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In 2024 we’ve seen how short-form content has dominated social platforms, the rise and staying power of AI within the music industry as new emerging technologies, platforms, and tools take off with artists and the teams behind the scenes, direct-to-fan and micro-community marketing strategies designed to deepen and nurture fan relationships, and a whole lot more.

5 Music Marketing Trends Transforming the Industry in 2024

1. AI-Powered Personalization: Inspired by Spotify’s yearly wrapped spotlight, AI-powered Daylist brings users hyper-personalized recommendations based to your listening habits curating playlists three times per day. Spotify is among many companies using the innovation of AI to match artists with target audiences, transform artist marketing strategies, and personalize fan experiences.

💎 EXTRA GEMS: We predict in 2025 the rise of AI will continue to evolve with more artists, labels, and teams using it in their day-to-day whether for music creation, marketing, content production, project management, etc. Even more music marketing companies, DSPs, and music tech brands will offer and develop new A.I. powered features in their tools suites for customers, artists, and music lovers alike.

2. Short-Form Video Ecosystem: TikTok, Reels, and Youtube Shorts drive music discovery focusing on 15-60 second videos as core marketing and fan engagement tools. With algorithm-driven creative including challenges, duets, and remixes, both emerging and established artists have many opportunities to go viral and/or reach their ideal audiences. Some of our favorites include Olivia Rodrigo on her world-wide GUTS tour, Beyonce, and Sabrina Carpenter who have brought to life viral moments in 2024 through their music, fan experiences, and live performances.

💎 EXTRA GEMS: With platforms focusing on short-form visuals for organic reach and social growth, we recommend artists and creatives to focus on documenting footage to amplify your shows, live performances, visualizers for released tracks, and more via short-from creative in 2025 and beyond!

3. Micro-Community Marketing: One of our favorite examples of artists who have done micro-community marketing well are international Korean boy band BTS. HYBE created the Weverse platform, enabling BTS fans a dedicated hub to purchase merchandise, tickets, share valuable fan feedback, and connect with the group, fostering community and helping to inform marketing campaigns, music releases, and brand collaborations, offering deeper, more meaningful fan connections.

💎 EXTRA GEMS: To track the measurement and ROI of targeted community approaches data is KING! Email marketing, SMS, are marketing gold and utilizing community building tools is crucial to have clarity on who your engaged audience is, but also how you can reach them both online and out in the real world. For the budget conscious, some of our favorite music community building tools we recommend for artists and creatives include Pateron, Laylo, Community, EVEN, and Grouped. Let’s not forget your owned website, where you have an empty canvas to create the world for your fans and supporters to come to and experience.

4. Immersive and Hybrid Event Experiences

Blending physical and digital concert experiences with immersive experiences through virtual reality and augmented reality concert technologies, interactive livestreaming with real-time fan participation, and the gamification of music marketing and fan experiences will help create a more global, accessible concert and marketing events transcending physical limitations

💎 EXTRA GEMS: Your fans are GLOBAL and live all around the world. Think future forward as you bring new project releases to life exploring how you bring more virtual experiences into each music rollout to reach fans outside of your touring markets, local region, etc to generate fan participation and nurture relationships with current fans and those who are destined to discover you along the way.

5. Web3 and Blockchain Music Marketing:

NFT fan experiences and exclusive digital collectibles are on the rise, music tech platforms focused on direct artist-fan economic models and tokenized fan engagement are coming to stay and we’re here for it. There are even more opportunities for artists diversify and create new revenue streams, reach target audiences, and nurture relationships with their fans and communities.

💎 EXTRA GEMS: While NFTs are an area of exploration, we highly recommend learning more about direct-to fan engagement models and platforms who are making a BIG impact including EVEN.biz , a music tech company focused on getting artists paid, giving you the ability to create dynamic release campaigns, offer fan incentives, host virtual events, launch products, and more.

2024 was a year of innovation, AI tech advancements, we saw the continued dominance of social and video creative, music companies emerging with a focus on artist-centric models, and we forsee more on the way in 2025. Adaptability is a gift and we believe that it’s a skillset that every artist, creative, and brand needs to foster and practice as industries continue to shift and change.

Looking forward, as creative marketers and digital strategists our team is looking forward to bringing more personalized marketing campaigns to life, experimenting, and leaning into the changes we’re seeing.

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