The GREATEST Way to Promote Music Ads on YouTube and Get Actual Fans (Part 2)

So, Burstimo, you’ve shown me how to get hundreds of thousands of views on my music ads on YouTube

But is getting people to watch the first five seconds of your music ad on YouTube enough?

Everyone can get half a million views with this method.

But we are not in this game just for numbers. 

Nobody’s going to see those numbers anyway. Nobody’s going to see how many views you get, how many likes you get, how many new subscribers you get, how many streams on Spotify, how many Instagram followers you acquire…

The overall strategy should always be building a fan base to get people to spread the word organically and to do that we need to engage an audience. 

You need a fan base; that is how you get signed. That is how you grow and that is how you make money as an artist.

You are not going to be able to do that in just 5 seconds. Even half a million clicks to your music ad on Youtube is not going to create that fanbase.

You need to encourage people to watch the whole video.

Of course, there are exceptions to the rule as some major labels use pre-roll ads. But usually, these are artists that people know already and are therefore targeted to an existing audience who they know has liked previous tracks, so in all likelihood, they will want to listen to the latest track too.

It is not getting rammed down people’s throats to get views; it is part of a strategy to keep engaging their audience.

What can an emerging artist do in the first 5 seconds of a music ad on YouTube?

You need to grab people’s attention, so you could get a famous person or influencer to be in the first 5 seconds. If you don’t know a famous person or influencer, a great site to browse is cameo.com.

Alternatively, you can have something insane going on in the first 5 seconds to entice people in to watching the first 30, and then hopefully all of it, if they like those 30 seconds.

These are the only two ways you should use pre-roll ads, otherwise all you are creating is an ineffectual numbers game.

Ask yourself the REAL questions when it comes to a successful music ad on YouTube

How do you get real people engaging with your music video?

How do you get them to watch the whole thing?

How do you create fans that DM you telling you how much they like your music and are now following you on Instagram?

Here’s how.

Try this alternative approach with music ads on YouTube

We need to flip our Youtube music ad around a bit using the Adwords platform.

This is how to properly utilise a Youtube music ad if you want to build a fanbase and not just get cursory views. 

Step 1

So, you’re going to select create campaign, then new campaign

Step 2

Instead of going to brand awareness (like we did for the pre-roll ads), select Product and Brand Consideration.

Scroll down and select video ads and the campaign subtype as Influence Consideration

This allows you to put properly placed ads on YouTube videos, so you can go out to everyone who is listening to music right now and show them a clickbait title to watch your music video.

Step 3

Select campaign name: let’s just call it clickbait title

Step 4

Again, like the pre-roll campaign, put in your campaign budget (e.g. £500), start date as soon as possible and pick an end date too.

Step 5

In this section we’re going to pick YouTube search results.

Step 6

Then pick all countries and English as language – it’s going to be an English title. 

Step 7

We will leave content exclusions as is:

Step 8

Time to define the audience, so, for example, we will enter in here: rock music listeners.

Step 9

For demographics, we select gender and age. In this case, we’re going to go for a young audience. It doesn’t matter about household income or parental status.

Step 10

For audience, we’ll select Rock Music Fans and Indie and Alternative Rock Fans.

Step 11

Content: I’m not going to select any topics, keywords or placements here as I want a wider audience for this method.

And we’ll set the cost per view at £5.

Why this type of music ad for YouTube is so powerful

For the video ad format, we are going to have Video discovery ad

We are not going to enter the actual title of the track, but instead, we’re going to have a clickbait headline such as ‘66% of people said this was the most brutal music video they’ve ever seen’.

Then for the description, you can put something like ‘most brutal music video’ (as shown in screenshot) and we can call the ad ‘clickbait’.

And here is what it would look like on YouTube:

Finally, click create campaign so it goes into review.

Why this ad format creates fans

So, with this title, people can get engaged; they read ‘66% of people’ and immediately want to know ‘will that include me, am I one of the 66%?’.

Chances are, they will click it and see if they think it is one of the most brutal music videos they’ve ever seen.

Instead of them being forced to watch, they have made their own decision and watch with that question in mind.

If they liked your music, they’ll subscribe, they’ll save it on Spotify and they’ve consumed your music for the right reasons. 

How to get the most out of this method

One of the best things about this type of ad is that you can essentially target everyone who is searching for similar artists to you.

For example, you can target everyone who searched for Drake and then your ad will come up in those results.

Everyone knows that it’s hard to get people’s attention, but to get them to invest three to four minutes, you’ve got to really sell your music video.

Think, what would it take to entice people to watch your music video? Whether you’re putting it in your Instagram bio, your Facebook page or DMing it to people – determine why people are going to click your video.

For instance, tell them that there is something epic that happens at two minutes, and that they have to see it, or that the entire video was created on a budget of $100 – add something of value to give them that extra reason to click.

Unlike Spotify, you could upload your music video with any title you want and change it later. So if you did only have $100 budget, then you can title it “This music video was made with only $100!”.  

When enough people click on it, you get the traction, and then people are watching it along with other music videos and the algorithm picks it up. Then you can change the title to artist and track title at a later date when you’ve got the views and the momentum behind you.

Other ways to use this strategy to your advantage

Another thing you can use is Facebook and Instagram ads. I love Facebook ads. Although, I know that Instagram can hold more appeal because there’s more younger people on it. 

Facebook is fantastic, but it is going to charge you a lot of money to get people away from Facebook. 

