Why Spotify Followers Don't Matter
Spotify followers are not a reliable indicator of engagement or future streams. Instead, focus on saves, playlist adds, and streams per listener to measure and grow your active audience effectively.
Read articleMusic Marketing Monday
Music Marketing Monday
Join 18,000+ music artists, managers and labels receiving actionable music marketing advice every Monday. Written by Andrew Southworth.
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Actionable ideas you can revisit whenever you are planning a release.
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Campaign thinking, release strategy, and practical tests.
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Fresh campaign ideas, release strategy, and artist growth lessons every Monday.
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Should you promote your music before it comes out?
Promoting your music before release often wastes budget and effort, as pre-save ads cost 3x more and organic hype rarely converts without an existing fanbase. Focus most marketing efforts on release day and after for better results.
Read article300+ social media posts per month?!
To boost exposure for their debut album, Andrew’s band launched an aggressive social posting strategy across YouTube Shorts, TikTok, and Instagram, totaling about 300 posts monthly. This approach targets new audiences through multiple niche TikTok accounts and trial Instagram Reels.
Read articleWhich social media platform is best for music marketing?
A social media experiment tested organic video performance across Instagram Reels, YouTube Shorts, Facebook Reels, and TikTok. Results showed Instagram Reels led in views and comments, while TikTok had the highest like rate but the lowest overall reach for this band’s content.
Read articleWhen does it make sense to sign with a label?
Label deals often get a bad rap due to unfair practices by major and some indie labels, but modern agreements can be more artist-friendly, offering funding and resources that help musicians grow beyond their current reach.
Read articleYour music will flop sometimes (and that's okay)
Not every song will succeed in marketing, even if it's well made. Understanding a song’s marketability and adjusting your promotion budget based on real performance can help you maximize your marketing dollars over multiple releases.
Read articleWhy active listeners matter
Active listeners intentionally seek out your music and engage deeply, while passive listeners hear your songs through playlists. Understanding this distinction helps prioritize marketing efforts toward fans who truly support your career long-term.
Read articleNetworking, NAMM and our podcast tour
After attending NAMM and hosting podcast events on tour, I’ve seen firsthand how music networking is about making genuine connections that can lead to real opportunities. Face-to-face meetings still matter in building trust and expanding your professional circle.
Read articleShould you send fans to a Spotify song, playlist or profile?
Deciding whether to send fans to a Spotify song, playlist, album, or profile depends on your goals. Each option offers different engagement patterns and algorithmic benefits, so choosing the right destination can impact your streaming and fan growth strategy.
Read articleDo you have goals for 2026?
Set specific, measurable goals for 2026 that balance achievable wins with stretch targets. Regularly revisit and adjust your goals to track progress and stay motivated throughout the year.
Read articleWhy you need a content schedule
A content schedule helps you organize and plan your posts across multiple platforms, reducing stress and improving consistency. It can be as simple or detailed as you need, tailored to your workflow and goals as a music creator.
Read articlePlaylisting vs Ads for Spotify Promotion
Comparing 3rd party playlist promotion and Meta ads on Spotify reveals key differences in listener engagement and long-term fan growth potential for music marketing strategies.
Read articleHow to get 1 million streams in 1 year
Combine paid and organic marketing with a $5,000 budget to release 9 singles in 2026, supported by 20 social posts and 2 YouTube videos per song. This approach builds on proven real-world data to help you reach 1 million streams.
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