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It’s no secret that social media is a major part of an artist’s or song’s promotion strategy.
Short-video apps like TikTok and Instagram are at the center of these efforts, given that hundreds of millions of people are now discovering new music by scrolling through their feeds.
TikTok in particular has revolutionized the way users discover new as well as old songs and artists. Decades-old songs like Matthew Wilder’s “Break My Stride” are experiencing a resurgence by trending on social media.
“One of the interesting things that’s come out of this TikTok ecosystem is that the catalog is never really dead,” Sean Cain, co-founder of music marketing company Hundred Days Digital, told Business Insider told. “As long as there is momentum, a record is a new record.”
While some songs rise organically on social media, many songs are pushed into the mainstream by music marketing agencies who work with artists, managers, and record labels to increase a song’s popularity. With short video platforms becoming saturated with videos from non-music creators, brands, and other commercial content, these marketers have had to get creative to help new songs break through. .
Gone are the days when labels and artists hired a few top influencers to promote their songs. Marketers are now collaborating with producers to remix tracks, creating custom augmented reality filters, and working with micro-influencers in specific music communities to help fans connect with artists and artists in a sea of content. I find creative ways to discover songs.
“You don’t just hire five influencers to perform a dance on your platform and hope it sticks,” Ramzi Najdawi, co-founder of music marketing company ATG, told BI.
These marketers are cautious and quickly adapt to industry changes. When Universal Music Group removed his songs from his TikTok amid a contract dispute, marketers quickly pivoted to campaigning on his Instagram Reels. Some have found a way to take advantage of this moment, replacing the video where he previously featured the UMG track with a new song.
To highlight how music marketing on social has evolved, BI has compiled a list of 13 agencies and startups that are innovative in this space, as well as their key leaders. did. We find companies running creative campaigns in music marketing based on recommendations from record labels, other music industry professionals, and our readers.
The companies are listed alphabetically below.
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