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Need to reduce to the chase? Right here’s my fast listing of a few of the prime music promoting businesses as of 2023:
Need to skip to the half the place I give just a little little bit of background on every company? Click on right here to leap to that.
Need to be sure to’re asking the suitable questions earlier than you pony up money to an company? That’s in all probability name. Preserve studying.
If you happen to’re nonetheless right here, first issues first…
Are you even on the lookout for the suitable factor?
Earlier than we go to far, I wish to make clear a typical mixup, as a result of lots of people use the phrases “advertising” and “promoting” interchangeably, as if the 2 phrases are synonymous. They’re not.
Advertising and marketing is extra basic, and, consequently, I believe it’s in all probability extra complicated. There are a bunch of definitions of the idea floating round on the market, however my favourite is that this: Advertising and marketing is the act of placing a message in entrance of an viewers.
Placing a message in entrance of an viewers may imply creating natural social media content material. It may imply spraying graffiti on the facet of a highschool. It may imply renting a kind of wavy-arms guys. It may imply whispering in folks’s ears on the grocery retailer. It may imply virtually something.
The purpose is, advertising is an excellent broad idea. I’ve acquired a publish that goes into extra element on this and lists some corporations that I believe do music advertising fairly effectively – however for now, I’ll simply say that in the event you’ve come to this publish with no clear thought of what you really need out of your advertising, it is best to in all probability set some extra granular targets earlier than you exit and pay an company.
Promoting, alternatively, is a selected kind of promoting. Once more, there are a ton of definitions floating round on the market, however virtually, promoting means paying cash to point out a message to an viewers.
In different phrases, promoting includes creating and selling adverts.
The takeaway from all of this: Music promoting businesses are corporations that assist to create and promote music-related adverts.
That sort of begs the subsequent query:
What sorts of adverts work greatest for musicians?
Clearly, the reply to this is determined by the context – the kind of music being promoted, who the musician is, what the targets of the marketing campaign are, and so forth. However right here’s my two cents on what works.
First, the advert platforms that work greatest for musicians are usually:
- Meta (Fb and Instagram adverts)
- Google Advertisements (YouTube and Google)
- TikTok
You’ll be able to clearly pay to promote on different media (i.e., newspapers, magazines, radio stations, billboards), however most frequently, the massive three platforms above take advantage of sense. All the advert businesses on this listing deal with a number of of those three.
Second, the targets that are usually most precious for musicians are:
- Rising a social account
- Driving streaming development
- Constructing an e-mail listing
- Creating consciousness for a tour
- Promoting one thing (merch, a crowdfunding marketing campaign, scented candles, and so forth.)
That’s by no means an unique listing, however these are a few of the commonest causes musicians select to work with an advert company.
So when do you have to work with an promoting company?
I’ll simply put this on the market: For many musicians, working with an promoting company does not make sense.
- You positively shouldn’t rent an promoting company in the event you don’t have a transparent objective you wish to obtain by way of promoting. It’ll simply be a waste of cash.
- You positively shouldn’t rent an company in the event you don’t have an outlined advertising finances.
- Relatedly, you in all probability shouldn’t rent an company in the event you aren’t ready to spend at the least $1,000.
- You in all probability shouldn’t rent an company in the event you’ve by no means tried to run adverts your self. I do know that quite a lot of artists wish to hand this off as a result of they don’t wish to be taught the technical stuff – however actually, simply giving it a shot gives you a a lot better thought of what you’re paying for, and doubtlessly show you how to to keep away from losing cash.
- You in all probability shouldn’t rent an company in the event you don’t have any capability to create content material (images, movies, written textual content, and so forth.). I’m not saying you want to have the ability to whip up skilled music movies, however I’m saying you want one thing to incorporate in your adverts, and one of the best case state of affairs is that you’ve got a often up to date portfolio of inventive property to make use of in your adverts.
