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Why It’s Time for Musicians to Break Up with Facebook: The Downfall of Timely News and the Rise of Misinformation

Posted on 12 January 2025

The Facebook era for musicians has always been quite the love-hate relationship. On one hand, it gave artists an easily accessible platform to connect with a global audience, share new releases, and keep everyone updated on upcoming shows. On the other, it’s been a melting pot of toxicity, ever-changing algorithms, and never-ending spam.

Most of us know at least one person who jumped ship years ago, citing that the platform was too negative—especially when the laugh reaction feature turned from playful banter into a tool for trolls to reign supreme. Now, with the barrage of new changes from Mark Zuckerberg, it’s becoming clear that a final farewell might be on the cards for even the most stubborn Facebook loyalists.

In recent weeks, rumours and official announcements have emerged about Meta’s move to scrap independent fact-checking altogether. Coupled with new content moderation approaches that mirror Elon Musk’s laid-back policies on X, it’s evident that Facebook is racing down the slope toward unregulated discussions. The timing couldn’t be worse for musicians who rely on Facebook as a lifeline for making announcements, selling merch, or rallying interest in last-minute gigs.

We also can’t ignore how unpredictable Facebook has become with its feed algorithm. Musicians accustomed to letting their fans know about surprise setlists or last-minute venue changes are finding out that crucial posts are only seen days later, sabotaging the immediacy they need. Imagine posting about a gig that night, only to have your followers stumble upon that notice next week. That kind of delay can be catastrophic when you need timely engagement. Combine that with a wave of misinformation that is sure to follow these new regulations, and it feels like we’re watching the downfall of a once-pivotal social media behemoth.

The Unravelling of Time-Sensitive News on Facebook

For years, social media has been the go-to place for quick updates and responses. That raw immediacy changed the music world, making it easier to share everything from album announcements to set timings. The concept of real-time engagement meant you could quickly poll fans for feedback or shift your setlist mid-tour, based on a single post. However, in recent months, Facebook’s feed has become erratic, to say the least. Some users see posts a week late (if at all), while more relevant updates are buried under a stream of adverts and sensationalist clickbait.

Musicians are increasingly finding that show announcements fail to generate meaningful reach in the crucial hours after posting. If your update is only stumbled upon days later, you might as well have pinned a flyer to a random lamp post and hoped for the best. An algorithm that was once a useful ally for immediate engagement is now a chaotic labyrinth, filtering news in a way that defies any logic or urgency. And if your goal is to spread the word about a flash promotion or a surprise appearance, your message might never land in time.

The Toxic Troll Culture

Beyond the scheduling chaos, there’s also the sobering reality of a platform overshadowed by negativity. Facebook has always courted controversy but never has the atmosphere felt so grim. One element that stands out is the “laugh react”. Originally introduced as a playful alternative to a simple thumbs-up, it has now been co-opted as a bizarre power trip by trolls. Under thoughtful or vulnerable posts, you’ll see jeering laugh reacts that do little besides belittle the writer.

Unfortunately, that negativity is permeating every corner of the platform. It’s discouraging for anyone trying to forge a meaningful connection with supporters, let alone artists who put their soul on display every time they release a track or share a backstage story. There comes a point when you start to question the value of subjecting yourself—and your supporters—to such an arena. You may have a close-knit group of fans who respond positively, but that can easily be drowned out by random individuals with a penchant for sarcasm.

Zuckerberg’s Removal of Fact Checkers and the Disinformation Wildfire

In a startling development, Mark Zuckerberg has announced that Meta will discontinue independent fact-checking. Rather than paying organisations to verify posts, Facebook and Instagram will shift towards a “community notes” system, not unlike Elon Musk’s X. On paper, the idea sounds promising: let users self-regulate content. However, critics are already warning that this approach will create a perfect breeding ground for disinformation.

Much like on X, community-based notes can be slow to appear and rarely manage to address the avalanche of misleading content before it goes viral. While this shouldn’t directly impact artists, it will affect Facebook users, who will feel less inclined to put themselves in front of a digital plague of disinformation.

Furthermore, the removal of fact-checking services signals a broader cultural shift at Meta. The platform is evidently leaning away from a carefully moderated digital town square and drifting towards an anything-goes environment. We’re already witnessing a rise in conspiracy theories and extremist rhetoric on sites that operate in a similar vein. Rolling out those same strategies on Facebook is bound to have a destabilising effect on user trust and brand safety. Whether it’s scaremongering headlines or manipulative propaganda, the potential repercussions will be felt far and wide

Finding a Healthier Digital Home: Alternative Social Platforms and Mailing Lists

While it might feel unsettling to bid farewell to a platform that has dominated the landscape for so long, it’s by no means the end of the road. Musicians are famously adaptable, and there are better, more dependable platforms to pivot towards. If you haven’t already, explore Instagram—although it’s under Meta’s umbrella, it’s often perceived as less divisive and more visual, which can be a bonus for promoting your aesthetic. However, do keep in mind that the new fact-checking changes also apply there, so caution is still necessary.

TikTok has rapidly become a haven for artists looking to reach younger demographics in snappy video form. Granted, it can be a tough nut to crack, but if you excel at short, entertaining content, it might fit your vibe perfectly. Meanwhile, YouTube is ever-reliable for longer video pieces, behind-the-scenes footage, and vlogs.

More crucial than any social media platform, though, is the humble email list. It’s far from outdated—in fact, it’s one of the most reliable ways to maintain contact with fans who actively want to hear from you. Mailing lists are unaffected by shifting algorithms, and typically, emails land in inboxes in real time. Sure, open rates might fluctuate, but at least you’re not competing with a random comedic meme or hateful misinformation for screen real estate. With a mailing list, you own your fan contact information, reducing the risk of being at the mercy of a profit-driven social media CEO who can change the rules on a whim.

Building a dedicated channel for your most loyal listeners not only ensures your messages get through, but it can also foster deeper connections. Whether you’re sharing new artwork, special discount codes, or exclusive track previews, email ensures it reaches everyone who has opted in. That sort of direct relationship can do wonders for your resilience as an artist, removing the guesswork of wondering whether your post is visible among an ocean of cat videos or vicious comment wars.

Click here for more tips on how to grow your fanbase away from social media.

Article by Amelia Vandergast

Pop Culture in 2024: A Multitude of Mayhem and the Uncertain Road to 2025

Posted on 4 January 2025

To say 2024 was unhinged would be an understatement. If anything, last year demonstrated our collective willingness to indulge every whim, regardless of how chaotic it might appear. The cultural conversation was spattered across social media feeds, industry headlines, and ironically self-aware marketing campaigns that revelled in their own disarray. On one hand, this perpetual messiness of pop culture signalled a universal exhaustion with putting up a polished front. On the other, it revealed a paradox: in a time when we all want clarity and purpose, we seem more than happy to celebrate the nonsensical. For better or for worse, that tension between wanting meaning and embracing triviality has only grown sharper.

As we step warily into 2025, the question inevitably arises: will the entertainment landscape refine itself, or will pop culture spiral further? Conventional wisdom might tell us that the pop pendulum will inevitably swing in a new direction. Yet, there’s a collective feeling that maybe things will remain this topsy-turvy for a little while longer. Corporate brands continue to infuse campaigns with disclaimers of “please don’t take us too seriously,” subcultures flourish on platforms like TikTok where absurd content reigns supreme, and even high-profile releases from established artists show a pronounced disregard for the neat packaging we once expected.

In typical style, last year’s highlights were as messy as they were intriguing. Musicians were caught smashing glasses of red wine on stage as part of choreographed meltdown acts, cautionary tales of scam artists transformed into primetime TV content, and the once-derided notion of “simply not caring” took centre stage. Perhaps we all needed a break from the moral rigour that dominated the late 2010s. Perhaps we collectively decided that if the world was going to keep spinning into unknown territory, we might as well embrace the chaos. Either way, it left 2024 in a state of glorious bewilderment – and it has left those in the industry anxious to find out what lies in store for 2025.

Below, we’ll examine four key elements of 2024’s pop culture pandemonium, from the rebellious spirit in mainstream entertainment to the unapologetically indulgent trends shaping fashion and nightlife. We’ll then peer ahead, considering what it all might mean as we take our tentative steps into a new year.

1. A Visual Feast of Messiness

The culture of 2024 found a fitting visual representation in fashion runways that seemed determined to sabotage standard definitions of “put together.” Whether it was Balenciaga clothes with labels brazenly sticking out or Miu Miu’s absurdly overstuffed bags, it felt as though haute couture was a game of “the more undone, the better.” It wasn’t just about showcasing your wealth or your brand loyalty anymore; now you had to display a complete disregard for perfection. Designers and influencers happily courted the grotesque with everything from muddy catwalks to partially unzipped garments.

These public-facing antics infiltrated pop star wardrobes, viral Instagram looks, and daily street style. Ironically, many major names in the fashion world claimed this shift reflected a new wave of honesty. “We don’t want to hide the effort anymore,” one designer explained in a widely shared interview, pointing to garments where the tailoring process was left intentionally visible. Perhaps it was an attempt at transparency, though others read it as a meta-commentary on consumer culture. Why should the final product look impeccable when we all know the behind-the-scenes chaos that got it there?

