Mike Epstein
@heymike
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Music, tech, & all things creative. Digital Marketing at GoodTalk ( @goodtalk ) & speaker at @digitalsummits . Subscribe to my newsletter
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Tyler, the Creator nailed it when talking about how promoting your own music on your Instagram stories or social media 1x isn’t nearly enough
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Sometimes figuring out what you’re not is just as important as figuring out what you are - Andre 3000
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Brent Faiyaz plays by his own rules when it comes to campaigns and marketing himself.
Here are a few examples of how he defies traditional content strategy:
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Artists/managers: self distributing your own music can be overwhelming & confusing, but it doesn't have to be.
THREAD: here's 10 things you can look out for when handling your own music distribution.
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Artists & managers -
Here’s a few reasons why you should release music every 3-4 weeks once you start being active:
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Artists: your YouTube channel is about more than just uploading music videos & hoping the algorithm does its thing lol
Here’s a few things you can do to increase your reach, optimize your videos, & take adventure of YouTube’s features:
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Apple Music for Artists recently introduced a new feature allowing artists to see their upcoming release metadata before the release is actually live on platform.
Here's how you can utilize it:
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Artists & managers: doing the below can help give you ideas for music rollouts, social media strategy, & more:
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I checked in with 5 artist managers and asked:
"As an artist manager, how are you thinking about cultivating your artist's relationship with their fans in 2023 online and offline?
Are there any areas of the business you're giving extra attention too?"
Here's their answers:
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One of Apple Music’s most powerful resources is something you may not even be familiar with yet…
Their Music Marketing Toolbox offers a bunch of marketing resources to help promote music:
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I checked in with 5 music professionals working in A&R and asked them all the same questions:
"How do you see artist development continuing to evolve in 2023?
Is the stage you're looking to discover artists at changing at all?"
Here's their answers:
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Apple Music for Artists recently introduced updates making it easier for artists to promote specific releases by generating custom social assets.
Here's how to find it:
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Artists/managers: it's important to be intentional with how you create the social content that accompanies your music.
Here are 5 things to consider when creating content for social to market your music:
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Spotify is giving out free game for artists with a new resource called In Focus.
THREAD: here’s what it’s all about:
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I checked in with 5 artist development experts and asked them all the same question:
"With how quickly the landscape is changing, what do artists need to focus on for engaged community building in 2023?
How do you differentiate between IRL and digital?"
Here's their answers:
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If Russ has done anything, it's build a fanbase that's invested in him as an artist.
During an Instagram live, he dropped gems on the importance of artists using their social media to build their brand.
Here's a few of my biggest takeaways:
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Spotify is now giving all artists the ability to upload a thank you video to their Spotify for Artists that their top fans receive in their Wrapped this year.
Dope fan engagement feature to show appreciation for an artist's fans.
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I asked 4 executives at music streaming services the same questions:
"Do you have any predictions for trends that might emerge on the platform in 2023?
Is there anything artists should keep in mind when thinking about how they use the platform in 2023?"
Here's their answers:
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Artists: You took care of everything in your pre-release checklist, delivered your music to DSPs, and can't wait for release day.
Now what?
Here's 4 ways to amplify your release & try to have as much impact as much as possible:
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Russ has one of the best album rollouts of the year with his new project SANTIAGO.
From listening parties with fans to a short film and more, he really gave fans an experience.
Here's a breakdown of the rollout:
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Brent Faiyaz continues to be masterful at creating moments.
Within the past 5 days he...
•Released a new song
•Announced a world tour
•Dropped a new music video
•Launched partnership with United Masters
Here's a breakdown on his monster week:
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As someone who loves music marketing, I get excited and inspired watching artists release their music in creative ways.
Here are 5 of my favorite project rollouts this year:
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Music streams compound over time,
Catalogs compound over time,
Music video views compound over time,
Hard work compounds over time,
Performance experience compounds over time.
Be patient.
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Apple Music now allows artists to display Q&A questions & answers on their profile to help their fans get to know them better.
Here's how to set it up in Apple Music for Artists:
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Audiomack just introduced a new feature giving artists the ability to reward their biggest fans with early access to music.
THREAD: here's a breakdown on the new Premiere Access feature:
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I recapped 2023 with 4 music professionals working in A&R and asked:
"As an A&R, what's your biggest takeaway from this year when it comes to finding and developing artists?
Is there anything you think is missing from artist development today?"
Here's their answers:
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I checked in with 4 entertainment attorneys and asked the same question:
"Based on your experience, what do artists tend to overlook as it relates to the legal part of their career?"
Here are their answers:
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Artists: Don't let a lack of management discourage you from being proactive.
So many of the artists I've seen create their own success in the last 12-24 months did so without a team.
No label.
No publicist.
No manager.
No digital marketer.
Just being resourceful!
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If I were an artist looking to grow my streaming activity in 2024, here are a few things I'd consider:
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Releasing music consistently doesn’t mean you have to rush the creative process and force great art.
