Decent Music PR

We are thrilled to announce a new partnership between Decent Music PR and Chartmetric, a leading platform for music data and analytics. This collaboration represents a significant step forward in our mission to empower artists and deliver impactful results in the ever-evolving music industry.

About Chartmetric

Chartmetric is the premier destination for music stats and trend analysis. Processing millions of daily data points, Chartmetric identifies emerging music trends before they break, enabling artists, labels, and industry professionals to stay ahead of the curve. Their innovative tools help uncover hidden gems and empower artist growth by tracking performance across streaming, social, and traditional channels. Additionally, their platform provides insights to measure campaign effectiveness and optimize release strategies with real-time performance tracking across all major platforms.

Key Offerings by Chartmetric

Chartmetric’s product range includes powerful tools and insights tailored to the needs of the music industry:

• Artist Analytics: Track performance metrics across platforms to identify growth opportunities.
• Playlist Analytics: Understand playlist trends and maximize streaming potential.
• Album Analytics: Monitor album performance and measure impact.
• Radio Station Analytics: Gain insights into radio play trends and audience engagement.
• Curator Analytics: Discover influential curators and target them effectively.
• Charts: Explore data-driven charts highlighting trending artists, songs, and more.
• Reporting: Generate detailed reports to inform strategy and decisions.
• A&R Tools: Identify promising talent and new opportunities for collaboration.

What This Means for Decent Music PR Clients

Through this partnership, Decent Music PR will integrate Chartmetric’s cutting-edge analytics into our services, allowing us to:

• Provide data-driven strategies tailored to each client’s unique goals.
• Identify growth opportunities and measure the success of PR campaigns.
• Optimise release strategies to maximise visibility and impact.
• Stay ahead of industry trends and connect clients with influential curators and tastemakers.

Looking Ahead

At Decent Music PR, we are dedicated to supporting artists at every stage of their careers. Partnering with Chartmetric enhances our ability to deliver results-driven PR campaigns and strategic insights that empower our clients to thrive in the competitive music landscape.

Stay tuned for more updates as we continue to innovate and collaborate for the benefit of the artists and industry professionals we serve.

In 2024, the Music Venue Trust (MVT) dealt with 200 emergency response cases, a 19% increase from the previous year. That’s nearly a quarter of their entire membership that reached out for urgent advice and guidance to prevent their venues from closing down. These statistics paint a pretty bleak picture; the UK music industry is facing a crisis. But as streaming becomes the norm for consumers and we increasingly move towards a mainly digital existence, The question is: do we even care enough to save these disappearing spaces?

Our music venues are vital for small artists’ careers. In March 2024, the Music Venue Trust posted this image on X (Formerly Twitter) with the caption: “Glastonbury… only without the artists who started their careers in Grassroots Music Venues”, leaving just 13 artists on the bill. A few days later, an updated count revealed that five of the remaining acts had also started in grassroots venues, leaving only eight artists. That’s 91.7% of the artists performing at one of the world’s biggest music festivals owing their careers to the existence of small, independent venues.

91.7%, yet our venues are still closing down.

This statistic emphasises the importance of grassroots venues as creative hubs for musicians. But their significance doesn’t end there. These venues are cultural hotspots that bring communities together, inspire creativity, and keep our towns and cities alive.

So, why are they closing?

Financial struggles account for 44.2% of closures, with rising rents and operating costs making it increasingly difficult for small venues to stay in business. These areas are often targeted by developers to convert into flats or commercial spaces, and the influx of new residents brings noise complaints that venues simply cannot afford to fight. Licensing issues and legal battles often force closures before solutions can even be explored.

The problem runs deeper than economics. Attending gigs has become a less popular activity for many, as digital streaming replaces the physical experience of standing in a crowd and experiencing a live performance. Festivals like Glastonbury are dominated by big-name acts, while the grassroots scene that nurtured those very artists at the start of their careers receives less attention and fewer resources. Add to that the lingering effects of COVID-19, which devastated live music venues worldwide, and it becomes clear why so many are struggling to keep their doors open.

The closure of grassroots venues doesn’t just rob emerging artists of a platform to perform and share their music. It takes away vital spaces for communities to connect. These venues are hubs of creativity and social interaction. They are spaces to share ideas, meet like-minded individuals, and build relationships. Losing them doesn’t just impact the music industry; it impacts the culture of entire neighbourhoods.

Music Venue Trust are fighting back, advocating for policy changes, providing financial support, and raising awareness about the value of grassroots venues. Their campaigns, such as #SaveOurVenues, have already helped many spaces stay open. However, it’s not enough to rely on organisations and campaigns alone; the public also has a role to play. Though we strongly encourage donating to support the cause, the most effective thing you can do to support your local grassroots music venue is to buy a gig ticket, go to a gig, and buy a few drinks when you’re there.

The question isn’t just whether we can save these venues, but whether we care enough to try. If we allow these spaces to disappear, we lose more than music. We lose the communities, the stories, and the energy that makes live music so special.

Once they’re gone, they’re gone for good.

The soul of the music industry depends on the survival of grassroots music venues. By working to keep them open, we’re fighting for creativity, culture, and connection. As artists and music lovers, we can’t afford to lose these spaces. So donate, attend gigs, and join the fight to keep our vibrant music scene alive. 

