Join 18,000+ music artists, managers and labels receiving actionable music marketing advice every Monday. Written by Andrew Southworth.
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Spotify has been throttling AI artists since March despite announcing AI Personas starting in September. Human artists are also reporting significant algorithm changes this year, but the impact varies and remains unclear.
Read articleSpotify has quietly reduced algorithmic support for fully AI-generated music, drastically cutting streams for many AI projects. This move aims to balance the playing field for human artists while still allowing AI music creators to share their work.
Read articleRunning ads on older songs can still be effective, as there’s no strict algorithmic advantage limited to a song’s first few days. While new releases benefit from initial fan engagement and playlist pushes, older tracks can find fresh audiences through targeted campaigns.
Read articleMeta ad campaigns for Spotify streams show a wide range of outcomes, from cost per conversion of $0.20 to $2.00 and streams per listener varying between 1.5 and 4. Algorithmic traction and engagement heavily influence results over time.
Read articleHey friends! I saw a large music industry content creator post a video talking about how artists could run Meta ads to promote their music. Given that this is very much my area of expertise, I was expecting to nitpick...
Read articleSpotify 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 articlePromoting 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 articleTo 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 articleA 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 articleLabel 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 articleNot 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 articleActive 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 articleAfter 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.
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