Social media platforms fed this appetite for scrappiness. Suddenly, outtakes and bloopers became the main event, with no shortage of celebrities posting “oops” moments that were more obviously staged than spontaneous. If you didn’t post something haphazard, you risked looking out of touch. Embracing shoddiness was a surefire way to appear “relatable” or at least ironically above it all. The days of meticulously curated feeds that felt like coffee-table art books? Long gone. Now, it’s the clip of your dog chewing through your expensive new trainers that garners a million views.

2. The Soundtrack of “I Don’t Care Anymore”

The music industry, unsurprisingly, provided one of the loudest echoes of 2024’s communal meltdown. Take the album “Brat” by Charli XCX: it was less a piece of sonic craftsmanship than a flamboyant, wine-soaked temper tantrum that somehow broke streaming records. Critics were equal parts astonished and intrigued by the project’s blatant disregard for conventional pop polish. Music videos that once strove for Hollywood-level perfection now looked more like free-for-alls at a particularly raucous party. The “Brat” era served as a prime example of the new pop star aesthetic: bedhead glam meets carefree rebellion.

Charli XCX wasn’t the only one letting her hair down in 2024. The year was packed with similar episodes from established artists shedding their tried-and-tested formulas in favour of raw, borderline unhinged expressions. Taylor Swift teased a surprise collaboration with Oasis, apparently out of nowhere, reminding everyone that pop can pivot on a dime. The track they released sounded like it had been recorded halfway through a feud with a dodgy sound engineer – which, according to rumours, wasn’t far from the truth. Yet that rough edge only added to its viral success, as fans devoured the authenticity angle.

Genres that once carried a sense of deeper purpose also gave in to the mania. Goth aesthetics, with their dark and moody grandeur, surged back to mainstream popularity. A new wave of alternative rockers channelled the hopeless vibe in a post-pandemic world, and the mainstream actually listened. There was a sense that everything had become an irreverent costume party. The cynics said it was all an elaborate performance of consumer disillusionment, while optimists insisted that this messy avant-garde spirit was what we needed to break free from the monotony of formulaic pop.

3. Indulgence: The Ultimate Antidote to Lockdown Fatigue

Amidst the carnage, indulgence stood out as the most brazen symptom of our cultural hangover. After all, if you’ve spent enough time confined within the four walls of your flat, why wouldn’t you want to reclaim lost hours in a blaze of questionable decisions? People abandoned their plant-based diets, reacquainted themselves with nicotine, and pressed the “add to cart” button with casual abandon. The success of the so-called “girly pop summer” – featuring acts like Chappell Roan and Sabrina Carpenter – further underscored that the glitz and glam of partying was back in full force.

Nightlife, in particular, returned with a vengeance. It was no longer enough to merely throw a music festival in an open field; you had to create some sensory overload that left guests staggering home with confusion and excitement. Clubs constructed labyrinthine mazes of neon-lit rooms, each featuring a different DJ’s spin on feel-good anthems. The dress code was intentionally contradictory: come as you are, but also be sure to stand out. Glitter, spandex, and novelty headpieces peppered dance floors across the globe.

Of course, this feeding frenzy was also driven by marketers who sensed that people were tired of moralistic messaging and earnest attempts at brand responsibility. Enter a wave of products that cost a small fortune but gleefully declared themselves completely unnecessary. And consumers? They lapped it up. Some critics labelled this trend as peak nihilism: why invest your money in socially conscious purchases when you can splurge on a superfluous gadget that will probably collect dust within a week? The more brazen the marketing, the more appealing it became.

While critics lamented the unchecked hedonism and its implications for society at large, there was an undeniable spirit of collective relief fuelling it. Having endured global lockdowns and multiple crises, many people just wanted to have some fun – even if it meant celebrating trivialities and tossing caution to the wind.

4. The Morally Ambiguous Aftermath

Yet for all of 2024’s messy splendour, it came with a faint whiff of dread. Surely there’s a limit to how long any culture can revel in its own absurdity before it all comes crashing down. Entertainment that once offered a glimmer of escapism now risks leaving us feeling hollow. After the initial sugar rush, viewers, listeners, and consumers may awaken to find themselves yearning for depth again. But for now, the mania continues.

Consider the phenomenon of scammer worship. Late-night TV hosts invited con artists onto their sofas to discuss their “stories” as though they were misunderstood visionaries rather than cautionary tales. Social media churned out breathless coverage of these questionable icons, while the rest of us had a field day pointing out how bizarre it was that convicted criminals were the new darlings of talk shows. Yet we watched, didn’t we? Over and over again, fuelling the cycle of “click, comment, share.”

All this begs the question: does indulging such content mean we’re complicit in normalising questionable conduct, or are we merely bored viewers in search of novelty? It’s never a neat answer, and 2024 proved how muddy everything has become. As progressive as some of the cultural developments might appear, you could argue we’re also becoming inured to actual wrongdoing. The moral vacuum swirling around these pop-culture spectacles left a sour aftertaste for those who remember when pop tried to stand for something more substantial.

The TV show “Industry” served as a prime example: its third season was awash with substances, subterfuge, and shady power grabs, yet the production refused to glamorise any of it. Instead, it depicted its characters in stark lighting, chain-smoking outside office buildings like they were on borrowed time. No triumphant monologues about “carpe diem” here – just the raw, frantic scramble of people who know they’re in an endless rat race. Even if some of us might not work in high finance, the stress and underlying despair in each scene felt eerily familiar. After so much glitz and extravagance, 2024’s pop culture occasionally turned the spotlight on the emptiness beneath it all.

(Conclusion: The Inevitable Hangover?)

So, what does this swirling mass of chaos, indulgence, and nihilism mean as we cross the threshold into 2025? Are we gearing up for yet another wave of flamboyant displays, or is the meltdown nearing its conclusion? Predicting the cultural landscape is always a fool’s errand, but one thing is certain: mainstream pop culture rarely rests on its laurels for long. Even the most sensational trends run their course eventually, making way for the next cycle of creative evolution.

One possibility is that 2025 might rekindle the desire for earnestness and purpose, especially if the moral and mental toll of constant overstimulation becomes too great. We might see a renaissance of minimalism, sincerity, or a new kind of activism that repositions music, fashion, and film as platforms for meaningful expression. Then again, the rebellious streak might dig deeper into extremes if the world’s problems persist and cynical escapism continues to sell.

For the entertainment industry, the stakes have never been higher. Brands, influencers, and producers alike are looking to see if consumers will tire of the carnival and gravitate towards something more grounded, or if they’ll chase the next spectacle. Meanwhile, artists are left juggling the thirst for shock value with the risk of losing credibility. The executives in corner offices who once banked on glossy, curated perfection are now scrambling to keep up with a frenetic appetite for “messy authenticity,” hoping their guesses about the cultural temperature are accurate.

Ultimately, 2024 showed us just how quickly the tides can change. We went from preaching wellness and progress to glorifying the meltdown in what seemed like a heartbeat. For some, it was a well-deserved break from perpetual virtue-signalling. For others, it was a horrifying glimpse into what happens when we throw caution to the wind and disregard moral frameworks. Either way, it’s the norm we’ve been served – at least for the moment.

As 2025 unfurls, we can only wonder if the dust will settle or if another wave of wanton behaviour awaits. The cultural sector might rediscover its ethical backbone, or it might sink deeper into the mire, indulging quick fixes and fleeting sensations to keep us occupied. Whichever route we take, the past year stands as a sobering reminder: pop culture can be as fickle as it is thrilling, and its reflection reveals more about our underlying societal tensions than we might be comfortable admitting.

For those trying to peer around the corner, brace yourselves. There’s a fair chance that 2025 will double down on the spontaneity, offering an even more unpredictable spectacle than last year. Still, it wouldn’t be the first time pop culture chaos laid the groundwork for a new creative movement. If that movement emerges, let’s hope it arrives with a stronger moral compass, sharper wit, and a reluctance to reduce everything to a spectacle. Because, as fun as the meltdown can be, at some point, we all need something more than just wine-stained T-shirts and chaotic ad campaigns to get us through the day.

Only time – and the next wave of pop culture icons – will tell whether 2025 finds us bouncing back from the brink or, as some fear, throwing all restraint out the window once again. Until then, let’s at least admit that 2024 was the year we collectively decided we were done feigning perfection. For better or for worse, we embraced the mayhem, and now we’re left to see if we can handle its repercussions or if we’ll just pour ourselves another glass of whatever and watch the show continue.

Article by Amelia Vandergast

10 Ways AI Is Likely to Shape the Music Industry in 2025

Posted on 29 December 2024

Artificial intelligence has been stealthily weaving its way into the foundations of the music industry for years. By 2025, it will be far more than a curiosity or something that only major labels can afford to experiment with. AI will likely be powering everything from the way artists record demos in their bedrooms to how fans interact with the music they love on streaming platforms, social networks, and even within live venues. It is impossible to ignore the pace at which algorithms and machine learning models are becoming part of everyday life, and music has been one of the prime beneficiaries of these technological breakthroughs.