However, if you have a clip of your music video, you can comment the full music video URL for Youtube in the comments section. Facebook does not count it as taking people away from the platform if you select video views when you start your campaign. 

If you don’t know how to create ads, then watch this video tutorial to create Facebook and Instagram ads.

Essentially, what you do is create a short video clip and include the full video link in the comments and people will click through it.

It doesn’t even have to be a clip of your music video. It can be a trailer, a teaser, or even a meme which has your music in it to get people to watch.

In the comments, it says where the track is from, and people click it to hear the full music because they just found out by watching the seemingly unrelated video. They have ‘discovered’ your music, love it and are more willing to watch your full music video.

Another couple of YouTube tactics

If you don’t feel the need to have your music on your channel itself, you can also submit to YouTube playlists. There are so many playlists out there: search them on YouTube for your music genre, then go to the about section and submit your track to be considered. 

Okay, you won’t get the views on your channel, but if they’ve got a million subscribers because they have a reputation for uploading good music, then approach them with your video. You’ll find that you’ll get organic reach and people can subscribe to your channel anyway. Go to the ‘about me’ section of every related channel and this is where you can submit your music video. 

The final tip I have for you is to pay an influencer to be in your video. It’s worked so well for our artists, and it doesn’t have to be an actor, it can just be someone who has a strong fan base on Instagram or YouTube. I prefer using YouTubers because their fan base is more loyal and they’re used to seeing their face.

They don’t have to use hashtag ads because they were paid as an actor. Also, the algorithm will pick it up along with their YouTube videos in the suggested section and you will organically get views that way because they are in the music video.

What are you going to do with this info?

Today’s article was about how you build a good fan base and get real music video views with music ads on YouTube. I should imagine that your brain is teeming with ideas to try out!

Don’t forget to come back and visit us here on our blog or on our YouTube Channel for more music marketing tips.

(Part 1) Promote Music on YouTube the RIGHT Way with Music Ads on YouTube For Views

Unravelling the Mystery of Successful Music Ads on Youtube

People ask me how to promote music on YouTube all the time and want me to help them solve the mystery of successful music ads on YouTube.

I’ve received so many requests on our YouTube channel, through Instagram comments and even multiple DMs asking me to create a tutorial on how to create music ads on YouTube effectively.

Even if you have invested a lot of time and money into creating an excellent music video, it is still challenging to get people to watch a full music video. Essentially you are asking people to give up three minutes of their time.

In this current social media era, you can imagine how much content you can consume in three minutes. People will even visit multiple platforms like Facebook, TikTok and Instagram in three minutes and consume many pieces of content.

With music ads on YouTube, you are asking someone to give up three minutes of their time on one piece of content, and that is why emerging artists will struggle to get views on their music video.

People search for established artists and their music videos as they have an established fanbase that will give them millions of views and a leg up the algorithm.

If you are an emerging artist, then good news! Today I’m going to teach you a method that will help you get hundreds and thousands of views on your music video, even if you only have a trickle of visitors to your labour of love music video so far. 

The RIGHT Music Ads on YouTube to Start With

The method I am going to show is YouTube pre-roll ads. It is a great method to get more views on your music video. We will walk through how to use the basics of the AdWords platform as that is where YouTube ads are set up.

In Part 2 of this article, I’m going to show you some hidden gems and take you through all the tips and tricks to go above and beyond just getting visitors to your music video. I will go into detail on how to convert your visitors into real fans who are going to show up to your shows, spend money on your merch, and potentially get you signed because you’ve got such an engaged audience. 

So let’s get you set up…

Setting Up Music Ads on the Google Platform

I’m going to take you step by step setting up your music ad on YouTube through the Google AdWords platform.

Step 1

When you have set up a new ad account, you’ll be greeted with this screen, which I want you to ignore this press on “switch to expert mode“.

That will bring you to this screen (if you haven’t found this screen, then click Create campaign and then it will get you to this screen.

Step 2

Click brand awareness.

Step 3

Click video.

Step 4

Select skippable in stream as that is the name YouTube use for pre-roll ads.

Step 5

Name your campaign which let’s just say for this example – “Rock Music Video“.

Step 6

For the campaign total I’m going to enter in $500, the start date is as soon as possible.

A word of advice here is to always have an end date just in case something goes wrong, like you lose access to your computer, or you fall ill and you’re not able to stop the campaign. At least then you know it’s going to stop at a certain date, and you’re not going to spend more than £9.62 per day or total of £500.

Step 7

The next section is Networks. You don’t want your ad to be on video display partners, you only want to be YouTube videos and definitely not inclusion in the search results.

Step 8

This section is languages. You can select all languages or you can search and select English only if you prefer and your music is only for an English audience. Then countries you could select are United Kingdom, Australia, Canada, USA, etc.

Or you can opt for all countries and territories. Its totally up to you.

As you can see on the right here, you have a constantly refreshing estimated audience.

Step 9

In this step, we select the Inventory type, this basically means what kind of content your ads are going to run on. So if there is sexual content or profanity, then maybe you don’t want your ad to appear on that. Some brands don’t want to be associated with that.

For us, we just go for the recommended standard inventory.

Step 10

Next we have excluded content which is very similar to the above step and you select things that you don’t want to be associated with.

Step 11

Now we’re going to get into the ad itself, and this is basically creating our audience. So let’s call this audience Rock Music Fans.

Step 12

When we select gender and age etc, we’re just going to go for a young audience.