Lennon & McCartney. Simon & Garfunkel. Ant & Dec. Collaboration between artists has helped create some of the most beautiful works of art in music history. Working with others not only relieves the incessant loneliness and boredom of being a musician in 2025, but it can unlock opportunities, spark creativity, and propel your career forward, especially if you’re a new artist. Here’s how collaborations can help to boost your music career in 2025.

1. Expand Your Network

When you collaborate, you’re not just vibing with a new artist, but their entire network. You’re essentially crashing their party and meeting (or stealing) their friends. This can mean:

• New performance opportunities.
• Connections with managers, promoters, or labels (who might just reply to your emails now).
• Cross-promotion to different fanbases (because your mum’s 37 Facebook shares only go so far).

2. Reach New Audiences (Or, Borrow Someone Else’s Fans)

One of the most significant benefits of collaboration is reaching new listeners. By working with artists from different genres or regions, you expose your music to fans who may never have discovered you otherwise. For example:

• Featuring on another artist’s track can introduce you to their followers.
• Co-headlining a tour can attract diverse crowds.
• Remix or cover each other’s songs, because why not let Spotify’s algorithm do some of the heavy lifting?

3. Enhance Creativity

Two heads are better than one, especially when it comes to music. Collaboration is like the cheat code for creativity, often leading to music that’s greater than the sum of its parts. Collaborating allows you to:

• Experiment with new styles or genres.
• Learn fresh songwriting and production techniques and approaches.
• Escape creative block by stealing—uh, sharing someone else’s genius.

4. Build Credibility and Visibility

Got imposter syndrome? Slap a big-name collab on your CV. A notable partnership signals to fans and industry professionals that your music is worth their attention. Teaming up with peers can boost your profile by combining your fanbases and resources.

5. Foster Personal Growth

Collaboration isn’t just good for your music; it’s good for your soul (Okay, maybe just your social skills). Working with others helps you:

• Develop better communication and teamwork skills.
• Handle creative differences without punching anyone.
• Gain confidence in sharing your ideas and taking constructive criticism.

6. Create Buzz and Momentum

Fans love collabs. Why? Because they’re basically artist crossovers, and who doesn’t love a crossover episode? A good collaboration can:

• Blow up your social media.
• Land you on decent playlists or press write-ups.
• Boost your streams and record sales.

7. Learn the Business Side of Your Career in Music

Turns out, collabs aren’t just about jamming. They’re also an MBA crash course in the music business. You’ll learn:

• How to split royalties without ruining friendships.
• Marketing tricks your collaborator swears by.
• Secrets of production, touring, and even merch.

8. Strengthen Community Ties

Music can feel like a solo grind, but collaboration reminds you that we’re all in this together. By teaming up, you:

• Build a support network of people who get it.
• Get advice, encouragement, and maybe even a beer or two.
• Strengthen the indie music community.

Tips for Successful Collaboration

To make the most of your collaborations, keep these tips in mind:

• Choose the right partners: Work with people whose values, style, and goals align with yours.
• Communicate clearly: Establish expectations so you don’t end up in a passive-aggressive texting spiral.
• Be open-minded: Embrace new ideas and approaches, even if they’re outside your comfort zone.
• Respect their input: Acknowledge and value what your collaborator brings to the project (nobody likes a diva).
• Promote the collaboration: Share the work enthusiastically across all your channels to maximise its impact.

Collaboration isn’t just a business move; it’s a chance to connect, grow, and make music that’ll blow people’s minds. So go on – slide into those DMs, grab a coffee or a beer, and start planning your next big project. Who knows? You might just make history (or at least a killer playlist).

If you’re looking to boost your career in music even further, get in touch and find out how we can promote your music through playlisting, radio plugging and social media.

Decent Music is proud to announce its official partnership with We Are Hummingbird, a groundbreaking non-profit organisation dedicated to raising mental health awareness through the power of music. This collaboration underscores Decent’s commitment to supporting the mental well-being of artists, fans, and the wider creative community. Together, we aim to foster an environment where mental health is openly discussed, destigmatised, and treated with the seriousness it deserves.

Originating in the northern market town of Chorley, We Are Hummingbird is a community of passionate music lovers united by a common mission: to use music as a platform to spark conversations about mental health. The organisation offers an array of resources to encourage individuals to open up about their struggles and seek help. Recognising the prevalence of mental health challenges in the music industry, Decent is thrilled to partner with a group that shares our dedication to this cause.

We Are Hummingbird provides essential services such as Mental Health First Aid and Mental Health Awareness courses, equipping individuals and clients with the tools to support themselves and others. Their community offers a safe, reliable space for people to connect with others who have faced similar challenges. Additionally, WE Are Hummingbird curates playlists which honour artists who have battled mental health issues, spreading the powerful message that no one is alone and that mental health matters.

By joining forces with We Are Hummingbird, Decent Music PR hopes to further amplify the conversation around mental health, provide valuable resources, and remind everyone that help is always available. Together, we’re making strides toward a more compassionate and understanding world.

Spotify uses its own algorithms to reward artists with new listeners organically within their own platform. There are 4 main types of algorithmic playlist, and each one has their own trigger points.

