The days of big budget music videos are long gone in the world of music promotions.
There is a new spectrum of promotional ideas which could transform a routine Ableton session into a career behind the decks.
As with most of the world's growing businesses, a major focus shift towards social media strategy has taken precedent ahead of all other medium and the electronic music business is no different. The attention of the mass is captured by these social platforms and the Rave residence boss knows it.
It is becoming harder for new music to break through or achieve maximum exposure due to the fact that a lot of consumers concentration spans on platforms likeInstagram, TikTok and more decreasing at an ever rising rate.
As video content is becoming the primary way we consume content, tons of artists and labels are using viral content to make videos using their tracks dubbed over it.
Recent years have shown us that the right track can set up an up and comer for the ride of their life, and look no further than Patrick Topping's 'Trick' label. There is a common denominator.
The track had the effect of theviral effect. The owner of a 500,000 strong rave community couldn't help but notice the growing trend.
“Over the pandemic l’ve noticed this change [in promotional approach] massively through the growth of my online rave community and music label, Rave Residence which has grown a staggering audience of over 400,000 since 2018 through the use of viral video content such as
rave related memes, UGC [User Generated Content] & more. Through this platform I’ve worked with many international agencies and DJ’s to promote events, music and more, and l’ve certainly seen the shift.”
The Belfast born DJ, label boss and promotor is no stranger to driving artists' pursuit for greatness in the right direction. The Australian has reached 400,000 streams on his track, 'Fly Till Die'. Great results don't come without a knack for detail and knowing what to do.
An artist or label will approach us with a new track and we would source content from a creator in which would later be distributed to our platform It is easy for followers to pick up the track and use it on their own videos due to the integration of the platforms. Increasing instances of fan-filmed footage went against the grain of music marketing.
UGC footage is now preferred by events and artists.
It's becoming more and more popular as it makes the consumer feel a lot more connected than the pro videos would. He said that these clips often get more engagement as they appear to be more real.
The identification pages have become a huge tool for all those involved in the sphere of music. In order to identify the track for all to enjoy again and again, the tracks are posted with a collective goal. A point of interest for the Northern Irishman is the fact that communities are built from them, talent is promoted through them, and the scene grows as a direct result of them.
Artists and labels are paying for ad spaces on these highly followed, niche pages because of this approach. As a result of hundreds of thousands of views, the tracks are tagged on the page and converted to their streams. This saves time and money for the big artists and labels.
Over the last few years, the interest in these pages has exploded, with admins popping up across the world, posting videos of the hottest artists in every genre, usually playing out tracks which are undiscovered, under the radar and very much sought after. The young rising talent in the scene can be seen by thousands of people who follow the page for the former.
Rick van Santen, owner instagram ID page, @deep.grooves has been in this game around three years now, with his passion for minimal and deep tech being a reason for starting up his community. The recurring themes of promotion of viral tracks and moments combined with
platforming the future of this tight knit scene are elements which are integral to the foundations of Rick’s work, with his nose for finding unknown artists paying off in a big way.
“I quickly found that besides posting videos of the bigger artists and labels, I also wanted to use my reach to give space to new and upcoming artists”, revealed van Santan. “Therefore I started a podcast series on Soundcloud where I have guest mixes from mostly lesser
known artists at the time but some of them are now really starting to make name for themselves. To name a few, we have had Artmann, Job de Jong, Baccus and many more.” Through the service people like Rick bring to the scene, the closer this world-wide community becomes.
The connection I have made with like minded people is the most beautiful thing about doing this. I have built some true friends through music, but I haven't met them in person yet.
With his finger firmly on the pulse of what is new and what works in the world of music, and his predictions for the future firmly align with the trend he has already spotted in today's climate, it's easy to see whyCameron has his finger firmly on the pulse of what
As time goes on, I think artists and labels are starting to look at their marketing strategy in a different way. It helps to keep theads organic.
ThePlatforms like Distrokid have noticed this change and now offer on their own website a tool in which you can generate meme for your music to share online. Defected Records and Ministry of Sound are two labels that use this approach on their own platforms.
The progression of electronic music is thought to be unprecedented. His attitude towards promotion is a new one.
People just want to be entertained. The old ways are not the same as the new ones.
