![]() ![]() ![]() And, when measuring the success of a campaign, the artist should look beyond short-term track engagements, and look for metrics that measure the effectiveness of this narrative. In this landscape, artists need to move beyond merely being a utilitarian service provider - a plier of songs for studying - and construct ongoing narratives that pull listeners into their lives. It’s naive to think that it’s just about the music - though, the music is very important, of course. Artists need to forge a deeper connection with their audience. The answer to the first question is fairly simple. ![]() But how do you get these fans, and what’s the best way for an artist to measure success? You may be on 1,000 playlists that 15 million users follow, but royalty rates are staggeringly low, and how many of those casual listeners are going to buy your $35 tee or shell out $40 to see you in concert? You don’t just want listeners you want fans. A “hit” track in Spotify is seeded to playlists that have tens of millions of followers, and an artist can quickly acquire millions of monthly listeners based on these placements.īut not all engagements are created equal, and having people hear your music just isn’t enough. Playlists are the new radio, and they are incredibly effective at getting an artist’s music heard. The new gatekeepers that have emerged in this vacuum are virtually anonymous Spotify playlist programmers. When there are millions of people shouting, the voices of a few are drowned out, regardless of how influential or learned those voices may be. It’s accepted wisdom that the impact of music media has greatly diminished over the past decade. ![]() Guest post by Sam Chennault of ChartMetric ![]()
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