How can music artists use digital platforms to effectively connect with their fans?

Usage of every app is dependent on the mood setting of the user in today's time. If the user is interested in consuming live streaming content - they will select between available apps. Music artists today need to create strategies where all type of apps/platforms are covered with all type of content formats. A user when finds you on every platform with content format suiting that particular platform - they feel impressed and the chances of they becoming your fan increases. Its like bombarding your prospect fan with all type of content arsenal, for grabbing their attention and converting them into super fan! Superfans should be your focus!

It's important to map out the marketing capabilities of each platform and build your presence according to your target market and overall goals. For example, Spotify offers various tools to aid growth on their platform. These include creating customisable public playlists, adding a canvas video to your music (which increases the likelihood of track shares by 145% and being added to playlists by 20%), and providing unique shareable links for personalised playlist additions. These links not only share your playlist addition but also set your song as the top track.

In my experience, it's important to understand the goals or milestones in your artist development journey to inform which platforms to lean into. Ideally you need to be on every major social platform and DSP. You or your team needs to build out a content strategy to maximize the lifetime value of every single piece of content across all platforms. Content creation needs to complement an artists strengths. Before you build, it's important to understand that you do not own the relationship with your fans, unless you own the platform. As a best practice, think of DSPs/Social Platforms as Reach or Discovery mechanisms. You or your team needs to acquire first-party data throughout the year to own that relationship.

In my experience, the best way to create engaging content is through experimentation and testing. Find 2-3 content pillars that closely align with your artist to establish a benchmark for performance. Iterate and optimize until you build resonance and find a successful format. Repeat and scale. Take the top performing content, tweak for promotional messaging and amplify through paid media channels to maximize the return on a product or future experience.

Commonly referred to as "Community Management" this the foundation for building and nurturing fans. Most of the internet passively consumes content, If someone has taken time to comment on yours, a simple 'like' or 'thumbs up' can go a long way to start building resonance. Keep in mind, the fans you build on a platform belong to the platform, not the artist. When possible, always ensure you are collecting first-party data so you can own the relationship!

Its a world of abundance! Users convert into fans when they fall in love with artist's craft and then their personality. Craft is how you get their attention, and personality is how you convert them. Personality is displayed when you interact. Be it be Live streaming or replying to a simple comment on social media. The way we talk. Our mannerism. Our humbleness. Our politeness. -- Everything counts! One may not be a big big fan of your craft, but if your personality impresses them, you are home! Keep showing them your personality and craft by regularly posting the content on all the platforms. Make a time sensitive schedule and make them habitual of content release on a particular day's exact time.

Cross pollination is going to be the best tool for music artists in 2024. Every artist has its own niche, its own clout. If you feel the niche they have matches the audience you would want to have, approach for a collaboration or accept their collaboration request. Listeners are looking for dopamine. And best way to achieve dopamine is thrill and adventure. If your music is giving them that thrill, they will be addicted. Try to collaborate with artists who have a sound which is going to redefine your craft and sound in better way. Always aim higher. Aim for artists who have more monthly listeners than you. Attract them by giving them a beat or lyric which is your identity - and make the collaborative content more consumable.