With the rise of apps that have a centralised music offering, and the pandemic shifting what consumers want to see, the music industry is becoming more and more reliant on influencer marketing.

We’re unpacking the relationship between content creators, influencer marketing and the music industry to reveal the latest trends that are emerging between artists and content creators.‍

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Why Is Influencer Marketing Becoming Essential To The Music Industry?‍

Influencer marketing is finding its place within the music industry thanks to apps like Koji, TikTok and Triller. The popularity of these apps is undeniable, with more than 90% of TikTok users aged between 16-24 going on the app more than once daily and the Google search for ‘How To Make A TikTok’ increasing by 400% at the beginning of year.

These social media apps are encouraging people to create their own videos to music they have produced or remixed themselves. The video and music editing tools available on these apps give people easy access to create such remixes, and often, these become huge hits that raise awareness of the artist’s track who is being used. For example, #FlipTheSwitch sees couples instantly swapping clothes when the light flicks off, and has collected over 3.6 billion videos across over 500,000 remixed versions of Drake’s 2018 song, ‘Nonstop’.

The music industry is catching onto these trends and realising how important it is for artists to be collaborating with creators on these platforms and creating their own content. ‍

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Why Are Artists Collaborating With Content Creators?‍

The key reasons that artists are collaborating with content creators are:‍

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To Find Innovative Ways To Engage Their Audience‍

When music artists and content creators come together, they are able to create amazing content that resonates with their audience. This provides artists and music labels with new opportunities to engage their audience, and possibly tap into new and unexplored audience demographics. ‍

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Pursuing New Revenue Streams ‍

Many brands and artists are changing their content strategies as a result of the pandemic and using platforms like TikTok to pivot their offering and explore new revenue opportunities. Using social media to advertise their music can boost sales and help artists recognise the power of social media as a well-established revenue stream. ‍

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At-Home Content‍

As a result of the pandemic, many brands have been left with fewer resources and lower budgets. The content creators of today are their very own production powerhouses, and this relieves the pressure on brands to produce all of their own content. ‍

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Remix/Viral Potential ‍

Many of the viral videos on these apps use repurposed and remixed music content, which have the potential to broaden an artist's reach exponentially. It can be predicted that apps like TikTok will continue to excel in both popularity and value, and influencer marketing platforms will be increasingly used to help artists supercharge their influencer marketing strategy through repurposing strategies.‍

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How Are Artists Becoming Content Creators?‍

Artists are seeing success in using social media to create their own content and interact with their audience in new ways. There are plenty of opportunities to grow a fan base and produce new content that can then be shared and boosted by music content creators. A great example of this is Marc Rebillet, who is using platforms like TikTok and Instagram to grow his audience and offer music content.‍

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Influencer fosters genuine connections between music artists and content creators in order to boost awareness, create innovative content and engage an artist’s audience. If you want to learn more about how we can help you build these types of relationships, get in touch with the team now!