1. Release Radar

• Pre-save Campaign 

Creating a link from your distributor / link platform to gather pre-saves can start the initial movement on the release radar – the more pre-saves the further the release radar will reach out to new listeners and possible fans. Pre-Saves don’t usually make a large difference on the editorial side of things, but it does improve your algorithmic reach and success.

• Spotify For Artists Pitch 

Filling this pitch out a minimum of one week before release will create an early start for the release radar to configure new listeners based on the data you put into it, such as genre/mood.

• Independent playlisting 

This can help the algorithm understand where you fit in terms of similar artists – a good linear playlisting push can help to boost the release radars reach on further releases down the line.

• Release Consistency 

The more you release, the more rewarding the release radar will be, especially if you have promoted previous singles in the right way. It has the ability to go way beyond your followers with consistency.

2. Daily Mix

• New Listeners Saving Your Music 

Each time a new listener saves a song, or adds it to their own playlist, the more your music gently surfaces in their daily mix.

• Number of saves 

On average, a song needs to be saved around 50+ times by similar listeners to begin triggering your track within their daily mix.Once this triggers for one song, there is no further trigger point, it will be automatic.

Hitting playlists with listeners that all listen to similar music can help your song reach the daily mix of listeners who haven’t necessarily followed, but have heard you on different playlists. This is usually triggered when a listener has heard a song of yours more than once over their listening habits.

• Accurate Genre Data 

Keeping a linear perspective of the genre on both your distributor upon upload, as well as the Spotify for artists pitch upon the initial release will help Spotify to quickly recognise where you belong in terms of organic reach beyond listeners that save/playlist your music. Your Daily Mix will trigger from other discovery algorithms for artists, which can also include autoplay.

• Growth 

The more that tracks are seeing growth even from a smaller perspective can help the daily mix algorithm initially begin to understand where to push you further in terms of similar listeners and similar artists

 3. Discovery Weekly 

• Popularity Rating 

Spotify has its own popularity algorithm built in, this is determined on a 0/100 score rating. Once a song is receiving consistent streaming and traction, the rating will rise. The point that Discover weekly will begin to surface is from 30/100 onwards. You will need to be receiving between 400 – 600 streams per day to reach this score ‘We believe that this index is integral to everything Spotify does in curating their playlists’ – Chartmetric 

• Organic Listenership 

Spotify recognises inflated/fake streams instantly on the backend, so if your song is not receiving real organic listeners, then the trigger point will not respond to the traction and cause a further delay.

• Editorial / Independent playlisting 

Reaching the right playlists in the right area of listeners can hugely help to point the discover weekly algorithm in the right direction upon hitting the popularity score.

Discover weekly can begin either very gently, or very busy based on how well the song is received on an individual basis. Once Discover Weekly pushes you out to new listeners, the listeners will need to interact with the song in order for it to be pushed out further. Each song released will need to surpass a 30/100 popularity score to have the Discover Weekly Algorithm recognise the track.

4. Spotify Radio

• Popularity Index

There isn’t a specific Popularity score that triggers the Radio playlist, but the higher your score the more streams this algorithm will likely deliver. From our experience the radio algorithm is triggered around the 20/100 mark but can sometimes be lower.

• Fans Also like 

Once you have a few weeks of listenership, the Spotify radio will begin to automatically place you alongside similar artists so that new listeners will discover you through other artists you relate to.

With targeted playlisting putting you within the right genre-spheres, the more you are alongside similar artists on playlists, the quicker Spotify’s Radio will sync you within the system, and begin to push you into different artist radios.

• Discovery Mode 

Spotify has recently brought in a new system to support artists through Radio algorithms, and autoplay algorithms. You can access discovery mode once you have reached the threshold of either 1,000 Followers, or if you are receiving 25,000 organic streams monthly. This will automatically work the algorithm harder to reach new listeners across similar listeners, but much further.

5. Further Algorithmic systems used by Spotify

Spotify also uses artificial intelligence to configure the world of new sub-genres, as well as locational based traction. These playlists are known for automatically adding songs literally based on the sound and the data inputted upon release.

The Particle Detector is an AI built by Spotify to determine sub-genres of a track by 3 different categories (The Edge of, The Pulse of, and The Sound of). These playlists are triggered when a song is receiving good organic traction.

• ‘The Edge Of’ 

The Edge Of Vapor Soul 

The Edge of is a playlist that automatically add songs that are not the direct genre, but have elements of the genre.

• ‘The Pulse Of’ 

The Pulse Of Vapor Soul 

The Pulse of is a playlist that automatically adds songs that are closer to the mark of the genre. If your track is placed high in the edge of playlist, you will receive a further placement in the pulse of

• ‘The Sound Of’ 

The Sound Of Vapor Soul 

The Sound of is a playlist that automatically adds songs that are closer considered to fit fully into a genre/sub genre. If your track is placed high in the Pulse of playlist, you will receive a further placement in the Sound of.

6. Spotify – Discovery Mode 

Algorithmic internal curators can also stretch as far as country traction/specific locations, and even different universities listening habits.

