Marketing 101
Independent artists who want to make it big in the music business may not have the same financial resources to grow their fan base as chart-topping musicians do. However, the modern digital landscape makes it easier than ever for up-and-comers to get their music heard. Here are a few tips, video and resources that may help you.
Social Media Algorithms
A social media algorithm is a complex set of rules and calculations used by social media platforms to prioritize the content that users see in their feeds. Users’ past behavior, content relevance, and the popularity of posts are some of the vital algorithm factors taken into account by social media platforms.
Social media algorithms determine which content will make it to your feed based on your behavior. The specific algorithm and its ranking factors can vary between social media platforms. But how do social media algorithms work?
Social media algorithms determine which content will make it to your feed based on your behavior. The specific algorithm and its ranking factors VARY between social media platforms.
How to beat the Algorithm
There is no exact answer however the best way to use the algorithm to your advantage is GREAT CONTENT. Creating content that's engaging, high quality, giving great information and enjoying to consume.
Have a plan, set times for post and create content in bulk. Stay ahead of the game with your time. Be persistent.
Below are some factors some platforms favor with their algorithm
Youtube Algorithm- Key factors on what the algorithm focuses on
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Watch History- Recommend video based on previous videos an individual consumes.
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Video Performances- Videos with high view count, likes, and interactions are favored
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Context- Relevance to video you are currently watching
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Watch Hours- Videos that keep viewers engaged in and higher average watch time.
Instagram Algorithm- Key factors on what the algorithm focuses on
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Activity- Understanding the post you consume and time spent looking at it
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Interaction- Understand your interest by looking at comments, likes, shares, and saved post
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Post Information- how many users liked a post, when it was posted, its length, and where it was posted also impacts its visibility in feeds.
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Information on the person who posted- helps knowing how interesting a person is to you
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Instagram Reels- Reels are favored the most, the foundation is entertaining content
Tik Tok Algorithm- Key factors on what the algorithm focuses on
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Video Information- information, such as hashtags, captions, sounds, and effects, help the algorithm to understand what a particular type of content is all about and ranks it accordingly on the For You page.
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Past Interaction- user behavior on TikTok. This includes information like video likes, shares, comments posted, accounts followed, and video favorites.
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Account and Device Indicators- Pay close attention to your settings, Device type, language, country, category selected, etc
More information on Algorithms can be found at https://www.socialpilot.co/blog/social-media-algorithm
Apply to Playlist
The way we discover and listen to music has changed. Algorithms are heavily involved. They’re serving us personalized playlists. They’re breaking artists who have data to back up their success. But the most important thing to remember is that the human element hasn’t totally disappeared—even from the most data-driven streaming platforms. Tastemakers and playlist curators still make some of the best playlists. And your fans are still… REAL HUMANS!
Spotify/Apple
Spotify’s new beta feature gives you access to direct playlist submission to curators and Spotify’s editorial team.
If you have an unreleased track you’d like the Spotify team to consider for playlists, head over to your Spotify for Artists account to get started
From there, you can select one unreleased track to submit. You’ll have the opportunity to include information about your track, so make sure to be as detailed as you can.
Stuff like the genre, subgenre and mood of the song is good to note. Spotify also suggests to include “the instruments on it, whether it’s a cover, and the cultures you or the song belong to.”
The playlist curation is a mix of data-driven algorithms and careful human selection, so the information you provide is important for playlist consideration (take the time to make it count!).
Who Controls The Field
But let’s be real: official Playlists are not easy to get on. The Playlist Editors who make them have their own way of selecting songs—digging on blogs, having industry relationships, keeping an eye on new releases and looking at the data for what gets traction on their platform.
You can always do some research online to find who the Playlist Editors are (LinkedIn or a quick Google search). But keep in mind that they receive hundreds of requests daily.
So what’s the solution? Start small by reaching out and submitting your tracks to independent blogs and playlist curators you follow and trust. Their playlists are often the launchpad to bigger playlists.
It’ll take some research and digging, so take the time to do it right. You’ll probably find some amazing music along the way anyways, so it’s worth the time no matter what.
Who to Contact
Independent Curators
Music fans like you and me make playlists. Some of them have quite a bit of following. Brand and blogs also make playlists that have thousands of followers. Do your research and find playlists that fit the genre of your song. Search the major streaming platforms directly or use sites like Playlists.net.
Actually listen to their playlists and suggest where your music would fit best before you reach out. Keep it personal. Don’t shoot out the same email to a hundred playlists.
Here’s a list of independent playlisters to contact:
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[PIAS] Playslits — Contact them via their website
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Soundplate — Contact them via their website
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Pop Justice — Contact them via their website
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Marcus Butler — Contact him on Facebook
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Indie Mixtape — Contact them on Facebook
Bloggers
If it’s your first release, start with smaller local blogs. Trust me, THEY COUNT! A placement on ANY blog is an important asset for your press kit and music bio. There’s no such thing as small peanuts when you’re just starting out.
Hot Tip: Certain blogs are indexed by Hype Machine, a curated music aggregator that puts music shared on blogs into one handy feed. Reaching out to independent and smaller tastemaker blogs that are indexed on Hype Machine can have 2 positive outcomes:
First, if your music is featured on the blog that’s some nice promotion right there. Second, your music will then go into the Hype Machine feed where other blogs and playlisters can pick it up as well.
Here’s a list of all the blogs indexed by Hype Machine. Search by genre, region, or name to find blogs to reach out to.
Once you’re ready to make the leap into the bigger pool, here are some of the bigger blogs:
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etc.
Approach them well in advance, and with a set release date you can follow through on. Get in touch with radio stations too. Everything counts. From the smallest mention, to a full on exclusive feature.
User Made Playlist Curators
A playlist is usually associated to the name of the curator, look them up. If you find them, don’t lead with “can you put my track in your playlist.”
Work up to it. Say why you are approaching them specifically. Start a real relationship based on your mutual love of music!
Other artists make playlists too. Make a playlist and tag the artist on Facebook when you share it. Most times they won’t notice. But artist’s appreciate when you play their song. Each time it started a musical friendship. We’ve been exchanging music ever since!
A network isn’t just huge a pool of email addresses you mass-message every time you release something. It’s a series of meaningful creators united under the love of music and the craft of creating.
Position Yourself
It’s great to try and promote yourself online and hit all the playlists big and small. By putting all the chances on your side—distributing music, getting verified, making your own playlists, reaching out to tastemakers and playlisters—you’ll put yourself one step closer for getting listed.
Remember that there’s no perfect recipe. The music has to be good, and luck has to enter the equation. But making face-to-face and real connections by playing shows and participating in the community can push luck further in your favor.
It’s hard work and it doesn’t happen overnight, but it all pays off eventually.
Streams are nothing if you don’t have real fans who will support your shows, buy merch and get stoked on your next release. So make sure you cover all your bases in an organic way: both online and in person
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All Information above and more can be found at