Music Marketing for the Digital Era Issue 192
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05–06 Tools Blinder 07–08 Campaigns Franz Ferdinand, OK Go, Augmented Reality, Shania Twain 09–12 Behind The Campaign- The Band Called Oh NOVEMBER 22 2017 sandboxMUSIC MARKETING FOR THE DIGITAL ERA ISSUE 192 can streaming services SHOW AND TELL make video work? COVERFEATURE SHOW AND TELL CAN STREAMING SERVICES MAKE VIDEO WORK? The fact that Spotify and Apple Music are both going heavy on original video could be taken as a sign of a new shift in emphasis for streaming, possibly going head to head with YouTube. Except, well, it’s not that straightforward. The first thing to note is that the viewing numbers are not being made public and many suspect this is because they are terrifyingly low. But it appears that acts and labels are prepared to work on original content as they feel it gets them important wider support on the services in question. Apple sees video as a key weapon in the “war on free” and substantial investments are being made here. That said, will acts now find themselves painted into a corner where they have to feed the machine and create unique videos for every platform under the sun and not just video-based ones? Video and the “war on free” ver the last two years, the media head of Spotify’s original video programming typically reflects the notion that advertisers merry-go-round has played out to the in September 2017 while Apple is reportedly will pay out more readily around video Apple Music’s Jimmy Iovine told reporters Osound of companies pivoting to video, set to spend $1bn on original video content content, an idea that translates to Spotify’s at the Television Critics Association’s winter with everyone from Vice to MTV News this year for Apple Music. Tidal, meanwhile, ad-supported tier. For Apple Music and press tour in January that video could help announcing their own video-focused plans. was a pioneer in this field, beginning its push Tidal, however, the appeal of video to fight the appeal of free. “At Apple Music, Music streaming services have not been into original video back in 2015, although its has more to do with persuading what we’re trying to create is an entire exempt from this trend: MySpace and Maker impact has been minimal (see box). music lovers to fork over their cultural, pop cultural experience and that Studios veteran Courtney Holt took over as For media outlets, a pivot to video $10 monthly fee. happens to include audio and video,” he said. 1 | sandbox | ISSUE 192 | 22.11.2017 COVERFEATURE “In-playlist videos [on Spotify] software and services, told Reuters in August have only been visible in the UK for 2017 that Planet Of The Apps “had led to new about a month and a half, though customers signing up for free three-month they’ve been happening since March Apple Music trials” and he hoped Carpool of this year,” says music:)ally head of Karaoke would do the same. It was an training and development, Wesley A’Harrah. endorsement, of sorts, if hardly clear. “RapCaviar’s videos have been brilliant, music:)ally spoke to several leading music like award-winning music documentary marketers to gauge their reaction to this and original content that would really only video content and few were enthusiastic. “I be rivalled by productions like Beyoncé’s can’t say that I watch any of this content [on Lemonade.” streaming services], nor have I seen anything The problem with this approach, compelling enough to make me want to A’Harrah adds, comes when the video is watch it,” one source says. “The fact that not universally accessible. Spotify are now on their third reboot of this “If you’re in a country where the video play speaks volumes.” video isn’t available yet and you hit play Another label source adds, “I have at the start of the playlist, instead of watched a couple of exclusive vertical videos He added, “We’re fighting ‘free’. So a simple head Tom Calderone) is said to be part of automatically skipping over the videos on Spotify recently – the ones created for utility where, ‘Here’s all the songs, here’s all broader moves to narrow its focus. Much of that are unwatchable, there’s a message Selena Gomez and Sam Smith – but really for the music, give me $10 and we’re cool,’ is not Spotify’s original video programming has met that pops up and tells you the content the novelty factor and to see how they work going to scale.” with a rather muted reception – TechCrunch isn’t available from your location and you and look on the platform. Ditto watching Apple and Spotify’s approaches to compared Spotify’s Deconstructed series have to hit the skip button every time some recent