MUSIC BUSINESS
Playing the Streaming Game in 2021
A
little inside info for my music makers.
I often get asked, “What exactly do I have to do to become successful by releasing music this year?” I get it, everyone wants THE answer, they want it to be simple and doable. Unfortunately, the way the music streaming system is set up is just not simple, nor is it easy, and for many, it’s not even doable. You asked for it, so here it is. I am not going to name the company, but I’ve been given permission to share this with you in the hopes that some of you understand how much work goes into the process and perhaps you can copy the plan because around here, we believe there is plenty of room for us all to be successful. Maybe you could start your own music label, too! Understand that this doesn’t include live performances and touring; that is a whole different agenda. So, if you really want to be a fulltime musician, making your living off music, and doing nothing but making music, here ya go. This is from Chris, a friend who runs an indie distribution/publishing group. They get roughly 12 million streams a week, cume. That’s around $50,000 per week. Most of
12 JUNE/JULY 2021 PERFORMER MAGAZINE
their roster is making $2k per week. Here’s what they do on a DAILY basis. Label/Group side: • S lot releases for distribution (5 weeks out minimum), use matrix to start process • Curate two new playlists including their newest releases and like artists • Record 5 videos, short form for Reels, TikTok, etc. • Two hours of playlist research - genre specific with followers of 2k, 10k, 20k, 100k+ • Reach out to playslisters on social and email • Two social media posts about artists and releases within that week • File registrations PROs, MLC, LODs and ROs for SoundExchange, HFA • License covers with HFA or publishers direct • Field sync requests, generate sync opportunities with aligned music releases • Two outreaches for brand integration - artist specific. • Artwork for upcoming releases - album covers, ad design, social posts • Combine artwork into ad set creation. • Reach out to touchpoints - music media, TikTokers, bloggers, influencers, brand managers • Run and manage an array of YouTube ads: 4-5 at a time (budget- $20/day per artist, $150/
day during release week) • R un and manage an array of FB/IG Ad Manager ads: 15-20 per day (budget - $20/ day per artist, $120/day during release week) • Generate producer and Ft./ remixes for upcoming release - slotted 4 weeks into release. • Work with video editors on Official and Lyric videos for upcoming releases • Scout talent using matrix of Spotify popularity and rising index. • Update Chartmetric, Soundcharts, MusicPlay Expected of up-and-coming artists: • T hree social posts (content) per day, platform dependent. • Must interact with at least 5 followers/fans DM, PM, hit their page. • Interact with same-genre artists, three a day • Create two pics and one video per day (three on TikTok) • Must be working on a new song every week. Goal is one finished every 3 weeks, 5-6 week lead time for release post-mastering. • Turn in one line every day - lyric or audio • Work on a cover to pitch. • Generate video ideas for music lyrics. • Usually coordinate with touchpoint outreaches to personalize messages