It doesn’t matter about household income or parental status, or gender.

Step 13

The audiences section is where you can identify your fans, I’ve already selected Rock Music Fans and Indie & Alternative Rock Fans but what you would do is search for rock music fans, and then you would click these two here.

And if anything else that comes up and applies to your music, then you can select it as well. It will also give you ideas based on it as well to be able to select more relevant keywords.

Step 14

Keywords is selecting words that people search for on on Google or YouTube.

So say people have looked on YouTube for Nirvana, or Nirvana Smells Like Teen Spirit, for example, or Metallica, we can enter this here.

Every single line is basically a new phrase you can enter and you can see the campaign estimates on the right here.

The chances are the figures are going to go up and down based on how many people have actually searched for this.

I am going for a wider audience, so I am personally not going to enter any keywords here.

Step 15

I think the placements section is really cool. If you know the artists who are like you, you know the people who might like your music.

You can go and find their channels and run ads on their channels only. So you could go and find Nickelback channel for example, select it, and your ads will run only on the Nickelback channel.

The campaign estimates on the right shows you how many impressions you’re going to get from putting ads on that channel.

The more similar artists you input, the more impressions you’re going to get.

Step 16

Now we select the Target CPM, This is basically how much you’re going to spend on 1000 impressions. £5 is very expensive. You shouldn’t be spending that but my strategy is to start high and then go lower and lower and lower and see how cheaply I can get it.

AdWords will always look for the cheapest deal for you. So it’s not going to go and spend ever five pounds per thousand, but you can put it in and get an idea of what you should be spending and how much your ads are going to cost you and then you can adjust it for future campaigns, once you have an understanding of how much is going to cost.

Step 17

The final bit is where you put your YouTube video in. For this example lets add Fallout Boys: Centuries. And there it gives you a small preview of what your ad is going to look like.

I would just put same URL in the final and display URL because people like to know that this ad will remain on YouTube platform. On the right here it’s going to show you an estimate of how much it’s going to cost per thousand views. So as you can see is not even going to come close to that £5.

Lastly, put a name for the ad: I’ll call this one Fall Out Boy music video, and that’s it, click Create campaign.

Step 18

You’ll see this page to indicate your campaign is ready, just click Continue to Campaign

Step 19

And at the top here, I’ve got a warning message I need to put my billing information that’s why the ad is not running. Once I did that, they will start to run.

Google ads take about two days for it to be approved. Instagram ads and Facebook ads can be approved within the hour. But Google are a bit slower than that. Unfortunately, they expect people to be running ads for months, rather than for a few days.

So there is no rush to approve you, so it can take up to two days for you to be approved and start running. So don’t worry if it still says under review for a while, that is just the way it is.

It can be very easy to get lost in this dashboard. But just remember up here is really useful navigation…

…which gets you get backwards and forwards to specific pages.

And that is how you list Music Ads on YouTube the right way.

Is This all I Need to Know to Promote Music on YouTube?

Okay, so I’ve shown you how to get hundreds of thousands of views on my music video, so is that all there is to know?

There is a problem. All this music ad does is get people to watch the first 5 seconds of your video and you want people to watch the whole video.

Your goal should not be numbers as they don’t mean much, but fans do. Fans speak volumes. So your YouTube ads need to be part of an overall strategy.

You have to be able to get a fan base. That’s how you get signed. That is how you grow. And that is how you make money as an artist. And you’re not going to achieve this by just getting half a million people to watch five seconds of your music video.

Be sure to visit next week for the secret sauce to help convert your YouTube ad visitors into fans.

Visit us here or on our YouTube Channel for a whole host of ways to break as an artist and promote your music.

Related articles about YouTube and creating videos that are worth a reread.

GROW A MUSIC YOUTUBE CHANNEL FAST | BEST YOUTUBE STRATEGY

HOW TO PROMOTE YOUR MUSIC VIDEO | MUSIC PROMOTION

HOW TO MAKE A HIGH QUALITY MUSIC VIDEO WHICH PEOPLE WANT TO SHARE

How to Promote Your Music By Effectively Linking to Get The Most Bang For Your Buck

So you want to promote your music and have created an ad, and you’ve got to that section on the Facebook ad manager and got stuck in your tracks.

Or maybe you’ve arranged for an influencer to shout out your music.

But your stumbling block is what link to give and where to direct people. 

You’re not alone!

Unravelling the Mystery of How to Promote Music with Ads Successfully

In this article, I’m going to take you through all of the options you have available to you, whether you direct people to your YouTube, to your Spotify, Apple Music or your Instagram profile, or to the same platform where you are advertising.

At Burstimo, we have this dilemma every day, because we advise our artists where the ad money is best spent.

100,000 views to a random Instagram post may not be of good value, nor likely to convert visitors into fans. These are just two primary considerations when deciding where to send people.

# 1 Promote Your Music YouTube Links

I’m going to start with YouTube because I love sending people to YouTube as a platform. The reason is that each view of your video or channel is an asset. YouTube will retarget those viewers on your behalf.

Suppose someone watches the majority of your video. In that case, when you release your next video on YouTube, the algorithms will suggest your latest video via their homepage, even if your last video was from 3 months ago.

Ads can cost a little more to get people onto YouTube, but you will likely get a lot more views for your money. 

On the first appearance, you might get less of a return. But you have to factor in the extra future views from the YouTube algorithm.

You get longevity.

And if they subscribe to your YouTube channel, you can potentially create a lifelong fan.

