Promote Music on YouTube the RIGHT Way (Part 2): Convert Ad Views into Genuine Fans

So, we’ve show you how to gain views on your video using ads, but is getting people to watch the first five seconds enough?

Hopefully, you’re thinking ‘no’. Artists shouldn’t be in the game just for the numbers – they only benefit the platforms in the long run. What you’re really after is genuine fans who love you and your music.

The overall strategy should always aim to build a fan base and to get people spreading the word organically. To do that, you need to engage your audience and encourage them to watch the whole video.

So, in this conclusive part of ‘Promote your music on YouTube the RIGHT way’, we’re going to show you how to use your YouTube ads to keep those viewers around till the end of the video so you can turn them into dedicated fans of your music.

It’s All About the First 5 Seconds

You need to grab people’s attention, and you need to do that quickly, so one option would be recruiting a famous person or influencer to be in the first 5 seconds of your ad. If you don’t know a famous person or influencer, a great site to browse is cameo.com. This website allows you to hire celebrities from various backgrounds to make a short video for you, which you could use in your own promotions.

Alternatively, you can have something crazy going on in the first few seconds to entice people in to watching the first 30, and then hopefully – all of it. These are the only two ways you should use pre-roll ads, otherwise all you are creating is an ineffectual numbers game.

The Alternative Approach for YouTube Ads

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 then start following you on Instagram? Let’s have a look.

To do this, 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

  • 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.

Reel People in With Your Video Title

  • For the video ad format, we are going to choose 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 Type of YouTube Ad Works So Well

So, with this title, people really 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 make their own opinion on whether or not 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. You haven’t had to go for the direct sell.

If they liked your music, they might subscribe or 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 you can set up your ad to appear 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 amazing that happens two minutes in that they have to see, 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 begin to get some traction and the algorithm picks it up. Then, you can change the title to your actual artist and track name at a later date when you’ve got the views and the momentum behind you.

Take Advantage of Other Ad Opportunities

Another thing you can use is Facebook and Instagram ads. We 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 the platform – that’s just how ads work. 

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 so people can 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 watching.

In the comments, you can add more details about the track so people are more inclined to go and watch the full music video. The best thing is, they have ‘discovered’ your music, rather than it being sold to them directly.

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 to the channel owner. 

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 usually find the contact details for a playlist curator.

Alternatively, you could pay an influencer to be in your video. It’s been hugely effective 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, YouTube or even TikTok. 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 ‘#ad’ 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.

If you found this blog helpful, you can read more music marketing articles here, follow our tips on Instagram or check out our advice videos on our YouTube channel

Promote Music on YouTube the RIGHT Way (Part 1): Using Ads to Boost Views

We love YouTube. It is without a doubt one of the most useful tools artists have at their disposal for music promotion, but very few utilise it to its full potential. People ask us how to promote music on YouTube all the time and the key is through using ads – the right way.

Even if you’ve invested a lot of time and money into creating an excellent music video, it’s still challenging to get people to watch a full music video, especially if your name isn’t familiar to them. Essentially, you are asking people to give up three minutes of their time, which is no easy feat. In this current social media era, imagine how much content you can consume in three minutes.

If you are an emerging artist, then good news! In this article we’re going to teach you a method that will help you significantly boost the views on your music video, even if you only have a trickle of visitors so far. 

Where to Start with YouTube Ads

The best place to start here is with YouTube pre-roll ads. This 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. We’ll go in to 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 through setting up your music ads 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 and I want you to ignore the ‘switch to expert mode‘ option

  • Click create campaign and then it will get you to this screen below.

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: let’s just use ‘Rock Music Video‘ for an example.

Step 6

For the campaign total I’m going to enter in £500 and the start date 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 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 on 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. In which case, you could select United Kingdom, Australia, Canada, USA, etc.

Alternatively, 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 kind of content either.

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 can 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, we’re just going to go for a young audience. It doesn’t matter about household income, parental status, or gender.

Step 13

The audience section is where you can identify your fans. I’ve already selected Rock Music Fans and Indie & Alternative Rock Fans. If anything else that comes that applies to your music, then you can select that as well. It will also give you ideas based on your search so you can select more relevant keywords.

Step 14

Keywords is about 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’, 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 adjust 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 so experiment with keywords and see what is likely to work best.

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

Step 15

The placements section is really cool. If you know the artists who have a similar sound to you, you can target the people who might like your music.

You can find their channels and run ads on their channels only. For example, if you shared a likeness to Nickelback, you could select that and your ads will run only on the Nickelback channel.

The campaign estimates on the right shows you how many impressions you’re likely 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, to eventually see how cheap I can get it.