If you happen to do have a transparent goal, and you’ve got a finances, and also you’ve at the least tried to run adverts your self, and also you’re prepared and able to create content material…
At that time, working with an company could make sense.
With all of that stated, in the event you’re nonetheless studying at this level and nonetheless considering that you just’re able to flick thru potential promoting companions, hey, I say go for it.
Let’s get into my listing of prime promoting businesses.
Two notes on this.
First, don’t learn an excessive amount of into the order of the listing. I’m not essentially saying one company is higher than one other; on the threat of beating a lifeless horse, it’s actually depending on what you’re on the lookout for.
Second, I solely have private expertise associated to 5 of those eight corporations. I’ve acquired no private ties to Dropout Media, simpl., or Enterprise Music – I’m simply together with them as a result of I’ve heard good issues about every.
Okay, right here’s the listing…
Fast overview
- Run by Tom Dupree III
- Frequent targets embody rising Spotify followers, listeners, streams
- Targeted totally on Meta (Fb and Instagram adverts)
- Selective with shoppers
My take
I first discovered Tom through his YouTube channel (which is nice). We’ve linked since then, and I’ve come away impressed by each Tom’s hands-on expertise in music promoting and the extent of strategic considering he brings to advertising on the whole.
Tom’s not a man that may take your cash and run some lame, free marketing campaign. He’s fairly selective together with his shoppers – he’ll solely run adverts for you if he’s assured he can get you the outcomes you need.
If you happen to’re fascinated about making use of, you possibly can click on right here to take a look at Dupree X.
Fast overview
- Run by Andrew Southworth
- Frequent targets embody rising Spotify followers, listeners, streams
- Targeted totally on Meta (Fb and Instagram adverts)
- Selective with shoppers, however runs a extremely spectacular quantity of campaigns directly
My take
Andrew is without doubt one of the go-to gurus within the indie music promoting area – he’s in all probability the individual to take heed to on the subject of organising conversion campaigns for Spotify streams. As with Tom, I discovered Andrew on YouTube and afterward had the prospect to attach with him personally. The man is insanely productive; on prime of operating campaigns for shoppers, he takes upwards of 15 advert consulting calls every week.
Mainly, he’s seen the within of extra Meta adverts accounts than most individuals on this planet (in all probability together with most Meta staff). The man is aware of his stuff.
If you happen to’re fascinated about working with Forbid Media, you possibly can click on right here to verify the company out.
Fast overview
- Run by Matt Bacon
- Not simply targeted on Spotify – they listing a broad vary of targets on their service web page
- Meta and YouTube
- Spectacular listing of previous shoppers for a boutique company
My take
Okay, I don’t know Matt (or anybody else) at Dropout Media personally, however a) he has completely unbelievable hair, b) his TikTok recommendation is strong, and c) I’ve had a couple of artists inform me that Dropout does actually good work.
And in addition, he’s labored with Lucy Dacus, who I believe is nice.
Anyway, take my opinion with a grain of salt, however from what I can inform, these guys supply a reasonably broad vary of providers. Relatively than specializing in Spotify particularly, they word that they can assist with something from tour consciousness to YouTube views. If you happen to’re on the lookout for a boutique promoting company that’ll cater to particular wants, I’d say they’re value trying into.
Click on right here to take a look at Dropout Media.
Fast overview
- Run by Anthony Pacheco
- Primarily targeted on streaming development (however they do much more, too)
- Most of their campaigns appear to make use of Meta or TikTok
My take
I don’t know Anthony or anybody on the firm personally, however I’ve heard a couple of folks converse favorably of their work, and, to be sincere, I simply sort of like their web site. They’ve a formidable array of testimonials and case research (and the colours are good).
From what I perceive, these guys are fairly selective with shoppers and have a tendency to want longer-term partnerships fairly than one-off campaigns for quick-hit targets. I like that.
If you happen to’re fascinated about trying out simpl., right here’s the hyperlink.