Also to watch videos on Youtube you don’t need to download anything, unlike Spotify and Apple Music which require an account.

In all likelihood, the view will have a Google or Youtube account that signs them in automatically, so in one click, they will be able to view the video.

There will be no additional steps, accounts to sign up for, or apps to download.

Another advantage of sending traffic to YouTube is that you can make use of visuals. With a good music video, you can show them just that, without messages pinging or an overactive newsfeed.

The only distraction is the next video in the queue, 

One of the cons of sending people to YouTube is if people are on their phone, they aren’t able to listen in the background. 

When they go to YouTube, click it on their phone, it will take them away from the app. 

They might start listening and even think it is a good track, but then when a message comes through, or they go back to what they were doing before they saw your link, then YouTube will not play in the background.

I know some Android phones have a picture in picture feature or a workaround. But, in general, it is a lot more challenging to leave tracks running in the background on YouTube.

For example, you get on a bus, and you want to lock your phone, and put it in your pocket and listen to Youtube on your headphones. You can’t do that with YouTube.

Directing people to Youtube will only work well if the video you are leading them to is not a static image with music playing. We have tried ads before that look visually stunning, but directed to a static image and they have not been that successful.

If the video is just a static image with music, if people are on their phone, it is unlikely that they will sit there and listen to it because it needs to be visually pleasing as well to keep their attention.

YouTube Deciding Factor

So the deciding factor on sending users to YouTube is whether the artist has visually compelling videos on their channel, and they upload frequently. Youtube’s algorithms would pay off in dividends.

#2 Promote Your Music Links on the Platform You Are Placing Your Ads on

The next option is to keep traffic on Facebook or Instagram.

So this is where someone is scrolling through their newsfeed, and you’ve managed to entice them with your ad. They may sit there and watch it without the need for leaving the app.

You’re just going to run a video as an ad, for video views, which is excellent for general awareness.

But I feel it comes with a lot of drawbacks because these platforms come with a considerable amount of distractions, and it is your job to break the flow of endless scrolling.

You have to stop the scroll with a pattern interrupt, and that is not always an easy feat.

A lot of marketers will tell you to break the pattern and get the viewer to take any action because otherwise, there are just so many distractions.

The audio on the phone through headphones is never going to be that good a quality whether its Instagram or Facebook and people tend to search with the sound off as it sounds horrible hearing the 3 seconds of video from everyone you scroll by!

If you want them to watch your video ad, then they will need to take the additional action of turning up the volume. Bearing this in mind, It can be just as useful to send them to another place to get a higher level of investment than watching a music video with no volume!

I would happily do ads on Instagram and Facebook for video views, but only if you have a good retargeting strategy. 

This is a good strategy, and I cover this in more detail here:  Facebook and Instagram ads tutorial video about video views and a retargeting strategy. It works well.

Same Platform Deciding Factor

You should not expect people to invest in that initial piece of content you create an ad for because, you need to bombard people three to four times to be able to get them to invest, of which the first step is getting awareness from the video views.

#3 Promote Your Music By Linking to Spotify or Apple Music

You would think that Spotify or Apple music would be the logical choice to send visitors to as streams are everything for an artist. If you’re going to invest your money into advertising your music, then you’re likely to want to get your stream count up. 

Spotify does have a strong algorithm, so you can get for your money if you can get people to Spotify, and listen,

It counts as a stream if they listen to 30 seconds or more of the track. 

If you’re getting a lot of clicks from Instagram or Facebook, and people have gone and listened, and you are not getting streams:

  • Perhaps they’re not listening to the full track.
  • Maybe you are directing people to the wrong place
  • It is possible you should have sent them to YouTube.
  • It could be they just weren’t invested enough, and you need a retargeting campaign.

You need to reassess the original content or the journey to understand why. Perhaps the bit of the track that you advertised is the strongest bit of the track and when the visitor starts to listen, they realise that they don’t like the track at all. 

So there are lots of things to consider. 

However, you do get follows, and you do get saves on your track. This all helps the algorithm, and you can end up getting placed on a lot of good playlists.

They might only have 50 to 100 followers if its a personal playlist, but this is still an asset and still helps the Spotify algorithm. 

I can totally see why people would want to place ads and direct them to digital streaming platforms. You also now have a lot of smart URLs and link tree type websites, which allow you to people to click through, go to a website and select whether they want to go on Spotify or Apple Music.

This again helps with retargeting as it allows you to upload a pixel and retarget people who have clicked through to Spotify. You can then retarget them with your Instagram profile and get more followers that way, knowing that they have now heard your music. 

So there are lots of things you can do with linking to streaming platforms, but linking people to Spotify does come with a few drawbacks.

I think the main drawback is that people might not have Spotify installed or Apple Music. So you end up wasting a lot of money on people who don’t have it installed. 

I know you can target people on Facebook, who have an interest in Spotify, or Apple Music and narrow them down. But Facebook doesn’t know who has what installed. They know that they’ve mentioned Spotify, or perhaps been on the Spotify website, or searched Spotify. 

Narrowing your audience down is not necessarily enough as you are taking a huge gamble that they’re going to click through and decide to open it up because they’re going to get a notification saying are you sure you want to open Spotify? 

And if they have Spotify installed and clicked “Yes”, they are going to lose the last playlist that they were listening to and risk losing their place in that playlist. So it’s also quite a significant commitment to get people across to there.