• The Sound Of Spotify (Cities) 

These playlists are auto-created based on meta-data, and making sure it aligns across your distributor & Spotify for artists pitch. If you have a good local listenership, it is likely you will get onto these playlists quickly. Here is an example:

House Concert: Bath GB 

• The Sound Of Spotify Schools 

These playlists are auto-generated by Spotify based on listening habits coming from specific Universities/Colleges worldwide, here is an example:

The Sound Of Santa Clara University 

• Spotify – Discovery Mode

Discovery Mode is a tool built by Spotify to help artists reach new heights on the radio, and autoplay features provided for listeners. This is basically Spotify pushing your song into further listeners radio algorithms, as well as prioritising your songs on ‘Autoplay’ for listeners that listen to similar artists too. Each month that you run.

Discovery Mode, the more it will learn what works best for your music and create stronger success. Once you have reached a specific threshold of a minimum of either 10,000 monthly streams / 5,000 Monthly listeners or 1,000 followers. It is likely you will already have both the streams and monthly listener targets reached after/during a good campaign. This can help Discovery Mode trigger for the month after.

Please note: Discovery mode is not available/not usable to a small number of distributors as of yet. More information on discovery Mode here.

Forget everything you thought you knew about how to promote your music. Anything that worked before is old news. It’s 2025 now, people. 2024 is a distant memory.

Alright, maybe that’s a bit dramatic. But with new technologies seemingly emerging every week, it’s important as a musician to keep track of trends in the industry to ensure that your music gets the reach it deserves. Here are five advancements in the industry to consider in 2025.

AI-Generated Music

Let’s get the controversial one out of the way first, shall we? Love it or hate it, AI music is here to stay. Sure, platforms are taking action to flag AI-generated content, but it looks as though AI is going to be a huge part of creators’ lives from now on. In fact, 36.8% of music producers already use AI as a part of their creative workflow.

Whether you choose to use it or not, it’s important to consider how it’s going to change music creation. We’re not going to give you a lecture on the morals of using AI, so whether or not you take note of this first topic is totally up to you.

One thing to take note of is just how easy it is to create music with AI. After a click of a button, you’ve pretty much got yourself a full track ready to be released on Spotify. However, because of this simplicity, it can often make the art seem “tacky” if the listener notices it. No one wants to listen to a piece of music if they know that all the creator did was click a button that said “generate song”.

So, if you are to use it, try to think of AI as just another tool to aid in your creative process. Use it to help your workflow, but ensure you still have some creativity. For example, use this AI to give you a decent synth sound, but write the music yourself.

Using AI to create album/single artwork is already prevalent, but be aware of the controversies (again, we are not here to lecture you. Make up your own mind!)

The unfortunate truth is that designers are expensive. If you can afford a graphic designer to help you with designs, the results are probably going to be much better than AI-generated artwork. But for artists with minimal funds looking for other options outside of AI, there are other free methods you can use. Here are two examples:

Create your own art

With some very basic Photoshop or Canva skills, you can make your own artwork. One way of making unique imagery is by using some free-to-use pieces, such as from the National Gallery of Art. Try downloading a few different pieces and make a collage. Mix it up by adding a few of your own photos to create something eye-catching and unique.

Photography

Maybe an obvious one, but taking your own pictures for album artwork is the easiest way to add a personal touch to your images. Really take some time to explore your local town and take as many pictures as possible to improve your chances of getting a great shot. Try getting creative and consider abstract images such as graffiti or peeling paint.

Spotify Wrapped for Artists 

2024’s Spotify Wrapped has only just been released, so why are we already thinking about 2025?

Well, it’s becoming a huge deal around the world, and artists need to start taking it seriously. People love bragging about the music they’ve been listening to. Spotify Wrapped for Artists gives you an easy way to deeply connect to your most loyal fans. It’s huge now, and, with a 40% increase in engagement Spotify Wrapped content in 2023 compared to 2022, it’s only going to get bigger. So, get ahead of the game and start planning what you’ll do for it next year.

A few ideas you could consider:

Your year in review

Record a video every month and create a collage to share with your fans at the end of the year. This not only showcases your growth and achievements but also creates a shared sense of nostalgia and community. Your fans will feel like they’ve been part of your journey every step of the way, deepening their connection to you and your music.

Add captions, dates, or short messages to each clip to make it even more engaging. Pair the montage with one of your tracks to personalise it further, creating a heartfelt keepsake for your fan base to enjoy.

Competition

Turn your Spotify Wrapped into an exciting opportunity for fan engagement by running a competition. Reward your top listener of the year with something special, such as free tickets to one of your gigs, exclusive merchandise, or even a private virtual meet-and-greet.

This strategy not only encourages your fans to stream your music more frequently but also adds a sense of fun and exclusivity to their support. By offering a reward, you’re giving back to the people who contribute most to your success while boosting your streaming numbers.

Take inspiration from James Blunt. He offered to legally change his name if the 20th Anniversary Edition of his classic album “Back to Bedlam” made it to number one. Obviously, we are not suggesting doing anything as drastic as changing your name, but think of an equally hilarious reward that gets people to stream your music. If this works for album sales, why not for Spotify streams?

Be sure to announce the competition early in the year and remind fans periodically to keep the momentum going. Use social media, email newsletters, and even live streams to update and motivate your audience to participate.

VR and AR for Live Shows and Music Videos

Virtual Reality (VR) and Augmented Reality (AR) technology is wild, yet many musicians have yet to embrace its full potential. These cutting-edge tools offer endless opportunities to elevate music videos and live performances, turning them into unforgettable experiences.

