Music Marketing Trends in 2024

Music marketing in 2024 may be much different than it was in 2023. With the advent of artificial intelligence taking over almost all industries, the music industry is seeing some noticeable changes as well. As a musician, what should you be prepared for in 2024? 

In this blog article, we have tried to cover a few things:

1. Outdated marketing campaigns
   
   
2. 5 Trends to look out for in 2024
   
   
3. Our Final Thoughts 

Outdated marketing campaigns

Let’s begin by talking about what may not work well in 2024. 

Exclusive Physical Releases

Unless you are Taylor Swift who has some guaranteed sales in her exclusive physical releases, this method is probably dead for a while now, with independent musicians. These physical releases could be in the format of CDs, Vinyl Records, or Cassettes. The physical promotion strategy still works, but probably not suitable for exclusive releases - it is way more beneficial if you choose to release it on online streaming platforms first. 

Pssst…come here: There was a prevalent tradition called record store day releases - a celebrated event that recognized the importance of record stores and the culture of making songs on vinyl. Back in the day, many artists used to leverage this day to attract customers for their vinyl record sales, but today, hardly a few know about this. 

Earlier, it was very much in fashion - to make an exclusive physical release - through specific retailers, at particular locations, sometimes the artist made a surprise appearance for the release as well. But music consumption patterns are different now and the industry has become more digitalized than ever - where streaming counts matter more than physical sales. Physical releases with CDs and Vinyl Records now are a choice made by artists to add to their music brand image. Doing exclusive physical releases as independent musicians may not be advantageous in the digital world, because it will require investment with lesser chances of returns on it. 

Traditional Press Releases

Press releases have time and again been the source of announcement or imparting of any information related to the artist, shows, news, music releases, and so on. It is a formal printed document and it is distributed to journalists and other working representatives of the press industry. Although it is still a vital component of a music PR strategy, artists have seemed to lean more on social media and online communication. The patterns in media consumption and, perhaps, more importantly, the free resources of social media have changed the way independent musicians look at their music marketing campaigns now. 

The thing is, social media has removed the use of a medium or a third party for the artists to communicate anything to their fans. Social media has enabled direct interactions with their followers and fans, eliminating the purpose of traditional press releases. With traditional press releases, musicians often had to wait for the press release to be covered by different newspapers and other news outlets to talk about the event - be it a brand-new single or a tour announcement. But now, they can do it instantly with not only social media but also through streaming platforms like Spotify, where the artist can upload the details of the tours and a link to book tickets on their artist profiles. 

Pssst…come here: Online press releases are more in fashion now than traditional print ones - mainly because of the globalization aspect - anyone from anywhere could read an online press release, than a traditional printed press release. It is easily accessible and with the talk of digital footprints and SEO, this is way more beneficial and reliable in today’s time. 

Static Websites

When we say static, we mean websites that are not updated or changed frequently - or not interactive in any way - there is just one-way communication in the website. Earlier, having an official artist website was a sign of legitimization. Hence, the elements or the content of the website were limited to a few things - releases, tour dates, and information on the artist. That limited engagement from the viewers or potential fans or followers because people only came to the website to read an announcement.

But now, websites are more interactive and are made in such a way that the viewer doesn’t feel like it is just a medium to get more information or data but a medium through which he or she gets a real real-time chance to interact with the artist in some way - leaving comments, actually buying tickets online through links, streaming music online and so on. It is also crucial now to give recent updates - the whereabouts of the artist, what’s upcoming with their music projects, and their achievements as well. Not catering to this will affect the long-term relationship the artist is bound to have with his or her fans. 

Pssst…come here: In an era where online visibility and content are money, having a static, namesake website for an artist is more disadvantageous because SEO will not kick in since search engines, especially Google prioritize updated, recent, and most relevant information at all times. So not only active but interactive websites are a no-brainer in 2024.

5 Trends to look out for in 2024

AI-Based Music Marketing

Artificial intelligence is taking over almost all industries and fields and the music industry is no different. In 2024, you could use artificial intelligence to not only get ideas for your merch or music marketing campaigns but also get data to analyze what may work for the upcoming year with the listening habits of the population. You may increase viewing and expose your audience to material in your content by getting codes from ChatGPT for your website. Additionally, you can gain knowledge about the watching preferences and routines of your intended audience. 

Many AI enthusiasts also assure us that we can automate marketing campaigns and strategies with the help of artificial intelligence. You can tailor offers according to audience characteristics, such as their preferred music, similar to how Spotify does. Spotify collects user data using artificial intelligence and machine learning, then recommends a customized playlist to each listener, daily mixes and release radar playlists are made this way. 

Pssst…come here: AI is also being used to get inspiration with music making and music production as well. This may look like there will be no jobs left for musicians! But, AI can only do so much. It could be of great help to get ideas when you are experiencing any sort of creative block, but at the end of the day, you will have to make that music yourself. 

AI can also help in creating virtual and augmented reality for your music and your themes, something which The Weeknd did with his album After Hours which attracted many of his fans to explore his ideologies and themes. AI can help make something different - a USP - which is a unique selling point in your music and your music marketing strategy. This immersive experience could be something you could try in 2024. 

