🔺A Simple "Elevate-Your-Music-Career" Guide, with Mike Warner
Renowned author and digital music guru Mike Warner breaks down on a few simple steps on how to grow the popularity of independent artists
Former Director Of Artist Relations for Chartmetric, the leading music related stats platform. Right now Head of Editorial Marketing Partnerships, North America, for Believe Music (one of the world’s largest digital music distributors). Even if he doesn’t say it, Mike Warner is an expert in growing artists’ presence and audience on music streaming platforms. Work Hard, Playlist Hard, his critically acclaimed guidebook on streaming, breaks down the streaming platforms and provides tools that can help artists find and grow their audience. It’s the result of his 20+ years of experience in the music business industry, backed by TV appearances, workshops, lectures and private training sessions. During all these years, Mike developed and executed strategic streaming campaigns for both independent artists and major labels alike, from release strategies to third-party playlisting strategies.
If there’s anyone on Earth who could answer all the questions related to how to succeed in the super competitive world of music, then you should ask Mike :) Actually, we did it for you: we challenged him to talk about a looot of artist related things and this resulted into an extended feature, a must read for all artists and label managers who are seeking the most efficient ways to reach new listeners, create fan communities and grow their artists profile in the most organic and natural way possible.
Social media strategies, ways of engaging fans, creating compelling narratives for attracting fans, AI generated music…. where’s the artist spirit in this digital equation?
In this digital age, where social media strategies and engaging fans play a crucial role in an artist's career, it's natural to wonder where the artist spirit fits into this equation. While it may seem like AI-generated music and data-driven strategies dominate the landscape, the artist spirit remains at the heart of it all. Social media strategies and engaging fans are tools that artists can use to amplify their artistic vision and connect with their audience on a deeper level. These strategies allow artists to share their creative process, behind-the-scenes moments, and personal stories, creating a compelling narrative that resonates with fans. By leveraging social media platforms, artists can showcase their authenticity and build a genuine connection with their audience. Creating compelling narratives is an art form in itself. It's about finding the balance between showcasing the artist's unique voice and engaging the audience in a meaningful way. While data and analytics can provide valuable insights into audience preferences and trends, it's the artist's spirit that brings the music to life and creates a lasting impact. AI-generated music, on the other hand, is a fascinating development in the industry. It can offer new possibilities and creative avenues for artists to explore. However, it's important to remember that AI is a tool, not a replacement for the artist's spirit. The artist's unique perspective, emotions, and experiences are what make their music truly special and resonate with listeners. Ultimately, the artist spirit is what drives the creation of music and fuels the passion to connect with fans. It's the artist's authenticity, creativity, and dedication that shine through in their work, regardless of the digital tools and strategies they employ. So, while the digital landscape may be ever-evolving, the artist spirit remains the driving force behind it all.
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We know your expert opinion on how to create a strong artist profile and how to get your music heard by more and more potential fans. Now I want you to put yourself in the listeners’ shoes and tell us how can an artist catch your attention, while you dig for good music on a digital streaming platform?
As a listener who spends time digging for good music on digital streaming platforms, there are a few key things that can catch my attention when it comes to discovering new artists. First and foremost, the music itself needs to stand out. A unique sound, captivating melodies, and compelling lyrics can instantly grab my attention. I'm always on the lookout for something fresh and innovative, so artists who push boundaries and bring a fresh perspective to their genre tend to catch my ear. Another important factor is the artist's presence and engagement on the platform. When I come across an artist who actively interacts with their audience, shares behind-the-scenes moments, and showcases their personality, it creates a sense of connection. It's exciting to feel like I'm getting to know the artist on a deeper level, and it makes me more invested in their music.
Additionally, having a well-curated profile can make a big difference. Artists who take the time to optimize their presence on streaming platforms, such as providing high-quality visuals, well-written bios, and comprehensive discographies, demonstrate professionalism and attention to detail. It shows that they are serious about their craft and committed to delivering a great experience for their listeners.
