How Did Mysphera Streamline The Process Of Matching Your Music To The Perfect Audience

This music startup promises to get your music close to the right ears.

Organic listeners vs fake streams. Independent playlisting vs editorial pitching. Paid reach vs viral reach. And the list can continue for as long as the internet pipeline stretches over the digital jungle. It seems like an impossible mission for a record label to stick its head out of the muddy music promotion waters. But here is where services like Mysphera.co would give you a helping hand.

The Israel-based music startup found an innovative way to release this huge weight off the labels and artists shoulder. Mysphera built an algorithm that would match your songs’ mood to over 450 tastemakers who could become your music ambassadors in a truly organic way. Over 4000 musicians used the platform until now, starting with 2019. Before you’ll give Mysphera a test drive, we sat down with Netta and Nimrod, the platform founders, for an in-depth review of today’s music scene and Mysphera’s place in it.

How did the Mysphera idea come out in the first place?

After years of working in the music industry alongside artists, labels and promoters we felt there’s a gap between the way music is traditionally promoted and how it’s discovered these days.  Since we began exploring new digital touchpoints through which music gets discovered, we came across many pivotal personas who were constantly introducing new music to their dedicated audience. Our goal is to close this gap and enable music to reach new audiences through tastemakers they trust :) 

What is Mysphera doing differently than, let’s say, a playlist submission service we usually find online?

First and foremost, we do not focus strictly on playlists. We focus on tastemakers that can showcase music in many other ways; they can be Gamers, Playlisters, Streamers, Bloggers and brand owners. More so, MySpheras’ campaigns result much more than just playlists, they can lead to social mentions on IG & Twitter, video interviews and blogosts. Lastly, we build optimized campaigns: we analyze each track and match it with the most relevant tastemakers across our roster; making the whole process as easy as possible for both sides.

How much is human curation and how much algorithms?

As we mentioned in the previous question , our matchmaking system is algorithm based. But once it reaches our tastemakers, which are all people :) They add the level of human curation based on their taste. Mysphera matches music with a list of tastemakers.

What does one have to have in order to become a tastemaker in Mysphera?

First and foremost, a passion for music. Our tastemakers love exploring and sharing new music they find with their friends and followers. Secondly, they have a strong connection with their audience across various platforms. And thirdly music is an integral part of their online presence. 

In a world where everybody can connect with everybody, where does Myspera stand as a service?

That’s true. Everyone can connect with everyone. But… reaching the right set of ears is a whole different story …  Targeting the right people to connect with, the ones who are most relevant to your music, successfully reaching out and getting noticed is almost a mission impossible with the overwhelming amount of information in the digital age we live in. That’s exactly where we step in - we are doing all the work for you, and getting things done :) 

You are listening to a lot of music, that’s for sure. From your experience, can you define a few key attributes a track must have in order to be more appealing for the tastemakers? Genre, mood, key, tempo, lyrics….

It really depends on the Tastemaker; Gamers for example have a tendency to prefer more energetic music such as EDM or Metal. This is quite different from Yoga instructors, which prefer more mellow / chilled music. Nonetheless, in our humble opinion, the most important attributes are the result of hard work and a labor of love; music that has been properly produced, mastered and came from true passion will generally receive better results. 

Is there a recipe for success, in terms of promoting your music nowadays?

Nothing is guaranteed when it comes to success but… If you’re consistent, willing to learn, experiment with new tools and constantly push to be a step ahead.  And one more thing… Be attentive. Your audience is not only who you want it to be, but anyone who might love your music, even from the places you least expected.. 

Is a record label still relevant in 2020?

Record labels still play a great role in todays’ music industry, and we feel this is not about to change. For signed artists, labels provide many services such as distribution and promotion budgets - this still holds great value. 

But in our opinion, labels are no longer the only way for an artist to succeed. As more services provide solutions for independent musicians - unsigned artists can lock down sync deals, create global partnerships, distribute / sell their music and even create highly effective campaigns on new social media platforms (TikTok for example.)

 

How will the independent music scene change after all this Covid-19 health crisis we live in right now?

That’s a great question! Well, from our perspective the current pandemic will mostly enhance and streamline an already ongoing shift of trend - online first.  With live streams and online concerts are becoming industry standard; musicians are in the process of reinventing themselves as multidisciplinary artists. We believe we will see more usage of live videos as a main tool for musicians in the near future.