably won’t get 100% finished results. But as the context is refined, you’ll get workable text you can edit until it feels right.

3. Go beyond “search” when booking a tour

You’re probably used to booking a tour using Google:

“100-capacity clubs in Chicago”

“Driving distance between Los Angeles and San Francisco”

“Email for the talent buyer at…”

With ChatGPT, you can “search” for an entire tour itinerary that is customized to your needs and perspective, along with appropriate venue recommendations, contacts, and more.

All in one sitting.

4. Content creation and audience engagement

Should you have A.I. “make” your music or social posts for you? No, probably not.

Should you ask ChatGPT to come up with something like “10 ideas for TikTok videos about music production in a bedroom studio using only one microphone?”

Sure, why the hell not? One or two of them might inspire something!

Another thing I’ve done is ask, “Please write 50 one-sentence responses to a person on social media who says I love your song.”

There’s that strange dread when you’re blessed with lots of positive comments on a new video or track. And suddenly the approval you’ve craved feels like a burden. Well, ChatGPT to the rescue! Of the 50 ideas it offered, 15-20 were actually useful or could be instantly altered. Cut-and-paste can be a huge time saver.

Does this dehumanize your connection with fans? I mean, maybe. But be honest: You were already writing the same message or emoji over and over, right? At least now there’s a bit of variety.

5. Collaborate on a song

Okay, here’s where I expect some big objections.

I’M NOT HAVING SKYNET WRITE MY SONGS!

But hear me out for a sec. I’m not saying you have ChatGPT write finished lyrics (which it can, in a matter of seconds).

What I’m saying is: You probably already use Thesaurus.com and Rhymezone; you steal ideas from your favorite artists; you ask peers, mentors, and co-writers for feedback.

How would that differ from saying, “ChatGPT, I’m stuck on a lyric. I need an eight syllable sentence that rhymes with SKYNET, about a human songwriter who can’t think of their own words.”

The same way you’d use a sample pack or choose a preset synth arpeggio, you can borrow inspiration from A.I. You could even use ChatGPT to help push you out of your creative comfort zone.

Don’t like the first lyric it spits out? Keep asking it for more options. Eventually one might feel right. And now you’ve curated your way towards a complete song that is still informed by your own sensibilities and needs.

Alright, those are a few ideas for ChatGPT. We didn’t even tackle other A.I. tools for design and music production. But since we’re at the start of this artificial intelligence revolution, we’ll have plenty of time later to cover the subject in more detail.

Or will we?

; )

For a more in-depth look at “Artificial Intelligence,” and the potential benefits and dangers it may pose to the music industry, art, and humanity, check out our full podcast episode about A.I. and music below.

AI and Music: What Musicians Should Know!

The post 5 Ways Musicians Can Use ChatGPT appeared first on DIY Musician.

How AI can help you books tours, design cover artwork, and more.

Can “artificial intelligence” help you find gigs, write a press release, or design your album cover? Could AI even finish a lyric you’ve been stuck on for months or plug holes in your music marketing strategy?

Yes, yes, yes, yes, and yes. Imagine a world where you have a digital assistant to help with the many steps it takes to move your music forward! We may already be living in that world. 

The debate about how AI impacts creativity and ownership.

Sure, there are plenty of concerns right now about whether AI will usher in a new era of creativity or destroy humanity altogether.

And in this episode, we discuss that side the argument [Skynet, Black Mirror, Hal9000, The Matrix, Wall-E]. But we also address many of the current uses of AI, especially for musicians and creative entrepreneurs. 

Are you excited or terrified by the future of AI? Take a listen and then weigh in.

Episode topics include:

• What even is “artificial intelligence?”
• Examples of “machine learning” that impact musicians
• How AI goes far beyond “search”
• The key benefits of AI for musicians
• Using Chat GPT to create lists and plans
• AI’s ability to push you out of your comfort zone
• Sourcing and synthesizing information
• Systematized Curation as Expression
• AI as a virtual assistant
• Design and image extension
• Top concerns musicians have about AI
• And much more

Let us know your thoughts on AI and music.

Check out the episode and then leave a comment, either on YouTube or by calling our listener line at 360-524-2209.

The post AI and Music: What Musicians Should Know! appeared first on DIY Musician.

How to sell merch to your online audience.

What’s the most reliable way for independent artists to earn a living from their music?

It isn’t streaming, social monetization, or even lucrative opportunities in sync licensing. It’s merch sales!

Sounds basic, right? But many musicians leave money on the table because they don’t prioritize selling merchandise. 

In this episode of the DIY Musician Podcast, Dave Cool of Bandzoogle talks about:

• Creating merch items your fans will love
• How to make effective offers
• Using the best tools for selling online
• Owning fan data to monetize your music career
• Scalable digital merch ideas
• Merch lessons from Taylor Swift
• When and why to use print-on-demand
• And much more

Want a discount on web hosting and get FREE music distribution too?

Visit Bandzoogle today!

The post The Key to Making More Money from Your Music appeared first on DIY Musician.

Bring your listeners on a journey with a Discord Bot.

Are you tired of making the same kinds of bonus content for fans? Want to send your listeners on an adventure that goes much deeper than “behind the music?”

Maybe it’s time for a multi-player role-playing game your fans can tackle together on Discord.

Wait, what?

Emma McGann invites her fans into “The Monsterverse.”

This is exactly what celebrated songwriter and Twitch livestreamer Emma McGann did with her newest album The Monsterverse. She created an immersive experience for her most engaged fans, putting them at the center of the action. The project combines recordings, videos and 3D graphics, plus an RPG that runs via a bot on her Discord server.

The Monsterverse takes “music promo” to a whole new level. It’s fun, creative, impressive, effective, and memorable. Like all great marketing.

But how does it work? Why should musicians spend time on Discord? What even is Discord, and how is the platform related to Twitch, gaming, and fan communities? In this episode of the DIY Musician Podcast, Emma McGann tells us how and why she constructed a whole world around her music.

