In the event 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 individuals like your tune. It’s concrete proof that every one the work was price it. Or at the very least…it feels that approach.
In an trade 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 needs to confess. And that’s that they aren’t truly as vital as we prefer to assume they’re. Particularly while you break it down…
Streams don’t at all times equal followers
Crucial lesson about streams is that not each stream you will have is a fan.
There are just a few causes behind this, the most important being that, sadly, there are a number 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 finally dangerous to you as a result of it’s driving the mistaken sort of folks 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 doable into one playlist, which suggests the percentages of individuals liking all of the songs/genres on that 200+ tune combined 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 to be suspicious if playlist numbers are excessive whereas socials lag
You’ll be able to spend on a regular basis, cash, and power you need racking up streams, but when ultimately you will have playlist streams within the tens of 1000’s and but your social media is getting no engagement, individuals are going to be suspicious, they usually’re going to know one thing is up.
After all, there are utterly legit methods to construct your playlist streams and over time, with a stable and executable technique, you’ll be able to and can develop your stream depend alongside your fan depend.
It begins with the followers
It truly is that easy. And but, so many skip this step as a result of fairly actually, regardless of being actually easy, it might probably additionally really feel arduous 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, communicate, and have interaction with folks comes right 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 so forth that make up who you’re at your core and what makes you need to take heed to a tune or go to a live performance. Your followers are in all probability not far behind.
Create content material that’s only for them
As soon as who your followers are (one other approach to consider 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 intend out social media content material, stay exhibits, and sponsorship alternatives.
Ask your self: What do your followers like? Dislike? What movies do they watch, podcasts do they take heed to, festivals do they go to, influencers do they comply with? What do they consider in? What makes them blissful? Confused? Excited?
Actually discuss to them. Attain out to a handful of followers and begin chatting with them. Do polls on social media. Speak to them at exhibits. Get to know them, and shortly you’ll have a powerful understanding of who they’re and what they need.
A ultimate thought: fan-centric development is key
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 so forth. 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 below are just a few methods to do this:
- Weekly emails to your e mail checklist speaking about issues in addition to your music. What’s occurring 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 in your followers.
- Create an expertise that’s tailor made to them. Every little thing from the merch you make to the kind of exhibits you placed on, to the best way you present up on-line ought to be within the curiosity of them.
Ultimately, it’s straightforward to see why followers are extra beneficial than streams. They transfer the needle extra and contribute to long term development, however they’re additionally folks. Dwelling, respiratory 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 tune.
Angela Tyler is the founder and CEO of Muddy Paw PR securing placements on Forbes, Enterprise Insider, Different Press, American Songwriter, PopWrapped, & extra. She loves ice cream, actuality TV, and hanging together with her canine Sawyer.