Wednesday, May 17th

There’s nothing like being chauffeured to work. My fiance was sweet enough to drive me into town this morning. Though I haven’t had any issues parking at the Music City Center.. it felt like one of those “not today” kind of days. Honestly, it’s a form of self-love if I do say so myself.

Not to knock the first few days of #MusicBiz but the third day of the conference included panels on my favorite topic yet: Marketing, Marketing, Marketing!!! I could not have felt any more excited to be in the room with industry experts. My notepad was itching for the knowledge I was about to sit in on.

11:00A - VEVO Presents: VEVO for Artists

Vevo, the world's leading music video network, has positioned itself as a global powerhouse in music video consumption. Recognizing the diverse purposes served by different devices, Vevo ensures that its content is accessible everywhere, catering to the preferences of music enthusiasts worldwide.

While digital platforms have transformed the music video landscape, television viewership has experienced exponential growth. In response to this trend, Vevo introduced Vevo CTV, a programming concept tailored for television audiences. Each channel is carefully programmed to align with the tune of the day, the day of the week, new releases, tours and anniversaries, cultural celebrations and trends, as well as seasonal events. This thoughtful curation guarantees an engaging music video experience for viewers tuning in to Vevo on their TVs.

To encourage user interaction, Vevo employs various strategies on its CTV platform. One example is the use of promotional banners, such as an Ariana Grande banner, to entice users to click or interact with the channel, providing an immersive experience and enabling artists to connect with their fans in new and exciting ways.

Vevo believes that both signed and unsigned artists should have the opportunity to work with their platform. They have streamlined the artist onboarding process, making it accessible for artists at any stage of their career. Artists can request their own Vevo channel and ensure that their YouTube presence is tied to the Vevo channel, maximizing their reach and visibility to a vast audience.

Vevo supports various types of videos, including official music videos, live performances, behind-the-scenes footage, audio and lyric videos, and alternative cuts. This versatility allows artists to present their music in different formats, catering to the preferences of their fans while maintaining Vevo's high production standards.

The editorial team at Vevo holds weekly in-person meetings to review premieres and re-features, ensuring that each release receives the attention it deserves. These meetings play a crucial role in shaping the programming direction and maintaining the quality standards of Vevo's content.

Vevo provides multiple editorial opportunities for artists, including programming features, CTV promotions, social media promotions, and YouTube pre-roll advertisements. These opportunities amplify artists' reach and help them connect with a wide audience of music enthusiasts.

In a strategic partnership with TikTok, Vevo collects data from the platform on a weekly basis. This data includes information about trending music on TikTok, allowing Vevo to gain insights into emerging trends and incorporate them into their programming.

Vevo's dominance as the world's leading music video network stems from its commitment to providing ubiquitous access to music videos, its strategic programming approach, opportunities for artist collaboration, diverse video offerings, meticulous editorial processes, and partnerships with platforms like TikTok. Through these initiatives, Vevo continues to shape and enhance the music video experience for audiences globally.

Pictured: Deborah Mannis-Gardner (Left), Prince Paul, David Porter, and Kat MacLean Daley (Right).

11:00A - The Art of Sampling: How Music’s Past Fuels The Future

Sampling has proven to be a revitalizing force for catalogs, providing new income streams without requiring additional effort. For instance, the song "Players" by Coi Leray heavily sampled a large chunk of existing work, leading to a newfound source of revenue. The act of sampling opens up endless possibilities, as demonstrated by David Porter's surprise at how music he wrote in the 1960s resonates with today's generation.

However, it is essential to recognize and respect the original creators and the hard work they put into their music. Some creators take for granted the blood, sweat, and tears that went into the original sound, leading to a lack of understanding regarding the license fee. In response to this, Kat MacLean Daley(UMG) emphasizes the importance of respecting intellectual property. She suggests that if creators don't appreciate the value of the original work, they should create something new instead.

One positive outcome of the pandemic is that songwriters have returned to the basics of feeling, resulting in more heartfelt music. David Porter (Made in Memphis) recalls how, during Motown's peak success, they strived to distinguish themselves through uniqueness. Emotions are deeply involved when it comes to sampling, and creators have the right to determine how their work is used. While artists appreciate their work being sampled, they also want to ensure it is used in a manner they approve of.