In the interview, Emma McGann talks about:

• 3:49 “Cutting my teeth as an artist… proved to be a struggle”
• 5:00 The early days of music live-streaming
• 6:22 Live-streaming’s unique powers for audience growth
• 7:54 Tips for live-streaming beginners
• 9:52 “How my live-streaming habits changed over the past 5 years”
• 12:24 Incorporating other interests into music livestreams
• 13:36 Twitch basics for musicians
• 16:52 How Twitch broadcasts are shaped by the viewer
• 17:38 Discord 101 for musicians
• 19:36 Discord as a destination for diehard fans
• 22:00 A glossary of basic Discord terms
• 23:58 What is the “Monsterverse?”
• 25:31 Music promotion inspired by multi-player gameplay
• 27:15 “Choose Your Own Adventure” for music fans
• 28:42 How the game’s plot runs alongside the music
• 32:04 Making music videos using 3D modeling
• 34:59 How much did you spend to make 3D video content?
• 35:56 Spinning the Monsterverse into shorter social content
• 40:30 Collaborating with fans to design the final monster
• 41:35 The “survival kit” merch bundle
• 42:35 Game testing & troubleshooting the Discord bot
• 45:27 Empowering your fans to moderate your Discord
• 46:33 Discord roles & ranking for your online “street team”
• 47:59 Launching a “Monsterverse” TikTok filter
• 49:52 A daily voice-activated backstage experience
• 51:37 The Virtual Tour Pass
• 54:04 “Is this all a gimmick?”
• 58:18 Emma’s music plans for 2023

Want to explore Emma’s Discord server?

To find out more about Emma McGann and explore The Monsterverse, start HERE!

The post How to “Gamify” Your Music Promotion on Discord appeared first on DIY Musician.

Relevant music releases require more than mechanics!

On this blog and in our podcasts, we’ve spent a fair amount of time discussing the basic mechanics of a successful music release. This includes things like:

• Claiming your DSP artist profiles
• Starting with a single song
• Making a Spotify Canvas
• Opting in for all music monetization options
• Pitching your track to Spotify

In fact, that stuff is so important to do that we built The Release Plan Generator. It’s a free tool that helps you stay organized and on-schedule whenever you release a new single or album.

But let’s be honest: That’s all just… infrastructure. A series of tasks. And it’s only HALF of any successful release strategy. Which is perhaps why marketing gurus and industry talking-heads lean towards discussing those mechanics. They’re the easy part.

Mechanics without good content is just an empty process.

So what’s the OTHER half of releasing new music? The part that’s often more difficult than mechanics? It’s the part where you need to provide the magic, the story, the journey, the reason, the interest.

Yes, great content without mechanics can get lost. You’ve probably experienced this yourself. Posting a song or video you’re really proud of, only to see it get 12 likes.

But the flip-side is true as well. Proper mechanics without valuable, hooky, unique content — it’s like sending an invitation to a house-warming when you don’t have any furniture or snacks. So today we’re going to talk about why it’s critical to consider the MAGIC side of your messaging.

And just like any magic trick, it takes planning, practice, suspense, sequencing, and execution with a payoff (for both you and the audience). In this article and the related episode of the DIY Musician Podcast, we’ll talk through some examples of how to pull a rabbit out of a hat while marketing your new music.

But first…

The most common problems with rote release strategies:

1. Frequency doesn’t invent demand.

Release strategies over the past five years have emphasized frequency over story. Creative habits over actual demand. Yes, frequency can lead to attention, but only once you’ve already built the demand.

2. The GLUT!

There’s so much music coming out every day. We can’t rely on the release itself to capture attention simply because it exists.

3. We only get one chance to make an impression.

Until a decade or two ago, the industry’s primary goal was to motivate fans to part with a lot of cash — ticket sales, album sales, etc.

They did this through forms of repetition and blanket coverage: radio and mass media. This constant drumbeat allowed SOME people to get over their initial bias towards a piece of music they didn’t like or understand. You know that feeling after hearing a song ten times when it finally clicks? (Or you’ve been bludgeoned by it so many times you finally capitulate and say “fine, it’s catchy!”)

Well today’s challenge is different: The ask is relatively small — “Press play… for free.” But the competition is fierce, crowded, and constant. So we usually only have one shot to get new content in front of someone. Pressure is on, because we have to compensate for lack of repetition with exceptionally creative and quality songs, videos, and messaging.

4. There’s a difference between capturing and KEEPING attention.

This is one of the most common struggles for indie artists: We make a huge upfront effort to get noticed, and then we’re exhausted. We don’t have the energy or commitment to follow through, so we squander all the attention we captured. Rinse, repeat.

It’s a bad habit, and one that requires an extreme antidote: Do not do ANYTHING that asks for attention unless you know what you’ll DO with that attention next (even if it’s as simple as “I want someone to leave a comment on this post, and then I’ll reply and start a conversation.”)

5. We seek the WRONG kinds of attention.

You probably have a sense of this tendency, especially if you’re active on social.

“Success” metrics can be a huge distraction. Unless they’re tied to our priority goal. Did you start off by sharing songs on TikTok, but then what drove a bunch of views was a silly skit? So now you spend all your time making skits and you haven’t written a song in two years?

Look for the right attention, even if it feels like you’ll sacrifice reach and engagement. And always ask yourself: “Am I working for social, or is social working for me?”

What should you do to make your music relevant in 2023?

Build proven demand BEFORE you release new music.

Again, with so much music being released now, there’s little point in putting anything out until you know there are listeners who want your newest song(s). That doesn’t mean you need thousands of diehard fans before you release anything. But you should feel confident that there is SOME audience, even if it’s only a dozen people. 

This might sound contradictory to what we’ve said in the past —  “release IS promotion” — but if you listened to our advice then, it ALWAYS included an emphasis on STORY, JOURNEY, and AUDIENCE. Before your music can succeed, it needs to be relevant, meaning someone HEARS it and enjoys it. 

In the podcast episode above, I go into detail about how songwriter Alice Howe built an audience onramp ahead of her album launch and increased her Spotify streams by 4000%.

How one indie singer/songwriter built demand for her new music:

The short version is, she has an album she is excited to release this spring. But she didn’t want to drop it into the void without knowing there were people already hungry to hear the music on streaming services. I worked with her to strategize an outreach campaign that introduced her to new fans, with a clear plan for follow-up that would drive the most engaged part of that new audience to her music on DSPs. Essentially, we needed to build and prove demand.