Lastly, word-of-mouth and recommendations play a significant role in catching my attention. If I see an artist being mentioned or recommended by trusted sources, such as friends, influencers, or even algorithmic playlists, it picks my curiosity. It's a testament to the artist's quality and potential, and I'm more likely to give their music a listen. In summary, as a listener searching for music on digital streaming platforms, I'm drawn to artists with unique sounds, engaging presence, well-curated profiles, and positive recommendations. By focusing on these aspects, artists can increase their chances of catching the attention of listeners like me and expanding their fan base.
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What do you think are the best ways of being discovered by average listeners on DSPs? How do normal Spotify listeners discover music they like? Can you list a few methods?
When it comes to being discovered by average listeners on digital streaming platforms (DSPs) like Spotify, there are several methods that normal Spotify listeners use like. Here are a few ways:
Algorithmic Playlists: Spotify's algorithmic playlists, such as "Discover Weekly" and "Release Radar," are tailored to each individual listener's preferences based on their listening habits. These playlists recommend new music that aligns with the listener's taste, making it a great opportunity for artists to be discovered by potential fans. To increase your chances of being featured in these playlists, focus on creating high-quality music that resonates with your target audience. Remember that artists will need to pitch upcoming music via the form in Spotify for Artists if they hope to reach fans via Release Radar and Discover Weekly.
Editorial Playlists: Spotify's editorial team curates a wide range of playlists for different genres, moods, and activities. These playlists, like "RapCaviar" or "Peaceful Piano," have a large following and can expose artists to a broader audience. While getting featured on these playlists can be more challenging, it's worth aiming for by creating exceptional music and building relationships with Spotify's editorial team.
User-generated Playlists: Normal Spotify listeners often create their own playlists and share them with others. These playlists can gain popularity and attract a dedicated following. Engaging with your fans and encouraging them to include your music in their playlists can help you reach new listeners who have similar musical tastes.
Collaborations and Features: Collaborating with other artists or being featured on their tracks can introduce you to their existing fan base. By cross-promoting each other's music, you can expand your reach and gain exposure to new listeners who may not have discovered your music otherwise.
Social Media and Online Presence: Utilize social media platforms to engage with your audience, share updates about your music, and build a community around your art. By creating compelling content and interacting with your fans, you can generate buzz and attract new listeners to your music on DSPs.
Live Performances and Local Scene: Don't underestimate the power of live performances and building a strong presence in your local music scene. Performing at venues, festivals, and events can help you connect with fans directly and create a memorable experience. Word-of-mouth recommendations from live shows can lead to increased streaming and discovery on DSPs.
Remember, the key is to create exceptional music, engage with your audience, and leverage the various features and opportunities provided by DSPs like Spotify. By utilizing these methods, you can increase your chances of being discovered by average listeners and growing your fan base.
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Playlisted in as many independent playlists as possible in order to trigger Spotify’s algorithms, so chances to get your music to more listeners increase dramatically. Would this strategy create a retention for one artist, in terms of fans and followers? Or is it just a way to boost streams count?
The strategy of being playlisted in as many independent playlists as possible can indeed have multiple benefits for an artist, beyond just boosting stream counts. While it can certainly increase the visibility of your music and potentially lead to more streams, it can also help in creating a retention of fans and followers. When your music is featured in playlists that align with your target audience's taste, it increases the chances of reaching listeners who are genuinely interested in your genre and style. This can result in a higher likelihood of converting those listeners into fans and followers who actively engage with your music and support your career.
By consistently appearing in playlists that resonate with your target audience, you establish a presence and build familiarity with listeners. This can lead to a sense of loyalty and a desire to explore more of your music, follow your social media channels, attend your live shows, and support your future releases. Moreover, being playlisted in independent playlists allows you to tap into the power of word-of-mouth recommendations. When listeners discover your music through a playlist they trust and enjoy, they are more likely to share it with their friends and followers, further expanding your reach and potential fan base. However, it's important to note that playlisting alone should not be the sole focus of an artist's marketing strategy. It should be part of a well-rounded approach that includes other elements such as engaging with your audience on social media, creating compelling content, and delivering high-quality music consistently. Ultimately, the goal is to strike a balance between gaining exposure through playlisting and nurturing a dedicated fan base. By focusing on both aspects, you can increase your chances of not only boosting stream counts but also creating a loyal following of fans who will support your music in the long run.