The great thing about AdWords is that it will always look for the cheapest deal for you. So it won’t ever spend 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. Then you can adjust it for future campaigns, once you have an understanding of typical costs.

Step 17

The final bit is where you actually put your YouTube video in. For this example let’s add Fallout Boy’s ‘Centuries’. It gives you a small preview of what your ad is going to look like.

I would just put the same URL in the final and display URL because people like to know that this ad will remain on YouTube platform. On the right it’s going to show you an estimate of how much it’s going to cost per thousand views. As you can see, it’s 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

At the top here, I’ve got a warning message stating I need to put in my billing information which is why the ad is not running. Once you do 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.

It can be very easy to get lost in this dashboard. But just remember to use the tab below…

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

What Else Do I Need to Know?

Okay, so we’ve shown you how to optimise your YouTube ads and target them to the right places, but what next?

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 thing. Your goal shouldn’t be numbers as they don’t mean much in the grand scheme of things, but fans do. Real fans speak volumes. So, your YouTube ads need to be part of an overall strategy.

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

So make sure you take a read of part 2 of this article where we’ll be going into detail on how to keep your audience watching and turn them into genuine fans of your music.

The Music Marketing Conundrum: How to Direct Fans to Other Platforms

When it comes to music promotion, directing people from platform to platform is one the hardest things to do, and something that we get asked about a lot. Should you even do it all?

The issue here is that not only are you asking them to consume your content, whatever that may be, but sometimes you’re also asking them to leave the platform they are currently using. It’s a bigger ask than you might think.

Perhaps you’re dabbling with social ads and trying to boost your presence, but you’re feeling stuck and don’t know where to send people.

Whether it’s more views you’re after, listens or likes, in this article we’re going to breakdown all the options available to you and discuss how you can effectively link your content and platforms economically in order to increase your exposure.

Option #1: Linking to YouTube

If you’re familiar with our content, you’ll know that we absolutely love YouTube as a platform. This is because every view of your video or channel is a valuable 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 several 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. Plus, getting pushed out on YouTube can do amazing things for artists. At first glance, you might get less of a return, but you have to factor in the extra future views from the YouTube algorithm.

Instead, you get longevity. The great thing about YouTube is that content doesn’t expire quickly like it does on other platforms like Instagram, where the success of a post is fairly temporary. A good YouTube video might not pick up straightaway, but once the algorithm picks it up, you can rake in the views months down the line.

Making it Easy for the User

The easier you can make it for someone to view your ad or content, the better. For example, watching videos on YouTube doesn’t require people to download anything, unlike Spotify or Apple Music which require an account. In all likelihood, the viewer will have a Google or Youtube account that signs them in automatically, so in one click, they can view the video. Also, if they subscribe to your YouTube channel, you can potentially create a lifelong fan.

There will be no additional steps, accounts to sign up for, or apps to download. This only annoys people and encourages them to click away, making YouTube a great platform to direct to.

The Drawback?

There is one small pothole when it comes to sending people to YouTube. If they are browsing on their phone, the user can’t necessarily listen to your music in the background – for example, if they lock their phone or go onto another app.

They might start listening and even if they think it’s a good track, 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. This is possible if people pay for the premium version of YouTube, but on the whole, most people don’t have this.

What Not to Do

Directing people to Youtube will only work well if the video you are leading them to is not a static image with music playing, in other words, a music video on-the-cheap. 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 and people are on their phone, it is unlikely that they will sit there and listen to it because there needs to be a visual factor to keep their attention.

YouTube: Conclusion

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

Option #2: Promote Your Music on the Ads’ Native Platform

The next option is to keep traffic on Facebook or Instagram where you are posting your ads.

Perhaps someone is scrolling through their newsfeed and they’ve been enticed by your ad. Instead of directing them somewhere else, they can watch without the need for leaving the app. People are lazy and don’t often want be taken off platform, so this is arguably a clever tactic.

This works best when you run a promo or narrative video as an ad, aiming to get video views, which are great for general awareness.

The Drawback?

However, there a few downsides because these platforms come with a considerable amount of distractions and you have the difficult job of breaking the flow of people’s endless scrolling. You need to ‘interrupt the pattern’ somehow and this is not always an easy feat. That could be something eye-catching happening in the first few seconds of the video, or perhaps some text, or a banner to grab attention and differentiate from other video content on the feed.

In addition, if you want them to watch your video ad with full effect, then they will need to take the further step of turning the volume on. Most people on Facebook and Instagram will scroll with the sound off because in all honesty, who wants to be annoyed by the first 3 seconds of every video they scroll past. Bearing this in mind, your ad needs to be enticing enough to make them do this.