In this piece, we will explore ten possible ways AI could shape the music world by 2025. The predictions are based on the current trajectory of technological advancements, the realities of how streaming revenues have been evolving, and the shifting dynamics between artists and fans. We will also acknowledge the role socio-political factors play in shaping the music sphere, especially as more scrutiny is placed on how machine learning is used, both ethically and creatively. There is much to celebrate in AI’s ability to democratise aspects of music creation and consumption, yet caution is required to ensure that these leaps forward do not leave independent artists behind.

While some might imagine that artificial intelligence is set to replace musicians or homogenise creative expression, that dystopian fear seems overly simplistic. At its best, AI is a tool, and like all tools, it can be applied responsibly or misapplied disastrously.

This blog will walk the line between optimism about the future and the acknowledgment that complex challenges lie ahead. Here are ten possible developments we could see by 2025 – each one capable of bringing new energy to music while simultaneously sparking crucial debates about intellectual property, fair pay, and the quality of human experiences.

AI-Powered Songwriting Tools

At the moment, AI-driven platforms can generate chord progressions, melodies, and lyrics in the blink of an eye. By 2025, these systems will have become more accessible, with user-friendly interfaces allowing anyone – from seasoned composers to complete newcomers – to brainstorm ideas instantly. Smaller bands and solo artists, often strapped for resources, may find these tools especially beneficial for expanding their repertoire without needing to hire large production teams.

However, as AI-assisted songwriting grows more refined, we can expect ongoing debates regarding authenticity. Purists might argue that relying on algorithms for creative breakthroughs dilutes the human touch, while others embrace the technology as a collaborative partner that never tires or runs out of ideas. The question of intellectual property may also become more complicated. If an AI suggests a chord sequence or lyric line, who truly owns that idea, and how will royalties be split?

In 2025, these questions might trigger more robust frameworks for co-writing credits involving AI. That said, it is important to remember that the spark behind a song can come from many sources. Artists who use AI responsibly will likely be those who see it as an extension of their creative minds, rather than a shortcut to bypass the real work of emotion-driven songwriting.

Personalised Listening Experiences

Algorithms already define which tracks appear on our daily playlists, but by 2025, personalisation features will probably become more dynamic, context-aware, and granular. Imagine opening your favourite music app and being recommended not only new releases that match your sonic preferences, but also tracks that reflect your current emotional state. If you tend to listen to certain genres when it’s raining outside, AI might automatically adjust your recommendations based on weather patterns or time of day.

Additionally, more advanced data collection could allow platforms to glean knowledge about your social environment. Going for a drive with friends? AI might offer a collaborative playlist tailored to suit everyone’s tastes, creating harmony instead of arguments about which genre to queue. For artists, this hyper-personalised environment may level the playing field. Niche musicians who previously struggled to reach their core audience could find themselves spotlighted on playlists curated for targeted listeners worldwide.

Still, the nuances of personal data usage will raise legitimate ethical concerns. Fans might wonder how their behavioural data is being stored and used, whether by record labels, streaming services, or tech companies. For these personalisation systems to gain trust, total transparency regarding data usage will become essential, with heightened scrutiny from regulators and consumer protection organisations.

AI-Driven Marketing and Promotion

Digital marketing is hardly new, but the growth of AI stands to supercharge how labels and independent artists reach their audiences by 2025. Machine learning could substantially reduce the guesswork behind campaign planning. Instead of spending time and money on broad-stroke adverts, artists might use AI-driven insights to pinpoint exactly which segment of their audience is most responsive to a specific track.

Furthermore, AI-based algorithms may be able to automate scheduling for social media postings or create dynamic content that changes based on real-time engagement metrics. These refinements could free up creative minds to focus on making music and planning performances, rather than juggling marketing complexities. But just as we see with personalised recommendations, privacy and transparency will be major talking points. Over-reliance on data analytics could leave listeners feeling over-targeted, especially if the marketing messages become repetitive and invasive.

For smaller artists, AI-led marketing can be an invaluable edge, bridging the gap with major-label budgets by identifying precise pockets of potential fans. Nonetheless, a balanced approach is crucial; music is an emotional medium that thrives on genuine connection, so letting AI overshadow human-to-human interaction might make promotions seem forced. The best campaigns will likely combine technological precision with real passion, ensuring that fans keep their eyes on new releases without feeling as though they are being monitored by an impersonal system.

Data-Driven A&R

Artist and repertoire (A&R) teams have always had the delicate job of finding the next big sound. Traditionally, this involved a fair bit of in-person gig attendance, not to mention wading through countless demo tapes. By 2025, we can expect a continued increase in data-driven A&R strategies. Instead of just scouting local scenes or waiting for submissions, record labels and independent outfits could rely on machine learning to sift through trillions of online data points, from streaming analytics to social media trends.

The promise is that algorithms will help identify undiscovered talent, picking up on early indicators like a sudden spike in local popularity or positive fan sentiment across multiple platforms. This has the potential to create more equitable opportunities, because gifted DIY artists will have as much chance of appearing on an A&R radar as someone with high-profile industry connections.

Yet over-reliance on automated processes could lead to homogeneity in the music that ultimately gets picked up. If labels focus purely on the data for immediate financial wins, we risk overshadowing more experimental or genre-defying acts that might not have the initial streaming numbers. A balanced approach would involve data analytics for preliminary discovery, coupled with traditional industry instincts and a willingness to champion artistically bold projects. In 2025, the music scene will likely be shaped by that fine interplay of numbers and nuanced human judgement.

Ethical AI Implementation

The rise of AI in music creation and promotion brings with it many ethical concerns. These range from data privacy to fair compensation. As more artists rely on AI for creative input or back-end tasks, labour-related issues may surface: are engineers, producers, or studio musicians going to be replaced if AI can replicate their roles cheaply? Or will these professionals be able to pivot and find new revenue streams by learning to guide and refine AI output?

Meanwhile, the socio-political climate around AI ethics is bound to intensify. Governments, NGOs, and activist groups may demand stricter regulations and guidelines, ensuring that AI does not perpetuate bias or infringe on human rights. For instance, if an AI system inadvertently privileges male vocalists over female ones due to the data sets it was trained on, that would be ethically problematic and could result in reputational damage for the platforms involved.

In 2025, the conversation around AI in the music space should be far more nuanced, focusing on the importance of human oversight, transparent data usage, and fairness in how these technologies are deployed. The industry will have to find ways to harness AI’s potential while also preserving the integrity of artistic careers and the cultural diversity of the music that makes it to our playlists.

Interactive Live Music Experiences

Live music will always hold a special place for listeners. By 2025, AI could play an integral role in making gigs and festivals more interactive. We are already seeing experiments where artists use real-time data on audience reactions to adjust setlists on the fly. In the future, more sophisticated algorithms could gauge emotional states by monitoring social media check-ins, wearable devices, or crowd cameras, allowing bands and DJs to shift styles or tempo to maintain energy in the room.

It is not just on the artist’s end either. Fans may soon have personal AI-enabled devices or apps that can request certain tracks, manage sound settings or stage visuals, and coordinate special live moments. This kind of interactive approach could help transform concerts into collaborative events, where each performance is distinct and shaped by the collective input of the crowd.

Yet such developments are not without their controversies. Privacy risks are ever-present, as facial recognition or emotional AI might cross the line into intrusive surveillance. Balancing these potential privacy violations with the desire to use data for creative expression will be an important conversation for promoters and artists alike. If done thoughtfully, live shows might become even more immersive, emphasising spontaneity and forging a stronger bond between performers and audiences.

VR, AR, and AI Collaborations

Virtual reality (VR) and augmented reality (AR) have already made small waves in the music industry, most noticeably through immersive music videos or virtual festival experiences. By 2025, these digital realms might be seamlessly coupled with AI to allow listeners to step into entire worlds that blend musical performance with digital artistry. Imagine being able to watch your favourite band from your living room through a VR headset, while AI algorithms personalise the visual environment based on your preferences.

AR could enhance in-person concerts too. Picture attending a venue where you can point your phone at the stage to see dynamic overlays, from real-time lyric translations to 3D illusions synchronised with each guitar riff. Artists might even create entire AR-driven storylines to accompany a gig. As with other technologies, these developments could bring new possibilities for independent musicians who want to produce spellbinding shows without the overheads of large crews and expensive sets.

However, there is a risk that such high-tech experiences might turn physical concerts into hyper-commercialised spectacles, overshadowing the raw authenticity of live music. The trick will be in blending these digital layers with the real-world energy that fans crave when they spend money on a live ticket. Ideally, VR and AR become additional channels for creativity, rather than gimmicks that distract from the connection between performer and attendee.

A Greater Global Collaboration Network

AI is set to make international collaboration smoother and more intuitive than ever before. Already, cloud-based platforms allow band members to jam virtually, even if they are on opposite sides of the globe. By 2025, advanced machine learning tools could automatically synchronise latency issues, translate lyrics in real time, or even suggest cross-cultural musical ideas based on data from global hits.

