Posted on March 28, 2020

Reactive Music Marketing: Coronavirus and MusicPromoToday

By Barbara Drews
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As social media has become one of the main sources of marketing, brands are using reactive marketing as a way to engage with their audience spontaneously and often have successful results. One of the biggest benefits of reactive marketing is the response to real-time happenings, events, news, and topics, that are relevant and relatable. All things considered, the content will get more impressions than expected, given that various individuals will already be actively connected with or mindful of the topic at that specific time.

A study conducted in the US found that more than half of US consumers remembered and enjoyed an advertisement if it was humorous. Typically, almost all reactive marketing has some comedic connotation to it. If it is shared on an appropriate platform, engagement from this type of content is a lot more powerful and effective when compared to pre-arranged and generic marketing. Social platforms like Twitter can offer the perfect opportunity to reveal viral content. Posts on Twitter usually rally up close to thousands of likes, shares, and comments. Content can arrive at both customers and audiences who haven’t recently seen your image and who typically share enthusiasm for the topic, trend, or event being referenced. 

Moreover, there isn’t a better time for artists to engage in reactive marketing than now, as Coronavirus has taken a global toll. Coronavirus is impacting everyone around the world and as an artist, you can step into this conversation. UK indie band, SonicSeaGirls responded to Coronavirus by doing reactive music marketing. The band got all their fans together and hosted a Netflix watch party. Fans chose which movie they wanted to watch and the band set a time and date where they all came together to virtually enjoy the movie together. Other artists are creating content where they are posting hand-washing tutorials and adding their lyrics under each step. Even writing a rap song about Coronavirus could go viral. The possibilities as an artist are endless!

In addition, on March 20th, the widely known music platform – Bandcamp made the selfless decision of waiving any of their shares of any sales for 24 hours. This meant that if any artist made a sale that day, they would receive 100% of the revenue from that sale and wouldn’t have to share it with Bandcamp. 

This showed artists that Bandcamp cares about them and the music they are putting out into the world who use their platform. At the end of this pandemic, artists and musicians will remember the altruistic gesture Bandcamp did for them and hopefully be inspired to do the same for their fans. Rumours say that Bandcamp sold 15x more records during no fee Friday, totaling more than $4.3 million in music and merchandise.

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    Posted on March 24, 2020

    How to Promote Your Music During CORONAVIRUS 2020

    By Shawn Spence
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    It is no secret that all indie musicians are constantly striving for success. However, it is not that easy to come up with new ideas every day. It is hard for musicians to always feel pressured to market their product all the time when all they really want is just to focus on their music. Although the whole world is experiencing this unexpected pandemic, musicians can still have an income boost or add new marketing strategies to promote their music during coronavirus. There are multiple ways to get help on some great results and this article highlights some of these key factors.

    COVID-19 has taken a huge toll on all of our lives. Regardless of who we are and where we come from, the world is on pause right now and we are all in self-quarantine in attempts of lessening the spread or catch of the virus. Therefore, supporting and helping one another out is key during this time in need. And not just being kind to receive, but just giving and assuring that your family, friends, and fans are safe and healthy.

    Tell Your Fans You are Thankful for Them

    First of all, it’s always important to thank your fans, listeners, followers and your email subscribers. Thank your amazing fans, those who have bought your music, have been there with you, supported you, retweeted you, been great partners, helped you in some way – or just simply opened your emails and engaged with you. You could send them a ‘support’ email and tell them that you are thinking about them during this time. You can also create something specifically just for them. A special new song, or a version of something you already have out there. Send it to them to just simply say you are here for them.

    Then, you could create a special exclusive thank-you offer – that can be something like a music bundle, special remix or creative piece of work. You could also make up a discount, or a special sale for your subscribers. Make sure to include that in your social media and other communications; these include email, texts, and even DMs. If you use Facebook, other messengers, or automation, you could set up a cool little alert to notify everyone. To top it off, you can generate a promotional code that expires on a set date. This way, it encourages your special people to take advantage of the limited-time promotion and get your music at a special price.

    “Whenever anyone goes out of their way to thank or compliment you, your music, or performance, that’s the time when they’re most inclined to help you out. And, if you ask them for help in that moment, most will gladly tell other people about you or connect you to other opportunities.”