Native Platform: Conclusion

Don’t expect huge gains from the first ad you create here as it can take at least 3-4 times of someone seeing you in various mediums for them to take action and invest their time. Getting people to stop scrolling and turn the sound on is undeniably difficult, but if you’re enticing enough with your content, you have an advantage in that you aren’t asking the user to change platforms.

Ads on Instagram and Facebook are great for video views, but only if you have a good retargeting strategy. You can watch a video we made about this here.

Option #3: Linking to Spotify or Apple Music

Naturally, streaming platforms like Spotify or Apple music would be the logical places to send visitors to because, as an artist, you want people listening to your music. So, 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 if you can get people there and listening, you stand a strong chance of being pushed out further and finding yourself on various playlists. However, it only counts as a stream if the track is listened to for 30 seconds or more.

If you’re getting a lot of clicks on your ad from Instagram or Facebook, but the streams aren’t coming in, it could be because:

  • They’re not listening to the full track
  • You are directing people to the wrong place
  • 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 excerpt of the track that you advertised is the strongest part (naturally) and when the visitor starts to listen, they aren’t as fond of the rest.

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 it’s a user-curated playlist, but it’s an asset nonetheless 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 way, you avoid sending people to platforms they don’t have installed or don’t subscribe to.

The Drawback?

The main downside is that some people might not have Spotify or Apple Music installed, so for them to listen to the track in its entirety, they have additional steps to take, which again, can seem like a lot of effort for most people. Consequently, you end up wasting precious ad money on people who don’t have it installed. Saying this, if you’re targeting the right people, who are typically going to be music fans to some extent, the majority are likely to be using at least one of the main streaming services.

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 for Spotify. 

A tip here 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.

Streaming Platforms: Conclusion

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

It’s the obvious choice to direct people 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 way, you avoid sending people to platforms they don’t have installed or don’t subscribe to.

Also when playlisting is such an amazing tool in terms of increasing your exposure as an artist, this is essentially the default route for ads so you can build streams, followers, land some playlists and kick the algorithm into gear.

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.

Option #4: Linking to Your Instagram Profile

The last option is to direct people to your Instagram profile. 

Although we always say it’s not about the numbers, getting followers is a metric that artists love to see. As long as you aren’t gaining those followers by artificial means (fake accounts/bought followers), then to some extent, they can be a good indicator of progress. If you want to truly engage with your fans and let them get to know you, then Instagram is where you should be directing them.

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 it. You are a musician, that is essentially what you do and music is your most important piece of content. 

If your music is good enough, then you can send people there. A mistake we see a lot of artists making is sending the traffic to their Instagram profile, when content on that page is not worth following. If there’s nothing really there, or the content quality isn’t good enough, you’re wasting your ad spend. Your page has to be populated and regularly updated so those people know that you’re active and consistently offering up good content.

We hear a lot of artists say things like: ‘I’ll put more effort into the content when I’ve built my following…’, but this is totally backwards; the effort needs to have been made beforehand in order to gain those followers.

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, and if they like what they see, then you are more likely to get visitors converted into followers, and eventually maybe even fans.

That’s when you can plug your music as you’ve got a primed 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. 

Instagram Deciding Factor

When deciding whether to send traffic to an Instagram profile, you have to assess the quality of the page: Is it good enough (yet) to send people to?

If you have a decent profile, it is good idea to send traffic there. You can plug your music from then on knowing that your followers are invested in you.

Which 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. If you haven’t got much of a catalogue on Spotify yet or don’t have a great content game on Instagram, maybe don’t send them there. Think about where your strengths are, and from there you can conclude what the best option for you is.

If you found this blog helpful, you can read more music marketing articles here, follow our tips on Instagram or check out our advice videos on our YouTube channel.

The World’s Most Powerful Music Marketing Strategy And How You Can Implement It

As a music marketing company, we probably haven’t spoken about this strategy enough. The importance of this topic came about from a chat between the Burstimo team about how we can help artists break.

We started at absolute ground level and asked the question “How did you discover the artists that you love and want to see live?“. We went around the room, and everybody gave the same answer.

It wasn’t Spotify. It wasn’t Instagram or YouTube. It wasn’t radio or blogs either. It was because a friend had told us about them. More often than not, that’s how we become fans of our favourite artists.

It makes you realise just how powerful word of mouth marketing is, but knowing how to instigate it into your marketing strategy is another matter. So, in this article, we’re going to explain why word of mouth is so effective and how you can best employ it to increase your exposure as an artist.

Why is Word of Mouth so Powerful?

