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Music Marketing for the Digital Era ...How Lo-Fi Hip Hop Brands Are Chilling out Millions of Devoted Listeners

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Music Marketing for the Digital Era ...How Lo-Fi Hip Hop Brands Are Chilling out Millions of Devoted Listeners 06-07 Tools With The Band BROUGHT TO YOU COURTESY OF 08-09 Campaigns Dua Lipa/Major Lazer, Alice Cooper, Primephonic/Ludwig 10–14 Behind The Campaign- Kara Marni IN ASSOCIATION WITH sandbox NOVEMBER 11 2020 | Music marketing for the digital era ISSUE 264 ... ...how lo-fi hip hop brands are chilling out millions of devoted listeners LO-FI, HIGH IMPACT COVERFEATURE en years ago, lo-fi hip hop was the domain of underground hip hop Tproducers in Detroit and LA and their limited – but devoted – fan bases, a postscript to one of the world’s most brazenly commercial musical genres. Fast forward to 2020, however, and lo-fi hip hop can lay a claim to being one of the fastest growing musical phenomena of the streaming age: with playlists dominating Spotify and whose leading brands – like ChilledCow and Chillhop Music – are well on the way to becoming familiar names. But first, a little musical context. There are two strains of lo-fi hip hop, separated by a decade of technological and cultural change, and whether they are in fact one and the same is open to ...how lo-fi hip hop brands are chilling out debate. The low-key and often wonky strand of hip hop production pioneered millions of devoted listeners by the likes of Madlib in the 2000s may share certain stylistic traits with the woozy beats offered up today by brands like ChilledCow, College Music, Chillhop Music etc. – but today’s version of lo-fi serves a fundamentally different purpose. Madlib et al - for all their wobbly LO-FI, tendencies - made music to be actively listened to, whereas ChilledCow’s playlists and YouTube streams are designed to HIGH IMPACT blend into the background. It is music - to Lo-fi hip hop is no longer simply a crackly, jazzy sub-genre – it’s a huge business, with millions subscribing to playlists of atmospheric lo-fi songs. As its popularity has rocketed, brands are creating multi-platform playlists and albums for people to relax, study, chill and sleep to. We explore how this unassuming background music has quietly grown into an enormous DIY empire, how making music with a specific mood in mind is resonating with a ready audience – and how the major labels are starting to want in. We also unpack the “constant stream of content” that propelled Kara Marni to prominence during lockdown, and check out how artists like Dua Lipa and Alice Cooper are pivoting their campaigns during the continuing absence of live performance. Finally, we chat to With The Band, a platform that enables artists to create Fan Crews – and new revenue streams by offering exclusive content for a variety of paid-access tiers. 1 | sandbox ISSUE 264 11.11.2020 COVERFEATURE that, according to Jenkins. “It’s a long-term hour going through all of our individual trend we have talked about for years around uploads they would be watching one or contextual playlists, playlists created for a two adverts every song they listened to,” context, ” he explains. College Music co-founder Jonny Laxton Consumers, Jenkins argues, want explains to Music Ally. “So relatively to put music on and have a “consistent speaking there is very little money to be experience”, rather than the mixture of made from the live streams.” moods - from ballads to rockers - that a Monetisation features on YouTube like traditional album serves up. He believes SuperChat can bring in some revenue. this may have always been the case - But Luke Pritchard, College Music’s other certainly, this is something that many radio co-founder, says that SuperChat “isn’t stations have long tried to provide - but it propping up the company. We might get is only now, with the rise of streaming and $10 here or there”. Ryan Celsius, whose playlists, that consumers have been able lo-fi hip hop / vaporwave channel to enjoy unbridled access to music that is Ryan Celsius Sounds has more than tailored to specific contexts. 