Case Study: Is This The Ultimate Music Marketing Plan?

Today, we look at one the best music marketing strategies we have EVER seen.

Like her or not, this female artist has got her music marketing plan nailed down, and in this article, we are going to dissect what gives her strategy the edge.

JoJo Siwa

In less than five years, JoJo Siwa has been able to secure over 3 billion YouTube views, 26 million TikTok followers and more than 9 million Instagram followers

On top of this, she has a merchandise company selling not only her trademark bows, but sheets, underwear and scooters too – you name it, she sells it – and with a pretty impressive net worth at that.

But why is this relevant to you? From the perspective of a music marketing company, we team up with artists every day to help them increase their brand and sell themselves. From our experience, it is clear that JoJo Siwa and her team know exactly what they are doing.

Your Brand is Vital

A strong brand is essential for any content creator, influencer or musician to reach an audience and JoJo Siwa has one of the most impressive brands we have ever seen.

She has used her brand to:

  • Sell merchandise in stores such as Walmart, Target and Claire’s
  • Gain millions of followers on social media
  • Increase streams on her music
  • Drive ticket sales on tour 

This was not down to luck, but a fantastic music marketing plan. We’re going to break down every element of this plan to identify how she has built up her brand, how this is communicated to her audience and how she makes sales.

A lot of people seem to believe that JoJo’s brand is just her personality. She is only 17. Do you really think a 17-year-old wants their face plastered all over BMW, and even a Tesla?

However, she has stuck to her brand for the last 5 years and this is what has helped build her business empire.

Her target audience is young people so what she decided to do with her branding was keep it youthful and fresh. Although she’s 17, she dresses and looks like she is much younger than this. She speaks with an air of innocence, never swears and presents an all-around image of youthfulness.

But in return, keeping this brand has seemingly given her the dream life as a kid and this where her marketing skills really come into play. 

A good brand adapts to change. She didn’t just keep this brand the same throughout her whole career – when her contract with Nickelodeon ended, she began to tweak her style slightly. By this point, she had already conquered the younger demographics, building a huge following of 5 to 11-year-olds who absolutely adored her.

However, she wasn’t everyone’s cup of tea, particularly for teenagers. This was true until she went on TikTok, where the audience is mainly Generation-Z (ages 11 and up). The content she puts out on TikTok is much more relatable to this older audience, and she changed her brand slightly in order to suit their content habits, which has paid off incredibly well.

Now she has an audience of both younger children and teenagers that relate to her because she found a way of appealing to both groups. As a result, her growth as an artist has been exponential. 

As music marketers, we have to admit that this was a stroke of genius. JoJo recognised that she had already dominated one audience, but was hungry to create another. She was able to tweak her brand slightly and at the same time, remain loyal to her existing audience. 

The Essential Part of Any Music Marketing Plan

Content is how you build your brand. Content is something that we continually push our artists and musicians to create, as you will see in these articles and on our YouTube Channel. Content is everything in the modern world of music promotion.

JoJo is a perfect example of this in action. She uses her content to engage with her audience, strengthen her brand, but also to sell without being too overt. 

Let’s delve a little bit deeper into the content that she creates: We will look specifically at YouTube and TikTok as these are her most popular platforms, but also ones that are great for strengthening a brand for any musician.

JoJo’s YouTube Marketing Plan Dissected

Her YouTube channel is phenomenal. Bearing in mind that there is no commenting allowed on her videos, as her content is for children, there’s a clear pattern of fun and engaging videos for kids that promote her music. However, the channel also shows behind-the-scenes footage, strengthening her brand and making her audience feel like they know her.

If you take a look at her more playful content, this is the stuff that works really well on YouTube because it organically gets pushed out by the algorithm. It’s engaging and people want to click on it. 

However, even her fun content has promotion behind it. She films in her mansion, which is designed purely in-line with her brand. 

Her font is everywhere, as are her colours, her bows and even a whole room full of her merchandise. You’re constantly reminded of her branding just from the surroundings in her videos. This makes it easier for her to sell because kids watch it and see all the stuff they want. As a result, they buy her merchandise, they sing along to her music and they go to her shows. Her content is promoting non-stop without the need to say ‘buy this’.

As well as ‘fun’ content, she does music-based content too. This is usually just her music videos, but sometimes she does full live streams and the views are fantastic. 

In addition to that, you’ll see her straight-up promotional videos. These videos are made to sell, however, they are done creatively. For example, JoJo tests toys on her videos and by doing this, she can appeal to her young, easily-persuaded audience without difficulty, thus driving more sales.

Even though these particular videos are promotional in nature, it makes no difference to the number of views she gets on them. In fact, it’s estimated that she has made $400 million with the bows alone! 

Another significant part of her marketing plan is the YouTube thumbnail strategy and titles that she uses. The thumbnails stand out with bright colours and enticing titles that she knows will appeal to younger fans, intriguing them into more clicks.

The titles are also straight and to the point and often include her name in most of the time. This means that if you search her name on YouTube, the majority of videos that show up are her own, rather than ones about her.

What We Can Learn From JoJo’s TikTok Strategy

As the YouTube comments are turned off for kids videos, she developed a new element to her music marketing plan using TikTok. Using a platform like TikTok means that she can truly engage her audience. She’s currently sat at around 26 million followers on Tiktok, so she is definitely doing something right!

JoJo has used TikTok to engage a wider audience outside of her initial younger audience. She carefully selects content that she puts out, making it relatable to teenagers too. You can see from the comments that the people who engage with her are actually from a wide range of age groups. Consequently, using TikTok has taken her empire to the next level.

What to take away from JoJo’s marketing approach

What can you take away from this case study about JoJo Siwa and her business empire that she has achieved by the age of 17?

We have learned about the importance of brand and content in the music marketing plan, but how many other artists can you compare her to that have achieved similar success at this young age?

Tip #1

One of the critical things is that she’s fantastic at selling without selling. She doesn’t have to say ‘stream my new song’, or ‘buy tickets to my gig’ – she pushes this agenda more subtly, making her more endearing to fans. Nobody likes a pushy salesman! Her brand is so strong that just mentioning these things briefly is enough to sell her product.

So, as an artist, instead of saying ‘I’ve got a new music video, head over to YouTube and watch it’, you need to try to be more creative and send them there without being too blatant.

One great way that JoJo did this was by releasing her music video and then a week or so later, she dropped another video titled ‘Secrets of My Music Video‘. People watched it to see what secrets were hidden and then went on to watch the original music video to spot them. Genius.

Creating content like this makes your audience feel involved, like they are interacting with you, and she simultaneously boosts views on multiple pieces of content. She doesn’t push people to watch her videos, but instead, gives them a reason to watch them, which is possible when you use this creative approach.

Tip #2

Stick to your brand! JoJo has stuck to her brand from the age of 13 to 17. She created a strong, recognisable brand featuring bright colours and child-oriented content.

This was a bit cringy for a teenage audience, so she adapted to win them over too, whilst still keeping her younger fans too. If she had adapted her music marketing plan too early, she would have risked alienating her younger audience and losing fans in the long run.

Take inspired action 

In short, we love JoJo Siwa, and we are not ashamed to say so. Her marketing is terrific, her branding is top-notch and even if you feel you can’t relate with her because of the style of music or audience demographic, you can still learn a thing or two that you can apply to you own marketing strategies.

Tell us how your plan to implement something JoJo Siwa inspired in your music marketing plan in the comments. We’d love to hear how you are adapting her tactics to your own approach.

Be sure to explore all the music marketing tactics, tips and techniques here on our blog and our Youtube channel to find the ones that resonate and fit your personality, style and music. And let us know how you get on. 


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