We did this by first finding a good viral-ready performance video. Thankfully she already had one from a couple years prior that was perfect. It featured a charming live performance of a John Prine song, a great intro where she’s laughing right at the start of the video, and her collaborator Freebo is playing tuba in the background. It’s got everything you need to catch the eye of a stranger on social, draw them in both visually and sonically, and keep them watching with an amazing (and possibly already familiar) song by an Americana legend. The video has been seen more than a million times across Instagram, Facebook, TikTok, and YouTube.

Rather than rush these new viewers straight to her own original music, we decided she should record this cover song in the studio, but keep the same minimalist, charming arrangement the viewers had already fallen in love with. Not only could new fans follow along with the adventure of recording the tune, but they were practically guaranteed to want to hear the track once it was official released. And they did!

This campaign helped her gain massive traction on social platforms, caused the related video to go viral, and 40X’d her Spotify streams in a matter of weeks. And this is just some of the groundwork for her upcoming album.

Be willing to experiment with the mechanics AND content as you go.

Part of what made Alice’s introductory campaign successful is we adapted along the way. She wasn’t precious about everything needing to be about her original songs. She was willing to shoot funny videos, play a cover song, and try new things. She was even amenable to my suggestion that we run that older video (more than two years old at that point) as her primary outreach ad.

And once the John Prine cover proved to be a winner, she was also happy to create lots of additional content allowing new fans to follow along as they searched for a tuba while on tour, headed to the studio, and more.

@alicehowemusic Come with us on our Tour de Tuba. #tuba #tubatok #freebo #johnprine #alicehowemusic #alicehowe #johnprinecover #tubaplayer ♬ original sound – Alice Howe

Most artists would’ve shot down these ideas: No to the cover song, and no to the old video. “It’s gotta be about the art!”

Alice was confident, smart, and adaptable enough to realize there are multiple roads leading back to her own original music. We just let ourselves stumble upon the approach that got the biggest engagement for the cheapest price. And, as I’ll address more in the next section, we also weren’t married to our assumptions about platforms either.

Look at social networks differently

Artists always put emphasis on the newest, cool, shiny platform. And we have preconceptions about where we SHOULD be doing the best.

I admit, I wanted to see Alice’s video ads performing better on Instagram than Facebook. Why? Dumb reasons. Because Instagram and TikTok are supposed to be the hipper places to be.

But her ad was killing it on Facebook. Massive views (actual views, not ThruPlays), comments, shares, and — most importantly for the purposes of our campaign — low-cost clicks to DSPs which drove algorithmic playlist pickup!

So it’s good to remember: Not every platform is the same, and each can have their own distinct use.

For Alice, TikTok seems to be a great place to get big organic reach that remains on-platform. Instagram is a place to present a more curated version of her career, brand, and image. And Facebook has been, hands down, the best place to advertise her music to strangers and get them off-platform.

Always define yourself as an artist first

Artists who define themselves, or at least “brand” themselves, have a huge advantage. And if you want help with this, check out our Authentic Artist Branding Bootcamp.

But what I want to stress in this point is more about CONSTANTLY defining who you when you communicate with your audience. Don’t dilute what you do or confuse people. 

As I warned earlier, if you chase metrics or lean too far towards gimmicks and trends, you may get that quick hit of attention, but the bulk of your audience won’t care about your music when you need them to.

The social content you create needs to be about YOU and your personality, not just engagement.

This might mean you sacrifice views and follows and likes, but you’ll be sacrificing them in favor of the RIGHT views and follows and likes. 

It’s more important than ever to understand who YOUR audience is

The music market has expanded and become far more nuanced than just “mainstream” versus a few dozen niche genres. Your average music fan today has diverse tastes AND listens to music in an array of mood and activity-based contexts. So you’ll want to understand more about them than simply the genre(s) and artists they enjoy. This includes affinity, interest, and identity-based groups.

What ELSE can you know about your audience? What do they do? Where do they go (IRL and online)? What are they looking for? How can you meet their needs? Answering these questions will be a big help to your music marketing, and open up opportunities for discovery in places you might not have originally considered.

Build anticipation AND participation

It’s always been important to get your fans excited beforehand, but it’s now equally important to make them feel included.

How can you leave room for the story of your music to unfold in real-time, or in ways that YOU didn’t script?

Brittney Kellogg built her following of 1,000,000 people on TikTok by employing a tactic of both anticipation and participation. She shared a video of her singing along to a demo. Questions and conversations followed in a number of subsequent videos: Do you like it? Should I record it? Should I release it? Will you listen? 

This frequent interaction lead to a groundswell effect where the fans feel like they’ve shaped the destiny of the artist and music, and so OF COURSE they want to go over to Spotify right this moment to hear the results!

Strip away distractions

Attention is scarce. Our own, as well as our audience’s. So it’s time to streamline!

Can you prioritize a SINGLE goal for you new release? You should. Not because music can’t achieve multiple things at once, but because that lazer focus will help you allocate attention and resources in the smartest way.

For you audience, can you help them quickly consume and act upon your messaging? Put just ONE item in your email. Add just one call-to-action on your homepage. Tell your fans at a show about ONE merch item they can’t go home without.

If you only require people to grasp and DO one thing at a time, they’re more likely to do it. This will also make it more likely that a sequence of messages (such as a marketing funnel) is more likely to have the desired (and measurable) outcome.

Own your audience already!

It’s time to stop giving all our time, talent, and attention away to platforms!

Instead of obsessing about TikTok (which could lose steam to a newer app, get banned in the USA, etc.), or worrying solely about your music’s performance on Spotify (when your fans could also be on YouTube, Apple Music, Amazon Music, etc.), we should learn from the past — and the steady churn of platforms — and prioritize OWNING our relationship with our audience.

This means email and SMS captures via lead magnets that are WORTH the person’s contact info — such as giveaways and contests, behind-the-scenes or VIP experiences, secret content, or private lessons!

It could also mean music NFTs which give you airdrop access to a fan’s wallet. It could be getting people from Twitch to Discord. The point is: you want your audience as CLOSE to you as possible, so you don’t have hurdles to reaching them again.

You won’t be able to do it all, so do the most important stuff.

It’s a long list of things to consider above. And unlike the more infrastructural checklists such as our Release Plan Generator, the stuff in this article is… difficult. 

But once your music is finished, keep your creative hat on a little longer and do the hard but rewarding work of making people care.

Your music deserves it.