Russ took 4 months off from releasing to create 26 songs (half a year’s worth of music) and a full project so he could release consistently without rushing the creative process.
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Most artists don’t realize how powerful and slept on
@audiomack
is.
Like...really really slept on lol
We’re all looking to build a community…here’s 4 quick things you can do to build your fan base on Audiomack:
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Artists: focusing on building a system or blueprint you can SCALE will take you farther long term than just trying to catch viral moments.
Systems help you achieve consistency & longevity.
Here’s 3 examples of artists achieving success creating & scaling their own systems:
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You'd be surprised how many artists don't have a team (including management)t, yet still find success in creating their own opportunities by being proactive and resourceful.
Don't wait on others to go after what you want!
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Pursuing a career in music as an artist or executive is full of ups and downs.
The journey can be chaotic, emotional, and purposeful.
Don't forget to keep these 6 things in mind:
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Artists: if you’re looking to build a team, here are 8 roles to consider:
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Instagram recently introduced a few new features to help creators:
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What’s meant for you won’t miss you and what misses you wasn’t meant for you - Joey Bada$$
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Artists: the grind is real and the journey is anything but easy.
We know every dollar adds up...
*This is not financial advice* but here’s a few suggestions for where to invest your money as an independent artist:
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Spotify for Artists isn't the only platform that allows you to pitch upcoming releases.
Don't sleep on Amazon's pitch tool!
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There is nothing wrong with having a “regular” job to support yourself while pursuing your creative passions.
Don’t let anyone trick you into thinking it’s embarrassing or shameful.
Everyone’s path looks different.
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Putting out music consistently helps:
-Attract opportunities
-Open doors
-Network
-Create growth as an artist
All because you're giving fans something to discover.
Don't sleep on the simplicity & power of releasing consistently!
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Artists: if you’re not taking advantage of analytic platforms streaming services provide, you’re missing out on a big resource.
Kicking off a series diving into apps for artists offered by different DSPs, starting w/ Audiomack.
Here’s a few ways you can use the Creator App:
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Two of the music industry's biggest platforms just came together for what could be a game-changing move.
Here's a quick breakdown of Tik Tok and Billboard's new Tik Tok Billboard Top 50 US Chart:
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Who’s an emerging artist that does a great job creating content to support their music?
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Audiomack just introduced a new feature called "Promote" that allows artists to promote new releases, milestones, & more.
Here's how to find it:
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@AhmadDavisPR
When you really stop to think about it, it's jaw dropping on almost every level imaginable.
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Artists: in addition to making great music that you're proud of, being proactive & creating opportunities for yourself is one of the most important things you can do for your career.
Here's a few other things you can try to do for the best shot at success:
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Don't shoot the messenger but it's going to take 10x the amount of amazing content you think it will to really build momentum
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Being able to sell hard tickets and get fans in a room is one of the hardest but most impressive things you can do.
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Spotify just announced a huge new feature allowing artist profiles to have music videos.
Here's where to find it:
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Earlier this week Tik Tok launched their own global music discovery hub called New Music.
The space displays featured videos, trending content, and more.
Here's how to find it:
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Looking for music industry professionals working in A&R, marketing, management, media, as well as creators to participate in threads.
Tag someone who might be interested!
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There are artists using just their phones to create great content that markets their music effectively and builds a fanbase.
No professional videographer - just a phone and maybe a few small accessories or equipment.
This won't work or make sense for every single artist but
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There's a difference between building an audience and building a community.
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Meta recently published an Instagram Reels best practices manual that teaches users how to "speak the language of Reels".
Here are a few of the takeaways:
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Artists & managers: doing the below can help give you ideas for music rollouts, social media strategy, & more:
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Having a manager or people on your team who believe in you is hugely advantageous, but no one can want it more than you.
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This video is a powerful example of the hustle it takes to succeed in the music industry.
Dreamville’s VP of Marketing and Bas’ Manager Derick Okolie talks acting as the DJ, tour manager, photographer, handling merch, & more at early shows.
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You can double or triple your fanbase in a year with amazing art, consistent releases, networking, & a strong content plan.
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Audiomack’s Artist Guide is like the music industry handbook for artists that never existed…
It offers advice and knowledge from industry experts on marketing, publishing, building a team, & more.
Here’s a breakdown:
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We're in interesting times for the music industry.
Here are 5 thoughts as we end Q1:
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Amazon Music recently made it easier for artists to promote their music.
Here's a quick breakdown on Hype Decks:
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I know working in music is 24/7, but being mindful of not hitting people up for work after hours unless it's time sensitive goes a long way
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Attention
You’re hopefully catching people’s attention with each release & creating micro moments.
The longer you take to release your next song, the longer you have to hold the attention you just worked so hard to gain.
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So many artists & creatives think:
I need a huge fanbase before making merch.
I need more demand before making merch.
I need a sales history before making merch.
I need a dense biz plan before making merch.
Those things help but aren't mandatory to start!