While VR offers opportunities for music videos and interactive content, AR opens up possibilities for live shows. Imagine a band performing on stage while a herd of majestic elephants stampedes through the crowd. This idea might sound a bit OTT (okay, reading back, it definitely does), but remember, this will only appear on an audience member’s smartphone while they are recording and only if they decide to use the VR software.

Maybe a herd of elephants is a bit much, but there is definite potential for something incredible here. The key is to strike a balance between innovation and restraint. Overloading a performance with effects might overshadow the music itself, but when used thoughtfully, VR and AR can amplify a band’s artistic vision and create moments audiences will share on social media.

Short-Form Content on Streaming Platforms

Short-form content is dominating the music world, and ignoring it means missing out on a massive opportunity to grow your fan base. While it might feel disheartening for serious artists to create light-hearted or “silly” videos, these bite-sized clips are now crucial for reaching new audiences and keeping fans engaged.

Platforms like Spotify are beginning to embrace short-form video clips as a way for artists to connect with listeners on a personal level. Spotify “Clips” can complement your long-form content by offering glimpses into your creative process, teasing upcoming releases, or simply showcasing your personality.

Clips are great because you can tag the album or single that’s associated with it so that viewers have a direct link to stream your song.

YouTube Shorts, too, has become a game-changer for artists, combining the power of viral video trends with the discoverability of the world’s biggest video platform. Whether you’re experimenting with song previews, behind-the-scenes footage, or even fun challenges, short-form content has the potential to draw in millions of viewers and funnel them to your music.

Fans crave connection, and short-form content is an easy yet effective way to share your artistry while building a loyal community.

Physical Releases

Everyone knows that physical album releases are a thing of the past, right?

Well, that’s not actually true. Though streaming is hugely important for a band’s career, selling merch is money directly in your bank. We’ve all heard about the vinyl comeback, and it still is a huge deal with vinyl sales dominating CD sales in 2022, but it looks like tape is the new (old?) kid on the block as cassette sales have reached their highest level in 20 years.

It is important to understand the reason people are buying these things. If your music is available on Spotify for free, people are probably not buying cassette tapes to listen to your music (or, if they are, they’re not listening to it exclusively on tape). Instead, they are buying it as merch; something to hold and show off, perhaps share to their social media. Therefore, spend time making it worth the money. Create amazing artwork, consider the box it comes in and offer freebies to anyone buying it so they are more inclined to post on their social media about it.

Music promotion in 2025 will require a great deal of hard work, patience, and savvy. By adapting to these advancements, artists can ensure they remain relevant and successful in an ever-changing music ecosystem, all while staying true to their creativity and vision. The future is wide open. How you navigate it will define your success.

Want to take your music promotion in 2025 even further? Get in touch to find out how we can help promote your music through press campaigns, playlisting, marketing and radio plugging.

According to Music Radar, more music is being released today (in a single day) than was released in the calendar year of 1989. Thanks to advancements in technology, releasing music has never been easier. Uploading to streaming platforms is now quicker, more affordable, and often more impactful than physical releases.

Because of this, it’s easy to assume that traditional press coverage has taken a backseat in the music industry. After all, why focus on securing a magazine feature when a single playlist placement could generate hundreds of thousands of streams? The truth is, press coverage remains a vital component of any successful music PR strategy. Here’s why it still matters – perhaps now more than ever.

Building Credibility in a Saturated Market

The music industry has never been more crowded, and it’s becoming increasingly difficult to stand out from the crowd as a musician. Press coverage in respected outlets offers a badge of credibility that algorithms simply can’t provide. Whether it’s a glowing album review in NME or a feature in a niche blog, being spotlighted by a trusted publication signals to fans, industry professionals, and potential collaborators that you’re worth paying attention to.

Reaching New Audiences Beyond Algorithms

While editorial playlists on streaming platforms and promotion on social media are essential for an artist trying to reach listeners, they often rely on an audience’s existing preferences. Press coverage, on the other hand, introduces artists to entirely new groups of people. For instance, a feature in a magazine could capture the interest of readers who may not actively browse Spotify’s “Discover Weekly.” By breaking out of the algorithm bubble, press coverage helps artists connect with diverse and untapped audiences.

Shaping Your Narrative

One of the biggest advantages of press coverage is the opportunity to tell your story. In an interview or feature, you’re not just another name in a playlist – you’re a person with a unique journey, message, and vision. This narrative builds emotional connections with your audience, turning casual listeners into loyal fans. Press outlets excel at crafting compelling stories that resonate, offering depth that social media captions or playlist blurbs often can’t.

Enhancing Your Online Presence

Press coverage doesn’t just live in print or on a blog; it contributes significantly to your digital footprint. When potential fans, booking agents, or festival organisers search for your name online, seeing credible press articles in the search results enhances your professional image. Furthermore, links from high-quality press websites can boost your SEO (Search Engine Optimisation), making it easier for people to discover you organically.

Supporting Long-Term Career Growth

While viral moments are fleeting, press coverage provides lasting benefits. An insightful interview or thoughtful review can remain relevant long after its initial publication, serving as a valuable asset in your portfolio. It’s the kind of content that you can reference in pitch emails, showcase on your website, or use to build your Electronic Press Kit (EPK). These assets demonstrate to industry stakeholders that your career is built on more than just one-off trends.

