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If you're a marketer of a brand not on TikTok, should you be concerned that the best marketer in the world just signaled they can't live without it? The answer is yes. Taylor Swift just went around Universal to make sure her music was on the platform and TikTok part of the marketing plan for her new album due out this week. Conspiracy theories aside (at risk of being cancelled, mine is that the album stinks and she needs to ensure it's on TikTok to create buzz - pray for Travis Kelce if this is the case), it's an extreme show of faith of TikTok's ability to move product and mountains. Music is obviously different and endemic to TikTok's essence. But if you're a marketer of any product on the sidelines wary of TikTok's impact or potential ban, you should be looking at this news with FOMO. At the very least, it's a channel worth testing - who knows, maybe you'll see the same response Taylor does. This episode also shows the dangers of over-relying on one channel. If TikTok is so important that Swift's team can't live without it, what's going to happen if it gets banned in the US? Diversifying your media mix and marketing approach is as important as fully funding the all-stars; we are seeing this now with Meta where the channel's bugs are disrupting a wave of SMBs and DTC brands clawing for performance. Don't get caught with a media plan where one channel soaks up 70%+ of all of your budget and projected impact. If something changes on that platform not in your favor, you're screwed. https://lnkd.in/eZJ537YU

I've been guilty of falling into this narrative trap recently. I'm seeing more and more focus shifting dramatically toward catering to superfans – those dedicated individuals who go to great lengths to support their favorite artists. Major labels like Warner Music, Sony, and Universal Music Group have recognized the value of these superfans, with research showing they can make up a significant portion of music streaming subscribers. At fault here is the chasing of the Taylor Swift halo effect. She's an otherwordly anomaly - stop chasing that car! While it's essential to appreciate the enthusiasm and spending power of superfans, it's equally crucial for marketers to maintain a balanced approach. Prioritizing superfans at the expense of other fan tiers can lead to an unhealthy dynamic and potential backlash. The long-term sustainability of the music business, and more importantly for me, Discogs, depends on nurturing all types of fans and collectors and building loyalty across the board. In pursuing profit, we must maintain sight of the bigger picture. Continuously squeezing superfans will lead to diminishing returns and damage our relationship with these loyal fans. A more inclusive marketing strategy can help everyone achieve sustainable growth and foster goodwill among all music fans, regardless of their passion for an artist. Rethink our approach, striking a balance, and ensuring that our industry thrives by nurturing superfans without alienating the broader audience. It's time to harmonize our strategies for a healthier and more prosperous perspective.

Normani's "Dopamine" drop is a masterclass in fan engagement and building anticipation 📈 The wait is finally over! After years cultivating a dedicated fandom, Normani has announced her highly-anticipated debut album "Dopamine". The creativity doesn't stop at the music – her presave campaign (cleverly titled "wheresthedamnalbum.com") is a perfect example of how to lean into audience sentiment and turn a playful demand into a marketing powerhouse. As an inclusive entertainment specialist, I'm fascinated by this strategy for several reasons: 🎧 Authenticity Wins: Normani's campaign acknowledges the long wait with a wink and a nod, building a sense of shared inside joke with her fans. This reinforces a genuine relationship rather than treating the release like a purely transactional event. 🎧 Representation Matters: As someone passionate about DEI in entertainment, I love how this empowers fans. Artists from marginalized communities often face different expectations than their mainstream counterparts. By turning fan frustration into fuel for hype, Normani subtly addresses this disparity. 🎧 The Power of Fandom: Social media, and the memes born from it, are a strong force in the music industry. Normani's move showcases the potential to turn the fandom experience into a collaborative, ongoing promotional campaign. What are your thoughts on Normani's album drop strategy? Share your insights below!

It was a big weekend for the music industry. The communications and marketing experts of Forbes Communications Council weigh in on the top lessons they think companies can learn from Taylor Swift and other influential musical artists and the reasons why these tips are so effective. 🎯 Know Your Audience: Tailor your content and offerings to resonate with your specific audience. 🚀 Create Anticipation: Strategically build excitement through planned moments and announcements. 💡 Stay Authentic: Authenticity is paramount; stay true to your brand values and personality. 🔄 Focus on the Basics: Keep it simple, know your goals and always keep them in mind. 🔍 Be Innovative: Stay true to your brand while continuously innovating and adapting to stay ahead of the curve. Dive deeper into each one in the full @forbes article, 15 Tips Marketers Can Learn From Taylor Swift And Other Top Musicians: https://lnkd.in/eg47pZ6V