Here’s why:
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Tik Tok might be where a majority of RECORDS are breaking but...
Staying active on & utilizing all platforms (social + DSP) contributes to how ARTISTS are breaking
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Ransom's marketing for his new album is too fire!
Fans who pay +$100 for the new album on Even receive a personalized album intro with their name along with a signed vinyl.
Imagine listening to your favorite artist shouting you out on an album. Love this
@ransomPLS
@even_biz
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I checked in with 5 artist managers and asked:
"When thinking about driving revenue and the economics around your artist’s business, what areas are you putting increased attention to in 2024?"
Here are their answers:
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FREE GAME -
For anyone pitching an artist or creator on an opportunity...
Here's a few things worth including in your pitch:
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Interesting that Apple Music has no songs that reached 1 billion all time streams.
The closest song is Ed Sheeran's "Shape of You" with 930 million streams.
Comparatively, Miley Cyrus' "Flowers" is the fastest song ever to reach 1 billion streams on Spotify in just 4 months.
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I checked in with
@BrianZisook
(Co-Founder, SVP of Operations at Audiomack) and asked 6 questions related to emerging artists cutting through the noise, Audiomack's global footprint, & more.
Here's a few gems from Z:
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One of the easiest ways to understand music rollouts is by going to your favorite artist's social media and looking at what they are posting, promoting, and participating in during their release campaign.
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Artists: It sounds simple but one of the easiest ways to create opportunities for yourself is by simply putting out music and promoting it.
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THREAD: This one Soundcloud analytics feature is isn't offered by 99.9% of the other streaming platforms:
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I checked in with LaRussell, Armani White, Amari Noelle, Michael Kraun and 2 other artists to ask the same question:
"How should artists think about creating, building, and nurturing connections with their fans in 2023, either digitally or IRL?"
Here's their answers:
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Are concerts the future of the music business?
Here's why Live Nation thinks so:
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Apple Music is now introducing Collaborative Playlists - users can collaborate on playlists with others by inviting them to edit tracks within that playlist.
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While releasing new music is important, sometimes the data will show that marketing focus might be best placed on an older song from your catalog that is over-performing compared to the others.
Just because it's old doesn't mean millions of people haven't heard it yet.
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THREAD: organic posting on Tik Tok is impacting the virality of songs more than you might think:
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Here's a few ideas for how artists can utilize YouTube Shorts:
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With all the streaming analytics tools available, don't sleep on Amazon Music for Artists.
Here's a few ways you can use the platform:
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Here's another reason why releasing music & building a catalog is so important:
According to Spotify, almost 3/4 of active streams (streams from sources like listener playlists, album pages, artist profiles, liked songs, etc) are catalog songs or songs older than 18 months.
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Artists: You're about to release new music and going through your to-dos.
Now what?
Here's a 5-step DSP checklist to maximize your release:
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Artists: Email lists are cool but it’s 2022 lol it’s worth thinking about all the tools available to best communicate with your audience.
Here’s why SMS (text) marketing can be a fire way to connect with your fanbase:
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Trapital just released its annual year-end report analyzing the biggest trends in music during 2023.
The report is insightful and has an interesting perspective.
Here are 5 of my biggest takeaways:
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Audiomack just introduced a new way for fans to speed up, slow down, & modify music on their platform.
Here's how the Audiomod feature works:
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Here’s a quick resource to help promote your music & playlist adds on Spotify:
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TikTok integrating direct streaming links within the app when music is played in a video could have huge implications...
In addition to driving streams more directly, it could also give additional insight into how virality on platform impacts streaming off platform.
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I checked in with 5 marketing executives and asked them all the same questions:
"What areas of marketing do you anticipate growth in this year and are there any areas you expect to see a decline?
What platforms do you forsee having the biggest impact?"
Here's their answers:
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Spotify just upped its marketing game and now allows Songwriters to generate their own promo cards.
Promo cards have been around for a while but until now, it was just for artists.
Users can now search by:
Artist
Songwriter
Album
Song
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Shazam just made identifying songs even easier...
It can now recognize and identify songs playing from other open apps including Tik Tok, YouTube, and Instagram.
Users can now search for a song while still having those apps open and Shazam will recognize the audio.
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One of the goals with consistency & compounding is to stay top of mind…by releasing every few weeks, you increase the likelihood that you stay top of mind by popping up with micro moments every few weeks.
Once you start releasing every few months, you’ve lost that attention.
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1)
@Mvinestream
- A&R, Def Jam / Management Partner, No Idle
"In 2023, I believe that producers and engineers will do a lot of the hands on artist development moving forward with respect to A&Rs / Mgmt roles. (cont'd)
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I recently checked in with executives at music streaming services and asked:
"In your mind, what has been the defining moment of 2023 for the platform?
Is there anything fans and artists should keep in mind about the platform heading into 2024?"
Here's their answers:
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If you make great music and can find a way to scale the creation of that music as well as content to support it, you're developing a winning formula.
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