2023 Music Marketing Strategies: Areas of Growth

I checked in with 5 marketing executives and asked them all the same questions:??

"What areas of marketing do you anticipate growth in this year and are there any areas you expect to see a decline?

What platforms do you forsee having the biggest impact?"

Here's their answers:

1) Alexis Warner - Director of Digital Marketing, APG

"UGC content and influencer marketing will continue to grow even though the chances of going viral on TikTok are way more difficult than just a year ago.

Short form content will remain king.?

Secondary pages like fan pages, sped up pages and etc will continue to help break artists.?

We will see a decline in editorial playlisting importance. I believe Youtube Shorts and TikTok will have the biggest impact."

2) Dan Runcie - Founder, Trapital

"I expect that the marketing will continue to rise for short-form video.

Many artists and record labels have increased their budgets to do more creatively on these platforms, partner with brands and influencers, and more.

TikTok, YouTube Shorts, and Instagram Reels are all vying for this audience especially in music, so they will do their best to attract the strongest artists possible.

TikTok is the leader with the most room for continued impact. But TikTok's looming geopolitical concerns may pave way for YouTube Shorts to bring some of those artists and their audience over."?

3) Collin Donovan - Marketing, Crxssroads

"In 2023 I anticipate more growth in the digital marketing space, especially with original video content and collaborations with other influencers & platforms.

But to that point, I could see a decline in the production of official, high-budget music videos, being replaced by compelling, short form visual pieces.?

I see YouTube Shorts having the biggest impact in 2023."

4) Romel Lherisson - Streaming, Republic Records

"I think we’ll see more growth in what we can say is “traditional marketing”. More into creating actual brands for artists.

More money invested into the actual stories for artists and hopefully more money and time invested in artist development both in music and in marketing.?

Ultimately what we’ve all learned post pandemic is that a popular song does not mean a popular artist.

You can’t create the next star off viral moments alone.

YouTube Shorts — with a TV integration, a massive budget and a new focus for 2023, the platform that made some artists their top dollar, it only makes sense the weight shorts holds in music continues to grow."

5) Olivia Shalhoup -?Founder, Amethyst Collab

"The general theme for 2023 marketing shifts, especially digital + social, will be short, straight to the point content that either comes consistently or is part of an overarching narrative.?

Brand marketing > project marketing

Areas I expect growth:

-Short form videos

-Live content - IG lives, Tik Tok lives, Twitter spaces etc. (lives coming back heavy)

-Photo content moving over to Twitter

Areas I think we’ll see a Decline:?

-Wordy content declining

-Videos over 1 minute declining (sorry! Dont shoot the messenger!)

-Music videos on YouTube less important, music centered content on social platforms more important.

'How do we reinvent the music video?' will be the most crucial marketing question of 2023."