Shop Music Marketers Discussion at Variety . Entertainment Marketing Summit

Among the many topics discussed during the Power Marketers of Music Industry panel in diverseThe 2022 Entertainment Marketing Summit, it’s clear that TikTok and the importance of fan relationships have been high on the group’s minds. Supervised by diverseAndrew Hump, the team has sifted through many of the questions surrounding the marketers behind some of today’s best cutting edge music business.

Members of this year’s Music Marketing Committee include: Christian Santini of RocNation; Corey Sheridan of TikTok North America; Kendra Ellis of The Atlantic Chronicles; Val Pinsa of RCA Records; and Alyssa Pollack, Executive Vice President of Global Music Marketing at iHeartMedia.

Pollack opened the conversation by discussing the key to Doja Cat’s TikTok success: “Doja Cat’s will do what Doja Cat wants it to do,” she said. Since the release of ‘Planet Her’, Doja has had remarkable success with the video app favoring ‘snack soundtracks’ – not only making her new releases go viral but also highlighting her old songs.

“Authenticity is the key to success on TikTok,” said Sheridan, Head of Music Partnerships and Content Operations for TikTok North America, for a community like Gen Z that seeks to resonate with their favorites. He made a list of pointers for those looking to crack the algorithm-based app: TikToks should be 17-20 seconds long, with a line at the end, shot vertically and using official votes. Ellis, vice president of marketing for Atlantic Records, cited Rudy Rich’s “The Box” as a pivotal moment for the brand. The track was never thought of as “single-article” until a viral trend emerged associated with it — “TikTok has got our hands on it,” she said.

To put things into perspective, TikTok’s Sheridan explained, “We don’t make hit songs on TikTok.”

Sheridan said the whole process depends on how the artist “intimately engages with his community,” referring to Jack Harlow’s “First Class,” which took first place on TikTok a week before it topped the Billboard Hot 100. You wouldn’t tell them you needed to post. Three times a day ; Find your voice, be honest and consistent – that’s what matters most,” he said.

In light of the recent controversy over Halsey – who recently shared her frustrations with her label banning the release of her new single without a “viral moment” on TikTok – Ellis replied, “I think it’s just about figuring out what’s normal for them…it’s a learning process for artists” .

“You have to challenge it to be sure [artists] It’s still being supported,” added Pensa, Senior Vice President and Head of Marketing for RCA Records. “The reality is that you need to engage and develop the audience and this is a tool and platform that allows you to increase sales of your music that we couldn’t do before – how cool is that?”

Committee members noted that even language barriers don’t mean much when you can reach the whole world from your couch.

“I do not see [TikTok] Like any ad different from the promo we used to do in clubs… it’s about [building] Familiarity about the record,” concluded Pence.

For the Commission Speed ​​Tour, Santini, RocNation’s head of stock distribution, touched on the success of vinyl. He described it as an artistic opportunity for artists and a collectible experience for fans, but added that it should be more accessible and faster.

diverseThe annual AI Entertainment Marketing Summit aims to identify the best opportunities to engage with today’s evolving audiences and consumers who remain fast-moving targets across growing media platforms.



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