Is Music Marketing With TikTok Still Viable - The New Music Business Podcast
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- เผยแพร่เมื่อ 7 ก.ค. 2024
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Named one of Business Insider's "Power Players Using TikTok to Shape Music", Suzy Yoder launched YO SUZY in 2022 after serving as Head of Digital Marketing at Elektra Music Group. While leading a major label team, Suzy watched the social media landscape shift to reward artists and brands for compelling short-form vertical content. However, many teams are unable to keep up with the demand for consistent content, and cannot keep up with how quickly trends shift. Her company, YO SUZY, stands apart in its deep understanding of the power of short-form video platforms, the mechanics of how they work, and the reason music & brand teams have been hesitant to embrace them.
00:00 - Welcome
07:43 - What has shifted in the music marketing landscape recently?
12:22 - TikTok music marketing for emerging artists
24:44 - Choosing the right parts of your song
31:26 - Where do you put your energy into marketing a new song?
40:57 - The burnout factor in a TikTok-driven music industry
50:11 - How do you determine success on the platform?
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Edited and mixed by Mikey Evans
Music by Brassroots District
Produced by the team at Ari’s Take
Thanks for asking the hard questions. I am an artist on the verge of burnout because of social media and this really hit home. I spent a few thousand dollars and countless hours making a bunch of batch content for TikTok and reels, and still only 7-8% of my followers even see my posts. I followed all the rules down to a science and none of it worked. You’re absolutely right when you say Radiohead wouldn’t exist in 2024. They just wouldn’t.
Great conversation 👌🏾 you ask the question "Would Radiohead have existed today?" And say probably not, but what you're forgetting is that are hundreds, if not thousands of artists from their era who don't exist today because they didn't have something like tiktok at the time
Thank you Ari for talking about the other side of "reality"
Wow! Ari really touched on very realistic points that are genuinely frustrating for artists these days. It’s becoming so annoying to have to become a slave to these platforms with some “hope” of blowing up someday. I think these campaigns are way beyond over priced. Thanks for sharing your perspective on this topic Ari. This frustrating situation for Indie Artists needs to be addressed more.
Thanks for sticking up for artists. Your guest was protecting her business and not acknowledging the issue. The disconnect found in people that work in this industry is scary.
Killing the interviews. Asking the right questions
Thank you Ari for putting the heat on at 52:30 , that was so satisfying.
I totally resonate with Aris that tons of little clips is becoming un-artistic in some way is sorta Faking it to Make it and it’s frustrating because everyone is now doing these video clips, even people who are not artists.
Like Aris said: What is the point? The point is promoting Tik Tok itself more than Music.
But people can’t be mad or the marketer in the business. It’s the way society is moving and the marketer (in life) is following the trends from the people. That’s like like being mad at a doctor because you got Covid during the pandemic when all the doctor is trying to do is make you healthy, but you get mad at the doctor because Covid is running rampant. This interview had a lot of miss fires towards the guest and all she’s trying to do is help artist get heard and seen. I’m on her side in this particular interview 100% because it just seems like the interview was made out to seem like she’s the problem when it’s just the way music is working right now. And not every artist is going to have their moment in life at this particular point.
Crazy grammatical errors. My fault. Typing when I should be working lol
“You don’t even remember her name” hahah. Thank you Ari
Came here to make this same comment. Case in point
Ari, this was a brilliant discussion. I'm not a new artist or musician per se, but I am VERY NEW to this new digital streaming/ video content type of climate we are in. I really appreciate the questions you asked & will be subscribed here on out. 🙌
Wow, the social media engagement tip is gold! Building a strong online presence is key for any musician
This is such an amazing episode! II was literally moved to tears by Blum's passion.
Ari, you gotta interview NIC D! I'm getting many valuable insights from this artist and he's actually making it at the moment!
Nic D can only function the way he does because he’s a rapper. Anyone in rock, pop or really any other genre who actually has to write music, pay for studio time and/or spend time recording and mixing, would never be able to match his output. Nic D buys beats in bulk and raps over them
@@scottmichael971 good point but I think a lot of stuff he says can be applied to other genres. About the production part, one can always make partnerships and split the masters (Im doing something like that at the moment).