RELEASE MUSIC

The post How to Release Music in 2023 appeared first on DIY Musician.

The big music industry trends, changes, & challenges we’ll see in 2023.

In a lot of ways, the world of independent music is a different beast from “the music industry.”

With famous artists and even some new major label acts, waste can be a tax write-off or an opportunity for later improvement. When you have a fanbase in the millions, suboptimal execution can still drive thousands of sales. At the indie level though, when your total audience may only BE thousands of people, waste can mean lasting failure felt in real-time.

So successful DIY artists have to approach their careers in a more scrappy, lean manner — because every ounce of attention, action, and commerce has to be squeezed from the limited coverage, audience, and tools available. Yes, that can be tiring and difficult. But on the plus side, it means innovation often happens at the indie level first. And that is something the “indie” side of the industry should be proud of.

This stark difference also means that a lot of what eats up the larger music industry’s attention is almost irrelevant to indie artists. Prestige aspects of branding and advertising may yield results for majors, but independent marketing strategies tend towards direct-response methods by necessity. Likewise for self-releasing artists, the accolades of the industry — big awards, magazine covers, endorsements, high-budget videos — are the shiny distractions at the end of the wrong road.

What I mean is: There’s the MUSIC industry, and then there’s the COTTAGE industry of sustaining an independent music career. A lot of times, when someone in the business shares “big news,” I scratch my head and ask “So what? Am I supposed to care about this thing that has no bearing on 99% of the artists creating music today?”

So in our predictions below (and in the related podcast episode) we bring out the crystal ball and try to envision some industry-wide changes that WILL matter to indie artists. But first, a look back at some 2022 highlights and lowlights…

The 2022 music industry roundup:

It went by in a flash.

Here and gone! And very few people were on the same page throughout the year. For the first few months, many places were still fully immersed in Covid-related considerations and the Omicron surge. In other places, live events and parties were back on full-force. 

Money concerns.

Then just as everyone thought that live concerts would return with a vengeance, inflation went through the roof, causing artists to question the financial validity of touring. This was compounded by the increase in oil and gas prices following the Ukraine invasion. So many notable artists, including Santigold, cancelled their tour plans. Economic strain also caused many fans to second-guess their concert ticket and merch purchases.

“Catalog” got yet another boost.

Old songs clearly still have relevance, and 2022 proved again that old songs often have MORE earning potential than new releases. Think about Kate Bush and Metallica from Stranger Things. The Cramps in Wednesday. This is a continuation trend from 2020’s Ocean Spray craze when that Fleetwood Mac song got used on TikTok.

We need each other.

We got a great reminder of the importance of IRL community when the DIY Musician Conference returned to Austin, Texas. We also heard from lots of artists who were similarly moved and motivated by attending local meetups, musician union gatherings, networking sessions, etc.

TikTok achieved dominance over the music industry.

The app’s power and influence had been growing for years, but 2022 saw TikTok conquer audience attention, creator effort, and music industry emphasis all at once. 2022 also saw, I think for the first time, TikTok on the defensive, expanding features that resembled newer apps (BeReal, for instance), rather than just BEING copied by Instagram, YouTube, etc.

Live streaming seemingly disappeared.

Sure, I still went on Twitch once in a while and searched for some music streamers. They were still singing and playing and taking requests. But, gone are the days when our social feeds were absolutely saturated with livestreaming. I think the pendulum swung the other way, and online audiences needed a break. And to connect this observation to the point above, my theory is that artists — who only have so much time in the day — decided to prioritize TikTok video creation instead of staging full livestream performances.

What can we expect for music trends in 2023?

NFTs will be back!

Well, lemme caveat this one; I think NFTs will make a huge comeback when the bull market returns. Whether our economy is going to suffer a few more legs down, or chop sideways for 6-12 months, I have no idea. But once speculative investment returns in an uptrend, all the crypto-related music industry excitement — including NFTs, tokenized fan communities, metaverse, and more — will return, and stronger than ever. Because by that time, many of the confusing friction-points that prevented wider adoption during the last cycle will have been solved (or at least greatly improved in terms of usability).

We’ll expand our definition of “sync licensing.”

There will be further shifts in what sync licensing entails. Going beyond the standard definition of TV, games, commercials, and film — music licensing will more frequently include deals with interactive content such as Peloton, metaverse-style experiences in games like Roblox, pairing recorded music with corporate NFTs, and much more.

There will be an AI music reckoning.

We’re gonna hear a LOT about AI. Not just a debate about whether AI tech diminishes or proves our value as human artist, but also how it impacts our attitudes towards ownership. What does copyright mean, and how does ownership get claimed or shared in a future where you, a robot, and the robot’s creator all helped “make” a piece of music? No idea what the answer is there, but I know 2023 will be a year of strong debates.

More people will embrace a creator-first mindset.

For decades, musicians have embraced or tolerated the idea that they must have other skills to succeed: copywriting, marketing, videography, editing, design, etc. But until recently, I felt like all those endeavors were taken on as a means to an end: To get people back to the music. I think 2023 will be a kind of tipping-point year, where we see many people who used to think of themselves as artists first, finally accept the role of creator, with its own set of expectations and rewards.

We’ll see a renewed emphasis on the importance of your fanbase.

With the latest push to get rid of TikTok in the US, plus the mild panic of artists en masse realizing all the viral attention they’ve received doesn’t pay the bills, I think we’re going to hear a lot about how to get your audience off-platform. The industry — especially the indie music industry — will focus on creative and compelling ways to drive fans to your own website, web store, ticketed events, or email/SMS list.

Music will fade into the background (and it won’t).

Our attention spans are shrinking, and analyzing the online habits of younger demographics shows that with so much competition for our time, music is becoming something used in the background of other experiences. So… there will be a host of monetization options for music that serves a more ambient or utility purpose. But we also know that any big shift in consumption can spark a counter-trend, similar to the vinyl and cassette enthusiasms that rose alongside streaming adoption. So if music is more in the background, it probably also means there will be even louder advocates for foregrounding music as well.

Many non-English songs will top the charts.

There’s going to be accelerating opportunities for artists who make non-English or mixed-language music. In 2022, Bad Bunny was one of the top artists in the world. Music from Korea, India, and LATAM dominated in terms of mass attention. That isn’t slowing down, and it means audience tastes will widen, and scenes and genres from all around the globe will have greater access to “the mainstream” of worldwide attention.

