Can Influencer Marketing Empower the Modern Music Artists?

The music industry is in a flux of change and new marketing methods are emerging for promotion such as influencer marketing. Let’s find out how it can help the artists.

The methods of music marketing are constantly evolving and currently, Influencer Marketing is at the top of the trends which is being widely utilized in every other industry. Influencer marketing offers a unique approach by interacting directly with the potential users in the market. It can be great for music artists as it helps to pluck fans and potential listeners directly from credible social media platforms. In this digital age of content creation, influencers can actually help to pave a successful way ahead for emerging as well as established music artists. Let’s take a better look.

What is Influencer marketing for Music?

A music influencer is a social media influencer who incorporates music in their content. They can help to promote, review, or discuss diversified topics of the music industry. The creators are not actually music artists but enthusiasts who utilize music as a prime ingredient in their content creation. While some music influencers have created a successful career with this new concept, a lot of users on social media claim to be influencers yet they are just having fun in making personal posts and adding music in the background. However, it is also a modern marketing trend and artists from every genre and style are utilizing music influencer marketing for their quick growth. Whether the artist wants to promote spotify songs or other platforms like SoundCloud and YouTube, influencer marketing works for all kinds of artists regardless of the platform.

Who can find benefits from influencer music marketing?

There are several people in the industry who can find a handful of benefits with the help of influencer marketing strategies. Those people include,

• Record Labels and Production Houses

Record labels want emerging artists to be successful who sign under their label as it can help to gain better ROI in the competitive market. Influencer marketing helps to reach out to a boarder audience base. The social media platforms such as Instagram and TikTok are filled with a huge library of global music that users can search and add to their content. This market trend offers a great reach and when collaborating with a creator who already knows how to incorporate such music in content; it is perhaps the quickest way to get viral in the modern industry.

• Platforms for Music Creation

There is a wide array of music creation platforms like Adobe Audition, Fruity Loops, Soundloop, and many others that are used by Artists to create music. These platforms can easily partner up with creators in order to inspire the next generation of artists and producers. While handling complicated production software can be difficult at the beginning, it can also help to save a lot of time and resources. With influencer marketing, it can be demonstrated how to use these platforms effectively to create a studio at home. That is why; it provides a better chance of offering attractive user-generated content (UGC) that can captivate all. Whether you want to promote spotify music or music videos on YouTube; all tasks can get easier with the modern AI-powered tools.

• Retailers of Musical Accessories and Instruments

Retailers who do business with musical instruments and accessories can also find more benefits with the influencers. They can get their merchandise on the hand of the experts and ask them to demonstrate how it works which can make their products and services shine with positive reviews. By leveraging the creators, the retailers can create a memorable experience for their products and services which helps them to make more sales among the music enthusiasts.

• Service Providers for Music Education

The industry is filled with many music educators and instructors who are also mentors for many emerging music artists in the industry. They help artists to take the first baby steps of their professional careers and these instructors can easily collaborate with the influencers to create a buzz in the market with the help of social media. It also allows them to find more students who might need their help to grow in the competitive digital landscape with proper guidance.  

• All Kinds of Music Artists

Musicians are in a unique position that allows them to capitalize on and leverage music influencers who can help them in various avenues. Whether it is regarding spotify playlist placement or getting features in collaboration, the influencers can help you gain more organic exposure from your competitors as well as record labels who would like to work with you. This approach is even more effective for the rising and emerging music artists who are in dire need of promotion.

Which are the most preferable platforms for influencer marketing?

• TikTok Influencer Music Marketing

There is no doubt that TikTok has become the biggest platform for creators to get viral especially the Gen Z who are also the potential user base for the platform. It offers the perfect space for independent artists to grow and it seems like the young generation are more likely to become ardent followers of the influencers and they believe them.

The viral moments on TikTok mainly originated from its Commercial Music Library which offers a huge collection of 150,000 pre-cleared, royalty-free tracks. These songs are sourced from emerging and independent artists which makes each track a fair game for promotion. For each viral commercial content, the artists will receive royalty and that is what makes this platform potential for influencer marketing. Make sure to not engage in any copyright violation and you can safely proceed.

• Instagram Influencer Music Marketing

After the emergence of TikTok, the popularity of short form videos have greatly increases and Instagram also brought reels and a huge library of songs that users can use in their reels, stories and posts. It is considered to be an effective way to engage more audiences while introducing them with the new track and artists in the industry. The popularity of this content is helping the artist and the song get viral quickly through other platforms as well.

However, there are some limitations in the case of Instagram. Only studio-recorded music is allowed in this case as the platform does not allow using any live performance, concert, or event. Utilizing a full-length recorded track in a video increases its chance of getting down from the platform. As a result, most people tend to post short-form videos and clips with music.

• YouTubeInfluencer Music Marketing

After TikTok and Instagram Reels, it was time for YouTube to embark on shorts which was introduced back in 2021. It is a short-form video in vertical format that gained much attention from the users as soon as it launched. Shorts allowed users to utilize the music clips from the millions of songs uploaded in the platform and quickly it becomes another platform for the viral trend.

Shorts are not that popular yet but they can still offer some significant boost and a lot of organic views which makes them an ideal spot for influencer marketing. YouTube has launched a handful of new tools and features to help the creators grow on the platform. It is also safe for influencer marketing as YouTube’s Content ID system is highly secure and there are fewer incidents of copyrighted content and its illegal use.

• Twitch Influencer Music Marketing

Well, Twitch is not the ideal platform for music as it is highly popular in the gaming communities. Gamers live stream through this platform and gain rewards and views based on the viewership of their gameplays and whatever content they create. Twitch is an amazing platform for building loyal communities and many celebrities have already utilized it even though they are not really a huge gamer.

There are gamers who are also influencers on this platform and collaborating with them can help to get more fans. Previously, Post Malone, T-Pain and many others have utilized this idea. Even Drake played games with gamer Ninja on Twitch which helped him to amass a huge number of music fans from the gaming community. Similarly, Ninja received support from the Drake fans; creating a win-win situation for both.

Some of the Viral Moments of Influencer Marketing

• Fleetwood Mac’s “Dreams” became a mega-hit after years when it hit the platform of TikTok. The song quickly became hit No. 1 on Billboard’s Hot 100 after excessive use and streams.
• A new generation of Kate Bush fans popped out of nowhere with her 1985 track “Running Up That Hill (Deal With God)” becoming a viral sensation on social media after being used in ‘Stranger Things’.
• Drake is a great opportunities and he featured 23 female creators from social media in his official music video for the Falling Back (Extended Version).

Final Thoughts

If the old classic hits can get viral again, so can you and if you want to how; the answer is influencer marketing. It is the quickest way to get viral with the help of the social media platforms. Find relevant and popular music influencers to grow your career.