Want to stand out in an oversaturated marketplace? ✨ It's probably not what you think... 🤷♂️ 🎧 You can use the power of music to connect to your audience! 🎵 ✍ I've written a guide that breaks down the 7 essential steps to using music to connect with your audience. From finding your brand's unique sound to staying consistent, handling legalities, and creating deeper engagement. 💡 Let me tell you: a distinct sound is at the heart of every unforgettable brand. 🥇 Curious how to stand out, sell more, and be unforgettable? Dive into the 7 steps here: https://lnkd.in/dpT4WJdW #BrandStrategy #Marketing #PowerOfMusic #BusinessGrowth #UnforgettableBrands

We learned about the importance of organic views and how having a large audience is crucial for selling tickets, much like how companies like Apple advertise their products Read more 👉 https://lttr.ai/AUTAT #llstudio2069 #WritingPsychologicalThrillers #DifficultMusicIndustry #MusicIndustry #MakesMusic #MixtapesInvolvesHearing #ParentalResistance #MakingMistakes #CreativeProcess #SmallTours #ReceivesDms

💡 [Kpop Planet Insights] HYBE Chairman Bang Si-hyuk, along with HYBE executives Park Ji-won and Scooter Braun, has been selected for the '2023 Variety 500' On December 20th (local time), the U.S. entertainment industry magazine Variety announced the '2023 Variety 500' list, which includes Bang Si-hyuk, chairman of HYBE, Park Ji-won, CEO of HYBE, and Scooter Braun, CEO of HYBE America. Variety has been selecting and announcing the 500 most influential business leaders leading the global media industry every year since 2017. This is the first time that three executives from a single South Korean company have been selected simultaneously. Variety highlighted, "HYBE is no longer just a company for K-pop fans." This recognition comes after HYBE's continuous global expansion, including the acquisition of the hip-hop label QC Holdings in February and the launch of HYBE Latin America in November. Variety also emphasized the global debut of the girl group Cats Eye, born through the collaboration with Geffen Records in the U.S. market by incorporating K-pop production systems. They noted that HYBE attempted to fuse technology and music innovatively by partnering with the AI voice company Super Tone as part of HYBE's mid- to long-term growth strategy. Additionally, they highlighted the collaboration with Scooter Braun that elevated BTS member Jungkook to the ranks of 'Global Pop Star.' Regarding CEO Park Ji-won, Variety focused on the robust multi-label system and the resulting achievements with artists. They pointed out that Jimin and Jungkook each achieved Billboard Hot 100 No. 1 this year, and Suga also charted well. They specifically mentioned that despite BTS not actively promoting as a group, their 10th-anniversary album 'Take Two' topped the Billboard Global 200 for seven weeks. They praised HYBE Labels' artists for charting on the Billboard Hot 100 fifteen times and having eleven albums on the Billboard 200 this year. Several artists, including #BTS, #SEVENTEEN, and TOMORROW X TOGETHER (#TXT), contributed to these achievements. They also acknowledged the high growth trajectory of the fan life platform Weverse, which recorded over 100 million cumulative downloads and over 10 million Monthly Active Users (MAU). Full article: https://lnkd.in/gCgkNEDe 💭 Food for thought: 1. Do you agree that multi-label system is the main factor that has contributed to the success of HYBE? 2. What other strategies can HYBE adopt in order to continue to expand its business and sustain its position as a leading entertainment company? HYBE HYBE LABEL WEVERSE COMPANY #kpop #koreanwave #hallyu #koreanculture #koreanmusic #popculture #popmusic #korean #korea #seoul #entertainmenthub #entertainmentindustry #entertainmentbusiness #entertainmentnews #entertainment #musicindustry #musicbusiness #musicbiz #musicnews #music #fandom #softpower #mediaindustry #media

