Last week we saw Black Friday and hundreds of millions of tech devices were sold all over the world, especially combined with the holiday season. Usually, this would mean releasing Christmas Music and albums for musicians, but in 2018 music from all genres get to enjoy a peak in sales during this period. The reason for this is the involvement of the world of tech in music, with Amazon, Google, and many other companies producing speakers to complement their streaming platforms such as Amazon Music and Google Play (or vice versa).
During the time between Black Friday 2017 to the end of Holiday Season 2017, which we can summarize as fourth quarter of 2017, 18 million smart speakers were sold. According to a report by CIRP, about 11.2 million of these were Amazon’s Alexa and the rest were Google Home. Now, Google Play has not yet been a major player in streaming in the scale of Spotify and Apple Music. Amazon Music seems to be thriving quietly with a different strategy: Amazon Music is using the ‘New Music Release’ feature to get people to follow artists.
“Artist follow” is a strategy that Spotify and Apple Music have been regularly using. Once you follow an artist, the platform is more likely to recommend you the music of an artist in their music discovery playlists. Moreover, once the artist releases new music, you’ll be the first to know because you ‘follow’ them.
Amazon previewed this new feature with a video featuring Anderson Paak:
You might be wondering why is Amazon investing in their streaming platform – it is because they produce devices and also sell these devices to people who might not know how to use Apple Music or Spotify, especially to people who are not tech-savvy. This means there are millions of people who are not on Spotify or Apple Music, but on Amazon Music. Think about it!
It is important to give your listeners/fans different options when they listen to your music, because you will never know which platform they use. And when you are an independent artist, every, I mean really, every listener counts. At the end of the day, everyone who listens to your music is potential concert audience, potential superfan, can recommend your music to a friend, and ultimately, are potential revenue for you.
Amazon made it so easy to follow artists using Alexa, even your grandmother could do it with her voice! All you as an artist have to do is make your music available on Amazon Music (using one of the aggregators like Distrokid, CDBaby or Tunecore) and then the listeners can find you. All they have to do is ask Alexa to follow X (enter your artist name), and then it is done. So easy! (Of course you need to promote your availability on Amazon.)
So then, get to releasing some music this holiday season and make sure to send out texts and emails using the Adva platform to reach out to them. This way, you can increase your revenue and engage with your superfans. Hope you all had a Happy Thanksgiving!
Adva Mobile is a marketing services and technology company for creative artists. Using Adva’s mobile services, you can let your fans learn about your latest creative work, run contests, take surveys, reach out to your superfans and engage with them.
Alper Tuzcu is a Berklee College of Music and Denison University alumni, and a Boston based guitarist, songwriter and producer. His new album ‘Aurora’ was released on October 19, 2018 and his debut eclectic album ‘Between 12 Waters’ featuring 8 different vocalists is available on Spotify. In addition to being a musician, he regularly teaches workshops and masterclasses internationally. You can follow him on Instagram or Twitter, and for more information you can visit his website www.alpertuzcu.com