That’s a good approach if you can find someone. Unfortunately most serious producers or studio owners will laugh in your face if you ask them to split the master, because we all know how well Spotify pays. 1mil streams equals roughly 3 thousand dollars. And the vast majority of artists don’t get a million streams on their songs. I make rock, indie, pop and it’s not uncommon to pay 3k for one song after mix and master. I’m building my own studio to try and get down on costs, but that costs money as well. Obviously you can do it cheaper than that too, I’m not naive to that, but I’m talking about quality. I’d say at bare minimum, rock and pop artists are paying $500 per song
@@scottmichael971 sure, but our agreement also involves pitching music for sync licensing opportunities, so it's a win-win situation. I get to release the songs with my artist profile (I write the songs and my partner produces them), but I also network a lot to make money with sync (we already got a song in a TV commercial last month), so it's an equal effort from each part.
@@scottmichael971😭😂 Nic D is not no rapper
4:10 u are welcome. Starts here
Brilliant interview! Thank you. One of the most interesting and useful things I've seen on TH-cam.
You’re kidding, right?
God, Ari... you're amazing.
Love you Ari…and your questions…her answers did nothing for me however. She talks in circles and you eventually unintentionally made her look uninformed about the “artist” whose content was so memorable “in her words”…yet she didn’t know the name of said artist or whether they’ve released any music to date. SUCCESS is remembering an artist’s name. Full stop.
I was on Capital, had the same A&R Rep as Radiohead... A&R was Paul Bishow... I asked him what he had new on his plate. He played me Creep... he wasn't impressed, but he only liked instrumental music basically, a blues guy, to each his own, but he was A&R for mainstream bands - so it was kinda off putting this guy didn't like anything but Eric Johnson, who is a bad ass guitar god! Radiohead used the producer of the moment, took a major label deal. They were promoted just like everything else on Capital at the time... they made an MTV video... toured, opened for whoever would have them... yeah Radiohead would have been on tik tok or myspace or whatever... they were as ambitious as any other band in the post Glam Rock moment... without the big machine and MTV going to bat, they would be long forgotten. That's my take and I was there... peace to all ... rock on!
Marketing and Art are not separate. If you think they are separate then you are struggling. If you are not putting art in you TikTok videos, then that is you. There is no reason why you should be posting, "This is the song of the summer!" If that is not you. Your music videos should reflect you as an artist and so should your TikTok. A music video can be 4 minutes. That's 16 15s clips. That's 16 chances to make beautiful art if you care about art.
And if you don't. You can "This is the song of the summer!" till you roll over and die. 😭
Cool fam 💪🏿💪🏿
Good video. Thank God im not on tiktok. Never have never will... theres no need at least for me. What works for me is making good music + videos and running ads on them and people coming to my platform. If your brand is cool and your music is nice then it will work. Make some money through shows and selling music. Not everh artist has to be making these short form videos. You will move the needle in your music career and make actual progress through the music itself ,the shows you play and how people relate to your music
Gems!
I chased the non-internet path in a band for a while with the old school dream of signing to a label to do all the marketing/social media/etc, but that path was brutal and full of gatekeepers and lot of its own bs. Usually a small group basically deciding who gets the opportunities which are usually their friends or paid for placements- which invites its own game of fake ass kissing that I hate. I'm all about the internet now and social media which I hated my whole life lol
I subscribed to your channel bud
@@steviesummers380 thank you so much man!
♥️🔥♥️
12:01 what is “AR Design”?
Augmented Reality, it’s like putting CGI over a camera image and making it look 3d
41:34 Demon joined the chat for a second. hi demon!
Good luck on Tik Tok… it’s a losing battle if you aren’t good looking and young or funny. Older musicians would do better playing live than posting consistently on a nihilistic app
Here's a question I've asked myself and I think every artist needs to answer it: Why put out ANY music that no one is going to ever hear? 120,000 songs uploaded to Spotify everyday is NOT competition because 90% of those artists are completely unknown and will always be unknown because they won't put the time and effort in to gain an audience. So that being said, how can you gain an audience? TikTok is one way that's worked for many artists. Either you find a way to use it as a tool, or you don't. But don't complain about it not being fair that it's what you have to do and it's unartistic and blah blah blah. TikTok is just another way to share your music. It can be creative and it can be YOU. It just takes time and work to figure out how to make it work for you (I'm still just getting started myself). Sounds like Suzy can help you streamline that process.