Authenticity over precision.

This one isn’t really new. TikTok and Reels give us daily proof that unpolished, unfiltered, raw, quirky people can garner massive attention if they’re creative and “authentic” enough. But I’m listing this one here as a prediction to suggest that we (both artists and the industry) will really start analyzing this as a phenomenon so we can replicate the success. Did I just say replicate authenticity? I did.

Video not required, but expected.

There will be more opportunities to pair your music with video as part of an official release. Think of something like Spotify Canvas, but across multiple streaming and social platforms.

Parts of the metaverse will collapse.

Will there be virtual carnage? No, but 2023 will be a year where both developers and users will reassess the best use-cases for metaverse tech and how we want music to be a part of it. Oculus is cool for fantastical things like flying through clouds or boxing with Apollo Creed, but do you really want to use it to create music, fix a doorknob, or attend a work meeting? Doubtful. After a few more rounds of innovation, maybe we’ll want to spend all day in the metaverse; but I think the more likely path for 2023 is: it’ll be a time to more clearly define WHEN and WHY we want to be in the metaverse at all.

Those are our predictions for 2023, and in the related podcast you can hear us theorize about all of them in more depth. Plus, we’ve got a wishlist for 2023 too!

But I’m curious, what do you think the big shifts will be next year? Leave a comment, prediction, or question below!

The post Music Predictions for 2023 appeared first on DIY Musician.

Who to follow on TikTok for music promo inspiration

Want to keep up with the latest TikTok trends? Want to spin that inspo into your own engaging TikTok content? Then you’ll need to follow creators that consistently make great videos.

In a recent episode of the DIY Musician Podcast, we asked Rachel Bearinger (CD Baby’s social media manager) for her…

Top 5 TikTok accounts to follow:

1. John Mark Nelson

“John built his following through duet prompts, and his songs are well-produced,” says Rachel. “He posts many different types of videos promoting his music that are co-optable. Steal his ideas!”

What to learn: Different ways to prompt your viewers to participate and collaborate with your content.

@johnmarknelson Duet This #duet #guitar #bassguitar #drums #percussion #singing #lofi #musiciansoftiktok #instrumental ♬ original sound – John Mark Nelson

2. Sammy Copley

“Sammy is an example of an artist building up a TikTok following slowly but surely,” Rachel explains. “Though he’s had some videos perform very well, posting consistently is what has helped him gain an extremely loyal following.”

What to learn: How to keep your content centered around the meaning and emotion of original songwriting.

@sammycopley cut off by a low battery warning lol anyway this is the cheesiest song i’ve ever written and i think it’s delightful #piano #originalmusic #oldmarriedcouple ♬ old married couple song – sammy copley

3. Adanna Duru

” Adanna gained a following from showcasing her singing skills while also being funny and entertaining,” says Rachel.

“There are great examples of different ways to promote your music — like music video snippets, dancing, song performances. She’s very on top of trends.”

What to learn: Blending musical talent with humor and charisma in a way that feels immediate and unfiltered.

@adannaduru pt 654 going out w my white friends be like #singing #rihanna #kesha #pitbull ♬ original sound – adanna duru

4. The Pocket Queen

Rachel says: “If you want to lean really hard into performance videos, PQ’s account is a masterclass.”

What to learn: Take notes on Pocket Queen’s video editing style, audio production, and virtuosic technique.

@thepocketqueen A lick I learned from my dad…. Duet me! #thepocketqueen #fyp #fy #loop #pqloopoftheweek ♬ original sound – thepocketqueen

5. Algie Powers

“Algie is a great example of how TikTok isn’t just for gen Z,” says Rachel. “She’s amassed a huge following by covering contemporary songs, and also makes videos just showing how she lives her life, giving advice along the way.”

What to learn: Talent and wisdom are timeless. You’re never too old to try a new platform, mode of creative expression, or music promo technique.

Extra Credit: The Oklahoma Department of Wildlife

“Since this isn’t a musician account, it might seem out of left field,” explains Rachel, “But this social media manager is killing it with trends.”

What to learn: Follow this account to stay in-the-know about the latest TikTok trends, and see funny examples of how those trends can be used.

@okwildlifedept The cutout is a paid actor but Wade is not #oklahoma #wildlife #conservation #outdoors #funny #gamewarden #nature ♬ original sound – BLAKE

Want to learn more about growing your audience on TikTok?

Check out these resources:

• TikTok Promotion for Musicians
• How to Get 1,000,000 Followers on TikTok
• 7 Ways to Drive Repeat Views on TikTok

And what TikTok accounts are must-follows for you?

Leave your recommendations in the comments below!

The post 5 TikTok Creators Every Musician Should Follow! appeared first on DIY Musician.

How to start your music career in a new town.

Whether you’re new to music, new to town, or finally getting back out there after a long break, it can be really beneficial to make solid connections in your own hometown before you try to conquer the world.

Want to build a loyal audience in your local scene?

In this episode of the DIY Musician Podcast, we’ll discuss:

• 03:52 Where to begin when you want to make music in a new town
• 04:22 “Are you terrified? That’s normal.”
• 06:34 Be a student of your new music scene
• 07:47 Music scene research checklist
• 08:52 Be a local culture connoisseur
• 09:36 Don’t ignore the music stores
• 10:34 “Remember MySpace?”
• 11:47 Contact the local “cool guy”
• 12:10 Account for the quirks
• 13:11 Big city vs. small town
• 16:15 Every genre has its own entry point
• 17:22 The wackiest popup venues!
• 21:06 “The craziest night of the week”
• 22:43 Find the club that welcomes new acts
• 25:37 What do you want from your hometown?
• 28:15 Maybe you don’t need to build a live audience?
• 30:14 How to find bandmates & other collaborators
• 33:15 Places to search for good local musicians
• 34:07 Steady band vs. hired guns
• 34:40 People still pull flier tabs
• 35:32 What does your scene expect from musicians?
• 37:36 Concentric circles: Build outwards
• 40:14 You can shape the local scene
• 41:24 Help gatekeepers solve problems
• 42:21 “Your friends are not your fans”
• 43:07 Balance between playing too often and not enough
• 43:40 Don’t count on an unrealistic draw
• 45:53 Build a reputation — with video proof
• 46:30 “Don’t forget where you came from”
• 47:53 How to get other artists to promote you
• 50:01 What other skills can you offer your scene?
• 51:29 The “unhip” publications are thirsty to tell your story
• 52:17 Making inroads with local press
• 53:00 Bad press ain’t the end of the world
• 53:29 Our worst reviews
• 57:31 Be nice to everyone
• 58:05 Not every “sorry” is a rejection
• 59:59 Basic etiquette in your music scene 

Have you made inroads in a new scene?