For unsigned artists, this can be a huge boon. No longer would a musician in Nigeria struggle to collaborate with a producer in Japan simply because of differences in language, time zones, or style. By uniting artists under shared technological platforms, AI might spark a wave of cross-pollination, birthing new genres or hybrids that we cannot yet imagine. The result could be a more diverse music scene, shaped by the synergy of different cultural influences.

That being said, one potential drawback is that an overreliance on AI-driven collaborative tools might dilute regional quirks or distinctive cultural touches. If an algorithm suggests the same optimum chord progressions to everyone, we risk ending up with a standardised global sound. Balancing the strengths of wide-scale collaboration with the need to preserve originality will be a central concern. The best collaborations often come from a meeting of minds that has a healthy respect for cultural differences rather than a bland merging of styles.

AI as a Conduit for Social Change

Music has always had a political edge. Whether it was protest folk in the 1960s or grime artists highlighting social issues on UK streets, songs can be a powerful vehicle for debate and reflection. By 2025, AI might magnify this, helping activists and socially conscious artists spread their messages further and faster.

If you are an artist writing protest songs, machine learning could help you identify the regions or demographic groups most in tune with your cause, giving you more leverage when coordinating campaigns or fundraising. Social media targeting, combined with streaming analytics, might help movements gain momentum at a pace unimaginable a decade ago. That said, this same technology could also be used for less admirable ends – for instance, spreading misinformation or extremist rhetoric.

In the broader socio-political context, there may be increased scrutiny of how these technologies are used to sway public opinion. Balancing freedom of speech with the prevention of harmful content could place major pressure on both platform owners and governments. If used ethically and with full transparency, AI can amplify positive change. However, the line between activism and manipulation might become razor-thin as more advanced data profiling tools emerge.

Growth of Community-Centric Platforms

By 2025, many fans may be exhausted by endless scrolling on commercialised platforms that only show them mainstream content. We could see a resurgence of community-driven music spaces, where AI is integrated to facilitate discovery and interaction, rather than just pushing algorithmic recommendations. These community-centric hubs might prioritise meaningful engagement, encouraging deeper dives into a performer’s story, style, and ethos.

On such platforms, fans would have more agency. Instead of passively receiving playlists, they could collaborate in real time, curating communal playlists or voting on which underground acts deserve the spotlight. AI would then simply mediate the process, ensuring everyone’s preferences are balanced fairly. If such spaces thrive, it could pave the way for fairer revenue-sharing models, with funds directed transparently to musicians and music-related charities.

The socio-political dimension of these community platforms should not be overlooked. Artists who make music that aligns with certain causes, be they environmental or social justice-oriented, may find it easier to rally supporters. The challenge is creating an environment where such activism does not descend into echo chambers or commercial exploitation. While there is no single perfect solution, the desire for more autonomy among fans and artists is clear, and AI could be the catalyst that helps community-based models gain momentum.

Conclusion

As we look ahead to 2025, it is evident that AI will not just be a footnote in the music industry’s ongoing story. It has the potential to influence nearly every aspect of music creation, distribution, and consumption. From AI-driven songwriting tools and personalisation engines to interactive live experiences and the possibility of forging stronger global networks, the music world may become more vibrant, connected, and responsive than ever before.

At the same time, it would be naïve to imagine that these technologies will bring only positive outcomes. The socio-political context of AI raises urgent questions about bias, data privacy, and the future of artistic integrity. As these automated systems become more powerful, the debate will shift from “Can AI do that?” to “Should AI do that?” The finer details of ethical deployment will matter, especially as the industry grapples with fair compensation for artists, robust intellectual property frameworks, and the potential intrusion into personal data.

In short, 2025 might be the year in which AI’s role in music crosses a critical threshold – no longer something confined to futuristic labs, but a firmly embedded element of day-to-day musical life.

Whether you are a fan looking for the next track that matches your mood, an indie artist seeking to break through geographic barriers, or a major label executive tasked with scaling AI-driven marketing campaigns, the influence will be keenly felt.

Ultimately, the trajectory of AI in music will be determined not by cold code alone, but by the choices we make as an industry and as a society. Balancing creativity, ethical considerations, and the quest for ever-deeper listener engagement will be the difference between a fruitful AI-powered era and one in which machines merely contribute to monotony. It is up to us to harness these tools wisely, ensuring that human emotion and expression remain at the core of every song that resonates in our headphones and across live stages.

Article by Amelia Vandergast

Are the Recently Reduced Price SoundCloud Artist Subscriptions Worth It?

Posted on 19 December 2024

The digital landscape for emerging acts striving to gain exposure and revenue streams continues to shift rapidly as fresh features and pricing adjustments are introduced. One of the newest developments is SoundCloud’s decision to introduce a more affordable artist subscription tier, one that sits between its free option and its previously introduced, more expensive plan at $3.25 per month.

Musicians are always on the lookout for sensible ways to get their songs heard, distributed across various streaming platforms, and, ideally, to see some return for their creative efforts. This new plan has been rolled out after successful trials in a few countries, and it is designed to broaden access to distribution, mastering credits, and better promotional tools.

Still, the key question remains: Is it actually worth committing your hard-earned cash? As we dig deeper, it’s worth bearing in mind that everyone is trying to find a way through the noise, and not every paid service guarantees a happy ending. With comparisons to the well-established Spotify for Artists offering and an honest look at both the upsides and the downsides, this piece aims to give you a more grounded perspective on the matter.

More Affordable Ways to Get Your Music Out There

For many who make tracks in their bedroom or small studio, the sound of a monthly bill might sting. Budgets are tight, and it’s hard enough investing in gear, mixing, mastering, and artwork. With that in mind, SoundCloud’s latest approach is trying to hit the sweet spot.

The cost for the newly announced tier is quite low compared to what came before, and cheaper plans can allow musicians to stretch their limited resources a bit further. At first glance, the lower fee will allow you to share as many pieces of music as you like, although the total amount of audio you host will be restricted.

There’s no strict shortage of upload slots, but there is a cap on the total length of material you can have up at once. This gives upcoming creators a chance to experiment and evolve their catalogue over time, without being hit with higher fees straight away.

Another attractive perk is the ability to spread two songs each month beyond SoundCloud’s own platform to a range of other outlets. Whether it’s the household names of streaming or the smaller services that cater to niche audiences, having your work land in more places offers the chance to reach different listeners. You even retain all royalty income from plays on SoundCloud, plus earnings from other platforms once you’ve sorted out all the necessary details.

In principle, this is appealing. At a low monthly cost, it can help you transition from a purely hobbyist level into something slightly more professional. Furthermore, this tier gives you the chance to have a professional-level mastering credit each month. This perk, while modest, could help your tracks sound more refined and ready for digital distribution. Considering the cost of standalone mastering from external professionals, even one credit per month might feel like a helpful nudge in the right direction.

Yet, as we all know, the music world is full of promises. There are countless platforms claiming to help get your work discovered. SoundCloud’s revamped subscription includes features that claim to get your music in front of those who are likely to appreciate it.

There are mentions of algorithms and the possibility of getting placed on special playlists. Sure, that sounds compelling. But even the best algorithms can be hit or miss. There are no guarantees that your next tune will find its ideal audience simply because you’re paying a few quid a month. For every story of an unknown act breaking through, there are countless others who remain adrift in obscurity. Keep your expectations realistic.

Comparing to Spotify for Artists: What’s Different?

The giant in the streaming world, Spotify, has its own suite of features for creators, including analytics, pitch tools, and chances to influence editorial selection through their dashboard. Unlike SoundCloud, Spotify’s approach generally doesn’t involve charging creators simply for the privilege of distribution and unlimited uploads—largely because, under normal circumstances, you don’t upload directly to Spotify; you work through a distributor, who often charges their own fees.

With Spotify for Artists, the platform’s main draw is the wealth of data it provides. Detailed breakdowns of listener demographics, helpful graphs showing how your following develops over time, and tools to pitch to playlists are all in the toolbox.

Crucially, though, Spotify for Artists doesn’t handle distribution itself unless you partner with a selected third-party aggregator. So while the analytics on Spotify are strong and can help steer your career, you often need another intermediary for getting your tracks on their service.

By contrast, the new SoundCloud subscription aims to cut out some of that complexity. It potentially streamlines your approach by combining distribution, royalty collection from multiple outlets, basic mastering, and some promotional tools.

This holistic approach can feel like a more straightforward package. With Spotify, unless you’re dealing with a partner distributor that charges you either a fixed sum per track or a yearly subscription, you might be comparing apples to pears. SoundCloud’s move to gather services under one monthly fee might make life simpler, especially if you’re newer to the game and don’t want to juggle multiple services just to get your music live.

Yet, on the flipside, this simplicity means that if SoundCloud’s distribution and promotional push don’t deliver results, you might have been better off using a dedicated distributor and focusing your promotional energy elsewhere. Spotify for Artists doesn’t charge you to manage your profile, edit your pictures and bio, or access listener data. It’s merely a tool that sits on top of their well-established platform. That separation might mean you’ve got more freedom to pick and choose how you shape your distribution and promotional strategy.

With SoundCloud’s new plan, you’re hoping that this neat bundle will pay off. If it does, fantastic. If it doesn’t, you might be locked into something that doesn’t fully match your evolving needs.

