The African music industry has undergone a remarkable transformation in recent years, propelled by a wave of innovative music marketing strategies that have elevated artists to global prominence. Traditionally, the industry faced challenges such as limited resources, distribution barriers, and a lack of recognition on the global stage. However, with the advent of technology and creative marketing approaches, African musicians are now breaking barriers and reaching audiences worldwide.
To speak more on this, we had a Twitter space with a music business manager and a music business analyst, Nelson. In this space, we discussed music marketing in all of its elements. The role of data, emerging platforms artists should look out for, NFTs, cultural sensitivity in music marketing, interactive fan experience, monetization beyond music sales, and so much more.
What key trends have you observed showing how African artists are reshaping the industry in their marketing approaches?
Well, we’re still learning. There’s still a lot of copy and paste. For example, look at how Davido still lost the Grammy after doing everything right. But the most common trend I’ve noticed is that social media plays a key role in marketing. Anyone can leverage social media to push their music and say they’re artists.
With the ever-evolving digital space, new platforms are now emerging. Are there any new platforms African artists are embracing?
When it comes to marketing platforms, I’d say there’s a lot of DIY marketing these days. A community-based marketing system is also springing up a lot these days. It could be Twitter, Tik Tok, and IG Live. But generally, there’s a lot of DIY marketing.
Outside social media platforms, are there any other platforms artists can leverage?
It’s still a part of social media. But people are now forming many communities and using it to promote their music.
Speaking of fan engagement, it’s key in the music landscape. Can you give us some practical situations or innovative music marketing strategies artists can use?
There could be meet and greets, house parties, merchandise, etc. However, I still think emerging artists are not doing as many innovative fan engagement strategies so far. It’s been copied and pasted so far.
You just mentioned that emerging artists don’t even know they’re fans. How can they fix this and market their music properly?
Well, music is a product. To sell it, you must have a target audience. Emerging artists miss the fact that you must have a target audience to market to. When you do that, you can find better ways to relate to your fans.
What is music marketing, and what is promotion?
There’s a connection between marketing and promotion. Marketing is letting people know you have something to offer. Promotion is expanding the reach of your marketed products, fanning the flames, and bringing attention to what already exists. They’re related in some way.
What do you think is lacking in the industry now?
I think we still lack a proper structure, and there isn’t enough information about how to navigate the African music industry.
Expand on how someone can do branding targeted to particular areas.
Absolutely. Now, there are music consumers, and there are music users. The trick is to figure out which one of these two groups you want to market your music to and go for it. Identify yourself with a brand and use it to push your music. For example, Odumodyblvck and his cap. Branding singles you out.
Talking about analytics, how can emerging artists leverage data and analytics to optimize their music marketing strategies?
It remains a fact that you cannot do without data in today’s world. As an emerging artist, don’t just gather data; do something about it. Do your research. Data analysis shows you where to spend money and optimizes market research. It helps you save money because you won’t just put out music. It’ll be a reflection of what fans want to hear. 100 million without data is worth less than 2 million naira with data.
With regards to monetizing one’s work, do you think using NFTs as part of music marketing is a good idea?
People should know that when it comes to music marketing, there’s no strategy set in stone. If you want to use NFTs to market your music, why not? Just ensure you make informed decisions and remember there’s a risk associated. It’s still a budding sector, so maybe be a little wary of investing hugely in it. Furthermore, try to ensure it doesn’t distract you from your music. Just focus on doing what works for you.
We’ve seen that it’s not just about music streams. Can you tell us some unconventional music monetization strategies emerging artists can leverage?
Publishing is one aspect. There should be more collaborations between Nollywood and the music industry. And it’s unfortunate because there’s a lot of potential in that. There are also clothing lines, collaborations with drink brands, and much more.
I would like you to share how artists can ensure that cultural sensitivity is incorporated into their music marketing strategies.
If you already know your fans, it would be dangerous to cross your boundaries. You may not be able to cater to everyone. Choose a niche, culture, and demographic you want to cater to and stick with it. Avoid controversial topics as much as you can.
What an informative time we had! The conversation went on for over an hour. If you want to listen to a full recording, visit our Twitter page at Soot Africa. Here are some key takeaways to remember from this conversation:
Key Takeaways
Innovative marketing strategies are propelling the African music industry to new heights, breaking down barriers, and fostering a sense of global interconnectedness. From embracing digital platforms and social media to collaborating across borders, African musicians are leveraging these strategies to amplify their voices and share their unique musical heritage with the world. As the industry evolves, these innovative approaches will undoubtedly play a crucial role in shaping its future trajectory. Remember, branding plays a huge role in music marketing. As an emerging artist, don’t neglect it. Good luck!
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