Music Collaborations

Global and international collaborations are probably all the hype at the moment! It is not just a much-awaited collab like probably Harry Styles working with Taylor Swift (yeah, we know), but it is going beyond your language, and your country and collaborating with artists from other nations and other cultural worlds. What Tesher and Jason Derulo did during the pandemic, with Jalebi Baby was just a start and it changed Tesher’s music career completely.

Ever imagined SIA singing in an Indian language (Punjabi) with Diljeet Dosanjh? Well, it happened in 2023 (Hass Hass). And 2024, is the year for more of that to happen, if you want to do something similar. It is vital to remember that there are a lot of popular up-and-coming musicians as well. Renowned and seasoned musicians will also work with them. Both parties gain from this collaboration. While seasoned musicians can reach a larger audience, up-and-coming musicians can acquire fresh insight, exposure, and knowledge.

Content Repurposing 

Content is everything now, given the number of people actively consuming it, especially short-form content in terms of TikTok videos as well as Instagram Reels. But running out of content can be a real problem. A great solution that will likely be a trend in 2024 is content repurposing. 

The Weeknd has seemingly excelled in this. He released music videos for his tracks that were released long ago, such as Die For You, and even collaborated with Ariana Grande to bring in a new version. And it worked! The song that was released years ago gained more streams because of one music video! Along with this technique, visualizers are also becoming an easy and reliable method for providing content that could easily be repurposed even more on social media. Visualizers are more suitable for indie pop songs too, making it very easy to repost it on your socials.

The Weeknd’s visualizer for his track Popular, became what the name says, just with an edit of videos and photos of the premiere of a show he starred in. It is not only convenient but also clever because it not only gained the traction it deserved but also worked in the favour of those people who were shown in the video - ultimately increasing their popularity as well.

You could not only repurpose “content” but also your music. 2024 will likely be the year for remixes and different versions, given the kind of welcome the whole wave has been getting over social media. The idea is to indulge in as many genre fusions as possible because the audience is becoming more and more accepting of such mixes. The Indian mix of Levitating by Dua Lipa, in collaboration with Prakriti and Sukriti Kakkar did something right! 

Influencer Marketing 

It doesn’t matter if you don’t have contacts with other professionals working in the music industry. Having solid contacts with influencers will do because these people know anyone and everyone, and if they don’t, they know how to get the contact. There has been a significant rise in the way social media is changing due to influencers and the kind of content they have been posting. Although some will not identify themselves as “influencers” and will much rather prefer to call themselves “content creators” the job is the same - make relevant content, that is in real-time influential, as in, gets many people to nod in agreement and think to themselves ‘I relate to this.’ Hence, you either collaborate with an influencer or try to also be a content creator on your social media - given the consumption patterns of the audience on the internet and the rise of short-form visuals going viral, this should work even better in 2024. 

With Instagram Broadcast Channels, as well as WhatsApp Broadcast Channels, there is a scope for deeper personalization (something Spotify does with its Spotify Wrapped) - and that is your USP - the subscriber-only content, making your content limited access. There is also speculation that some streaming payout models are bringing this concept into action by introducing two-tier licensing. For independent artists, this will be beneficial because it will give you another source of income, with DSPs getting involved in subscription-based music hosting. This will also lead to a closer-knit family - what people are now calling ‘superfans.’ 

Sustainability and Mental Health 

Fans and ardent music listeners have started to become more and more observant of their artists and idols, and you could use this to your advantage in 2024 as a part of your music marketing campaign. Sustainability is no longer a topic for a conference, but a way of life, that many music artists have known to be supportive of. Go Green as a universal campaign has existed for quite some time now. As ecological responsibility becomes more important, the music industry is consciously trying to lessen its carbon footprint.

Via the creation of carbon-neutral tours, the use of renewable energy sources, and the adoption of environmentally responsible manufacturing techniques, musicians such as Coldplay have taken a clear stance. Fans who care about the environment will identify with this effort, which also serves as a model for the industry at large. 

There is so much you could do to do your bit in bettering your surroundings and helping towards building a more sustainable planet. You could introduce sustainable methods of production for your merchandise that includes clothing, and highlight that merch line in your launch for better traction. You could also opt for green touring patches where you could use electric vehicles for your transport instead of those modes that will require diesel or petrol. You could also make one album a “digital only” release to avoid the wastage and accumulation of wastage due to the production of CDs and vinyl records. If you do not have enough knowledge or strategies to include this, you could always partner with go-green initiatives and organizations that you could actively work with. Who has made a dream pop song on saving trees or sustainability? Well, you could give it a try and market it the right way - you will not only be raising awareness but you will also go viral!

Mental health awareness is taking the limelight, FINALLY, for all the right reasons and the music industry is becoming more and more accommodating in that respect too. You could include mental health awareness projects in your music, merch, and other collaborations for your brand image in 2024 to make the right start - to make a difference in your and your listeners’ lives. 

Our Final Thoughts

Technology is only becoming more and more immersive, and more relied upon by different musicians today. It is time to adapt to these changes and make sure that you and your music stay relevant and that your music marketing strategies work with the kind of audience that has been shaping up today. 2024 may be the year you could use the full potential of social media as well as AI to adapt and create new and unique campaigns for your music to stand out in the crowd. 

We at GreaseRelease, have a bunch of curators on our network who are looking for new & exciting music to push on their massive playlists. If you make music and want to reach a wider audience, check out our submission platform and get a chance to reach millions of listeners! Submit your tracks now!