Conclusion

So, should you invest in these cheaper SoundCloud artist subscriptions? That really depends on where you stand as a creator and what you expect from your chosen services. If you’re just dipping your toes in the world of streaming and are looking for a low-cost method to centralise distribution, gather some analytics, and try a bit of professional polish on your tracks, it could be a sensible starting point. It might make more sense than juggling a distributor for Spotify while separately managing your SoundCloud presence.

If you’re an artist who already has a good system in place, with a preferred distributor, a reliable mastering engineer, and an established strategy for how to get your music discovered, this new SoundCloud tier might feel more like a lateral move rather than a forward leap.

Ultimately, no subscription or platform feature on its own will magically grant you an audience. Every musician’s journey is filled with uncertainty and trial and error. The lowered SoundCloud fees are a step in a helpful direction, making some tools available at a smaller cost. But remember: everyone is hoping for a piece of the spotlight, and not every plan will live up to your hopes. Approach it with clear eyes and realistic expectations. If nothing else, you’re investing a smaller sum than before, so the risk is lower—and that, at least, is something

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For more information and advice on how to navigate the music industry, contact us today about our artist consultancy services, or keep following our blog to stay up to date with all the latest music industry developments.

Article by Amelia Vandergast

Dead Venues, Desperate Artists: The Moral Fallout of the OnlyFans Escape Route

Posted on 13 December 2024

The Night Time Industries Association has calculated that if closures continue at the current rate, there won’t be a single nightclub left standing in the UK by December 2029. Only a few years ago, this statement would have sounded like an alarmist headline pushed by the Daily Mail with only a modicum of possibility. Yet here we are, watching our nightlife institutions drop off one by one, limiting the number of spaces fledgling artists can mould their sound.

As inflation continues to bite, the entire live sector is feeling the pinch. Grassroots venues are desperately holding out tin cups to music fans who are struggling to justify buying even the cheapest ticket. Promoters are faced with dwindling attendance and rising overheads. Artists, too, find themselves trapped in a paradox: more than ever, they need the revenue from tours and merchandise sales, yet audiences are inclined to stay at home, streaming tracks as an affordable way to keep connected to the music industry in the most isolated way possible.

Against all this, we have artists such as Kate Nash, stepping forward to proclaim the virtues of OnlyFans as a means of financial salvation. On the surface, she might be presenting it as a bold, liberating stand. Yet, her ‘cheeky’ PR stunt reeks of privilege.

It’s all very well for Kate Nash, who has already carved out her niche and used to enjoy record deals and chart presence. For a struggling musician with minimal profile, flitting into the digital sex trade may not be so much about empowerment as it is about raw survival. Should sex work, digital or otherwise, become a necessary evil of the creative grind after artists have had to push back against toxic objectification?

It’s a messy moral labyrinth which points to a painfully simple truth: nothing adds up. The numbers on spreadsheets, the advice from industry heads, the cries for support, the indignation when that support doesn’t materialise, none of it tallies into a solution or leads to a route back to a healthier balance between artist, venue, and listener.

The Domino Effect of Vanishing Nightclubs

Each time a nightclub closes, we lose part of a circuit that musicians rely on. These institutions host afterparties that become prime networking spots, and they double as testing grounds for emerging acts. Without them, the entire ecosystem falters. Fewer club nights mean fewer up-and-coming DJs gain traction; fewer late-night gigs mean new bands get fewer bookings. Eventually, the entire grassroots support base collapses. Larger venues and arenas rely on this lower tier of the live music pyramid to nurture the talent that eventually fills their larger stages.

We have policymakers spouting hollow words about how the creative industries need support, while simultaneously granting permission for property developers to snap up old club spaces and turn them into luxury flats, supermarkets, or chain restaurants. This suburbanisation of once vibrant nightlife hotspots strips away the environment that allowed creativity to simmer into something substantial. Without that tangible cultural infrastructure, the music scene becomes a ghost town of studio-only artists who never get to find their stage legs. Without a stable funnel of performers moving from the smallest clubs to the more mid-sized venues and beyond, the entire industry’s future looks bleak.

Many people point to streaming and digital platforms as the saviours of modern music, but they neglect the symbiotic relationship between live performance and recordings. Artists develop their stage presence in front of a sweaty audience, feeding off the energy in the room, making mistakes, and learning lessons that studios can never teach them. Take these spaces away and you strip away the real-time human element that polishes rough edges and can turn a bedroom producer into a bona fide stage performer. We need to acknowledge that a city without nightclubs and small music venues is a city losing its cultural pulse.

Inflation’s Iron Grip on Pockets and Tickets

The cost-of-living crisis hits everyone differently, but it is always those at the bottom who feel it most. Music fans, who just a few years ago wouldn’t think twice about catching a midweek gig, are now doing grim household maths before even considering treating themselves to a live experience. The increase in electricity bills, the spike in food costs, the general malaise of living expenses going through the roof—none of these make spending money on a gig ticket easy. No matter how cheap the gig tickets are, there is no getting around the fact that people’s spending power is diminished.

Smaller merch sales mean less money in artists’ pockets; fewer sold-out gigs mean less leverage for organisers when booking future acts. It’s a vicious cycle that no single stakeholder can break free from without collective efforts.

Raising ticket prices to cover costs would only make matters worse. Fans simply don’t have the disposable income to absorb those increases. Meanwhile, the artists—hardly known for rolling in wealth—bear the brunt. They’re torn between the desire to keep their shows accessible and the need to be paid fairly for their work. Beyond the artist and promoter dynamic, even backline technicians, sound engineers, and lighting operators are feeling the burn. Inflation affects everyone from top to bottom.

In this financial climate, it’s not enough for the industry to blame one facet. Everyone is backed into a corner. The consumer faces their dwindling bank balance and chooses the sofa and the streaming subscription. The promoter stares at their empty venue and wonders what more can be done. The artist attempts to find alternative revenue streams, some of which blur moral boundaries. We might yearn for a fairytale solution, but this scenario is more like a steadily collapsing Jenga tower with no sure moves left.

Kate Nash’s OnlyFans Gambit and the Privilege of Sexual Reinvention

On the surface, Kate Nash suggests that artists can harness platforms like OnlyFans for empowerment and a sense of independence. She claims it gives her control. Perhaps for someone with a decent existing audience and a name that already resonates, this seems plausible. A well-off artist can toy with risqué ventures and call it creative liberation. Yet what about the performer who doesn’t have that safety net? The one who’s considering sexual services—online or offline—out of pure financial desperation, not out of a desire to reinvent their brand?

The notion that turning to OnlyFans is automatically empowering is as flimsy as a cheap pop-up. Some artists are forced into these corners not by choice or a sense of daring exploration, but simply by having no other viable options. While some celebrate the sexualised brand-building exercises of well-known names, we must acknowledge the darker reality beneath the glossy surface: genuine poverty often pushes people into sex work. The sense of “freedom” touted by privileged voices can be non-existent for those who feel trapped by their circumstances.

Blurred lines between creativity and sexual labour don’t necessarily indicate a fresh new paradigm in the music industry. Instead, they highlight how dire the financial predicament has become for many. It’s about survival, and survival often comes at the cost of autonomy. We need to scrutinise the narratives put forward by those who have the privilege to spin their situation as a quirky career move. While Kate Nash can trot out a soundbite about feeling “empowered,” many unknown artists and session musicians must face the grim reality that if they follow suit, it’s not a statement—it’s a matter of staying afloat.

Rather than applauding the pivot to OnlyFans as some kind of progressive, creative solution, we ought to recognise it as a symptom of an ailing industry. The fact that musicians must even consider it as a revenue stream says more about the world they’re forced to operate in than it does about their personal liberations. Real empowerment would lie in restoring the economic stability of the music world, not suggesting that becoming a part-time sex worker is an appealing next step.

Searching for a Way Forward: No Quick Fixes, Only Complex Trade-Offs

If we accept that nothing adds up, where do we look for solutions? The reality is that neat answers are thin on the ground. The challenges are systemic, interwoven with cost-of-living issues, profit-driven property development, industry exploitation, and the loss of community spirit. None of these problems have a single bullet to fire at them.
Screaming at music fans to support independent venues and artists via their wallets isn’t going to lead to a solution; they don’t HAVE the money to spend, if they DID, the industry wouldn’t be in such a dire state of disrepair. The onus has to be shifted away from the cash-strapped consumer towards local councils and MPs who can protect cultural infrastructure and slow the haemorrhage of venues.

For artists, collaboration is key—artists can unite, form collectives, and advocate for fairer splits from streaming services. Getting a better deal from these digital giants won’t be easy, but a united front is more persuasive than scattered cries.

At a policy level, we need to see meaningful protection for venues. Nightclubs and grassroots music spaces must be treated as cultural treasures, not disposable assets. If government grants, protective legislation, or business rate relief could keep these places running, then it’s time to stop dithering and start implementing. If the situation is dire enough to predict no nightclubs by 2029, we must take that as a genuine call to arms.

In the end, these suggestions might feel like a triage rather than a cure. Perhaps they are. But if we do nothing, accept the closures, watch artists flee to digital sex work, and shrug at the imbalance, the cultural landscape will only worsen. There’s no single fix, but we can at least start pushing in a direction that doesn’t involve letting our nightlife culture rot in silence.