Complementing Digital Strategies

Press coverage isn’t a competitor to digital platforms; it’s a complement. A well-timed press campaign can amplify the impact of a playlist placement or social media push. For example, an interview discussing your new single could drive fans to stream it, while the streams generated on Spotify could, in turn, validate your worthiness for further media attention. When combined effectively, press and digital strategies create a powerful feedback loop that boosts visibility across all channels.

Adapting Music Press Coverage for the Streaming Era

Of course, press coverage itself has evolved. Traditional print magazines may no longer dominate, but online publications, blogs, and podcasts have stepped in to fill the void. These digital formats often reach highly engaged niche audiences, making them invaluable for targeted promotion. Additionally, many outlets now integrate multimedia elements like video interviews or exclusive performances, allowing artists to showcase their work in dynamic and engaging ways.

In the streaming era, press coverage remains an essential pillar of music promotion. It offers credibility, broadens your audience, and helps tell your unique story in ways that algorithms cannot. Far from being outdated, press coverage is evolving alongside the industry, offering new opportunities for artists to connect with their fans and grow their careers. When integrated into a comprehensive PR strategy, press coverage continues to prove its power in helping artists rise above the noise and leave a lasting impression.

Want to find out more about press coverage for artists? Click here to find out more about our services and read testimonials from our previous clients.

Music promotion on social media in 2024 is a full-time job. Spending your time researching social media trends, creating reels and posting carousels are all imperative for successful music promotion. The Plugged Into Music Fandom study by Wasserman estimated that income from social platforms such as TikTok, Facebook and Twitch accounted for between $0.8 and $1.2 billion in 2021 (Source: Midia), reflecting just how important social media is for musicians. So, releasing music today is just hours of creating social media content, pitching to Spotify editorial playlists, and radio plugging, right?

Well, it doesn’t always work that way.

On the 22nd of June 2024, Who’s Who and Christopher Saint released their debut album, Ulterior Motives (The Lost Album), on Spooked Media Releasing (Saint’s own record label) with little to no promotion on social media. In fact, Who’s Who don’t even have a social media account on Instagram or TikTok. However, the title track—a generic ’80s-sounding new wave number—has, at the time of writing, amassed over a million streams on Spotify. While this might not be groundbreaking for an established artist, for an unknown act self-releasing their debut in 2024? That’s huge.

So, how did they do it?

It was kind of an accident. Let’s back up a bit.

The Lost Track

The full story has already been covered multiple times, so we won’t go into the full details of what exactly transpired. If you want the full story, YouTuber Sully goes into detail here, but we’ll break it down briefly for you:

Before June 22, 2024, the only evidence of the track’s existence was a low-quality, 17-second snippet circulating on YouTube, Reddit, and a site called WatZatSong since 2021. This short clip was initially shared by Carl92 in an effort to find the original artist and the full song, claiming that the file was discovered on an old DVD backup with no information on the song’s title or its creator and featured heavy background noise (presumed by some to be Carl92 opening a packet of crisps).

The clip went viral on YouTube and the r/lostmedia SubReddit with Redditors scrambling to find the song’s origin.

After many long hours of searching, one internet sleuth finally found the song’s title and the artist who recorded it; Ulterior Motives by Christopher and Philip Booth. However, he also revealed that the song was written and recorded as a soundtrack for Angels of Passion; an adult film from 1985.

It turns out that the 17-second clip that Carl92 shared was the only part of the song which didn’t feature other… erm… let’s say dialogue from the film. The background noise mentioned earlier was not in fact from a packet of crisps – it was the sound of bedsprings.

Naturally, everyone pretty much came to the conclusion that Carl92 found the song while watching the film and enjoyed it so much that he turned to the internet to find it. Obviously, he didn’t want anyone to find out that he’d heard it in a dirty movie, so in an attempt to hide this secret, he pretended that he found the clip on an old DVD backup. Carl92 has not been seen or heard from since, so we can’t know for sure.

As hilarious as it is that Carl92 was so enamoured by the infectious new wave vibe of this ’80s banger that he took to Reddit mid-stroke to attempt to discover its creator, we as musicians and music promoters should take this series of events seriously. We can learn a lot from the hype surrounding the record even if there was no intentional marketing (until one of the band members, Christopher Saint, found out about the cult following the song had achieved and began re-recording, releasing officially and promoting the song).

Let’s be clear – we’re not saying that recording a song for a dodgy movie will make it become viral. However, there are a few lessons to be learned from the unintentional promotion of the release that can’t be ignored.

1. The Power of Mystery and Intrigue

The dusty 17-second clip with the very little information delivered by Carl92 left fans desperate to figure out where the song came from. It offered fans a puzzle to solve, making them feel connected to the music as they searched for answers to the mystery. In fact, the armchair detective who eventually solved the mystery had to trawl through 12 hours of adult footage before eventually finding it on Angels of Passion. In the industry, that’s what we call a mega-fan.

Think about how you can use social media in a similar way. Using short-form content, you can easily create a sense of mystery for your releases. An example of this in full effect is this Instagram clip from the band Blossoms which features Rick Astley fervently asking the camera to help him locate “Gary” before a transition to the band’s music video. If that doesn’t leave you desperate to find out more, nothing will.

