Music Marketing Enters A New Era Merging Traditional & Digital Techniques
How SEO Experts and Digital Growth Hackers Are Revolutionizing the Music Industry
As live performances and concerts continue to return to the music industry, artists are adapting their marketing strategies to stand out in a crowded creator tools economy. In a world where on-demand content reigns supreme, and attention is fleeting, it’s essential to find ways to entice fans to attend live events. Many artists are now combining in-person concerts with viral internet moments to encourage audiences to pay for the experience while simultaneously catering to their online fandom. But how can artists ensure that fans can actually buy tickets for their shows?
Following the controversy surrounding Taylor Swift’s The Eras Tour, which resulted in US Congress interference, some artists and fans are cautious about ticketing companies like Live Nation and Ticketmaster. Although these companies are implementing new creator tools to aid in artist discovery and promote live performances, issues persist. For example, the dynamic pricing method used by Ticketmaster works similarly to that of plane tickets or Uber surge prices. The more popular a concert becomes, the higher the ticket prices will surge – often leaving fans disappointed and out of pocket. Dynamic pricing has not successfully curbed secondary market excess, and fans of superstars like Taylor Swift, Harry Styles, and Bruce Springsteen were paying up to thousands of dollars for tickets, with much of the price increase coming from secondary markets as a result of scalpers.
As a result, some artists have decided to apply old-school IRL marketing methods when selling tickets to their upcoming tours. For example, indie artist Maggie Rogers applied an IRL marketing strategy when she sold pre-sale tickets to her upcoming tour “Summer of ’23.” She encouraged fans to “come buy tickets like it’s 1965” for one day only and to buy tickets in person at their local box office. Rogers also made an appearance at the Brooklyn box office to meet fans and personally sell tickets. This creates more opportunities for building artist-fan connections, selling merch, and increasing profits for artists while also tackling issues posed by Live Nation Entertainment in terms of hidden fees, bots, and site crashes.
Meanwhile, Ticketmaster is launching a new online promotion tool to contribute to artist discovery online. In partnership with TikTok, Ticketmaster is beta-testing a new sticker feature that influencers can use to promote upcoming tours. When viewers click the sticker, they are taken to the Ticketmaster page to buy tickets for the tour. This is a much smoother process than the current method of following a link found on the influencer’s main page, which is a multi-step process that risks losing potential consumers along the way.
As the music industry continues to evolve, SEO experts and digital growth hackers are playing an increasingly vital role. These professionals are revolutionizing the music industry by integrating traditional marketing methods with digital marketing tools. For example, in addition to IRL marketing methods, digital marketing tactics like SEO and growth hacking can also be applied to the music industry to help artists gain more visibility and sell more tickets.
SEO experts can help musicians optimize their websites and social media profiles to rank higher on search engines. By doing this, they can increase their online visibility and attract more fans to their websites and social media pages. This can help to increase ticket sales and promote live performances. Meanwhile, growth hacking can be used to create viral content that spreads through social media and other online platforms. This can help to increase awareness of upcoming shows and encourage fans to attend.
As the music industry continues to evolve, it’s important for artists to adapt their marketing strategies to stand out in a crowded creator tools economy. Combining traditional marketing methods with digital marketing tools like SEO and growth hacking can help artists to increase their online visibility, attract more fans, and sell more tickets.
Read more industry news on the MPT Agency Blog and stay up-to-date on the latest developments by following MusicPromoToday.
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