Word of mouth works exceptionally well for music (and most industries) because you trust the opinion of the friend who makes that recommendation to you. It acts as a sort of ‘social proofing’ for you, suggesting that the artist is worth listening to because they already have some fans, at least.

You won’t realise it, but when you get round to listening to the recommended artist, you’ll listen with a completely different mindset than if you stumbled across it in a playlist, for example.

Because your friend told you about it, it’s likely that you’ll give it more attention than you would otherwise. You might listen to the whole track and even go on to explore other material from that artist and find out more about them.

Not only that, but when someone tells you about an artist, and you like them, you naturally feel more comfortable sharing that recommendation with others too. It comes down to a bit of ‘sheep mentality’ – when you see other people do things, you automatically feel comfortable to do the same.

Certain kinds of people are more likely to be these artist ‘recommenders’, telling others about new artists they find before they become well-known. These people are great. They are the kind of people you want in your fan base, doing the hard work for you.

4 Tips to Successfully Implement This Marketing Strategy For Music

Word of mouth marketing can seem like a very natural thing that you can’t have all the much control of, but that’s the not the whole story. You might not be able to set it off with the snap of a finger, but there are several ways you can get people talking about you through your other music promotion strategies. Here’s four tips on how you can do just that:

Tip #1: Inject Personality into Your Content

As an artist, you have to remember that it’s not just the music that people are interested in, but who you are and what you stand for. Fans fall in love with the artist story, not just the musician or creator.

For example, even if you’ve made a killer piece of content for a social ad, your Instagram or TikTok, if you don’t express who you are within that content, it’s unlikely to get huge engagement or tons of likes. People only make the transition from follower to fan when they feel a connection.

It might not happen straight away, but consistently providing this kind of content will give people a reason to talk about you. Think about the last artist or content creator you discovered that you really liked. How many times did it take you before you told someone else about them?

Say you came across this artist on Spotify, you would still probably need to play a few songs, find out what the artist is about for a few 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 for your content and this will organically instigate word of mouth marketing for you.

*Extra Tip*: Don’t be afraid to go extreme or be a little controversial – as long as what you’re doing aligns with your personal brand and message, this is a great way to spark conversation around you.

Tip #2: Live for the Live Slots 

There’s nothing better than a live show

Live gigs are a word of mouth goldmine. Getting live slots is easier said than done at this time of writing, but after lockdown get yourself out there playing in front of new audiences. People love to talk about live performances they’ve seen because it’s not necessarily something they do very often.

Again, it’s about establishing that connection. When people get to witness you doing the thing you love, that’s when these connections are built. If you play a good set, chances are that they’ll want to see you again, and they might even bring their friends. When they initially tell their friends about you, they are planting seeds on your behalf.

Tip #3: Give People Something to Talk About

What can you do that would guarantee people start talking about you? It doesn’t even have to be music related, but performing some kind of revolutionary act or publicity stunt is a sure-fire way of doing this.

You could film a video in public or give an impressive performance from one of those pianos in a crowded train station. Not only would it help instigate word of mouth, but you’d have some awesome content to share across platforms too.

Probably the best example of this would be from the early days of Oasis. The story goes that they had a big concert in the Netherlands so they were taking a ferry to get there. Their manager had told them that this could be their big break.

They ended up starting a fight on the boat with a big group of people, got arrested and thrown off the ship (but managed to reach their destination). However, as they were arrested, they got sent straight back to the UK and no show! Their manager was furious.

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

Amazingly, it was this incident that gave Oasis their break. Everyone wanted to know who they were, so went and listened to their music, but also that brawl also represented a part of their image and personality.

It’s highly unlikely that his event was planned in any way, but it goes to prove how controversy and big acts can build hype around you very quickly. Imagine if something like that had happened today: it would probably have been caught on camera and circulated around socials within a matter of hours.

Don’t get us wrong – we are absolutely not saying you should go starting fights on public transport. Burstimo does not condone this sort of behaviour. Instead, think about what you represent and what your brand is, and how you could display that through some kind of publicity stunt.

Tip #4: 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 other people about them. 

This is why artists should be personally engaging with their followers as much as possible in order to make them feel that they are more than just a ‘fan’ – detached from the artist in everyday. You need to make them feel like you could have a conversation together that isn’t just them fanboying you whilst you politely reply with half-hearted pleasantries.

So don’t be aloof with your content:

  • If people comment. Reply.
  • If people DM you. Reply.
  • Start conversations with people. You could do hit several birds with one stone by doing this in a group chat.
  • DM every new follower with something personal and 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 and they’ll be reminded of this every time you pop up on their feed.

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

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

If you found this blog helpful, you can read more music marketing articles here, follow our tips on Instagram or check out our advice videos on our YouTube channel.

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.