2. Target a Niche Audience

It’s unusual for a song to become popular on a subreddit, but the topic gathered momentum because the r/lostmedia fanbase (AKA the Lostwave community) are a small but enthusiastic crowd, intent on finding the origins of mysterious films, music, and memorabilia that have been lost to time. This is a reminder that it’s important to think about where your target audience is. Would your audience want to see funny 30-second clips of your band’s pre-gig shenanigans? Focus on Instagram or TikTok. Would they prefer to see you performing a live DJ in your kitchen at 3 am? Maybe YouTube or Facebook. Or, take inspiration directly and look for some very niche communities on Reddit that might enjoy your releases.

3. Deliver the Goods

Upon realising the cult following the 17-second clip had gained, Christopher Saint re-recorded and released the song since the original masters could not be found. Sure, the song is a fairly generic-sounding piece, but it’s a definite earworm dripping in nostalgia; a recipe for success in the Lostwave community. He knew exactly what the fan base was asking for and delivered a full album of ’80s adult-film bangers (no pun intended). Promotion is imperative as an artist, but you must ensure that you can deliver the goods at the end of it all. Make sure your songs are amazing, then put the effort into marketing them.

4. Memes

We’ve already discussed how memes are a powerful promotional tool for musicians, and though spending your time making them is probably not what you want to be doing as a musician, it definitely yields results. Ulterior Motives has not (yet) achieved meme status, but it’s still early days. There are already a few memes knocking around, creating more intrigue and indirectly promoting the song, and the subject matter is pure meme fodder.

Check out how Dexter and the Moonrocks meme-ify their music, referring to it as “sad cowboy music” in this Instagram clip. Avoid becoming a meme entirely, but consider how you can use them to promote your music.

Final Thoughts

As social media becomes saturated with AI-generated content and influencer-driven trends dominating the space, it’s crucial to find ways to stand out. Promoting music in 2024 requires creativity, dedication, and a whole lot of hustle. But there’s also a fair bit of chance thrown in. Though we should always learn from other artists when we’re trying to promote our brand, sometimes, the best lessons in promotion can come from the unlikeliest of places – like an ’80s adult film.

While we wouldn’t suggest recording your music for an adult movie in hopes of it going viral, the story of Ulterior Motives shows how powerful it can be to generate intrigue while focusing on a clear target audience. Embrace these elements in your own music promotion and you just might find that success comes in the most unexpected ways.

Thinking of becoming a professional musician in 2024? Get ready to join a battlefield of artists fighting tooth and nail for relevance, streams, and attention. It’s not 2003 anymore. The music magazine is dead. Even music education magazines are going down, with three of the biggest guitar magazines recently announcing their closure. Even Facebook is becoming obsolete (though still a powerful tool for musicians, as we posted about here). You’ve got to hustle. You’ve got to find new ways to promote yourself.

Sure, advertising your music on the radio is still important, and if you can get your music on TV, that’s amazing. But we all know the best place to promote your music: the internet. And on the internet, you need to stand out. And to stand out, you need to be relevant. And to be relevant, you need to be part of the culture.

And that means memes. 

Trust us, memes are now the most effective and organic promotional tool for musicians. The impact of memes isn’t just about making people laugh; it’s about creating a viral buzz that gets your music into the ears and minds of listeners in ways that traditional marketing usually fails.

Let’s break down exactly why memes are the key to music promotion in 2024.

1. Memes Are the New Word of Mouth

It’s clear that memes are the internet’s answer to word-of-mouth marketing. Someone shares a meme, their followers laugh, and boom – your track is now part of the conversation. Whether it’s a funny moment from your music video or a meme about your band’s “ridiculous” style, memes allow your music to take on a life of its own.

Just to be clear – when we’re talking about memes, we are basically talking about any humorous trend that spreads over the internet. It’s hard to define exactly what a meme is, but it’s the kind of thing where you know one when you see one.

Let’s take a look at an example: The Pinegrove Shuffle.

The Pinegrove Shuffle was a TikTok trend that Garrett Lee started in June 2023. The formula was simple: an ironically brash, arm-swinging, leg-shuffling dance backed by the emo stylings of Pinegrove’s (at the time) fairly underground, emotional track “Need 2”.

It’s a recipe for an effective meme: Irony, humour, a lack of sincerity, and an opportunity to get involved.

It became huge. There’s even a video of DJ Khaled dancing along to the number. According to a Rolling Stone interview with Pinegrove’s frontman Evan Stephens Hall, the song had a 96% spike in streams, leading to the band re-releasing the song along with a sped-up and slowed-down version – perfect for reposting on social media.

Memes make your music more accessible, more relatable, and more shareable. They help you tap into a community of fans who get your vibe and are more than happy to spread it around. Got a unique dance to one of your own tracks? Start filming yourself or your friends doing the dance on TikTok. It could spread and get more ears on your music.

2. They’re Quick, Cheap, and Super Effective

Not every musician has the budget to blow on huge advertising campaigns or flashy marketing strategies. But memes? They’re free. And the best part is, they don’t require an MBA in marketing to create. The genius of memes is that they’re often simple, user-generated, and quick to spread.

You don’t need a high-end production team to create a viral meme. It could be a behind-the-scenes clip from a studio session, something funny that you did on stage, or a snippet of a live performance that’s so good (or so bad) that people can’t help but share. Or, even better, just see which memes are being used right now and create your own version to post on your socials using this free meme generator.

