about one month ago

Size Matters

Being a musician can mean many different things.

This is the fundamental reason we use our gogoTier system is because expectations are wildly different based on the size of the audience.

A local artist cannot produce 12 music videos when releasing an album like Justin Bieber did when Purpose came out. Therefore it's not fair to hold everyone to the same standard.

Two Major Milestones

  • Music Becomes Main Source of Income
  • Having Management

The way we see it there are two major milestones for those who choose to be professional musicians. First one is when the main source of income is music. The second is when there's is somebody else to help with what needs to get done, i.e. getting management.

What Does Being Online Mean For Musicians?

Instead of speculating, we decided to find some musicians and simply ask them

All findings from this post are based on a survey where we asked musicians what they think about using the internet for their work. 

Who Talks To The Fans?

We asked the musicians who tells the audience when there's an announcement to make – like a video, tour, etc.

Most, or 80%, do it themselves. Those who have management are likely to work with them putting together announcements.

Hardly anyone leaves it to management to do it on their own.

The Method of Choice Is Social Media

Social Media dominates as the preferred method to reaching the audience. Some use social media with a mix of traditional methods (advertisements, flyers, etc.), but it always leans massively toward social media channels.

70% of fan communication is online.

It is only as the musician grows and has more budget when they move to the traditional marketing methods.

What's The Point?

Most musicians with an online presence do it for professional reasons.

As the musicians get more established, they all agree: Their online presence is increasingly important. But why?

The most important reason listed is to build an audience and to connect with fans (what the industry calls fan engagement).

As the musicians continue to grow they start valuing their online presence as a marketing platform – but that's once there is an audience there to engage with.

The Most Important Platforms Are Facebook & YouTube

Everyone agreed on the two most important online platforms: Facebook and YouTube.

As the acts started to grow, they also expanded their reach to more platforms. More specifically to social platforms Twitter and Instagram, and music services iTunes, Spotify and SoundCloud. By this point, having a website is also pretty important.

More established acts value every social media platform more than the newer artists.

Prioritised List of Social Platforms (According to Musicians)

  • Facebook (by a mile)
  • YouTube
  • SoundCloud (newer artists), Spotify & iTunes (more established ones)
  • Website
  • Twitter
  • Instagram

All other platforms rank significantly lower.

More on YouTube

Most of the musicians we asked release their music on YouTube – even though most make no money from it. Those who do, hardly make anything anyway.

So What's The Value of YouTube?

YouTube is by a mile the world's biggest music service at the moment. It should therefore come as no surprise that the musicians who are sharing their music online are doing it so it's in the mix.

The biggest reason is to simply have the music available out there. The next one, is to build an audience. What's interesting is this is one of the only response where all musicians were in agreement, regardless of how established they were.

In Conclusion

Those who are just getting started should start with a Facebook page and upload their music to YouTube. 

As musicians get more established, they themselves start seeing the value of reaching their audience online. 

Everyone agrees the value of the online platforms is to build an audience. It doesn't generate money – that comes from touring.