Article by Amelia Vandergast

Holiday Merch: A Boon or Bane for Independent Musicians?

Posted on 24 November 2024

As the festive season looms, independent musicians find themselves at a crossroads: to capitalise on holiday merch or to abstain in the interest of non-capitalistic integrity.

While the prospect of boosting income during the lucrative fourth quarter is undeniable, there’s a fine line between savvy entrepreneurship and straining relationships with fans. In an era saturated with relentless advertising and commercial opportunism, is it wise for artists to join the fray, or does it risk reducing their supporters to mere cash cows?

Adding to the dilemma is the issue of sustainability; sure band Christmas tees and jumpers may seem like a good merchandising idea, but as society grows increasingly aware of the need for environmental and ecological sustainability, do you really want to be selling items that will be gathering dust for 95% of the year?

Maximising Revenue Streams in Q4

For independent musicians struggling with insulting royalty fees and the expense of music marketing, production and touring, every penny counts, and the fourth quarter presents a prime opportunity to bolster income through holiday-themed merchandise. Limited edition vinyl, festive apparel, and exclusive bundles can entice fans to part with their hard-earned cash. This surge in sales can provide a much-needed financial cushion, enabling artists to fund future projects, invest in better equipment, or simply keep the lights on at home.

Moreover, holiday merch can serve as a creative outlet. Designing unique, seasonally-inspired items allows musicians to express themselves beyond their music. It also keeps them relevant during a period when competition for consumer attention is fierce. Let’s not forget, that in an industry where streaming services pay pittance, diversifying income streams isn’t just smart—it’s essential.

Fans as Cash Cows? The Ethical Dilemma

However, there’s a darker side to this coin. Bombarding fans with merchandise pushes risks reducing the artist-fan relationship to a series of transactions. Supporters may begin to feel like walking wallets rather than valued members of a community. This is particularly precarious for independent musicians, whose careers often hinge on cultivating close, genuine connections with their audience.

Excessive merchandising can come across as desperate or insincere. If every social media post and newsletter is a thinly veiled sales pitch, fans might start tuning out. Worse still, they could perceive the artist as exploiting their loyalty, leading to disengagement or even backlash. In the quest for short-term gain, musicians risk long-term damage to their reputation and relationships.

Navigating the Holiday Commercial Onslaught

The festive period is notorious for its commercial aggressiveness. Companies bombard consumers with advertisements, flash sales, and limited-time offers, all vying for a slice of the holiday spending pie. Black Friday and Cyber Monday have morphed into a marathon of consumerism, pressuring people to buy more, often beyond their means.

In this context, independent musicians hawking holiday merch become part of the problem. They’re adding to the cacophony of commercial noise, contributing to the stress and financial strain many feel during this time. Fans are already stretched thin, balancing personal expenses with the societal expectation of gift-giving. Another plea for purchases might be the tipping point that turns admiration into annoyance.

The Fragile Artist-Fan Relationship

At the heart of this issue lies the potential harm to the artist-fan relationship. Fans support independent musicians not just for their art but for the authenticity and transparency they represent. If merchandising efforts are perceived as opportunistic, it can erode the trust and goodwill painstakingly built over time.

Artists must tread carefully to avoid appearing exploitative. This could involve limiting promotional content, ensuring that any merchandise offered is genuinely valuable, and perhaps even acknowledging the commercial nature of the endeavour with humility and gratitude. Transparency about how the funds will be used—such as funding a new album or tour—can also mitigate negative perceptions.

Other Ways Independent Artists Can Utilise the Holiday Season

Previously, we have written about how the festive season is one of the worst times to release new music as the music industry slows down and fans are less receptive to new music given the frantic nature of the festive season which is fuelled by the stress of wondering how to fund the excessive expenses tied to the holiday season.

The festive period is a great time to get stuck into writing new songs or working on other projects, such as music videos, to launch in the new year. These kinds of endeavours won’t bring in cash instantly like launching a new batch of festive merch but it always pays to play the long game in the music industry.

Independent artists can also consider planning Christmas shows in their hometowns to take advantage of the social buzz which amps up during Christmas. Fans will get far more value from an opportunity to celebrate the season with you rather than buying a piece of festive merch from you that they can only use for a few days of the year!

Conclusion

In weighing the merits of holiday merchandise, independent musicians face a complex calculus. While the potential financial benefits are tempting, they come with significant risks to fan relationships and artistic integrity. The decision isn’t a straightforward one; it requires a nuanced approach that considers both the economic realities of being an independent artist and the ethical implications of commercial actions.

Ultimately, if artists choose to venture into holiday merchandising, it should be done thoughtfully and respectfully. By prioritising genuine connection over profit and being mindful of the broader commercial landscape, musicians can navigate this tricky terrain without compromising the trust of those who matter most—their fans.

Article by Amelia Vandergast

Get Spotify Wrapped 2024 Ready: An Independent Artist’s Guide to the Biggest Streaming Event of the Year

Posted on 17 November 2024

As the end of the year approaches, as does anticipation for Spotify Wrapped, the annual event that music lovers and artists alike eagerly await. For independent artists, this is more than just a recap of the year’s most-played songs; it’s a golden opportunity to increase visibility and grow their audience.

While it’s well-known that Spotify’s royalty payments might not always align with artists’ expectations, the platform is undeniably powerful for promotion and discovery, thanks to its vast user base and playlist-driven exposure, and Spotify Wrapped 2024 shouldn’t be overlooked as a chance to strengthen connections with fans and ramp up the royalty payments in Q4.

In a significant update for 2024, Spotify has announced an extension to the Spotify Wrapped deadline, now set for November 20th. This adjustment provides artists additional time to fine-tune their presence on the platform, ensuring they can maximise their impact during Wrapped. Historically, this period has seen a surge in engagement, with last year’s Wrapped attracting 225 million fans across 170 markets, marking a 40% increase from the previous year. This proves Wrapped’s role as a pivotal moment for artists of all sizes to connect with a global audience.

How to Get Spotify Wrapped 2024 Ready

Preparing Your Artist Profile

First things first: your artist profile is your identity on Spotify. It’s crucial to make it as engaging and reflective of your artistry as possible. Update your profile picture, bio, and banners to ensure they are current, high-quality, and true to your brand. Your profile isn’t just a part of your digital portfolio; it’s the front line of your interaction with both existing and potential fans. To make it easier for your fans to connect with you on other platforms, always signal where your listeners can find you on social media by sharing your handles or direct links to your website, Instagram, Facebook and Twitter pages.

Highlight What Matters

If you think that simply uploading your music to Spotify is enough, you are overlooking the platform as a prime place to showcase your merch, provide fan support links and exclusive playlists curated by yourself, giving your fans an inside view into what bands and artists you’re loving at the moment and who inspired you. In doing so, you will provide direct avenues for monetisation and fan engagement.

Countdown to New Releases

Anticipation is a powerful tool in music marketing. Consider setting up a Countdown Page for upcoming releases. This feature can be integrated directly into your Spotify Artist Profile and serves as a real-time countdown to new singles, albums, or important announcements, keeping your audience engaged and excited.

Leveraging Spotify for Artists Tools

Spotify for Artists offers a plethora of tools designed to amplify your presence and engagement on the platform. Utilise these tools to understand your audience better and tailor your music and marketing strategies accordingly. For more information on how to make the most of Spotify for Artists tools in time for Spotify Wrapped 2024, read our blog which details everything you need to know about the features.

Custom Clips for Engagement

One of the standout features for 2024 is the ability to create custom Clips. These short, engaging snippets of video content allow you to connect personally with your top listeners. By crafting these Clips and uploading them before the November 20th deadline, you ensure that they feature prominently in your listeners’ Wrapped experience. We first reported on the Tiktokification of Spotify in March 2023; find out how to use it to your advantage here.

Marketing Beyond Music

While your music is the main attraction, don’t underestimate the power of merchandising. Offering branded merchandise can significantly boost your revenue and strengthen your brand identity. Ensure that your Spotify profile includes up-to-date links to your merch store. Additionally, consider special promotions tied to Spotify Wrapped, such as discounts or limited-time offers, to capitalise on increased traffic during the event.

Some artists, such as the TikTok sensation Mitski, have even been known to offer their top listeners exclusive access to merch; it is a great way to provide even more value to your fans who will cherish the merch all the more knowing their support directly gave them access to the exclusive items!

Conclusion

Preparing for Spotify Wrapped 2024 isn’t just about updating your profile or submitting your latest tracks. It’s about strategically positioning yourself in a digital space that’s brimming with potential fans.

By taking full advantage of the extended deadline and utilising all the tools Spotify offers, you can ensure that your music reaches as many ears as possible. Remember, Spotify Wrapped is more than a yearly summary—it’s a chance to celebrate your growth, reflect on your achievements, and set the stage for even greater success in the coming year. So, dive deep, update wisely, and make this Spotify Wrapped truly your own.

