At Feature.fm, we’ve already worked with thousands of artists to help them promote their music to the right audience in our streaming partners.
We’ve learned a lot about how to advertise and target music to an audience that is most likely to enjoy it.
Every company needs to advertise and promote their product. We see ads for smart phones, car insurance, soft drinks, fast food chains -everything. Artists are no different in needing to promote and advertise.
Music is your product and requires promotion in order for people to know that it exists and decide if they want it.
Every company has a target market, which is a group of people who are most likely to want to buy their product. Companies target their ads to this group of people in order to get the most people to buy their products. In order to do this they first figure out what type of people are in this audience and how to reach them.
As an example, let’s look at a company that sells sports equipment. At the simplist level, they ideally want to advertise their hockey sticks to people who play hockey and their lacrosse sticks to people who play lacrosse. Once the people in their target market become aware of their products, they will go to the store or online to learn more about the products and decide if they want to buy.
How does this apply to you?
Let’s say you produce deep house music. It makes the most sense for you to reach people who like deep house music in your advertising and promotion efforts. Since your product is music, it is safe to say that no one will become a fan of you as an artist until they’ve heard your music. That is why we believe that the best way to promote a song is to play it to people.
At Feature.fm, we thought about this and decided to invent the “Sponsored Song”, which allows artists to buy sponsored streams directly inside streaming services, targeted to the right people. These songs are targeted to the right audience based on what they are currently listening to, past listening history, as well as other demographic information such as age, gender, and location.
So you can actually put budget behind your deep house tracks to boost streams to people who are listening to and enjoy deep house music. They can interact with the songs just like any other song. This guarantees that your songs will be heard in front of the right audience who can then favorite them, add them to playlists, share with friends, and discover who you are.