Gotten results? Still finding your footing?

We’d love to hear your tips and perspective. Comment below!

The post Breaking into Your Local Music Scene appeared first on DIY Musician.

Repeat views are key to algorithmic reach on TikTok.

Want to get millions of views on TikTok? Want a million followers on TikTok?

Then it helps to understand TikTok’s recommendation engine.

The TikTok algorithm is looking for:

• Engagement (full views, likes, comments)
• A back catalog of videos, so new fans can binge
• And… REPEAT VIEWS!

Nothing says “I love this video” more than someone watching it multiple times. If you get people to watch again, you’re proving to TikTok you can keep viewers ON the platform. Which of course is their main objective.

By helping TikTok retain viewers, they’ll reciprocate and share your video to a wider audience. That’s why creating videos that warrant multiple views can be the key to unlocking exponential growth on TikTok.

How to make TikTok videos that drive repeat views

At the 2022 DIY Musician Conference I spoke with Jeremy Carter-Gordon of Windborne. This acapella vocal group has gone viral on TikTok multiple times. During our conversation Jeremey broke down his TikTok strategy, and his theories behind that success.

He gave so much great advice (I hope you’ll watch the whole video above), but one of the standout segments was about driving repeat views.  Jeremy has used the following techniques across multiple videos to successfully get viewers watching again and again.

1. The “meta narrative”

This is Jeremy’s term for the story on top of the story, often displayed in text/captions onscreen, so there are multiple threads to follow throughout the video. This could mean the lyrics are happening at the same time as a caption about the song’s origins, musicological information about the genre, the history of the venue, etc.

2. Dense text

Crowd the screen with information that couldn’t possibly be consumed in one go-around. By including a meta-narrative, you’ll often achieve this crowding automatically, because there’s multiple stories or lessons to consume. We have to watch a second or third time to grasp it all.

3. Text bursts

Flash something important on screen that quickly disappears. If people want to make sure they got it, they’ll have to watch again.

4. Audience prompts

Challenge your audience to join the conversation, add a hot take, or recommend something. Even better, crowd the screen with multiple prompts! You might start four separate conversations in the comments section.

5. Teach them something

People love to learn things on TikTok, and viewers may tend to lean into educational content more than general entertainment content. It’s not enough to watch and enjoy; they’re invested in themselves and want to integrate the info into their lives. And so pairing education with the other techniques above can really increase repeat views.

6. The abrupt cutoff

Ever seen those videos where the final note of a song or the final word of the dialog is clipped off? It’s jarring. And something about the unresolved nature of that ending makes viewers want to loop around again. Brains are weird.

7. The seamless loop

This is perhaps the oldest “get them to watch again” trick on TikTok, but it’s still really effective. If you can create a video where people don’t even notice it’s on repeat, gold! Because by the time they DO notice, they’ll probably watch a third or fourth time simply because they’re wowed. They’ll want to see the point at which you fooled them.

Success on TikTok is about more than just repeat views

Of course focusing on repeat views is worthless if you can’t get them to watch in the first place.

Jeremey has some great tips on capturing initial attention on TikTok. And he offers a healthy take on how to approach the platform to make sure it’s working for you, and not the other way ’round. Check it out above!

And thanks to Jeremy for sharing his experience and advice.

The post 7 Ways to Drive Repeat Views on TikTok appeared first on DIY Musician.

BLACK FRIDAY DEAL: Get a free music video with CD Baby distribution (just $4.99) through November 28th. Details below!

Art Tracks on YouTube seem to cause a lot of confusion for musicians. Who can view them? Who owns them? Where do they live? Can I see mine? Do I even need Art Tracks for my music? Let’s dive in.

What is a YouTube Art Track?

According to YouTube, an Art Track is an automatically generated YouTube version of a sound recording.

An Art Track consists of:

• The sound recording

• The album art

• Metadata about the recording, such as its title and artist name

What is the purpose of Art Tracks?

Excuse us for getting a bit existential there. Art Tracks provide a “single official, label-sanctioned YouTube version of every sound recording.”

Once qualified recordings are identified based on their ISRCs, release identifiers (UPC, EAN, GRid), and labels, YouTube will create Art Tracks for each unique combination of these fields. This is YouTube’s attempt to provide as complete a music catalog and experience as they can. Art Tracks appear in the same places (like topic channels, album playlists, and search results) and operate in the same ways as produced music videos.

If you think about it, Art Tracks are just simple, auto-generated music videos. This makes sense if you consider that YouTube is trying to provide you with a music streaming experience on a video-only platform.

Through November 28th, get a FREE music video made by Rotor when you distribute an album or single with CD Baby (which is $4.99 for a limited time). Just sign up for distribution and we’ll email your free video credit!

GET FREE ART TRACK 

Who can view my Art Track on YouTube?

The really cool thing about Art Tracks is that anyone can watch them. Since YouTube does not require a subscription or even an account like Spotify, Apple Music or other streaming platforms, your songs are accessible on YouTube by anyone who searches for them on the site. Convenience means increased viewership, which means a larger possible fanbase.

How are Art Tracks automatically generated?

While they’re not directly related to YouTube monetization through Content ID Administration, Art Tracks can be accessed by those who have access to the Content Management System (CMS). This could be a direct artist, channel, label, or rights administration company (like CD Baby).

Even though they may appear within the CMS like any other sound recording, Art Tracks are actually a part of a completely separate YouTube distribution service called YouTube Music and are not administered or managed via the CMS. Instead, all metadata changes, conflicts, or topic channel assignments are managed directly by YouTube.

YouTube Music services are currently available in the following territories.

Why would I want my music streaming on YouTube?