And perhaps, most importantly, forget the naysayers who will use Spotify Wrapped 2024 as another prime opportunity to bemoan the streaming platform. Every year, like clockwork, the same old memes signalling how many streams would financially equate to the purchase of a physical album or a t-shirt! Yet, as a music industry marketing tool, Spotify is unrivalled! If you can’t beat them, join them!

Article by Amelia Vandergast

Gearing Up for a Melodic New Year: Navigating the Quiet Holiday Season in the Music Industry

Posted on 10 November 2024

As the festive season descends, the music industry experiences a noticeable deceleration, a stark contrast to its typical rhythm. This period, while synonymous with celebration and communal joy, is notoriously challenging for launching new music.

The general public’s attention diverts to holiday festivities, making it a less-than-ideal time for artists hoping to ensnare new listeners with their new material. Yet, this lull is not without its silver linings. It presents a golden opportunity for musicians to hunker down and refine their artistry, ensuring they enter the new year not just with new resolutions but with tangible advancements in their musical careers.

In this article, we have outlined several ways independent artists can make the most of the holiday season without neglecting their music careers.

Reflect and Realign

In the solitude of the season, artists can find the space to reflect on their music career, taking the time to track the year’s highs and lows to assess what has worked and to understand what hasn’t, and perhaps most crucially, setting new, realistic goals.

It’s a period for musicians to consider their artistic direction and marketing strategies; for example, questions about which platforms yielded the most engagement or how live performances could be improved are central to forging a path forward. By using this quiet for strategic planning, artists can prepare to tackle the new year with a clear, refreshed perspective.

Sink Into Songwriting

With the industry at a standstill, the holidays are perfect for songwriting. This time can be used to explore new musical ideas without the usual pressures of recording deadlines or tour schedules.

If you don’t want to do it solo, you can consider setting up dedicated songwriting camps, inviting collaboration from other musicians who are also experiencing the same seasonal downtime. By creating a stockpile of new material during the holidays, musicians ensure they have fresh content ready for release at optimal times in the upcoming year.

Upskill Your Artistry

Progress as an artist is often equated with continuous learning and skill fine-tuning. The end-of-year break provides a quiet but powerful opportunity to learn new aspects of creativity. It’s an act of humility assessing your weak points and the areas you need to invest time to level up, but it is a crucial one nonetheless. Even if you consider yourself a virtuoso on your instrument of choice, there are always other avenues to explore.

For example, many artists are going down the DIY route when it comes to production; learning new home recording, mixing and mastering skills certainly can’t hurt. If you would rather pull teeth than get stuck into that side of things, you could learn video editing, photography for your future artwork, or how to graphically design your own merch. Putting your own personal touch on as many things as possible helps independent artists to build a more cohesive authentic brand. In 2025, just like in the last few years, branding will be everything!

If you do find yourself inclined to brush up on your skillsets, platforms like Skillshare, YouTube, or Coursera offer myriad courses that fit well within the holiday period. Whether it’s honing instrumental skills or understanding the nuances of digital audio workstations, each new skill acquired is a step toward becoming a more self-sufficient and versatile artist.

Master Music Marketing

While the creative side of music is pivotal, mastering the art of marketing is equally important, as much as it is a thorn in many independent artists sides. The downtime during Christmas is ideal for artists to improve their understanding of the latest music marketing strategies. This might involve studying the algorithms that affect streaming and social media engagement, designing a more effective social media presence, or planning a marketing campaign for upcoming releases. Understanding how to effectively reach an audience can transform an artist’s visibility and engagement, setting the stage for greater success in the market-driven aspects of the industry.

Network and Collaborate

Networking is often neglected during the busy year but can be critical during the holidays. Seasonal gatherings, even if virtual, and industry events provide unique opportunities to connect with other professionals. Building relationships during this time can lead to collaborations that might not have been possible during busier periods. Additionally, these connections can offer support, advice, and new perspectives, enriching an artist’s approach to their career.

Plan Your Live Show Strategy

While many independent artists think rocking up to a live event and performing a random set of tracks without thinking how the performance is received by the crowd, as playing live is such a make or break aspect of an artist’s career, taking the time to consider how you can step up your live show game can take your career to stratospheric new heights.

The quieter months can be used to plan and refine live shows. This could involve choreographing new stage performances, designing engaging setlists, or integrating new technology into live shows. By dedicating time to the live aspect of music, artists can ensure they provide memorable experiences that resonate with their audience, reinforcing their presence in the industry.

Conclusion

The festive season, often seen as a downtime in the music industry, is rife with opportunities for growth, learning, and preparation. By focusing on reflection, songwriting, upskilling, marketing, networking, and live performance strategies, artists can fully utilise this period to sharpen their skills and strategy. As a result, they can step into the new year equipped with new music, freshly cultivated skills, sophisticated marketing tactics, and a solid live performance plan, all poised to make a significant impact. The holiday slowdown, far from being a period of stagnation, is a strategic interval that sets the foundation for a dynamic and successful new year in the music industry.

For more information on how to take your music career to the next level, contact us today and enquire about our artist consultancy services.

Article by Amelia Vandergast

Navigating the Stream: Boosting Your Spotify Visibility in an Oversaturated Market

Posted on 3 November 2024

This week, it was revealed by Hypebot that only 20% of artists can achieve the seemingly modest milestone of 1,000 monthly streams on Spotify. This statistic, while disheartening, offers an insight into the pervasive challenge of visibility within the industry.

With production and recording technology becoming increasingly accessible, the number of aspiring musicians uploading their sounds to Spotify has skyrocketed, leading to an oversaturation that has transformed the music industry’s landscape. Is this democratisation beneficial, or has it simply muddied the waters where only a select few can truly thrive?

Previously, the music industry was effectively behind a paywall, only accessible to those with enough funds to break through the financial barrier to pay for studio time. Today, effectively, anyone with a laptop can contribute to the airwaves and attempt to make their mark among the media plants.

This blog will explore how the music industry has evolved in recent decades, before providing workable tips for independent artists looking to be more than just a drop in the infinite sonic ocean.

From Vinyl to Virtual: The Evolution of the Music Industry

The music industry’s journey from the 1970s to the present day paints a fascinating picture of adaptation and transformation. From vinyl records to the streaming dominance of platforms like Spotify, the way music is produced, distributed, and consumed has undergone revolutionary changes. This evolution has not only impacted the commercial aspects of music but also the creative processes behind it.

The Vinyl Era and the Age of Gatekeepers

In the 1970s, the music scene was dominated by vinyl records and controlled by a handful of major record labels. These labels acted as gatekeepers, deciding which artists got the chance to record and distribute their music. This system placed a high barrier to entry for upcoming artists, making it difficult for them to break into the scene without significant label backing.

The Digital Shift and the Rise of CDs

The 1980s and 1990s witnessed the rise of digital recording and CDs, which provided higher sound quality and durability. This era also saw the beginnings of the digital revolution in music, with the introduction of digital audio workstations that began to democratise music production, allowing more artists to produce music at lower costs.

The MP3 Revolution and Online Distribution

The late 1990s and early 2000s brought about the MP3 revolution, which completely changed the landscape. Platforms like Napster disrupted traditional music distribution, leading to a massive shift towards online consumption. This period marked the decline of physical sales and the struggle of the industry to adapt to the digital age.

Streaming Takes Over

By the 2010s, streaming platforms began to dominate, culminating in Spotify’s rise as one of the most influential platforms in the music industry. These platforms offer unlimited access to vast libraries of music for a subscription fee or free with advertisements, fundamentally changing how music is monetized and challenging artists to find new ways to earn revenue.

The Current Landscape: Accessibility vs. Oversaturation

Today, virtually anyone with a computer and internet access can record and upload music to streaming platforms. While this has lowered the barrier to entry and allowed a more diverse range of artists to participate, it has also led to oversaturation. The sheer volume of available music makes it increasingly challenging for artists to stand out and achieve significant streaming numbers.

Five Workable Tips for Artists on Streaming Platforms

Given this historical context and the current challenges, here are five actionable tips for artists looking to increase their visibility and success on platforms like Spotify:

Focus on Niche Markets

Instead of trying to appeal to everyone, artists can achieve more by targeting specific niches. By understanding and catering to a specific audience, artists can create more targeted and relevant content that resonates deeply with their listeners.

Invest in Quality Production

While home recording has made music production more accessible, the importance of quality has not diminished. High-quality recordings can make a significant difference in how music is perceived by listeners and algorithms on streaming platforms.

Use Smart Promotion Strategies

Artists should leverage all available channels to promote their music. This includes social media, music blogs, playlists, and collaborations with other artists. Effective use of these channels can significantly increase an artist’s visibility and streaming numbers.

The DIY ethos may seem attractive to independent artists who take immense amounts of pride in doing everything themselves, but very few successful artists got to where they are today alone. If you are serious about your music being heard, invest in PR; yes, there may be some music PR companies with campaign fees that will make your eyes water as you count the zeroes, but there are also swathes of cheaper PR options offered by people with strong connections within niches and local scenes – some charge as little as £50 per campaign!