A tip here is if you’re finding that your ads are not converting very well, you can try filtering to only people who are browsing Instagram or Facebook on a mobile device. You might find that because of the nature of your ad, it works better on a mobile device. And you know that people are on the move, and more likely to sit and listen to music. 

Whereas if someone is browsing Facebook on a laptop, they might be at work, they might be bored, or they might be sitting watching TV.

So you can filter people to a mobile device only as an audience and then you know, they’ll probably have a digital streaming platform installed. 

Run an ad and test them against each other and see which one is the cheapest. 

Streaming Platforms Deciding Factor

Directing traffic to digital streaming platforms is the default choice if there is nothing else.

If there are no other assets, it’s just an artist with good music. Yes, Spotify or Apple Music will be where we send people, but it does have its limitations. 

It does make it very, very difficult for you to convert someone into a lifelong fan that understands you as an artist and wants to feel like they know you on a personal level and want to tell a friend about you.

But if it’s just about the music, the default is Spotify, to get the streams, the release radars, followers up, and grow the algorithm presence, as well as hopefully landing on some playlists.

Promote Your Music By Linking to Your Instagram profile

Lastly, you can direct them to your Instagram profile. 

One of the metrics that artists love is to see that they’re getting followers because there’s nothing better than putting up Instagram stories and seeing people interact with it. They reply to you, you walk down the street, and people recognise you. If you want that, then Instagram is the place to send people because that is the place where people get to know your face.

To achieve this, you do need to have the music in the ad itself. The viewer is going to need an opportunity to hear your music, but they’re not going to click follow if they don’t like your music.

You are a musician, that is essentially what you do, and music is the content type you’re providing. 

If your music is good enough, then you can send people there.

A mistake I see a lot of artists making is sending the traffic to their Instagram profile, but the content on that page is not worth following.

They end up just wasting their money trying to get followers, and they say to themselves,” when I’ve got the following, that’s when I’ll start putting effort into my content”. 

But unfortunately, it just doesn’t work like that. 

You have to show that you have good content and are worth following. First-time visitors will take a glance at your Instagram profile, and maybe they’ll click through on a couple of posts, if they like what they see, then you are more likely to get visitors converted into followers. 

That’s when you can plug your music, and you’ve got a ready audience that will go and stream your new music when it comes out. They are invested in you. They know you, and they want to support you. 

So there are so many advantages to it. 

Instagram Deciding Factor

When deciding whether to send traffic to an Instagram profile, we would take a brief look at the Instagram profile and as ourselves: is this a profile that people will want to follow? 

If you have a decent profile, it is good to send traffic there. You can plug your music from there knowing that your followers are invested in you, grow your audience and grow real fans.

So which Promote Your Music Linking Strategy is Best for You?

You need to take a good look at your overall online presence and see what assets you have available. Think about where your strengths are, and from there you can conclude where to send your traffic. 

If you have found this article useful, take a look around and read more promote your music articles, or you can check out our music marketing videos on Youtube.

The Most Powerful Marketing Strategy For Music in the World & How To Implement It

I don’t think that Burstimo has talked about this powerful marketing strategy for music enough. 

How We Chose This Topic

The importance of this topic came about from a chat last week within the Burstimo team about how we can help artists to get a break.

We started at the absolute ground level and asked the question “How did you discover the artists that you love and want to go and see live?”.

We went around the room, and everybody gave the same answer.

Discussing the most powerful marketing strategy for music

It wasn’t Spotify.

It wasn’t Instagram or YouTube

It wasn’t radio or blogs

It was that a friend told me about them! That’s how we all became fans of our favourite artists.

That answer is so powerful as it gives you an end goal if you want to make it big time and sell out stadiums, you need to know how to instigate word of mouth.

 So today’s article is about the power of word of mouth when it comes to music marketing.

Why is this one marketing strategy for music so powerful?

Word of mouth works exceptionally well for music (and most industries really) because you trust the opinion of that friend who is telling about that artist and it is social proof the artist already has fans.

Upon finding the artist or track, you will listen to it with a completely different mindset to if you were just browsing through a playlist and stumbled across it.

Because your friend told you about it, the chances are you will listen to the whole track, and if you like it, you might listen to more tracks and find out more about them (if your friend hasn’t told it to you already).

When you get told about an artist, and you like them, it makes you feel comfortable sharing it too. As people naturally have a sheep mentality of if they see other people doing things, they feel comfortable doing the same.

In this regard, if someone tells you about an artist and you like them because your friend has recommended them and talked about them, you feel comfortable sharing it with more friends.

It won’t make you look stupid, because you know other people are talking about the artist and you are comfortable sharing your discovery.

Now certain personality types are more likely to tell others about their discovery before anyone’s ever told them and they just found them on Spotify. Those people are great. You do want them in your fan base. 

But the majority of the population need to feel comfortable saying something to someone else knowing that someone has already said it to them.

4 Tips to Successfully Implement This Marketing Strategy For Music

Here are four tips on how you can instigate word of mouth into your content and give yourself the best chance of breaking as an artist. 

Tip One: Inject Personality into Your Content

As an artist, you have to remember that its not just the music that people are interested in, but who you are and what you stand for.

Even amazing content in ads, Instagram profile or TikTok can fail if you cannot express who you are within that content. People become fans when they feel a connection. They might not get you straight away but need a few touchpoints for them to decide that they like you and want to talk about you.

Think about the last artist or content creator you really liked. How many times did it take you before you told someone else about them?