    Stand in Solidarity with Other Artists

    And what about those who are in the business with you? Of course, they are going through the same thing as you are. Let us not forget the famous expression, “teamwork makes the dream work.” There is nothing better than showing love to other amazing musicians, artists, bands, companies or people that you like, in the time of a crisis. Just show them your gratitude and tell them you are here to morally support them.

    For example, you can shout out someone in the music industry that you value, either a colleague, artist, or a mentor – spread the love and let people know why they are so great and why you appreciate them! Also, don’t forget to thank someone publicly. This might be a simple yet emotional thank you or by using something old school like #FlashbackFriday to make people feel better and remind them that the best is yet to come! This actually could be seen as a way to market others as well. And why not do something cool for the ones who have positively impacted your career or who have lent you a hand during this time?

    Bundle Up!

    A great marketing idea is to offer a bundle of your music – this may be a special set of all your quarantine stay-at-home favorites. Music marketing works well with something fresh and new to promote. 

    Think about hyping up your past singles and demos from prior albums, or any unreleased music or even some brand new ones. 
    Also, you can come up with a strategy of putting together a bundle of goodies, not just music, but other items to have a special offer on. This may be something like a piece of merch or any other goodies for example from a show or tour. Share the pictures and create a special link to get it. You could get this up right away and promote this as ‘coming soon’ throughout the month or during the weeks of quarantine. The possibilities are endless.

    Remember the Rules

    Don’t forget, for any of your marketing goals to actually work, you have to let people know what’s in store!

    You have to remind people every once in a while too. Don’t forget to follow-up!

    Pick one tactic and get going! 

    Stay Safe!

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      Posted on March 17, 2020

      CANCELLED Music Events Due to COVID-19-Coronavirus (UPDATING)

      By Shawn Spence
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      Edit: Updated on Monday, March 30, 2020 8 AM (EDT)

      From Coachella to BTS to all concerts and tours, we have an updated guide for you with all the major events that have been cancelled due to this pandemic.

      It is apparent that much of the panic and fear surrounding the ongoing Coronavirus hasn’t settled down just yet. What was originally going to be one of the busiest years for the music industry has dramatically turned out to be quite the opposite. Ever since the World Health Organization (WHO) declared COVID-19 to be a pandemic, major concerts, festivals, events, and tours are being either cancelled or postponed until further notice. Checkout MusicPromoToday’s roundup of all the cancellations that have taken place due to this sudden outbreak. Also, find out how MusicPromoToday’s five ways of music optimization can help your career to grow during this time of disruption. 

      Festivals and Events 

      Coachella and Stagecoach

      Both festivals have been postponed to October


      South by Southwest

      For the first time ever, in its 34-year history, the 2020 SXSW festival has been cancelled.

      Nickelodeon Kids’ Choice Awards

      The Kids’ Choice Awards will be postponed till further notice. 

      Swifties, rejoice! Taylor Swift will perform for free in Atlanta on April 5 as part of the March Madness Music Festival.

      JamFest in Atlanta

      Scheduled for April 5, Taylor Swift, who was going to headline the event, has canceled the entire show. 

      The 2020 Juno Awards Are Canceled

      The Juno Awards As of last Thursday, Canada’s most striking music award show, The Junos’, will be no more.

      Ultra Music Festival

      Ultra Music Festival

      The electronic music festival was originally scheduled for the weekend of March 20, but now has been “suspended” until 2021.

      2016 Rock Hall Induction Ceremony

      Rock and Roll Hall of Fame Induction Ceremony

      Originally, the event was scheduled for May 2nd in Cleveland. However, now it’s been postponed until later this year. 


      Lollapalooza Argentina

       The festival has been postponed until the second half of the year. 


      Dreamville Festival

      J. Cole’s second annual Dreamville Festival has been postponed from April 4 to August 29.

      Something In The Water

      With performances by Tyler, the Creator, Usher and Chance the Rapper, the entire event has been cancelled. Tickets from 2020 will be readmissioned at next year’s festival scheduled for April 23-25, 2020. 


