What a difference a month can make? I honestly didn’t expect this Soundcloud challenge to go this well (or be this hard).
Since it’s more interesting to see how much the stats have improved we’ll start there and then I’ll speak on what went right and what went wrong as well as touch on my strategy for getting more plays in month 2.
Month 2 Stats
Date: Jan 3, 2017
Current Plays: 2530
Previous Plays: 277
Current Likes: 77
Previous Likes: 19
Current Reposts: 17
Previous Reposts: 2
Made Boi-1da’s Top 50 Toronto Releaes of 2016 List
It was a day or so after Christmas I found that the album I released in March 2016, and didn’t promote at all, because of this little Mixing and Mastering company I’ve been building, made Boi-1da’s Best of 2016 of List (my album is at #36…yippy!).
If you don’t know who Boi-1da is, he’s the super producer behind Drake and one of the main reasons, in my humble opinion, why Toronto is where it’s at now. Let’s just say I was jumping up and down for a while after I found out.
It’s funny because I was getting used to the idea of giving up music as I was not only beginning to see the creativity in running a business but I’m enjoying helping out other artists craft their sound.
But of course, the universe always has other plans for us? Because being mentioned on that Boi-1da’s list, put such a battery in my back that I’m now considering giving music another shot. Even though I was seriously fine with becoming a musical Van Gogh, only really appreciated until after I’m gone.
I guess the moral of this story is: you never know who is listening. I’ve been trying for years to get on Boi-1da’s blog and when I stopped trying and actually focused on making good music that’s when it happened.
Again the universe has a hilarious sense of humor.
So always, always, always, give it your best.
Also being listed, helped drive some more plays for the song, which was a plus.
Thoughts On Last Month’s Strategy
My strategy last month was to contact large accounts that seemed to promote independent artists. Admittedly I didn’t have a lot of time to devote to this but I did manage to get in contact with about 40 accounts. The problem was the majority of them seemed to be managed by the same person who didn’t seem either legit or didn’t know English. Not that not knowing English is a precursor for not being legit, but it just makes negotiating so much harder.
I did have luck with one account that reposted the song and drove a ton of plays, followers and likes. But admittedly, I didn’t have time to hit up as many accounts as I wanted to. I find that a lot of people don’t check their Soundcloud messages, as it’s usually spam messages, so I’ll have to find other ways to communicate with influencers: I think a good strategy would be try to find the accompanying Twitter or Facebook accounts.
Strategy Going Forward
For the next month I’m likely going to focus on hitting up influencers on other platforms, and I’m also seriously considering paid ads via Facebook. But I’m not so sure about that yet. I find Facebook’s algorithm to not be friendly toward Soundcloud and Youtube links, meaning that they tend to let posts that link out to its competitors less reach than stuff that’s native (Gee I wonder why?).
How to Advertise Your Music on Facebook
If you’re considering taking out some paid ads on Facebook, here’s some tips I’d recommend. And why should you listen to me? I’ve spent over 6 figures on the platform promoting various businesses (which if you know what you’re doing isn’t actually a lot).
1) Make a Video
Audio on Facebook, just isn’t a thing that human beings are capable of doing at this point in time, but video, well that’s the drug of choice. When Facebook introduced videos that auto-play when you scroll that changed the game.
What I’d do is make the video as interesting as possible. It doesn’t have to be funny, but if you’re music does have a humorous element in it, it doesn’t hurt. Another thing that works is things that are personal and authentic, people online can somehow tell when people are faking it. I would stay away from controversial things, they do work and help get attention, but if it’s too controversial it could put more people off.
It is always good to have an element of danger in your art. Music that plays it too safe, is basically the music you hear during a Coke commercial.
Also I wouldn’t upload the video on Youtube and promote it on Facebook, what I’d do instead is upload the video straight to my Facebook page and promote that within Facebook, as I’ve stated Facebook doesn’t play nice with Youtube.
When you go into Facebook to make an ad, and If you’re confused about which option to select when it asks “What’s your marketing objective?” , I would choose “Engagement”.
Aside from doing a lot of experimenting, I’ve found that this is the best option for helping your post go viral. I have a post that I recently promoted for ADG Mastering and I paid for around 30,000 people to see it, but because of how Facebook works, when you like/share something, all your friends see it, that post now has been seen by over 100,000 people. That means over 70,000 people have seen it for free! Thank you Based Zuckerberg.
You’ll quickly learn that marketing is a game of how cheap you can get attention for.
3) Target Your Audience
If you’re self aware and you should be if you’re a good artist, you should have an idea of who your target audience is. If you’re saying, “Yo man my music is for everyone”, then you’ve already lost.
If you still have no clue which artists you sounds similar to, ask your friends.
You can use Facebook’s targeting to show your ad to people who like artists that are similar to you.
In this example, I’m targeting people who like Travis Scott AND Kanye West AND Jay Z. So the ad will only show to people who like those artists pages or perhaps have posted about those artists (or links to their videos or songs). I, of course, wouldn’t recommend targeting such big artists because the reach of this ad is 4,100,000 million people, which is way too big.
Now you maybe thinking don’t you want to reach that many people and blow up? Yes you do want to reach millions of people, the problem is you don’t have the money to reach that many people. For example, Facebook usually charges between .50 cents and $2 dollars per click (you can if you know what you’re doing get it to below .20 cents), but let’s say you’re getting clicks for .50 cents. If you wanted to reach all 4 million people, you’d have to spend $2 million.
That doesn’t make any sense.
So what I’d do instead, is target smaller artists who makes similar music and I’d target people in my geographic location like my own city or places where I know people will like my music.
Another thing you can do so is target magazines and blogs that people who you think would like your music visit. For example, if you think people who visit DatPiff.com would like you’re music because you put out the hardest trap bangers, than you can target people who visit DatPiff with Facebook ads.
Really the possibilities are endless. It’s all up to how creative you are with you’re targeting (and you should be creative, you’re an musician right?) and how cost effective you can get it.