Even if you didn’t discover them through word of mouth, but on Spotify, you still would probably need to play a few songs, find out what the artist is about for two or three weeks before you feel confident enough to recommend them to a friend.

Having a strong personality and passion will make people want to come back and revisit you and is organically going to promote word of mouth.

Don’t be afraid of going extreme. You can be extremely relatable or extremely unrelatable where people idolize you. By picking an extreme, you are more likely to get attention and get people talking about you.

Tip Two: Live for the Live Slots 

Band playing live

Get yourself some live gigs. Obviously easier said than done at this time of writing, but after lockdown get out there and get in lots of live performances as people love talking about people they have seen perform live. Again, it is about connection, when people see you live you are building that connection and in all likelihood, they will come and see you again and next time bring their friends. When they initially tell their friends, they are planting seeds on your behalf.

If your performance is good enough, people will talk about the night because that’s what people do in conversations. People talk about events that they went to. So if a friend says what did you get up to at the weekend? 

You don’t say I discovered a great artist and listened to them on repeat all weekend. 

You talk about experiences; you talk about what you did outside of the home. You don’t want your life to sound boring to your friends. So you talk about what shows you went to, whether it’s bragging whether it’s a great experience, it doesn’t really matter. 

Your friend will ask ‘Who did you go and see?’

And when you tell them, they will probably look up the artist to see who you are raving about. 

Tip Three: Give People Something To Talk About

You can give people something to talk about, and it can be music related or a publicity stunt.

You could go and film a video in public, giving an impressive performance playing the piano in a crowded train station, which would make great social media content that people can share and comment on.

The best example of a publicity stunt I can think is Oasis. Maybe you have seen the Netflix documentary about them?

They had a big concert in the Netherlands, for which they had to take a ferry to reach. Their manager told them that this show would be their break.

What ended up happening was they started a fight on the boat, and it was with a big group of people. They got arrested and thrown off the ship (but got to their destination).

However, as they were arrested, they got sent straight back to the UK and no show! Their manager was furious.

Social media wasn’t around then. But the incident was covered by the newspapers and radio. Everyone knew that this band called Oasis from Manchester had been arrested for a brawl on a boat.

It was this incident that gave Oasis their break. Everyone wanted to know who they were, and they went and listened to their music, but also that brawl also represented their personality.

People got invested in their story and their personality from there. That publicity stunt did match what they were about as a band. 

And for me, that is the perfect example of things you can do. Don’t get me wrong; I’m not saying go and start brawls in shopping malls and wait for media fallout. Instead, think about what your brand is about and things that might get people talking about you and potentially news coverage.

Tip Four: Make People Feel Like They Know You

If you feel like you know someone on some kind of personal level, and you’re proud or identify with what they are achieving, you’re going to tell your friends about them. 

Again, like the experience of attending a live show, it’s kind of like a brag. So you want to be able to say, I know this person, and have you seen that they’re an artist that is breaking in and their followers are going up. 

So don’t be aloof with your content.

  • If people comment. Reply.
  • If people DM you. Reply.
  • You need to be able to have a conversation with people.
  • DM every new follower with something bespoke.

Make them feel like there is a conversation to be had, and that they can get to know you.

No, they’re not going to talk about you straight away from these actions, but when you release music and content, you’ll build up more of a rapport. They will keep seeing you come up on their social media feed.

Something to note is that you will appear higher on the feeds of those you have DMed and engaged with and also the same applies to Instagram stories. So, by DMing and having conversations with multiple people, you will expand your reach organically. 

But the main point here is that people feel like they know you, and they will introduce you to more of their friends and family and talk about you more. 

What are you going to do to make this marketing strategy for music work for you?

Let us know in the comments and be sure to visit again soon for more music marketing articles or our YouTube Channel for a whole host of ways to break as an artist.

Get on Spotify Official Playlists With These 3 Key Tips

Are you Tired of Releasing Music but not Getting Added to Spotify Official Playlists?

Do you look at other artists who don’t have as good music as you and wonder how they managed to get on Spotify official playlists? Even though you submitted your track, the Spotify curators somehow favored their track over yours.

Just imagine if your track was added to a Spotify official playlist. Think about what it would do for your career:

  • You’d start earning a significant income from your music
  • You’d start getting more and more fans
  • And potentially reach millions of streams
  • It would validate all the time and effort that you have put into your music.

Some of the artists we’ve worked with have been added to some of the biggest Spotify playlists, like New Music Friday, R&B UK, RapCaviar, New Pop Revolution and so on. 

Tell us in the blog comments which of the Spotify official playlists would be the dream choice for your type of music.

Getting on Spotify Official Playlists – It’s Not What You Think

After working with these artists, it has become apparent that three significant factors play an essential role in getting added to Spotify official playlists. Every artist in this situation does them, so it is no coincidence they are included on their chosen Spotify official playlist.

You’re probably thinking it is something to do with the labels like owning shares in Spotify or having Spotify in their pocket. 

But the truth is, that’s not the case at all.

The labels aren’t investing in Spotify, as they have their own audience. Spotify has a mass audience and is the most popular streaming platform. So if anything, Spotify has the labels in their pockets.

To prove it, look at New Music Friday right now:

Look at all of the artists that are on that playlist. and click on a release:

Scroll down to the bottom, it will tell you who it is released through.

When you look through others on the list you will see that the percentage of major label released artists on there is always between 30% and 50%. 

And that means up to half the playlists is for independent artists or artists that are assigned to non-major labels. 