Engage with Your Audience

Building a loyal fan base requires active engagement. This can be through social media interactions, live streams, or offering exclusive content. Engaged fans are more likely to stream music repeatedly and share it with others. While it isn’t ideal that you have to invest so much of your time dedicated to your music affixed to Facebook, TikTok and Instagram, it is one of the best ways of organically growing a strong and loyal fanbase who will be worth far more than a few passive streams on Spotify!

Analyse Data to Inform Decisions

Platforms like Spotify provide artists with data on how their music is performing. By analysing this data, artists can make informed decisions about everything from the type of music they produce to when they release it, maximising their chances of success.

Conclusion: Adapting to the New Normal

The evolution of the music industry from the 1970s to 2024 shows a pattern of disruption followed by adaptation. As we look forward, artists must navigate the challenges of an oversaturated market by focusing on quality, engaging directly with audiences, and leveraging modern marketing and data analytics. By adapting to these changes, artists have the opportunity to carve out successful careers in a radically transformed music industry.

Article by Amelia Vandergast

UK Live Music: Record-Breaking Economic Boom or Industry in Crisis?

Posted on 27 October 2024

The live music sector in the UK is undoubtedly a powerhouse, with major contributions to the nation’s economy. According to a recent report by CGA Strategy, the sector hit a record high in 2023, boasting a £6.1 billion economic impact. However, a contrasting narrative emerges in the BBC’s report on ongoing struggles within the live music industry, highlighting challenges such as rising ticket prices, cancellations, and the battle to recover from the pandemic’s aftermath. Both reports offer important insights but present divergent viewpoints on the current state of the live music sector.

This blog will critically analyse the disparity between these two perspectives, highlighting the underlying complexities and the nuances that are often overlooked. By exploring the economic impact, the public’s perception of live music, the challenges for artists and venues, and the industry’s future, we can begin to understand why these reports seem at odds and what they suggest about the sector’s broader dynamics.

Record Economic Impact: A Strong Foundation or an Overstated Success?

The CGA Strategy article paints an optimistic picture of the UK’s live music industry. Its headline figure of £6.1 billion is undoubtedly impressive, with the report pointing to a “surge in consumer demand” and a significant increase in attendance at live events. Notably, the report credits festivals and large-scale concerts for contributing the lion’s share of this economic activity, suggesting that, at least on paper, the sector is thriving.

However, while the numbers may appear to reflect robust health, the CGA report doesn’t necessarily tell the full story. The figure is a testament to the economic power of the sector, but it arguably glosses over the granular details that have been deeply felt by smaller venues, independent artists, and local communities. The economic impact reported may primarily benefit larger stakeholders—such as major festivals, concert promoters, and established artists—while smaller players continue to struggle in a highly competitive and financially fraught environment.

The phrase “economic impact” can also be somewhat misleading. While it suggests growth and profitability, it doesn’t necessarily mean the wealth generated is being distributed evenly or that all sectors of the industry are experiencing the same boom. Moreover, the report doesn’t account for inflationary pressures or the rising costs that many industry professionals face, leading to questions about whether this £6.1 billion figure is as impactful as it seems.

The Ongoing Struggles: A Closer Look at the BBC Report

In contrast, the BBC’s report presents a more sobering view of the live music scene in the UK. While acknowledging the increasing demand for live music experiences, the article highlights a range of ongoing issues that are affecting the sector’s recovery from the pandemic.

Rising ticket prices, coupled with the cost-of-living crisis, have led to growing concerns among both fans and industry professionals. The impact on independent venues and smaller events is particularly pronounced, with many facing financial difficulty as they grapple with higher operational costs, fewer bookings, and cancellations.

The BBC article sheds light on the human cost of these challenges. Artists and promoters have expressed frustration at the widening gap between the excitement for live events and the practical realities of making them financially viable. This contrasts sharply with the CGA Strategy report’s focus on the economic benefits, suggesting that while live music may be in demand, the infrastructure supporting it is still struggling to recover fully. The BBC article also highlights the increase in no-shows at concerts, with fans purchasing tickets but failing to attend, leaving venues with empty seats and a loss of potential revenue. This paints a far less rosy picture than the CGA’s celebratory figures would suggest.

In this context, the success of large-scale events like festivals and arena tours, which are credited for much of the economic impact, may come at the expense of smaller venues and independent artists. These struggles aren’t reflected in the overall economic impact figure, which raises important questions about which parts of the sector are truly thriving and which are being left behind.

The Disparity Between Large and Small Players

One of the most striking aspects of these two reports is the clear divide between large-scale and small-scale players in the industry. The CGA report’s emphasis on major festivals and large concerts speaks to a segment of the industry that has benefitted significantly from the post-pandemic recovery. These events often have the backing of major promoters, significant sponsorships, and the ability to charge high ticket prices, which insulates them from some of the financial difficulties faced by smaller, independent events.

On the other hand, the BBC report paints a picture of smaller venues and artists struggling to stay afloat. Many of these venues rely on grassroots support and local communities, which have been hit hard by the cost-of-living crisis. Rising energy costs, rent, and operational expenses make it increasingly difficult for smaller venues to turn a profit, while independent artists face a challenging landscape where gig fees often fail to cover their costs. The stark contrast between these two sectors raises questions about whether the live music industry is becoming increasingly bifurcated, with large players thriving at the expense of smaller ones.

The BBC article also touches on another growing issue: the over-saturation of the market. As more artists vie for limited gig opportunities, particularly in the wake of the pandemic, many are finding it harder to secure bookings, leading to increased competition and lower fees. This, in turn, impacts the profitability of venues, which may struggle to attract the same level of attendance as larger events. These challenges contribute to a sense of disparity within the industry, which is not adequately addressed by the CGA’s headline figures.

Recovery or Fragility: What Does the Future Hold for the UK’s Live Music Sector?

Both reports indicate that the live music sector is undergoing significant changes, but they diverge on the broader implications of these shifts. The CGA Strategy report presents a picture of recovery and growth, driven by strong consumer demand and high levels of engagement with live events. This optimism is not unwarranted, especially given the pent-up demand following years of lockdowns and restrictions. The success of major festivals like Glastonbury and Reading, alongside the return of international tours, has undoubtedly contributed to the sector’s recovery.

However, the BBC article offers a more nuanced and cautious outlook, highlighting the fragility that still exists within the industry. Smaller venues and independent promoters remain vulnerable, and the ongoing financial pressures could lead to further closures and cancellations if these challenges aren’t addressed. While the economic impact of the live music sector may be at a record high, the sector’s foundation appears to be built on shaky ground.

The disparity between these two reports points to a broader issue within the live music industry: the sector is far from a monolith. While large-scale events may be thriving, the smaller, independent players that form the backbone of the industry are still struggling to find their footing. The future of the live music sector will likely depend on how these challenges are addressed and whether the industry’s recovery can be made more equitable.

Article by Amelia Vandergast

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1. A Visual Feast of Messiness

2. The Soundtrack of “I Don’t Care Anymore”

3. Indulgence: The Ultimate Antidote to Lockdown Fatigue

4. The Morally Ambiguous Aftermath

(Conclusion: The Inevitable Hangover?)

AI-Powered Songwriting Tools

Personalised Listening Experiences

AI-Driven Marketing and Promotion

Data-Driven A&R

Ethical AI Implementation

Interactive Live Music Experiences

VR, AR, and AI Collaborations

A Greater Global Collaboration Network

AI as a Conduit for Social Change

Growth of Community-Centric Platforms

Conclusion

More Affordable Ways to Get Your Music Out There

Comparing to Spotify for Artists: What’s Different?

Conclusion

The Domino Effect of Vanishing Nightclubs

Inflation’s Iron Grip on Pockets and Tickets

Kate Nash’s OnlyFans Gambit and the Privilege of Sexual Reinvention

Searching for a Way Forward: No Quick Fixes, Only Complex Trade-Offs

Maximising Revenue Streams in Q4

Fans as Cash Cows? The Ethical Dilemma

Navigating the Holiday Commercial Onslaught

The Fragile Artist-Fan Relationship

Other Ways Independent Artists Can Utilise the Holiday Season

Conclusion

How to Get Spotify Wrapped 2024 Ready

Preparing Your Artist Profile

Highlight What Matters

Countdown to New Releases

Leveraging Spotify for Artists Tools

Custom Clips for Engagement

Marketing Beyond Music

Conclusion

Reflect and Realign

Sink Into Songwriting

Upskill Your Artistry

Master Music Marketing

Network and Collaborate

Plan Your Live Show Strategy

Conclusion

From Vinyl to Virtual: The Evolution of the Music Industry

The Vinyl Era and the Age of Gatekeepers

The Digital Shift and the Rise of CDs

The MP3 Revolution and Online Distribution

Streaming Takes Over

The Current Landscape: Accessibility vs. Oversaturation

Five Workable Tips for Artists on Streaming Platforms

Focus on Niche Markets

Invest in Quality Production

Use Smart Promotion Strategies

Engage with Your Audience

Analyse Data to Inform Decisions

Conclusion: Adapting to the New Normal

Record Economic Impact: A Strong Foundation or an Overstated Success?

The Ongoing Struggles: A Closer Look at the BBC Report

The Disparity Between Large and Small Players

Recovery or Fragility: What Does the Future Hold for the UK’s Live Music Sector?