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On the long run, DSPs and social media platforms should be just tools for a normal independent artist to promote his / her artistic manifestation and eventually sell concert tickets. But how about, for example, Lo Fi artists or electronic music producers, whose chances of getting booked are extremely low towards zero? Is there a way for them to make a living out of music?
Absolutely! DSPs and social media platforms can indeed be valuable tools for independent artists to promote their artistic manifestation and sell concert tickets. However, for artists in genres like Lo-Fi or electronic music, where the chances of getting booked for live performances may be low, there are still ways to make a living out of music. One avenue is through leveraging the digital landscape to its fullest potential. Artists in these genres can focus on building a strong online presence and engaging with their audience through live streaming platforms, social media, and online communities. Live streaming performances, creating tutorial videos, or offering exclusive content through platforms like Patreon can provide alternative revenue streams and help cultivate a dedicated fan base. Additionally, electronic music producers can explore opportunities in sync licensing and music production for various media, such as films, commercials, video games, and podcasts. By showcasing their skills and networking within the industry, they can secure placements and earn income through licensing deals. Moreover, artists can monetize their music through digital distribution platforms that offer streaming royalties, such as DSPs themselves or platforms like Bandcamp. By actively promoting their music and growing their fan base, they can generate a steady stream of income from digital sales and streaming royalties. It's important for artists in these genres to think creatively and diversify their income streams. This may involve exploring merchandise sales, offering production services, or collaborating with other artists and producers. By combining multiple revenue streams and consistently honing their craft, artists can increase their chances of making a sustainable living from their music, even without relying solely on live performances. While the traditional path of touring and concert ticket sales may not be as viable for all artists, the digital landscape offers a wealth of opportunities for independent artists in any genre to thrive and build a successful music career. It's about embracing the unique possibilities of the digital age and finding innovative ways to connect with fans and monetize their artistic expression.
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The obvious music trend, dictated by algorithms and the constant battle for producing more and more (short form usually) content, is releasing tons of music, now averaging 2 minutes per song. Now we’re at 60K songs released daily on Spotify. Where do you think all these will lead? Do you feel that we kind of get suffocated by all this music?
The constant influx of music releases and the large amount of songs being uploaded to music streaming platforms can indeed feel overwhelming at times. With so much music available, it can be challenging for artists to stand out and for listeners to navigate through the vast selection. However, it's important to remember that this abundance of music also brings opportunities. Not every artist is following the processes outlined, or using the tools provided by these platforms. Building a strong online presence, engaging with your fans, and utilizing the tools provided by streaming platforms can help increase your discoverability. As a listener, it can be exciting to explore and discover new artists and genres. Curated playlists, algorithmic recommendations, and word-of-mouth recommendations from friends or influencers can help filter through the vast amount of music and guide you towards finding what you enjoy. While the sheer volume of music can be overwhelming, it's important to approach it with an open mind and embrace the diversity and possibilities it offers. Take your time to explore, discover, and support the artists whose music resonates with you. Remember, music is a personal experience, and finding those hidden gems amidst the vast sea of songs can be incredibly rewarding.
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In this context, it seems that a layer of human music curators, laid between listeners and the vast ocean of music, is more and more needed. Ditching the artificially grown, pay-per-placement playlists inside the Spotify environment, can music curation become a full time job?
The role of human music curators becomes increasingly important as a layer between listeners and the vast ocean of music. With concerns about the lack of humans curating editorial playlists at DSP’s, there is a growing need for authentic and knowledgeable curators who can provide valuable recommendations and create meaningful connections between artists and listeners. Music curation has the potential to become a full-time job for those who are passionate about discovering and sharing great music. As the music industry continues to evolve, there are opportunities for curators to establish themselves as trusted tastemakers and build a dedicated following.Curators can explore various avenues to monetize their expertise. They can collaborate with brands, or media outlets to curate playlists, provide music recommendations, or contribute to publications. They can also offer their curation services directly to artists, labels, or businesses looking for tailored playlists or music selections. Furthermore, curators can leverage social media platforms to engage with their audience and generate income through things like merchandise sales. Building a strong online presence, engaging with their community, and showcasing their unique curation style can help curators attract loyal followers and create sustainable revenue streams. There are services that pay curators to listen to music, which is one way to monetize their time. While the music curation landscape continues to evolve, there is a growing recognition of the value that human curators bring to the table. By curating with integrity, passion, and a deep understanding of different genres and musical trends, music curation can indeed become a fulfilling and viable full-time job for those who are dedicated to the craft.
