There were some really interesting session at The Great Escape conference in Brighton, England, this past week. This is one of them. From Musically:
As streaming services grow, how can labels adapt their marketing to take advantage? That was the subject for the first session in CMU’s Music Marketing Is Broken: Let’s Fix It strand at The Great Escape conference in Brighton today.
Spotify’s director of label relations, Will Hope kicked off with some tips gleaned from his service.
“This is what our biggest problem is: everything that came before no longer really applies: how you set up a release, even down to the timelines, was quite short-termist,” said Hope, citing the traditional focus on marketing around an album or single’s release, and the judgement of those campaigns based mainly on short-term metrics.
“One of the biggest issues we’ve had at Spotify working with labels is trying to get away from that. We’re constantly trying to make the old way work for the new way, and it doesn’t really,” said Hope.
“We should think about success in a different way: we should think about fans. And we still haven’t nailed this,” he admitted. “In the past it was a lot easier to think about a fan essentially as a sale… They’ll go and buy it, that’s it, and you don’t have to worry about them ever again. And it means that every fan equals the same thing.”