      Live Nation Tours 

      Live Nation

      Live Nation and AEG have postponed all mass scaled tours, demanding that all artists, bands, and fans stay home during this time of quarantine 

      Photo by:

      Miley Cyrus

      Due to the outbreak, Cyrus has cancelled her trip to Melbourne for the Bushfire Benefit Concert.

      Louis Tomlinson 

      Due to Corona, the One Direction mega-star has been forced to cancel the European leg of his tour..

      Billie Eilish

      62nd Annual GRAMMY Awards - Inside

      In her official statement, Eilish announced the postponement of her world tour, “Where Do We Go?”


      BTS attend Dick Clark's New Year's Rockin' Eve With Ryan Seacrest 2020

      The start of K-Pop sensation, BTS’ world tour has been delayed. As of right now, they are still expected to kick off the U.S. leg of the tour at the end of April. 

      Tove Lo

      Tove Lo

      Without having much of a choice, Tove Lo has rescheduled the remaining European dates on her Sunshine Kitty Tour to September.  


      khalid rolling stone feature teen spirit portrait

      Due to travel restriction, the singer has postponed his Asian leg of the tour. 


      Days of Summer Cruise Fest: June 28 – July 1

      Originally set to venture off from Miami, Florida on June 28 and make it to the Bahamas on July 1, the cruise has been postponed till next year. Performers included: Post Malone, Lil Nas X, Cardi B, DeJ Loaf, The next Days of Summer Cruise Fest is slated for July 1–5, 2021.

      Tribeca Film Festival, NY: April 15-26

      Postponed till further notice. 

      Waking Windows Music & Arts Festival, VT: May 1–3

      Postponed till further notice. 

      Vermont’s Waking Windows 

      New date: May 7–9, 2021. All passes purchased for the 2020 fest will be honored next year.

      BBC Radio 1’s Big Weekend 2020 Dundee: Dundee, Scotland, May 22–24

      Featuring Calvin Harris, Dua Lipa, Harry Styles, and Camila Cabello, among others, has been cancelled. Postponed till further notice

      Lightning in a Bottle Event, CA: May 20-25

      California festival Lightning in a Bottle has been postponed. According to the festival’s website, the event will no longer take place at Buena Vista Lake over Memorial Day weekend this year (May 20-25). According to Lightning in a Bottle’s announcement, there are no current details available on the future status of the festival.

      New Orleans Jazz & Heritage Festival: April 23-May 3

      On March 17, organizers of the New Orleans Jazz & Heritage Festival announced that the annual event would be postponed until the fall, without giving specific dates.The festival was headlined by The Who, Lizzo, Dead & Company, and Lionel Richie. 

      Glastonbury Festival: June 24-28

      Glastonbury cancelled its 2020 festival after announcing Kendrick Lamar as its final headliner less than a week before. Tickets can be refunded or carried forward to next year’s event.

      Avril Lavigne

      Originally, Lavigne posted on her official Instagram account that she would be postponing the Asian portion of her Head Above Water World Tour, which included several cities in China, Japan, the Philippines and Taiwan. Now she has cancelled the European leg of the tour as well.

      Green Day

      Green Day cancelled Asian stops of their Hella Mega tour, which had been scheduled for March. The tour included shows in Bangkok, Hong Kong, Manila, Osaka, Singapore, Seoul, Taipei and Tokyo.

      Pearl Jam

      The band was scheduled to kick off the first leg of their Gigaton 2020 tour March 18 in Toronto but has announced they are postponing their US and Canadian dates.

      The Rolling Stones have postponed their tour of North America, which was set to begin on May 8.

      Eurovision Song Contest 2020 has been cancelled

      Major Lazer European tour is cancelled 

      Korea Times Music Festival

      Due to travel restrictions for Asia which have affected the scheduled K-pop performers and concerns over the virus, the 18th annual event that was going to be held on April 25 at Los Angeles’ Hollywood Bowl, is now indefinitely postponed.  

      Treefort Music Fest

      Originally scheduled for March 25-29, the five-day indie rock fest held in Boise, Idaho has been postponed to September 23-27.

      MusicPromoToday continues to update this list as the cancellation of tours and events occur. Stay safe and be healthy. 😷😷😷😷

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        Posted on March 13, 2020

        Coronavirus & The Music Industry – 5 Ways To Be Prepared For The Coronavirus If You’re An Artist, Record Label or Band

        By John Reynolds
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        The world has been shaken by its core because of the recent spread of COVID-19 also known as Coronavirus.