490,000 subscribers on YouTube, says that SuperChat does generate “significant quote the name of ChilledCow’s biggest entirely independently of the mainstream Music designed for people revenue in the realm of lo-fi music streams Spotify playlist - “to relax / study to”; music business. who prioritise moods - but not as significantly as merchandise”. music with a use that is designed for a At time of writing, around 70% of the and for brands to make money “In my experience, SuperChat is less specific context. tracks on ChilledCow’s flagship playlist The growth of music streaming has clearly about increasing revenue and more about come from its own label, a figure that rises been important to the rise of lo-fi hip investing in increased engagement,” he Chilling, relaxing and studying – to 100% on Lofi Fruits’ leading list. When hop. But the genre, in its present form, adds. “Giving passive listeners or active by the millions these brands release vinyl - as they do owes its existence to the advent of live And it is growing fast. In February 2020 surprisingly often for what are, on the face streaming on YouTube, which has allowed ChilledCow’s flagship Spotify playlist had of it, very digital businesses - they come brands to create 24/7 live-streaming 1.2m followers; in autumn 2020 it has 4.3m via crowdfunded campaigns on Qrates, channels to pump out the constant burble – enough to make it the most popular while discussion around lo-fi hip hop tends of lo-fi sounds. Some of these brands third-party playlist on the platform, to take place on IM and VOIP platform have amassed vast audiences on YouTube according to Chartmetric chief commercial Discord. - ChilledCow has 6.7m subscribers on officer Chaz Jenkins. Lofi Fruits’ “lofi The rather nervous world in which we YouTube and, at time of writing, 45,000 hip hop music to relax, study, chill, vibe, live has, without doubt, contributed to the people are “watching” its “lofi hip hop groove to” playlist has, in the same rise of lo-fi hip hop’s musical relief. “I view radio - beats to relax/study to” stream. But time, jumped from just over 1m Spotify lo-fi beats as a necessity in today’s world the financial rewards from YouTube are followers to 3.5m. filled with constant anxiety, especially with scant and YouTube channels also run the The success of these lo-fi hip hop the events of 2020,” says DJ and Mixtape constant threat of the takedown notice, brands is all the more remarkable Monopoly CEO GENIUS. “Lo-fi beats with ChilledCow’s channel temporarily considering its DIY and very self-contained create a safe space to focus, while still vibe shut down in February 2020 due to “non- path to commercial victory. Companies like on a subconscious level. I find it relaxes compliance on YouTube’s Terms of Service”. ChilledCow and Chillhop have created my mind, but not to such a deep state as a “You can watch one advert on the live their own music industry bubbles of label, meditation sound. It fits a unique space for stream and watch for an hour or a whole brand and merch that operate almost hip-hop fans.” But there’s more to it than day, whereas if people were spending that 2 | sandbox ISSUE 264 11.11.2020 COVERFEATURE fans the option to interact directly with useful piece of symmetry for these lo-fi channel curators, or other people within hip hop brands, allowing them to promote the live chat, gives them another reason to and distribute their own music. With this stay on the stream and a way to engage.” symmetry, however, comes questions. As a result, most lo-fi hip hop brands Do, for example, the lo-fi hip hop brands have moved beyond YouTube into other have too much control over artists, who additional areas to raise funds, launching may be forced to live entirely within their labels, selling merch, creating fan-funding ecosystems? And is there a potential campaigns and organising the occasional conflict of interest? live event. Van Leeuwen says that, as a label and “Nowadays, if you are just staying on curator, “you’re inevitably biased to a YouTube you are almost being left behind. certain extent; we release the music we Judging on consumer trends, almost release because we like it and we put everyone now is listening to music on music we like on our platforms”. But he Spotify,” says Laxton. says that Chillhop is driven by musical, “From an artist’s perspective, when Lo-fi music, function more as an umbrella lifestyle rather than commercial, instincts. “For our we upload a track to our YouTube page or highly-diversified businesses brand.” biggest Spotify playlist we’ve always made to the lo-fi stream, that is great for their But he believes that over-reliance on one The Chillhop label, rapidly closing in room to feature other artists; about half of exposure and for them getting involved in platform, both culturally and financially, on its 100th release, is perhaps the key to the tracks aren’t from our label,” he says. the scene as a whole. is a mistake. “I think it’s important to not the whole operation. van Leeuwen calls it “When it comes to other music we feature, “But when we add their music to a rely too much on one platform for your “a huge step for us”. “As a promo channel we select music we like. We don’t put any playlist on Spotify with X number of income; you never know what will happen – how we started initially – we would music in there because of politics, playlist followers, that gives them more of a and it’s not within your control,” he says.
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