Regarding compensation for original creators, Kat mentions that there are industry standards in place for sampling. Although she sometimes feels more lenient than she would like, she is cautious not to stifle creativity. From a publishing perspective, a license fee can range depending on its use. In synchronization, both the publishing and master side receive equal compensation.

Kat expresses her commitment to upholding fair standards and economics that benefit the original creators, ensuring that they are properly compensated for licensing their works.

1:30P - The Re(Rise) of AI in the Music Business: A Town Hall Discussion

Among relevant buzz words, there was a lot of talk surrounding AI in the music space and the various types of artificial intelligence (AI) being employed today.

The panel naturally touched on the viral AI-generated song involving Drake and The Weeknd.

Ashley questioned what qualifies as an AI-generated song. SK Sharma (Ingrooves) prefaced the discussion by emphasizing the importance of respecting copyrighted works and the impact it has on artists and the industry as a whole.

Andrew Batey (Beatdapp) pointed out that AI-generated songs raise concerns related to publicity and likeness issues. SK emphasized the need to dispel the notion that copyrighted works are fair use, highlighting the value and importance of respecting copyrights.

The panel acknowledged that while AI can handle a large volume of tasks quickly, humans are better at detecting nuanced differences by ear. The advantage of AI lies in its ability to process and perform tasks on a massive scale, surpassing what humans can achieve in a single day.

While there are outstanding ethical considerations surrounding AI-generated content, the importance of respecting copyrights/data rights, and the unique capabilities in way we use this new technology.

2:25P - Rewiring the Music Industry’s Approach to Marketing

This panel was moderated by Greg Carr (Dirty Hit) included music business veterans Marcel Joseph, Jr. (Meta), Phoebe Johnson (Ingrooves), Peter Szabo (Spotify). They discussed the current landscape of marketing songs and highlighted the importance of pre-release promotion as part of an artist's overall strategy. Each artist's approach to marketing is different, with a focus on being nimble and strategic while remaining flexible to adapt to various moments and opportunities that arise.

Marketing plans involve creating a comprehensive strategy that considers the single and the artist as a whole. Artists leverage various social media platforms, such as Instagram, TikTok, and Reels, to promote their songs.

Marcel suggested leveraging countdown features on social media to generate excitement among fans before a song release. He emphasized the importance of consistency and authenticity, suggesting that artists engage in activities they feel comfortable with, such as posting regular stories, going live once a month, and maintaining a consistent presence to avoid creator burnout. Highly curated posts are so 2016! Fans want unedited, raw, and behind-the-scenes content.

The panel collectively agreed the need for authenticity and personal connection with fans. Blatant promotion no longer resonates with users. Another form of content is repurposing archived assets.

Another thing that was touched on was the importance of fan engagement and fandom in release campaigns. Fans play a crucial role, often being the ones who line up for merchandise and show their support. By recognizing and serving the fans through early access and VIP opportunities, artists can cultivate a more intimate connection with their audience.

The panelists noted the significance of extending interest in a song beyond its initial release and tracking metrics related to streaming consumption and listener retention.

Marketing a song today requires a pre-release promotional strategy, flexibility to adapt to different moments, and a focus on authenticity and personal connection with fans. Engaging fans and serving their needs, including through exclusive merchandise and early access, is crucial. The goal is to keep fans interested and extend the lifespan of a song while analyzing metrics and the impact of fandom on marketing efforts.

Pictured: (Left) Ash Kernen, Victoria Yip, Aliya Faust, and Ed Rivadavia (Right).

3:00P - Super Fandom & the Marketing Machine

This conversation was moderated by Ash Kernen (Kernen Law), including insights from Victoria Yip (SET/MAX), Aliya Faust (Sony Music), and Ed Rivadavia (mtheory). They covered various aspects of fan engagement, technology marketing, and the importance of storytelling in the digital age. The goal is to always move fans through the fan funnel, transitioning them from social media followers to email subscribers and ultimately obtaining their contact information.

Superfans are typically among the highly engaged and likely to convert into live ticket buyers. It’s imperative to focus on tapping into reaching this group by any means! Understanding where the industry is heading necessitates examining tech marketing and analyzing data within various silos.