The Starting Block to Getting Onto Official Spotify Playlists

So I want to show you how to get added to your first major Spotify playlist. We consider a major playlist to have over 100,000 followers and a flagship playlist. A flagship playlist is one where you go to the Browse section, pick a genre, and it is one of the top 5 playlists there that everyone listens to.

Spotify is continually creating new playlists for emerging artists that are niche and allow emerging artists a chance. These playlists start on zero followers and it takes a while for them to build up, but at least when you get added to one, you know you are on the radar of one of the curators. 

The only way to get on the radar of the curators is by filling in the Spotify for Artists form. Here you can see a video on how to fill in the Spotify Artists Form, so you know this process and precisely what we put in the form that got a small emerging artist on New Music Friday amongst other Spotify official playlists.

The Essential Key to Landing on Major Spotify Playlists

What you need to know for my three tips to work is that you need to understand it from Spotify’s point of view.

I know that’s difficult as an artist because all you want to do is make great music and get it on a playlist and have people listen.

To make these tips work, you need to consider that it is the Spotify curators job to make this playlist the best experience possible for the person who is paying for Spotify as a service. 

They need to make it a good experience and also get as many streams as possible from the playlist. Spotify is a business that competes with the likes of Apple Music, Deezer and YouTube Music who are all hot on their heels trying to take their market share.

So when a user clicks the playlist and has a scan of the playlist, they will want to see some recognizable artists on the playlist. 

So if they are a rap fan or a rock fan, they’re going to look at which artists are on the playlist. They will want to have heard of most of the artists because then they know it is a good playlist, and worth listening to. 

If the curator picks 40 tracks because they are good, but no one’s heard of them, the chances are, the user is not going to be convinced to stream this playlist and will find another playlist. 

So this all comes into consideration when a curator decides to put you on a playlist. 

There are three things that the curators are looking for. 

Spotify Curator Question #1: Can you build a fan base? 

Can you demonstrate that you are able to build a fan base when they visit your Instagram account?Does it show that you have fans? Are they engaged or have you just faked your numbers with follow for follow? 

Are you putting up pictures of venues where you have sold out, or do you have fans wanting to take photos with you? 

Or are you just showing pictures of you with a rented Lamborghini? 

Spotify Curator Question #2: Are You Worth the Investment?

Are you putting out good music consistently? A lot of artists will put out one track and expect to land on Spotify official playlists. And it’s possible that it did get on the radar of a curator. 

But for a first release, a curator can’t just put you on a significant playlist and hope that you will release again. You need to prove to them that you are in it for the long haul with release after release. 

So if you’ve put out a single, an EP or an album, are you going to put out again regularly or are you going to quit your career because it didn’t happen? Or maybe it was just a side project to see if you would be discovered? 

Curators need to see that you are worth the investment because they have limited slots available on these playlists. 

So are you going to stop releasing because someone else nabbed that slot and if they gave it to you, are you going to release again?

Are you going to build on the momentum that it gives you and become an artist that they want to support continually? 

Or is it just going to be one release and you give up?

You need to show that you are continually releasing good music. It is essential to release singles regularly. And the primary reason why is because you can show your progress release upon release. If you have released an EP or an album, then some of your best songs could get lost in that collection of songs.

Spotify Curator Question #3: Have You Made it Easy For the Curator?

Have you done your bit for Spotify? 

Have you filled in your bio comprehensively? 

Does your image look good? 

Because when people are listening to the playlist, your artwork comes up, the curator does not want people to view terrible artwork when people are listening to their playlist.

Make sure you’ve got good artwork, a good cover photo and also a good collection of pictures, this will make their platform look better, and then that playlist seems better.

Get a professional photoshoot done if you need to.

You could even use the new canvas feature, which is a looping video which people can watch when they are listening to your track. Some artists also put hidden messages or meanings within these looping videos to complement the message in the track. 

A Bonus Spotify Official Playlists Tip

This is a point which the major labels are doing right now, and you can replicate,

If you ever get into the viral charts, you get added to a significant playlist, AND then you also get added to your country’s viral charts. 

What you’ll know about viral charts is you move up and down your place on the playlist. So the more streams you are getting in real time you can overtake artists on that playlist.

So my best advice is that if you hit the viral charts and you’re running Facebook ads, Instagram ads or you have an engaged audience, don’t link them to your track, but link them to the stream on that playlist. 

Then you’ll find that because people are streaming on that playlist, you will move up the charts.

This can get you many more streams and have an exponential effect. And you might even end up number one on your country’s viral charts.

Are There Any Exceptions to the Rules?

If you’re wondering if there’s any exceptions to these rules, the only way I know is through the EDM genre. I find with EDM you don’t need as significant a social media presence and fanbase to be able to get added to major Spotify official playlists. It tends to be more about your music and your reputation in the industry. 

So if you are an EDM artist then look into collaborating with other producers to get your first significant playlist potentially and onto the radar of the curators. 

Then, when you release again on your own, you will get added to a Spotify official playlist or even New Music Friday, as you’ve already been tagged as an artist who has been on an official playlist before. 

Go Forth and Prosper with Your Playlist Endeavors!

Share this article with your band mates, your manager, your label so that they focus less on ineffectual pitching and trying to get in front of the right people. Instead, encourage them to concentrate on following these guidelines to get on Spotify official playlists.

Success is not about getting in front of the right person, but growing as an artist, creating a good user experience with your fans and becoming an artist worth investing in.