        According to Worldmeter, the virus has officially infected 137,674 people. As of Friday, March 13, 2020, at least 5,080 people have died while 3,177 deaths being in China. Although it is important for us to maintain well-regulated hygiene by washing our hands with hot water while singing the ‘Happy Birthday’ song twice, we are going to look at ways to support the music industry as this pandemic is unwrapping. 

        Coronavirus might have struck us, but MusicPromoToday has gathered for you the top 5 ways you can keep your music alive during this stressful time.

        #1 Stream Your Concert Online During The Coronavirus Outbreak

        While the coronavirus has negatively affected the music industry, venues are closing and concerts are canceled, it has additionally spurred a lot of show-must-go-on inventiveness in probably the hardest-hit zones, as entertainers and organizations have attempted to adjust to these uneasy conditions. The outbreak has forced many artists to work from home. Therefore, if you had a concert that was planned but unfortunately had to be canceled due to COVID-19, then we suggest you create either a YouTube or Facebook event for a virtual concert for your fans. Not only will it drive traffic to your page, but it will also engage viewers with your latest content and releases. If you want to get more creative, get on Twitch. Panic! at the Disco’s Brendon Urie onnce jumped on Twitch to chat with fans in a Q&A setting, while Matt Heafy of Trivium has gone one step further by live-streaming his vocal recording sessions, views from the stage during concerts, and general guitar shredding (his schedule permitting). DJ Deadmau5 plays games and streams himself programming his stage props. Hey! Remember when Marshmello held a Fortnite concert? Over 10 million Fortnite users attended! Apperently, the next Fortnite headliner may be Travis Scott.

        #2 Create Playlists of Your Music

        One great way you can drive traffic to your Spotify while you are avoiding the public sector during the pandemic is by creating a playlist of all your latest and most popular hits. Your playlist will both add to your daily streams, as well as help those who are under quarantine fight boredom at home. This will give you another reason to share your Spotify link with your fans. Plus, you will do listeners a favor by gathering all their favorite tracks in one spot. All you’ll have to do after is promote your playlist! You could even collab with another artist or DJ, come up with a cool idea or theme for your playlist, and create one together. This would mean you’d expose your music to an even larger audience! The sky is the limit and corona will definitely not bring you down! For optimization purpose, you can include the word “Coronavirus” in it or an emoji like 😷😷😷so users can relate.

        #3 Push Your Merch 

        While you are home, writing new songs and creating new music, advertising your merch to fans might be a wonderful idea too! Possibly having a sale or some kind of promotion will grab the attention of your fans! Think of a cool slogan like “Merch in March,” and promote on your Instagram or Facebook! We highly recommend you do this now before the global supply chain becomes disrupted and waits to refill orders occur! 

        #4 Get Influencers To React

        Social Media Influencers are a wonderful way of getting your music to your target audience. Followers of influencers tend to have high engagement and often listen and trust every word the influencers say. Therefore, if you find an influencer you work well with and if they say good things about your music, or talk about one of your previous concerts they went to, they will drive traffic to your social media accounts. It’s very likely that their followers will look you up and want to know more about you and your craft. 

        #5 Go LIVE – Make Tutorials

        Due to the outbreak of COVID-19, a lot of school districts will be closed till further notice. This means a lot of your fans are home who are either super bored or stuck doing endless amounts of homework. You, as an up and coming artist, can save them from this torture. Pull out your camera and start filming yourself teaching the first few cords of your latest hit or you can film yourself teaching viewers how to sing the first verse of your song. You don’t need a fancy camera crew when you yourself. Just record yourself on your phone and add it to your Instagram story. Doing this will be to your advantage as it will drive traffic to your music and platforms. You can also go live on Instagram, Facebook or even Twitter, talk to fans and spend time with them (virtually).

        Wrap up

        If you are stressing out by all the Coronavirus news, MusicPromoToday is here for you. Just calm your nerves by listening to your favorite album and artist that makes you happy. Be safe, stay healthy, wash your hands, and know that we will all overcome this together! 

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