Fast overview
- Run by Chris Nardone (with a strong crew)
- They “run adverts on just about any digital platform”
- Extra of a company vibe than the opposite corporations on this listing – geared towards larger acts and labels
My take
I’ve really heard blended opinions on these guys; Enterprise has some sturdy opinion items on their weblog that I’ve heard different entrepreneurs take subject with. However total, it appears fairly clear that this firm can present very high-quality work.
Once more, I don’t have private expertise with them, however it’s clear that they’ve labored with high-profile artists. It’s additionally clear that they provide off extra of a company vibe than just about all the different corporations on this listing – which implies they’re in all probability better-suited towards working with large acts and labels than DIY indie artists.
If you happen to’re on the lookout for a higher-powered promoting companion, click on right here to take a look at Enterprise Music.
Fast overview
- Run by Omari
- I’ve known as them the “Walmart” of indie music advertising as a result of they provide just about the whole lot – that’s not meant to be a knock
- They deal with YouTube, Meta, and TikTok for very particular targets (getting followers, streams, and so forth.)
My take
These guys do just about the whole lot within the music advertising area; in the event you’re an indie artist, you’ve in all probability seen Omari pop up in an advert someplace, possibly speaking about his Spotify playlisting service (which might be what they’re greatest recognized for).
As talked about above, I sort of consider this firm because the “Walmart” of music advertising for indie artists, and that’s not a knock – it’s only a testomony to how pervasive these guys are and what number of campaigns they provide. I’ve spoken with Omari a number of occasions, and he is aware of his stuff.
If you happen to’re on the lookout for a boutique company that’ll customise a marketing campaign to your wants, I’d in all probability advocate another choice on this listing. However in the event you’re on the lookout for a crew that is aware of precisely how hit a selected goal, like Spotify streams or YouTube views, these guys are value .
Right here’s the hyperlink to take a look at Omari MC.
Fast overview
- Run by a strong crew
- Greatest recognized for Spotify playlisting, however in addition they supply TikTok promoting
My take
I’ve run a number of campaigns with YouGrow, they usually’ve at all times delivered on their guarantees. (You’ll be able to learn a evaluate of my Spotify playlisting expertise right here, and a evaluate of my expertise with their TikTok marketing campaign right here.)
From an promoting perspective, their essential service providing is concentrated towards TikTok profile development. Mainly, they’ll run a marketing campaign on TikTok’s advert platform, exhibiting your content material to a bunch of potential followers within the hopes that some will have interaction.
To be sincere, I’ve blended emotions about that as an goal (I are inclined to suppose that followers on TikTok matter lower than followers on different platforms), however hey, there’s no denying that the platform is large proper now.
You’ll be able to click on right here to take a look at YouGrow Promo.
Fast overview
- Run by me (Jon Anderson however not the frontman for Sure)
- Targeted on Meta campaigns for Spotify development
- We’re fairly selective with shoppers
My take
Come on, are you actually going to belief my take alone promoting company?
Yeah?
Okay, right here it’s: Two Story Media is a boutique promoting company that my mother thinks belongs greater on this listing. We began as a PR agency, however over the previous few years, we’ve transitioned solely into digital promoting providers (as a result of PR completely burned me out). The first service we provide is Meta promoting for Spotify development – just about in the identical vein as what Forbid Media and Dupree X are doing.
I believe we do a reasonably good job, however once more, I’m biased.
If you happen to’re fascinated about checking us out, you possibly can click on right here.
Closing ideas on music promoting
All proper, that’s my listing of the highest music promoting businesses in 2023, full with my two cents on whether or not or not it’s value it.
Hopefully it’s useful – and I additionally hope that, if working with an company does make sense for you, you’re in a position to choose a companion that nails your targets. There’s a purpose I’m on this area: I believe promoting (and advertising, extra basic) issues as a result of I believe that music issues.
Get your music on the market, and good luck.
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