Royalties vs Loyalties

Music artists are plugging into laptops instead of amplifiers to make it big.

Artists no longer need a record label to be heard and for the first time ever, musicians are able to directly communicate with their audience 24/7, making music an even more competitive industry.

The rise of the digital space has redesigned the audience journey and artists now need to spend each moment attempting to stand out and be noticed, even the most established acts.

Below are the top 5 artist marketing campaigns we’ve found and remembered from last year;

Sundara Karma – With the release of their single ‘Explore’ Sundara Karma held the world’s first interactive live-streamed performance which, during the event, viewers could vote on different aspects of the show: from band members’ outfits, to live stage visuals and production, performance antics and the setlist. This event racked up 1,000 hours combined viewing time as well as 100k + streams, a 1,233% uplift on previous live streams of the band.

Arcade Fire – Starting with a 12-hour live stream from Death Valley, California, the bands marketing campaign led to 425k albums sold worldwide in its release week as well as being the bestselling album in six countries. Fans played up to the furore around an Ask Me Anything on Reddit as well as the fake adverts created for each song (which was associated a product) and satirical news articles which were reported on by major news sites around the world.

Blossoms – 24 Days Of Blossmas, a digital advent calendar incentivising fans to get into the Christmas spirit and create heat about Blossoms online, with a unique prize released every day. Linking this with a BRIT nomination which launched the band’s very own political style campaign, including badges, rosettes and campaign posters with guitarist Josh Dewhurst being the face of the operation. These efforts gained 3k new sign-ups to their email database, achieved 427k reach on Facebook and 20.1k reactions/shares across the campaign, as well as a +7.3% increase in Spotify streams over the period of our advent calendar.

Charlie XCX – 60 actors, musicians and internet celebrities featured in the music video for Charlie XCX’s video ‘Boys’ the momentum was followed by a series of tweets from Charlie XCX, behind the scenes videos as well as graphics of the boys in the video mimicking Tinder profiles being shared. A messenger bot was set up on her Facebook page which asked questions connected to a poll, updating in real time and resulting in a #2 trending video on YouTube globally in first 24 hours of launch, whilst trending worldwide on Twitter.

Kasabian – Using the band’s love of the FIFA for their campaign resulted in Kasabian gaming live on their own channel with two influential FIFA Twitchers, receiving 383k views. This combined with the launch of a Kasabian-branded fantasy football league powered by Spotify data, giving fans the chance to win a VIP experience at Reading & Leeds Festival. Overall the campaign gathered 5.5m views from the Instagram Stories takeover on LADBible and reached 1.7m people and 462k views from live music video within a 24-hour window. Which was good enough to knock Ed Sheeran off the number 1 spot!

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