Among the many topics discussed during the Power Marketers panel of the music industry DiversityThe 2022 entertainment marketing summit, apparently TikTok, and the importance of fan relationships were at the heart of the band’s mind. Moderated by Diversity‘s Andrew Hampp, the panel sorts out the many questions around marketers behind some of the best and growing music performers today.
This year’s music marketing participants included: Christian Santini of RocNation; Corey Sheridan of TikTok North America; Kendra Ellis of Atlantic Records; Val Pence of RCA Records; and Alice Pollack, executive vice president of global music marketing at iHeartMedia.
Pollack began the conversation by discussing the key to Doja Cat’s success at TikTok: “Doja Cat will do what Doja Cat wants to do,” she said. After the release of “Planet Her”, Doja achieved remarkable success in the video application, which prefers “snacks for breakfast” – not only makes her new releases go viral, but also sheds light on her older songs.
Sheridan, head of music partnerships and content operations at TikTok North America, said “Authenticity is the key to TikTok’s success” for a community like Gen Z that strives to resonate with loved ones. He offered a list of guidelines for those who want to break the application based on an algorithm: TikToks should be 17-20 seconds, with a dash line at the end, shot vertically and using official sounds. Ellis, vice president of marketing for Atlantic Records, cited Roddy Rich’s The Box as a key moment for the label. The song was never considered “single material” until it was linked to a viral trend – “TikTok forced our hand,” she said.
To clarify the record, TikTok’s Sheridan explained: “We do not produce hits on TikTok.
The whole operation relies on “an artist working closely with his community,” Sheridan said, referring to Jack Harlow’s First Class, which hit No. 1 on TikTok a week before being No. 1 on the Billboard Hot 100. you don’t tell them you have to publish three times a day; find your voice, be authentic and consistent – that’s the most important thing, “he said.
In light of the recent debate over Halsey – who recently shared her disappointment with her label, banning the release of their new single without a “viral moment” on TikTok – Ellis said: “I think it’s just to find out what’s organic for them.” educational process for artists. “
“It must be challenged to make sure [artists] they are still supported, “added Pence, senior vice president and head of marketing at RCA Records. “The reality is that you need to engage and develop an audience, and it’s a tool and platform that allows you to sell your music higher, which we’ve never been able to do before – how amazing is that?”
The panelists noted that even language barriers don’t mean much when you can reach the whole world from your couch.
“I do not see [TikTok] in a different way from the promotion we did in the clubs … It’s about [building] knowledge about the record “, concluded Pence.
For the quick circle of the panel, Santini, who is president of RocNation’s stake, touched on the success of vinyl. He described it as an artistic opportunity for artists and a collector’s experience for fans, but added that it should be more accessible and faster.
DiversityThe Annual Entertainment Marketing Summit aims to identify the best opportunities to engage with today’s growing audience and consumers, who continue to be fast-moving targets in growing media platforms.