Making and Marketing an Artist Streaming Rewrites the Rules, Again
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Marketing is one of the core competencies of record labels. The rise of the internet and social media transformed label marketing strategies. Now streaming is turning everything upside down again. The new challenge this time round is that streaming is both a marketing tool and a revenue source. In the old world, there was a very clear delineation between radio and retail, streaming brings the two together, which can lead to conflicting objectives. For example, labels widely recognise that the streams that free users generate can be crucial in building momentum for a track.
Companies and brands mentioned in this report: ADA, Apple Music, AppsFlyer, AWAL, BMG, Chartmetric, Facebook, Instagram, Kobalt, Pandora, Platoon, Pledge Music, Spotify, Stormzy, United Masters, Warner Music Group, YouTube