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Let’s say you receive a funding and you’re required to build the ideal DSP, a fair platform for artists as well as listeners. Can you please describe it, in short? In terms of features, royalties distribution, subscriptions…
If I were to build the ideal DSP (Digital Streaming Platform) that prioritizes fairness for both artists and listeners, here are some key features and considerations I would include:
Fair Royalties Distribution: The platform would ensure transparent and fair royalty distribution to artists. It would provide detailed analytics and reporting, allowing artists to track their earnings and understand how their music is being consumed.
Artist Support and Development: The DSP would offer resources and support for artists to enhance their careers. This could include educational materials, workshops, and networking opportunities to help artists navigate the industry and grow their fan base.
Curated Discovery: The platform would have a strong emphasis on human curation, with a diverse team of knowledgeable curators who create playlists and recommend music based on quality and artistic merit. This would help listeners discover new artists and genres beyond algorithmic recommendations.
User-Centric Experience: The DSP would have a powerful user experience, ensuring a seamless and intuitive interface for listeners to explore and enjoy music. It would provide personalized recommendations based on individual preferences, while also allowing users to easily discover and support emerging artists.
Transparent Algorithms: While algorithms would play a role in recommending music, the platform would be transparent about how these algorithms work. Listeners would have the option to adjust and customize their algorithmic recommendations, giving them more control over their music discovery experience.
Flexible Subscription Options: The DSP would offer flexible subscription options to cater to different listener preferences. This could include ad-supported free tiers, affordable premium subscriptions, and family plans to accommodate various user needs.
Direct Artist-Fan Engagement: The platform would facilitate direct engagement between artists and fans. It could include features such as artist Q&A sessions, exclusive content, and virtual meet-and-greets, fostering a deeper connection and sense of community.
Fair Compensation: The DSP would strive to ensure fair compensation for artists, considering factors such as stream counts, listener engagement, and overall revenue generated. It would work towards a sustainable model that supports artists financially while keeping the platform accessible to listeners.
Building an ideal DSP is a complex endeavor, but by prioritizing fairness, artist support, curated discovery, user experience, transparency, and fair compensation, we can create a platform that benefits both artists and listeners, fostering a thriving and inclusive music ecosystem.
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I’m a musician with a zero back catalog, willing to breakthrough. I ticked all the checkboxes in Mike Warner’s Work Hard Playlist Hard book, I am now ready to conquer the world with my music. 3 most important things I should do next!
Here are three important steps you should consider taking next to conquer the world with your music:
Build Your Catalog: Start by creating and releasing music consistently. As mentioned in the book, don't wait for perfection or a large back catalog before putting your music out there. Release your music on all platforms to start building your presence and gaining traction. Remember, the journey is about finishing and releasing content, not obsessing over one song for months.
Develop Your Brand: Focus on building your brand equity and figuring out what you're about as an artist. This involves defining your unique style, visual identity, and overall artistic direction. Consider your image, color scheme, and how you want to present yourself to the world. Building a strong brand will help you stand out and connect with your target audience.
Engage and Grow Your Fanbase: Once you have your music and brand established, focus on gaining super fans and setting up revenue streams. Engage with your existing fans and work on expanding your reach by connecting with new listeners. Utilize social media platforms, live performances (when possible), and online communities to interact with your audience and build a dedicated fanbase. Additionally, explore revenue streams such as merchandise sales, live performances, and sync licensing opportunities to generate income from your music.
Remember, these steps are just the beginning of your journey. Stay consistent, continue learning, and adapt your strategies as you progress. Building a successful music career takes time and dedication, but by following these key principles, you're on the right track to conquering the world with your music.
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Can you share with us a success story of an artist you mentored / guided and you’re proud of working with recently?
To name only one artist would not be fair. There’s so many artists that deserve a mention. When they give permission, I share their stories on social media. Follow me @AskMikeWarner on all socials to find out.
Mike’s website is AskMikeWarner.com