We live in a consumer age where content is king. A point expertly illustrated by the title quote from Will Page, a former Chief Economist of Spotify, which neatly demonstrates just how much music is being released daily. 

To break it down, around 120,000 tracks are uploaded daily to streaming services worldwide, making a grand total of 43 million new tracks each year, on top of the previous back catalogue of billions. An ever-increasing army of producers is creating that huge number of tracks - this MIDIA report found there were “75.9 million music creators in 2023, a number that’s set to more than double to 198.2 million people by 2030.”

The report attributes part of that rise to consumer creators who have already transformed photography (Instagram) and videography (TikTok), with music next. That influx of creators and music makes it tougher than ever for artists to stand out, especially when over 100 new tracks have been uploaded in the time you’ve taken to read this far. 

For artists, labels and that growing army of creators, it's about more than just making great music; it's about ensuring your audience can find, connect with and champion your work.

The answer to standing out and differentiating yourself? Music marketing. 

What Is Music Marketing?

Music marketing is how you promote music and build an audience. From social media campaigns to playlist pitching, music marketing helps artists carve out their identity in a crowded space. With streaming platforms like Spotify and Apple Music acting as modern-day gatekeepers, you need a well-thought-out and executed strategy to not only get your foot in the door but to kick it off its hinges! 

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Why Marketing Matters More Than Ever

In an era where streaming services offer almost infinite choices, competition is fierce. Even incredible talent can get lost without the right promotional push. But marketing isn’t just about shouting louder; it’s about being smarter. It’s about knowing your audience, building a story around your music, and creating moments that really connect with your audience. Check out our work with Annie Mac’s Before Midnight to see how we did it. 

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Creative Ways to Cut Through the Noise

• Storytelling: Stories are one of the oldest ways we know how to connect with others. And having a story as an artist is as important as your music. Fans connect with artists who share their journey, struggles and triumphs. Platforms like Instagram Stories, TikTok and YouTube Shorts are perfect for this.
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• Data-Driven Insights: Tools like Spotify for Artists and SoundCharts are a treasure trove for listener demographics and data - they can even tell you which city your followers are listening from! 
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• Use Social Media Trends: Going viral couldn’t look simpler, especially when platforms like TikTok turn everyday songs into overnight sensations, but achieving it is a very different thing. Use social media trends to your advantage - your song could (could!) be the next viral dance challenge or meme soundtrack.
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• Collaborations and Cross-Promotions: Doing your own thing is great, but it can be lonely - and hard! A good way to break through is by partnering with other artists, influencers or brands that can expose your music to new audiences and build your digital credibility.
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• Playlisting Power: Securing spots on influential playlists can give your music instant exposure to thousands - or even millions - of listeners. Get to know the playlist creators and makers and learn how to pitch your track to give you the best chance of inclusion. 
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Clever music marketing isn’t just about being seen; it’s about being remembered. To truly succeed in today’s music industry, artists need to combine their passion for music with a genuine understanding of how to connect with fans. After all, in a world where 120,000 tracks are uploaded daily, it's not just about making music - it’s about making an impact.