2024-10-13 18:58:41 :
Content creators can earn thousands of rupees every month by adding the latest tracks to 30-second videos to help them go viral. Record labels like T-Series, Saregama and Sony rely on social media celebrities to make their new tracks trend.
Sidhantha Jain, head of marketing at music talent management agency REPRESENT, said that while marketing expenses vary from project to project, record labels and artists currently spend almost half of their budgets on influencer marketing, which helps them audition themselves to new listeners. repertoire. Working with artists such as Abuv Jain, Armaan Malik and MC Stan to promote the new album.
“Spreading your budget between macro and micro influencers from different content categories helps increase engagement with a larger audience,” says Jain.
Influencers connect with their audiences, and whenever they play a song multiple times on social media, their followers tend to play the songs on audio streaming platforms. If a song attracts enough users, it becomes popular.
Hitarth Dadia, CEO of creator incubator NoFiltr, said that since billboards and print ads barely translate into enough visibility or traffic, influencer marketing to create trends and hooks appears to be a step for record labels to expand Perfect for scoping new music releases. .
“This has a waterfall effect on streaming platforms, which generally means the more content is produced on the audio, the more discoverable it will be, resulting in more streams on the streaming platform where the song is.”
Spotify, YouTube Music, Sony Music, T-Series and Saregama did not respond to Mint’s email queries.
Opportunity to go viral
Social media virality is an opportunity that music labels cannot pass up. Not only can content creators help them gain better influence, but as the songs spread, more creators and users will choose popular audio for their content, further expanding their influence.
Anshul Ailawadi, head of youth, music and English entertainment cluster at Viacom18, said: “In the past few years, consumers have discovered music in entirely new ways, from vertical short-form videos to algorithm-driven recommendations on their favorite streaming platforms.” Mint.
“Young people follow their chosen influencers very closely. While the inherent quality of a music track is still crucial, it has a better chance of being discovered if it’s cleverly integrated into the influencer’s content.”
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Alavadi said Viacom18 prefers to work with artists on a barter basis rather than making monetary transactions.
Music label Artiste First has partnered with more than 10,000 creators across platforms to release their work.
“In today’s saturated market, partnering with the right influencer whose style matches the track is crucial. This generates organic buzz,” said Garishma Gandhi, head of marketing and strategy at Artiste First. Increase engagement and drive streams, ultimately driving higher song sales on streaming platforms. “A viral success.”
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a side hook
For influencers, this is an opportunity to increase their income. They incorporate songs into the content with hooks, choreography, musical covers, or other ways.
“Music labels have sought cooperation in distribution and payment $Based on my follower count, I have 8,000-10,000 followers per volume. ” says music influencer and live band performer Saksham Rajput, who has 12,400 followers on Instagram handle @sakshamrajputlive.
tag quote $25,000-50,000 “If I, as a singer, recreate an unplugged version of a song or post a photo carousel and a story,” adds Rajput.
Shubham Singhal, CEO of influencer marketing company Dot Media, said a large portion of its creators’ income comes from music labels.
“The marketing budget of a music label for a song can range from a few hundred thousand to more high-end and even tens of millions of rupees, which are then allocated to influencers.”
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