New Post: SoundCloud Has Been Preparing to Sell for Over a Year - https://lnkd.in/gKgSE2iz - SoundCloud has been eyeing a sale — and actively pursuing initiatives internally “that would increase the valuation of the company” — since the second half of 2022, according to two former employees who spoke to Billboard on the condition of anonymity. Meanwhile, COO and CFO Drew Wilson is preparing to leave the company after nearly three years in the role, according to a staff memo obtained by Billboard.  Sky News reported on Sunday that SoundCloud was planning to pursue a sale in 2024. This has been in the works “for some time,” one former employee tells Billboard. “A lot of decision making has been based on this.” Related SoundCloud Lays Off 8% of Workforce, Seeking Profitability 01/08/2024 SoundCloud announced it was slashing 8% of its workforce last May — less than a year after a 20% cut — to achieve “profitability this year,” as CEO Eliah Seton wrote in an email to staff at the time. “The ambition to reach profitability was not just for the obvious reason of being profitable,” the former employee continues. “The bigger need was for this, to sell the company. The stakeholders have major investments; it’s time.” (SoundCloud previously secured a $170 million investment led by The Raine Group and Temasek in 2017, and an additional $75 million investment from SiriusXM in February 2020.)  A rep for SoundCloud declined to comment. The Raine Group also declined to comment. SoundCloud leadership had previously tossed around the idea — a best case scenario — of reaching a $2.5 billion valuation for the company, sources said. (The company likes to aim big: In internal meetings, executives also expressed a hope that one of the artists SoundCloud signed to deals in 2022 would have a major chart hit, one of the employees said; this has not happened.) Related ‘What Do We Do Now?’: SoundCloud Mulls ‘Different Strategy… 01/08/2024 The more commonly cited valuation goal, the sources say, was around $1 billion. “There’s a billion-dollar-plus opportunity in front of us,” Tracy Chan, who joined SoundCloud as senior vp of creator in 2022, said at an all-hands meeting that year. One of SoundCloud’s former employees said most of the interest in the company came from private equity firms, not music companies.  For comparison’s sake, when Square acquired TIDAL in 2021, the streaming service was valued at around $375 million. Though SoundC

With all the buzz about TikTok potentially getting banned in the U.S., let’s take a moment to appreciate how it’s been a total game-changer for artists and fans alike. TikTok just rolled out this cool ‘Fan Spotlight’ feature, and Billie Eilish was the first to give it a spin. Now, any musician can pin up to five fan-created videos to the top of their music tab for a week. It’s a super fun way to showcase the love and creativity of their fans. Plus, the fans get a notification when their video is chosen, which is a nice touch. Sure, user-generated content can be a mixed bag, but TikTok’s letting artists curate the best clips keeps things positive and engaging. This feature not only highlights fan support but also boosts the artist’s presence and interaction on the platform. Even with the uncertainty about TikTok’s future in the U.S., it’s clear how it’s revolutionized the way artists and fans connect. Here’s hoping we can keep this awesome bridge between artists and their fans alive and kicking! https://lnkd.in/dn7zf-J2

Leaders and marketers can draw valuable lessons from Swifty's approach to album releases and buzz generation, showcasing her adeptness in captivating audiences and fostering community engagement. Swizz' recent release, "The Tortured Poets Department," is a prime example of her ability to cultivate anticipation and enthusiasm among her dedicated fanbase. 🎤🤩🙌🏻 1️⃣ 𝗧𝗲𝗮𝘀𝗶𝗻𝗴 𝗮𝗻𝗱 𝗣𝗿𝗲-𝗔𝗻𝗻𝗼𝘂𝗻𝗰𝗲𝗺𝗲𝗻𝘁𝘀: The Swizz often drops hints or teases about upcoming projects through her social media channels, sparking curiosity and excitement among her fans well before any official announcements. 🔍🎵 2️⃣ 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝘄𝗶𝘁𝗵 𝗙𝗮𝗻𝘀: Swifty actively engages with her fans on social media platforms, creating a sense of community and closeness. This engagement includes responding to fan messages, sharing behind-the-scenes glimpses, and even incorporating fan feedback into her projects. 💬👩🎤 3️⃣ 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀: Swift's team orchestrates carefully planned marketing campaigns that leverage various platforms, including social media, traditional media outlets, and partnerships with brands. These campaigns build anticipation by strategically revealing details about her projects over time. 📈🎯 4️⃣ 𝗦𝘂𝗿𝗽𝗿𝗶𝘀𝗲 𝗗𝗿𝗼𝗽𝘀 𝗮𝗻𝗱 𝗟𝗶𝗺𝗶𝘁𝗲𝗱 𝗥𝗲𝗹𝗲𝗮𝘀𝗲𝘀: Swift has surprised fans with sudden album releases or limited-edition merchandise drops, creating a sense of urgency and excitement around her releases. 🎁🎉 5️⃣ 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗦𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴: Swift often incorporates personal experiences and stories into her music and promotional content, allowing fans to connect with her on a deeper level. This personal connection fosters loyalty and enthusiasm among her fanbase. 💖📖 6️⃣ 𝗘𝘅𝗰𝗹𝘂𝘀𝗶𝘃𝗲 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗮𝗻𝗱 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝘀: Swift offers exclusive content and experiences to her most dedicated fans, such as early access to tickets, exclusive merchandise, and behind-the-scenes footage. These perks reward fan loyalty and further fuel excitement for her projects. 🎟️🛍️ Read more ⬇ ⬇ about eight key strategies leaders can learn from Swifty's album delivery. 💥 Source: Forbes #LucyBingle #LinkedInArticle #TaylorSwift #Leadership #LinkedInStrategy #StoryTelling