Decoding The Music Marketing Landscape Of 2024

The Indian music industry has been growing at a CAGR of 18% to 20% thanks to availability of cheap data , cheap smartphones & a youth centric market. With internet the distribution of music has been democratized and anyone in the world with a smart phone & a data connection can practically listen to any music for free or a t a very nominal cost.

Indian Music industry has been crossing the domestic markets & featuring in International You Tube charts , Streaming charts thanks to the huge domestic market & Indian artist going international. Punjabi artist like Diljit Dosanjh have taken the Indian music on International platform, recently Diljit Dosanjh became the first Indian performed in Coachella.

However with the easy distribution the influx of music has increased manifold making Music marketing all the more important to get the song noticed & reach the right audience.

Music Marketing Strategy 

As approximately 90% of the music usage & revenues are coming from the digital space mainly streaming audio & video. So the main focus of music marketing has been shifted to digital leaving behind the traditional marketing platforms like TV & Radio behind by miles.

Strategies to be employed for Digital Marketing

1.You Tube Ads – Music owners can promote their music through you tubs ads . However they should carefully pick the geography & demographics of the ad , it may cost bit more but is highly effective.

2.You Tube Other tools – You tube provides other tools like community post , end scrolls song suggestion etc which can be used effectively to promote a song.

3.Influencer marketing on short video formats – Earlier music was discovered on you tube however now with the popularity of short video formats the music is now been discovered on short video formats. Music labels pay influencers to create reels & also the featuring artist & the performers create reels on the short video formats . The lion’s share of short video market is controlled by Instagram reels while other short video formats like, Mauj, Chingari & josh also have decent followings . In the international markets Instagram is controlling the major market share. Music is also promoted through stories & status on Instagram.

4.Snapchat – Music can also be promoted on snapchat.

5.Social Media Sharing – Sharing of creatives of the music along with the release date on social media post by lead featuring artist & the performers go a li=ong way in creating a buzz regarding the release of the song.

6.Music Promotion on Audio Streaming Platforms – Music can be promoted on several audio platforms like Spotify, apple, Jio Saavn, Wynk , Amazom etc through featuring in new release section, featuring in various playlist & banners on the app, notifications to app users most of these services can be availed at zero cost for a decent song. Recently streaming platforms have also started provided paid plans for promotions which help in music promotion.

7.Collaboration – Collaborating with famous you tubers & influencers is also a good way to promote music.

8.Traditional Mediums – traditional mediums like radio & TV  ( interviews, free plays & paid promotion), meet & greet, promotion in concerts etc is also a good medium to promote but we should not spend more than 15 to  20% of the total budget on this.

Brand Collaborations with Artists:

• Examine the success stories of brand collaborations with musicians, emphasizing authenticity and mutual benefit.
• Tips for businesses on forging meaningful partnerships with artists for long-term impact.

Overall digital promotion is the way to promote music. Make music for the age group between 15 to 30 that is the major consumer. Good music with decent targeted promotion should reach everywhere.

As we decode the musical landscape of 2024, businesses have a unique opportunity to elevate their marketing strategies by embracing the dynamic and innovative spirit of the music industry. By understanding and aligning with emerging trends, companies can create authentic connections with their audience, fostering brand loyalty and driving success in this harmonious intersection of music and business.