video content on Apple Music video content have, thus far, been notably to “an overpriced startup launch video there’s a video,” he says. “So if someone in – for example, the Kygo documentary. If I different. Apple Music is home to two mixed with a purposefully viral but shallow a country where video isn’t yet turned on flagship series in Carpool Karaoke: The Series BuzzFeed clip”, while one music:)ally hits the play button on RapCaviar from and Planet Of The Apps. The former is an source called the Trading Playlists series seeing it on the home page of Spotify expanded version of James Corden’s Late “painful” – but its recent decision to insert browse, they’re going to think the Late Show segment; the latter is an original videos in Spotify’s leading playlists, including playlist is broken and they’ll move onto series in which software engineers have RapCaviar and now Viva Latino, has been something else.” 60 seconds to pitch their ideas to celebrity received more positively. judges. Around these two A numbers game: view flagpoles, Apple Music is home stats are rarely made to concert videos (from the likes public of Arcade Fire and Taylor Swift) and documentaries (including There can be no question that the recent On The Record: Sam Apple Music and Spotify are taking Smith, as well as 808, dedicated original video very seriously. to the titular drum machine). And yet the doubt remains as to Spotify’s approach to what impact this video content is video has been rather more making, with neither Apple Music scattergun, although the arrival nor Spotify keen to give out figures. of Holt (in place of former VH1 Eddy Cue, Apple’s SVP of internet 2 | sandbox | ISSUE 192 | 22.11.2017 COVERFEATURE around four weeks after being the impact this content has made. But uploaded. By contrast, a “guided they do not seem to suggest a huge video tour” of the iPhone X on Apple’s breakthrough or raft of viral hits. official YouTube channel was viewed 2.7m times in one week at Is the concern less about the start of November. viewing numbers and Spotify has uploaded some more about keeping the of its original video content to YouTube, including videos from services sweet? didn’t work in the music industry, I’m not the I’m With The Banned series, So why do time- and money- sure how interested I would be.” which features collaborations stretched record companies In the absence of viewing figures, online between US artists and those continue to work on this original stats may help to give us some idea as to from Syria, Sudan, Somalia, Libya, video content? The most obvious how popular the two streaming services’ Yemen and Iran. At the time of reason is that it keeps hugely original video has proved. At the time of YouTube as a means of writing, YouTube views for these important partner companies writing, the trailer for Planet Of The Apps extending the reach range from 6.5k (for Sufyvn feat. BJ the like Spotify and Apple Music had 139k views on YouTube, after being Chicago Kid) to 161k (for Waayaha Cusub on board. uploaded on 6th June 2017, while Apple’s As for music documentaries and live films, feat. Desiigner). “Working on video content with DSPs is trailer for Carpool Karaoke: The Series had the official trailer for Apple Music’s Several videos from Spotify’s The Drop one of the ways that we can keep each other been watched 1.7m times on YouTube since Danny Brown: Live At The Majestic film series are also available on Spotify’s official happy,” a source tells music:)ally. “There’s February 2017. had 50k views on Apple’s official YouTube YouTube channel, with views ranging from no doubt though that the viewing figures channel at the time of writing, 10 days after 1.8k (for part three of ZHU’s Generation haven’t impressed.” And if cuddling up to being uploaded, while the trailer for Why ) to 79k (for part two of Blink-182’s Spotify and Apple Music with video content Major Lazer: Give Me Future , another California). Clearly, these cannot be seen also helps to keep music fans off leading Apple Music exclusive, had 124k views, as anything more than an indication of music industry frenemy YouTube, then so much the better. There are rather more tangible benefits to keeping Spotify and Apple Music on board, too. One marketer explains that video “has the potential to add context and interactivity around artists and songs, to help tell a story around them and perhaps, therefore, to better connect artists and listeners and to help convert more listeners into fans”. The same marketer explains, “I think both services and labels are keen to experiment with new experiences for listeners and new ways to drive streams and revenues.