Monetized streaming is becoming a more and more important source of revenue for our artists and labels. It’s often presented as a new world of doing things (which is true), but this does not mean abandoning all the old principles of a music release, rather modifying and melding the two to work together.
Many recent UK chart single successes were streaming for weeks before they hit their ‘impact date’ and achieved a Top 10 status (streams were recently integrated in the UK Singles Chart). Streams were built up as radio and promo were going on, and 11 of the 14 singles on BBC Radio 1 A List are currently available on paid streaming services. Though we may not all have the resources to achieve a No. 1 or even the desire, the principle remains the same: make sure your retail strategy directly takes advantage of a music release’s traditional tools — in this case, press and radio.
Here are some examples:
When you take a single to radio, make it available to stream, too. While non-monetized streaming services are great, make sure you fans are able to listen to it on a monetized stream as well –this will actually put some cash directly in your pocket.
When premiering a track or video on an editorial site, again, make it available on a streaming service that pays out, and suggest getting the site to embed a link from a monetized streaming service as part of the premiere.
Spotify recently announced 10 million paying subscribers; Deezer is at 5 million — and that’s not including freemium users for either. Arguments against accessibility are becoming weaker and weaker. Don’t be afraid of asking your publicist to push for an embedded playlist from a monetized streaming service, rather than just a free streaming platform. It’s becoming increasingly common for editorial sites to accommodate this, and in the past few months, we’ve seen them on premieres from The Guardian, Q, Drowned in Sound, Clash, and Rock Sound among many others. The BBC has even integrated them into their BBC Playlister.
Take a gander over to Pitchfork, where there are Spotify embeds next to most album reviews. See the giant spike in the graph on the right? This was recorded on a Wednesday, two days after the release of the album, which coincided with it receiving Best New Music from Pitchfork. You guessed it, next to the glowing review was a Spotify embed. This demonstrates the powerful effect that directly joining your press with a retailer promo can have on your final numbers.
In addition to new strategies like embeds from streaming services, platforms like Shazam make the connection between hearing something and connecting it to a retailer quicker and simpler. We’re no longer in a situation where you have to wait a month to find that great track you heard at midnight on John Peel’s radio station and purchase it. Take advantage of these new opportunities and find ways to connect your press and promotions with streaming services and tools that will help you monetize your music faster.
Bonus: If you’ve got a WordPress-based site, you only need to copy and paste the HTTP link to include a Spotify embed. Case in point: find below a New Electronic playlist we recently set up in the UK, featuring music from Hyperdub, Caribou and araabMuzik. Enjoy!