I hope you found this article useful and that you get on the Spotify Official Playlists of your dreams. Any questions, feel free to pop them in the comments below. And keep coming back for more timely music advice, both here and on our Burstimo YouTube Channel.

What To Do if TikTok Gets Banned

In the last few days, Donald Trump has announced he will ban Chinese app TikTok

From a music marketing perspective, this isn’t very pleasant, especially as Burstimo has created endless amounts of tutorials on how to promote your music on this app as it is such an excellent platform for musicians.

If Trump is successful this is terrible news for us as last month, our top viewing country was the USA, which may be the case for you,

For anyone outside of the US, this will be a useful article for you too. Regardless of if your TikTok audience is from the US or other countries, if the app gets banned in the US, more countries are likely to follow suit, and TikTok may lose all its traction.

So today in this article, we’re going to discuss why there is an impending ban and what you can do if Trump is successful and gets TikTok banned in the USA.

So keep on reading…

Just What is all the TikTok Fuss About?

TikTok has already been banned in India, alongside another 58 Chinese apps. This is due to border conflicts and alleged stealing and transmitting of data, that has been denied by TikTok.

The US government has also raised concerns with the Chinese government’s data collection methods, both for Chinese citizens and the potential that TikTok has to collect data information from citizens outside of China.

Theoretically, the terms described in TikTok’s privacy policy give the company the right to share information with members of their corporate group, like it’s parent company Bytedance. This opens the door to the potential sharing of information to Beijing, according to Protonmail’s research.

It appears a lot of the issues are based on theory, and there are no specific cases of proven data mismanagement.

But all is not lost, there is a possibility that Microsoft (and other bidders) are considering purchasing the US leg of TikTok, but this option also looks to be fraught with difficulties and uncertainty. 

3 Things You Can Do To Prepare For The Worst

If TikTok is banned, all your hard work does not need to be a waste of time. Here are a few things you can do to make it all worthwhile!

#1 Keep Creating Content on TikTok

As TikTok is in the public eye, it is getting a lot of use, and until (and if) it gets banned you can be creating content that attracts new fans.

#2 Repurpose TikTok Content

While it is still alive, I recommend that you can save all the content you have created on it as it can be repurposed on other platforms like YouTube and Facebook.

#3 Move Your Audience Across to Other Social Platforms

While TikTok is still alive, you can look to move your audience across to other social platforms. The obvious choice is Instagram for many, and it is a good choice as they are adding a new feature called Reels, which will be discussed in more detail later.

YouTube is also a solid choice to move people across to as it is another video platform, where people can see more extended versions of your TikTok video teasers. It would be a good time to ensure your channel has some great content.

Moving people away from TikTok isn’t that easy, but here are a few things you can do to encourage them to visit you on other platforms:

  • Link to your other social profiles (like Instagram and YouTube) on your TikTok profile
  • Create simple call to action videos like taking a clip from a YouTube video and saying click the link in the bio, or comments to see the full video.
  • Take part in TikTok challenges like the VOGUE challenge, which involves taking pictures of yourself and using the VOGUE cover as an overlay and linking to your Instagram for your ‘best’ shots.
  • Leave a cliffhanger so that people have to visit other platforms to find out what happens next, or get the full story. Viewers may find that a little annoying, but if TikTok is getting banned, you want your followers to be on your ‘safe’ socials.
  • Comment on every video that you do, saying where people can find you on other platforms. Your comment will remain near the top and easily visible to your audience.
  • See what creative ways you can think of to encourage your followers to move to another platform – quizzes, contests, incentives etc

 3 Alternatives to TikTok to Consider

When a daisy is pulled up, lots of daisies grow in its place. As TikTok looks to be uprooted, it’s potential replacements are already setting down roots and growing. Now is the best time to get on board with these.

#1 Triller

Triller is basically like another TikTok as it allows you to create and share videos with over 100 filters and video tools. Triller could be an exciting replacement for TikTok and is number one in the app store in India since the ban of TikTok, which means it could be a strong contender if TikTok is banned in the US.

#2 Byte

Byte is an offering that comes from the creator of Vine, so that puts it in good standing to start! On this app, you can edit footage recorded off the app or use its built-in camera to shoot 6-second videos.

#3 Reels

The third alternative is Reels. This is part of the Instagram app and is live in India and due to go live in the US in August 2020. Reels (like TikTok) allows users to create and post 15-second videos. It also has similar editing tools like a countdown timer and video speed adjustments, but it does not have the scrollable feed like TikTok. 

To TikTok or not to TikTok?

While TikTok is still up and working, you can save your content for ideas and repurposing, keep creating, moving your audience to your other platforms and also experiment with Reels, Byte and Triller.

All of these apps have their pros and cons, but there’s no clear leader at the moment. 

If TikTok is to be banned, one will certainly take the lead, so you must be on all of them. This means creating videos you can share on all three (and TikTok) or if you have the time, creating a video specific to each platform.

If you don’t already have an audience on TikTok, you might be thinking, what’s the point? 

You are in prime position to take advantage of this situation. 

If TikTok is banned, the 800 million users will be looking for a new platform to go to, and if you’re on one of the three suggested, you’re more likely to dominate the field and grow your following quickly and easily.

Here at Burstimo, we will keep you updated with the latest with regards to the TikTok situation and the best music promotion opportunities. Make sure you visit regularly and check out our YouTube Channel full of tips and tutorials to get your music heard.