You don’t even need to make a meme yourself – your fans can do the heavy lifting for you.

Take inspiration from artists like Lil Nas X. He has mastered the art of meme culture. Whether it’s creating absurdly shareable moments on TikTok or turning Twitter into a meme playground, Lil Nas X has become a meme creator as much as a musician. His ability to tap into meme culture has kept him at the top of the conversation.

3. Memes Build Fan Engagement

When people engage with your music through memes, it’s not just a click or a casual listen. It’s a conversation. Fans love to be in on the joke, and they want to feel like they’re part of something bigger. Memes provide access to the inner workings of your brand – whether it’s an ongoing inside joke or a recurring meme format that fans can participate in.

Think about it this way: every time someone shares a meme related to your song, music video, or personality, they’re not just promoting your work. They’re telling their followers, “Hey, I get this. This is my thing now.” Memes build a sense of community – and when people feel connected to your brand, they’re more likely to support your music, buy tickets to your shows, or stream your album.

4. Memes Create a Sense of FOMO

Memes are about one thing above all else: attention. The more people see your music being memed, the more they feel like they’re missing out if they haven’t listened yet. It’s the ultimate social media trick – memes create a cycle of “if you’re not in on this, you’re out.”

This fear of missing out (FOMO) is potent. When your song starts popping up in memes on TikTok, Instagram, and Twitter, it signals to potential listeners that your music is part of a larger cultural moment. Whether it’s a viral dance challenge or a witty meme based on your lyrics, FOMO drives curiosity. If people see others laughing or enjoying your content, they want in on the joke – and they’ll stream your music to catch up.

5. Memes Humanise the Artist

Memes make you more relatable. They make you human. Musicians who lean into meme culture are seen as more approachable, more fun, and more “down to earth.” It’s easy to get lost in the polished, curated image of the modern pop star – but memes break that facade. They show the personality behind the music, and that’s something audiences crave in 2024.

When you create a meme or respond to a fan-made one, it’s like inviting your audience into your inner circle. It’s not about selling your music; it’s about creating a bond with your fans. And that connection? That’s what makes people want to follow you, listen to your album, and share your work.

Get in touch today to find out how we can promote your music even further through social media, radio plugs, and ads.

In the ever-evolving landscape of social media, staying current is crucial for musicians wanting to amplify their reach. While platforms like TikTok and Instagram are becoming the first choice for many, Facebook almost feels like the “weird uncle” of social media, reminiscent of Myspace’s decline. However, Facebook remains a formidable tool for music promotion on social media in 2024. Here are five reasons why you should leverage this platform to elevate your music.

1. Effortless Event Promotion

One of Facebook’s standout features is its event promotion capability. Facebook events allow musicians to communicate directly with fans before and after gigs, creating a community around each performance. Fans can upload photos and videos, making the event memorable and interactive. While Instagram has introduced similar features, Facebook events have a long-standing reputation for effectiveness. If you’re planning a gig, don’t underestimate the power of a well-promoted Facebook event to boost attendance and engagement.

2. Clickable Links in Captions

For musicians, the ability to include clickable links in posts is invaluable. Unlike Instagram, which requires users to search for links in bios or external sites, Facebook allows you to place links directly in your captions. This means fans can quickly access your music on platforms like Spotify or YouTube, significantly increasing the likelihood of engagement. In an oversaturated music scene and with the attention spans of most social media users dwindling, this straightforward access is crucial for converting casual scrollers into dedicated listeners.

3. Cross-Posting

Managing multiple social media platforms can be overwhelming, but Meta makes it easier with its cross-posting feature. By allowing you to share content seamlessly between Facebook and Instagram, you can save time and effort while maintaining a consistent presence on both platforms. This means you can focus more on creating engaging events and community interaction on Facebook while reusing photos and videos from your Instagram feed.

4. Engaging the Older Generation

While your target audience may not be primarily 50 to 60-year-olds, don’t overlook the potential of this demographic when considering music promotion on social media. Older generations often have a strong appreciation for local, independent artists and can provide a loyal following. Additionally, many still value physical media—think CDs—making it worthwhile to engage with this audience. Even if streaming is dominant, a few CD sales can translate to immediate revenue, especially in local markets, which is vital for artists as streaming services pay so little.

5. Local Gig Promotion

Building a local fanbase remains vital for any artist, and Facebook excels in promoting local gigs. With countless local groups dedicated to community news, you can effectively reach people interested in supporting their local music scene. Posting in relevant groups in the weeks leading up to your gig, limiting to around five posts per day to avoid spamming, can help to create a buzz and is sure to sell a few extra tickets.

While Facebook may not be the trendiest platform in 2024, its extensive user base and unique features make it an essential tool for musicians. With over three billion monthly active users, as reported by Statista in July 2024, neglecting Facebook means missing out on a significant opportunity to connect with diverse demographics. So, whether you’re promoting events, sharing links, or building a local fanbase, don’t underestimate the power of Facebook in your promotional strategy.

If you’re looking to promote your music even further, get in touch to find out how we can optimise your music promotion on social media with Facebook and Instagram ads to help you boost your following, promote your tour and increase your Spotify streams.