The vast majority of music discovery in developed nations is done via YouTube. When a new album drops, or a friend suggests an artist or album someone might like, most folks turn to YouTube. As we explained above, YouTube’s popularity as a streaming service is mainly due to the convenience of the listener not needing an account or subscription to play the song as one does with streaming platforms like Spotify and Apple Music.

Almost all modern produced music can be found on YouTube in one form or another. And if an artist has any sort of digital distribution strategy they will likely opt-in for YouTube Content ID. This means that YouTube is sitting on the largest collection of digital music in the world. And, at some point, someone in office on the Google campus had that lightbulb moment: Why not offer a way for the average YouTube user to stream the music that’s already been delivered to YouTube?

Users were already creating their own DIY Art Tracks and YouTube wanted to provide official representations of every sound recording they could, so they offered current music administrators the option of having Art Tracks created for their music. It didn’t take long for increasing numbers of artists to begin promoting their music on YouTube.

What’s the benefit of Art Tracks for my music?

Art Tracks provide:

• Better audio quality
• Mobile audio-only playback
• Music that could be searchable by topic, related artist, and playlist

Furthermore, these topic channels and playlists would be created and managed by YouTube and not individual users. All of this, of course, was by design and in support of the imminent launch of YouTube’s subscription service: YouTube Premium.

As a YouTube Premium subscriber, you have the ability to listen to every Art Track on YouTube in an audio-only mode that includes all of the goodness of other streaming services, including high-quality audio and genome playlist creation.

Now, anyone on YouTube can search for and listen to any Art Track that exists on the platform. But a cool feature of YouTube Premium subscription is that in audio-only mode, it will always favor the high-quality audio of an Art Track over other versions of the song that inevitably exist on YouTube.

So, let’s say you’re listening to a Metallica playlist and “One” comes on. Instead of having to listen to the music video with clips from Johnny Got His Gun spliced in, you’ll be served up the album version in the highest audio quality available.

YouTube Premium services are available in the following territories.

How can I make my own Art Tracks?

At its core, an Art Track is simple: it’s a YouTube video that has the artist and song name in the title of the video and displays a static image of the cover art while the song plays.

This is not exactly a novel idea. In fact, artists have been creating their own version of Art Tracks for years. It’s easy:

1. Open up a video editing program such as iMovie, Premiere, or Final Cut
2. Create a new project
3. Drag or import your track into the project
4. Drag or import your album cover image into the project
5. Use the cropping or rotation features to make the image display as you want it to appear in the final video
6. Make any necessary audio adjustments to the song using your video program’s editing functions (hopefully your volume and EQ concerns will have been addressed in the mastering process though)
7. Preview the video and watch the playback to make sure there’s no glitches
8. Export the video and upload it to YouTube (some video programs allow you to upload directly to YouTube)
9. Add relevant notes and links in your YouTube video description, as well as any End Screen or Cards you want

Take your Art Tracks on YouTube to the next level

OR you can use Rotor’s Smart Tracks feature to create professional Art Track videos that will stand out among the din and clamor of thousands of other artists’ cookie cutter Art Tracks. These can include custom text, visualizers and effects that are synced to your music to personalize the video. Peruse their samples and make your Art Tracks as unique as you are.

How are user-generated Art Tracks and official YouTube Art Tracks different?

We’ve screenshotted each for your discerning eye.

Example #1 – User Generated “Art Track”:

Example #2 – Official Art Track created by YouTube:

What’s different?

For one, the descriptions are a dead giveaway:

• In Example #1, the description has pertinent info that the artist has provided, such as their Bandcamp, iTunes, and Spotify links… as well as links to other videos.
• Example #2 is much more simple and to the point. It contains the track title and artist name, the administrator who provided the track to YouTube (CD Baby, of course) and a copyright tag.

An astute eye will also see that the videos in the “Up Next” queue differ between these two examples in a very specific way:

• Example #2 has a video queued up that’s from the artist’s Topic Channel.
• Example #1 has a video queued up from the artist’s YouTube channel.

This is an important distinction in the behavior of these two assets: Art Tracks beget Art Tracks and UGC videos beget other UGC videos.

Now that you can tell the difference between YouTube-created and user-generated videos, let’s get into how they make money.

Why would I want to create my own Art Tracks?

Whether you create your own Art Tracks the DIY way or use Rotor, making your Art Tracks can be beneficial to your brand. As you can see in the examples in the previous section, a self-created Art Track can contain relevant links to your music on other platforms in the description. Since you’re creating these videos yourself, they’re far more customizable than the Art Tracks YouTube generates.

You can also optimize the video itself with cards, end screens and other spiffy add-ons that aren’t on the automatically generated YouTube Art Tracks.

How do Art Tracks generate income?

Through Content ID, your music is being actively searched for throughout YouTube. Every video that’s uploaded by every user is scanned and claimed if it contains one of your songs. Once claimed, you begin to get a portion of the revenue that video earns through ad and subscription supported views. So, one song can be identified and claimed in hundreds of videos and earn a portion of the revenue from each and every one of those videos.

It’s a much simpler process with Art Tracks. They also earn their revenue via ad and subscription supported views, but that revenue is only ever going to come from views of that specific Art Track. Art Tracks operate like a song on Spotify, only instead of earning per “stream” you earn per “view” (for subscription supported views) and you earn a share of ad revenue generated by ad-supported views.

For a complete study of YouTube revenue, check out this episode of the DIY Musician Podcast:

How is YouTube Music different from Content ID?

While Art Tracks and UGC videos earn revenue in the same manner (Ad supported and/or Subscription-Supported views), Art Track assets and UGC assets are a part of two different YouTube services. Thus, the revenue is distributed and reported separately:

• CD Baby members can see revenue from Content ID (i.e. user generated videos) in their account under: Licensing and Royalties > YouTube Content ID.
• For Art Tracks, revenue will be posted under: Digital Partner Sales > YouTube Music.

Here’s the part that confuses most artists: You can opt-out of having your music administered through CD Baby’s social video monetization (though I really don’t know why you ever would) and still have your music on YouTube as Art Tracks.

Why is this? Since the distribution of music as Art Tracks on YouTube is a separate revenue flow, it is therefore a separate distribution service. And any distribution company worth its salt, such as CD Baby, will allow you to customize your service options to fit your particular needs. So, if you are a CD Baby artist, this service will be listed as YouTube Music under the Digital Distribution Partners list in your member’s account and you can uncheck the box next to it if you feel Art Tracks aren’t for you.