The gathering of data for live shows was highlighted as a challenge for artists, but technology was identified as the solution. Storytelling emerged as a significant trend on social media, with an emphasis on sharing an artist's story rather than being too sales-oriented. CRM (Customer Relationship Management) and contesting were mentioned as effective strategies to reach super fans during tours, along with leveraging traditional marketing methods and text messaging to engage with them.

Aliya Faust emphasized that fans can convert in two ways: through actively listening to the music and by purchasing live event tickets. Yip acknowledged the challenge of gathering data for artists during live shows but expressed optimism about technology being the key to overcoming this hurdle.

Faust mentioned that storytelling is currently a trending approach on social media, advising artists to avoid being overly salesy and instead focus on sharing their true personality, as fans are interested in seeing this side of them. The speakers then shifted the discussion towards tech marketing, with Ash emphasizing the need to analyze data within different silos to gain a comprehensive understanding of the industry's direction.

The discussion also touched on the balance between data-driven decision-making and intuitive calls. While technology and algorithms were favored for their ability to cater to individual preferences and serve personalized content, there was recognition of the importance of not going completely dark. Pre-recorded content and scheduled social media posts were suggested to maintain visibility and avoid being forgotten while also respecting algorithmic considerations.

This panel highlighted the importance of fan engagement, the role of technology in marketing, and the power of storytelling in capturing audience interest. It emphasized the need to leverage data, implement CRM strategies, and explore innovative approaches while maintaining a balance between technology-driven decisions and human intuition.

Not going to lie.. sitting in the same room for three back-to-back panels became tough after about 2.5 hours. However, my excitement leading up to each discussion cushioned the blow in a sense. I could have used a chair with a little bit more cushion.. if I’m being honest.

Anyways, I digress.

4:00P - Creative Authenticity at the Center of Marketing

The final panel of day covered the impact of creative trends in streaming on music marketing and insights on how to navigate the evolving landscape. Maureen Ochs (Spotify) noted that the music industry has changed, and it is no longer sufficient to rely solely on the top 40 charts for success. Emily Coleman (Meta) emphasized the importance of involving fans in the artist's story, allowing for unexpected viral moments, and leveraging catalog content.

Erica Johnson (Vydia) highlighted the need to establish a personal connection with fans to maintain their engagement. Creating a well-planned marketing strategy that incorporates elements of personality and authenticity was deemed essential. Nathan Pyle (Songfluencer) emphasized the significance of finding a balance between maintaining authenticity and polished presentation, as artists who take risks and showcase their raw side often resonate with audiences.

The speakers also shared strategies for promoting music on social media platforms. Emily suggested creating a template for fans to use in their own content creation and starting trends. Remixing/Dueting videos on TikTok was highlighted as another way to engage fans and create reels effortlessly. To avoid artist burnout on social media, Coleman recommended sharing glimpses of everyday life and engaging with fans' content, while Maureen suggested investing in copywriting that captures the artist's voice.

Regarding long-term marketing strategies beyond social media, Pyle stressed the importance of aligning the music with how users are engaging with audio on the platform. However, Emily countered that using the original audio helps maintain the integrity of the posts. When it comes to creating iconic moments with both indie and big artists, authenticity, emotion, and fearlessness were identified as key factors. Sharing aspects of an artist's identity that resonate with specific subsets of fans can lead to iconic moments within those communities.

In terms of the future of creative marketing, Nathan suggested allocating budgets to collaborate with digital creators to propel music further. This approach is particularly relevant for artists who are not digital creators themselves.

In the last hour, the audience listened in on a conversation that explored the evolving landscape of music marketing in the streaming era, highlighting the importance of authenticity, fan engagement, and creativity. The panel provided valuable insights and strategies for artists to connect with their audience, navigate social media platforms, and create memorable moments in their marketing campaigns.

The third day of panels provided insights and strategies for music marketing in various aspects, including sampling, AI, pre-release promotion, fan engagement, storytelling, and creative authenticity. A few of the many things that with me was the importance of respecting original creators, fair compensation, and adapting to the evolving landscape of the industry was a common theme throughout the discussions.