When you had been to decide on between a top-tier press placement, 1,000 new followers, or 1,000 new streams, which might you select?
For some artists, it’s all in regards to the streams. Stream numbers are tangible proof that folks like your track. It’s concrete proof that each one the work was value it. Or at the least…it feels that approach.
In an business the place a lot of what we do feels ambiguous and far-fetched, having a excessive stream depend feels just like the followers are telling us that our music issues.
However there’s a secret to streams that nobody desires to confess. And that’s that they aren’t truly as essential as we wish to suppose they’re. Particularly once you break it down…
Streams don’t at all times equal followers
A very powerful lesson about streams is that not each stream you may have is a fan.
There are a couple of causes behind this, the largest being that, sadly, there are quite a lot of bots and faux playlists (i.e. playlists that exist solely to run bots to and rack up numbers). It’s spectacular on the floor, however in the end dangerous to you as a result of it’s driving the improper type of individuals to your music. As an example, many of those playlists will combine R&B, hip-hop, rock, and 1,000,000 different genres and make the playlists 100+ songs to cram in as many streams as attainable into one playlist, which implies the chances of individuals liking all of the songs/genres on that 200+ track blended style playlist are slim.
Not solely that, the algorithm could begin lumping your music in with different genres and pushing it to individuals who like that style, which could not be as a lot of a match.
It seems suspicious if playlist numbers are excessive whereas socials lag
You possibly can spend on a regular basis, cash, and vitality you need racking up streams, but when ultimately you may have playlist streams within the tens of 1000’s and but your social media is getting no engagement, persons are going to be suspicious, and so they’re going to know one thing is up.
After all, there are utterly reliable methods to construct your playlist streams and over time, with a strong and executable technique, you possibly can and can develop your stream depend alongside your fan depend.
It begins with the followers
It truly is that straightforward. And but, so many skip this step as a result of fairly truthfully, regardless of being actually easy, it might additionally really feel laborious to know the place to begin. In spite of everything, what number of instances have you ever stated “my music is for everybody!” However it’s not, and specializing in everybody will imply attracting nobody.
Take into consideration your favourite artists or manufacturers outdoors of music. They market to a really particular viewers (you, on this case). The best way we present up, converse, and have interaction with individuals comes all the way down to who we need to appeal to.
So, get clear on who your music is for. Odds are, it’s a model of who you’re. Consider the emotions, values, character traits, and many others that make up who you’re at your core and what makes you need to hearken to a track or go to a live performance. Your followers are most likely not far behind.
Create content material that’s only for them
As soon as you already know who your followers are (one other approach to think about that is “who do I make music for? Who will really feel most impacted by this?”) ask your self much more about them. This can assist as you propose out social media content material, reside exhibits, and sponsorship alternatives.
Ask your self: What do your followers like? Dislike? What movies do they watch, podcasts do they hearken to, festivals do they go to, influencers do they observe? What do they consider in? What makes them completely satisfied? Confused? Excited?
Actually speak to them. Attain out to a handful of followers and begin chatting with them. Do polls on social media. Discuss to them at exhibits. Get to know them, and shortly you’ll have a robust understanding of who they’re and what they need.
A remaining thought: fan-centric development is prime
What’s fan-centric development? In a nutshell, this simply implies that your advertising is designed round your fan’s wants and pursuits. You anticipate their wants, pursuits, values, and many others. Your development depends on how a lot you spend money on them.
Have you ever ever seen one thing pop up and thought “that is so me!” That’s fan-centric.
Listed here are a couple of methods to try this:
- Weekly emails to your e-mail listing speaking about issues in addition to your music. What’s happening in your world? What are you considering, feeling, pondering? Odds are for those who’re considering it, so are they.
- Social media content material that displays a few of your deepest loves/fears/worries/passions. Ever get caught watching movies for two hours? It’s as a result of the content material made you’re feeling seen. Do this on your followers.
- Create an expertise that’s tailor made to them. All the things from the merch you make to the kind of exhibits you placed on, to the way in which you present up on-line must be within the curiosity of them.
Ultimately, it’s simple to see why followers are extra helpful than streams. They transfer the needle extra and contribute to long run development, however they’re additionally individuals. Residing, respiration beings that you would be able to actually join with, develop with, and create change with. And that may at all times be higher than an arbitrary quantity on a track.
Angela Tyler is the founder and CEO of Muddy Paw PR securing placements on Forbes, Enterprise Insider, Various Press, American Songwriter, PopWrapped, & extra. She loves ice cream, actuality TV, and hanging together with her canine Sawyer.