Combine all your content with an Official Artist Channel

An Official Artist Channel (OAC) is YouTube’s equivalent of a verified artist profile. It’s a claimed artist page that gives you an official presence on YouTube where you can consolidate all of your content on YouTube like official videos you upload, Art Tracks and some User-Generated Content. An OAC gives the owner robust abilities within their YouTube account, including:

• Customization options
• Adding and removing auto-generated videos
• Access to analytics and other tools

Claim your YouTube channel to make it an OAC

As a CD Baby artist, you can claim your YouTube channel to make it an Official Artist Channel right in your CD Baby account.

You can also claim your channel directly through YouTube. Instructions on how to do this are on the OAC page on their Help Center.

Make a stunning FREE music video in minutes—no video production skills needed.

From now through November 28th, when you submit music through CD Baby, you’ll receive credit to create a music video using Rotor, a video creation site for musicians.

GET STARTED

Here’s how it works:

• Upload your song
• Add your own video clips and/or clips from Rotor’s library
• And apply a video style and captions
• Rotor’s AI automatically edits it all together to match the pacing of your music

The result is a professional-quality video to use on YouTube, streaming platforms, and social media—with no video production skills or resources required.

Free video offer ends November 28th

Earn credit for a free Rotor video with each song or album you release with CD Baby.

Here’s how it works:

1. Pay for distribution through cdbaby.com.
2. You’ll receive a confirmation email with a link for your free credit through Rotor.
3. Then click the link, and you’ll be brought over to a special page to redeem your credit.
4. Log in or create an account on Rotor.
5. Credit will be added to your account so you can create a video!

Why CD Baby?

Grow your audience—Wide distribution to over 150 platforms around the world.

More ways to monetize—Streaming, downloads, sync licensing, social platform monetization, publishing royalties, and more.

No annual fees, keep 100% of your music rights—Pay once to keep your music up forever.

The help you need—Loads of DIY resources and expert support from fellow musicians.

Community—Founded and run by musicians, for musicians.

Join us!

Music not quite ready to release?

No problem. Just pay for distribution now and use your free video credit later.

GET STARTED

The post Everything You Need to Know About YouTube Art Tracks appeared first on DIY Musician.

“Everything AFTER the music…”

Want your release to a be a success? Then you need much more than mastered music files.

There are a number of big-picture and nitty-gritty things you’ll want to prepare before you launch your next single or album into the world.

In this episode of the DIY Musician Podcast, we talk through the whole checklist.

To skip right to a particular section, just hit the timestamp corresponding to:

• 00:00 INTRO
• 05:24 What else you need once the music is mixed & mastered
• 07:17 Making a music release checklist
• 08:44 Defining your priority goal and budget for this music release
• 15:09 Music file formats, cloud storage, and private sharing
• 18:07 Formatted lyrics
• 19:14 Variations of your artist image
• 20:25 Good artist photos, album art, social imagery
• 25:32 A consistent brand and style guidelines
• 28:43 Building a world around your music
• 29:49 Dialing in your artist story
• 31:43 UPC, ISRCs, RIYL (what other artists do you sound like?)
• 36:26 The essential components of your web presence
• 38:48 Getting fans’ contact info with a lead magnet
• 41:27 Have one good live video
• 44:30 Getting press, playlist placements, and audience attention
• 47:06 Music promo tools to simplify your life
• 49:20 A checklist on its own won’t drive success
• 51:37 Listener calls and emails
• 51:55 How to use Spotify’s notes field when pitching
• 55:48 How to write a great music pitch or ad copy
• 57:44 Expanding the gender demographics of your fanbase
• 01:06:30 Kickstarer vs pre-orders
• 01:11:14 Final Thoughts

Be sure to use our free Release Plan Generator to make the most of your next single or album launch!

PLAN MUSIC RELEASE

The post What Your Music Needs Besides Mastering appeared first on DIY Musician.

Career advice for hired musicians.

Want to know how to make yourself more desirable, marketable, and overall employable as a side-person or session musician in today’s post-pandemic climate?

In this session from the 2022 DIY Musician Conference in Austin, TX, you’ll hear Damon Grant (who’s worked with Charlie Hunter, Madonna, and many more) and Stephen Bidwell (of Black Pumas) talk about:

• good preparation
• the right tools
• memorization hacks
• professionalism
• finances
• and much more

Though both presenters are percussionists, this conversation is relevant for any instrumentalist or vocalist who seeks to work in a supporting role, on tour or in the studio.

To skip directly to a particular section, just hit the timestamp corresponding to:

• 00:00 Introductions
• 01:58 What IS a side-person or session player?
• 02:29 Mastering your craft
• 03:50 Practicing efficiently
• 05:09 The “sound” of your instrument and genre
• 06:40 Why you still need a mentor
• 08:15 Rehearsing is a luxury
• 08:50 Knowing the gatekeepers
• 11:01 Do you have to read music or know theory?
• 13:04 “It’s not who you know, it’s who knows you”
• 15:57 Consistent and tasteful musical execution is key
• 18:22 Doing recording sessions from home
• 24:28 The tools you need
• 28:00 Do you live in the right place?
• 29:36 Gear endorsement deals
• 31:58 Digital charts, in-ears, tuners, etc.
• 33:15 Protect your ears
• 33:39 Marketing tips for side-persons
• 36:48 Instrument repair and maintenance
• 37:03 Travel and time-management
• 40:51 Why are YOU right (or wrong) for this gig?
• 43:56 Dressing the part and etiquette
• 45:25 Bad reputations spread faster than good ones
• 46:33 Other jobs to supplement your income
• 50:15 The money and business stuff
• 52:01 Are you a cool hang offstage?
• 52:45 When to take or pass on a gig
• 54:30 Will your friends be welcome backstage?
• 55:04 Mental, physical, and financial health as a hired musician
• 56:42 You need a professional team
• 57:28 The best mobile apps for side-people
• 57:44 Audience questions

Check out Damon Grant’s music at https://www.damongrant.org/

Hear Damon’s podcast Discussions in Percussion at https://www.discussionsinpercussion.com/

Learn more about Stephen Bidwell’s music and writing at https://www.bidwellondrums.com/

The post Get the Gig, Keep the Gig! appeared first on DIY Musician.