Tag Archive: Streaming

  1. Marketing in the Streaming Age

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    Cutting through the noise has always been a problem when trying to promote and market your music. The questions has always been how to influence the public and get your music out there and seen by them. When it comes to marketing in the streaming age, we have to re-evaluate how we market music.

    Marketing in the Streaming Age

     

    Let’s Fix Music Marketing

    The biggest problem with marketing now is that what we have always considered to be the best practices for marketing music no longer apply to streaming.

    The way unit sales and fans work together has drastically changed. We never had to understand fans in the way that we do now.

    Before streaming, 1 fan meant 1 sale / one-off transaction. The economic value of each fan was the same.

    After streaming, 1 fan can mean multiple plays over a long period of time. The economic value of each fan is variable.

    With this in mind, our marketing objectives need to change. Previously, the objective was to simply “get more fans”. Now the objective needs to be “get more fans and keep them engaged.”

    The best way to do this is to create long term commitments that are focused on audience development and engagement. You can create different engagement points for fans that build interest over time. This can be anything from single releases, live sessions, videos, appearances, album releases etc. Remember that varied content is key in driving engagement.

    Don’t write off traditional marketing strategies altogether though, it still works as a great tool for discovery, but try to place more emphasis on engagement.

    Artist Marketing in the Streaming Age

    Playlisting is one of the most powerful tools we have at our disposal when marketing in the streaming age. Adding a song to a playlist will help others to discover it and could persuade them to add it to their own playlists. Music needs to be nurtured if it is to survive and this works even better if you can create a narrative around a playlist.

    Take the time to understand yourself as an artist. This may sound strange, but once you fully understand what you stand for and what you are trying to achieve you will find it easier to know where to promote yourself. Get to know your fans too, know your demographic and what they’re into and move forward from there.

    Think long term. Always think about what you can do next once you are done with your current release / event etc. What will you do after your album has been released? You can create interactive videos that come months after the album has been released etc. Look at each project individually and come up with creative ways to communicate what you have to offer. You need to have the building blocks that create a story for your fans to follow, but don’t bombard them. Do you best to plan ahead and have a trick up your sleeve, think of what you can be doing in 6 months time.

    Traditional media and printed press always want to focus around a release and this thinking needs to change. We can already see this taking place with digital media with this article discussing Shakira’s new music video. Don’t get me wrong, traditional plans that are built around a release are still needed. After all, the major labels have helped to build a hit-based society, and so that is what audiences expect.

    Content needs to feed on to each other. If you announce a tour without any new material you will get much less engagement and press coverage than you would if you also had new music to accompany it.

    Streaming provides a wealth of data and a sizeable audience that cannot be ignored. Data allows you to discover new fan bases and what they are in to. You can also find where they are located what other artist they are into. This can be very useful information when looking to plan a tour. Everyone, no matter how big or small, has something to gain from understanding data. Be prepared to change your approach based on what you see in your data too. Spotify Artists can be a great place to start.

    Traditional vs New Marketing

    Traditional marketing tactics are not completely dead, you simply need to incorporate them with new ideas. Marketing in the streaming age has changed and the objective has shifted. Learn to adapt to stay ahead and cut through the noise above your competitors.

    To do this, communicate better with your audience and learn to work as a team. Focus on serving your fans for a long term reward, it is an investment in your future. Don’t stand in the way of your releases, share them when they’re ready and plan what you can do to maximise them and to follow up. Don’t lose the momentum you build.

  2. Music Rights Explained

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    Music rights can be a very tricky area to understand, with a crazy number of acronyms and collecting societies to remember. In this blog, we will explain a bit about what the PRS (Performing Rights Society) and MCPS (Mechanical Copyright Protection Society) do for songwriters with publishing royalties, and what PPL (Phonographic Performance Limited) do for performers and recording licenses.

    Music Rights Explained

     

    PRS and MCPS

    The PRS are a UK collecting society for songwriters and composers. When using a song for publishing there are 2 different components to the song that collecting societies have to consider.

    These are the songwriters royalties and the recording artists royalties.

    PRS represent the writers, composers and publishers of a piece of music whenever it is played in public. Songwriters can sign up with the PRS who then add your content to their database, and collect any performance royalties on your behalf. This includes whenever a track you wrote is publicly performed, such as in radio, TV, film and video games. This is done by adding a special code called an ISWC to the song that allows PRS to keep track of where the music is played. If you are a writer credited on a track then you will be entitled to publishing royalties through PRS.

    PRS for Music has blanket licenses in place with UK terrestrial TV networks for the use of music on their channels. Any track that is registered with PRS for Music can be used by the TV networks without the need to seek individual clearance. There are no blanket licenses in place in the US, or elsewhere.

    MCPS are another collection society that work to collect royalties on behalf of writers, composers and publishers of a piece of music whenever it is reproduced. Whereas the royalties from PRS are called performance royalties, MCPS collect what is known as a mechanical royalty. These kinds of royalty are made from downloads, streaming and physical sales of music. In order to collect mechanical royalties, you must have a membership with MCPS, who can then send information about your mechanical royalties to PRS. PRS for Music can pay both the mechanical and performance royalties to writers, composers and publishers if you are signed up to both organisations, which means you can collect all your royalties from one place.

    PPL

    PPL are a performance rights organisation that deal with collecting royalties for the performing artists on a track. Rather than PRS who represent songwriters and composers, PPL represent the recording artists and the record label, collecting royalties for the use of their recorded music publicly. If a retail shop wishes to play music in their store, they must buy a license from both the PRS and PPL as they are using the songwriters work as well as the performers work. Any situation in which the recorded music is used would mean paying for a PPL license.

    Income Streams

    It is important to know your right and where you can earn additional royalties from.

    Performing Rights - when music is played in public. Collected by PRS.

    Mechanical Rights - when music is reproduced. You must be a member of MCPS, but the royalty can be paid through PRS.

    Synchronisation - when music is placed with visual images. Can be a deal with a publisher or specific sync companies.

    Print Rights - when sheet music is sold or lyrics are printed. These can be both in physical and digital formats.

  3. All you Need to Know About Releasing a Cover Song

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    If you are planning on releasing a release of cover songs there are a few things you need to consider before submitting to us.

    All you Need to Know About Releasing a Cover Song

    Do I need a license to release globally?

    To distribute your release to the United States you will need to obtain a Harry Fox license. If you do not have this license you cannot release in the US. For the rest of the world you do not need a license. If you would like to omit the United States from you release but would like to release everywhere else please enter in the ISO code: “US” in the ‘Licensed territories to exclude’ field.

    Your release will then be distributed everywhere except the United states. All other territories are dealt with by the stores at the point of sale (stores pay the collection societies from cut of sales).

    You should make every effort to ensure that your cover of the chosen song is not too similar to the original as these will not be accepted by certain stores; try to make the song your own.

    licensed territories

     

     

     

     

    Who do I need to credit?

    When releasing covers you must credit the original songwriters and the publishers. You can do this by entering them in the ‘Composers’ and ‘Publisher’ fields on your release.

    You should always try to get permission from the original publisher.

    You must not mention the original artist in the track or release title. Phrases such as “originally performed by” or “in the style of” should also not be used.

    What happens about my royalties?

    Royalties for cover songs are processed in the same way as usual. The amount you have earned will appear on the Client Zone in the normal way, however the PRS cut will have already been taken at the point of sale.