Video by Isha Pattanaik
ANCHOR INTRO:
WITH SOCIAL MEDIA PLAYING A BIGGER ROLE IN 2024, THE MUSIC INDUSTRY HAS CHANGED THE WAY IT DELIVERS MUSIC. ISHA [EEE-SHA] PATTANAIK [PAT-A-NY-ICK] HAS MORE ON WHAT NEW ARTISTS CAN DO TO BREAK INTO THE INDUSTRY.
PKG:
NAT SOUND- HARVEY STREET STORAGE SESSION
THAT’S HARVEY STREET AN INDIE AND ALTERNATIVE ROCK BAND BASED IN RALEIGH…. PLAYING IN A STORAGE LOCKER USED BY DUGOUT ENTERTAINMENT. ADAM CASTILLER AND KAI MERCADO, CO-FOUNDERS OF DUGOUT ENTERTAINMENT, SAY USING A STORAGE LOCKER IS A GREAT WAY TO AVOID ANY NOISE COMPLAINTS AS THEY HELP NEW ARTISTS MAKE THEIR CAREERs IN MUSIC.
0:23-0:27 KAI MERCADO/CO-FOUNDER OF DUGOUT ENTERTAINMENT : “I kind of thought of it like an artist and maybe as someone who was a member in a band or an independent artist- what are the tools I would’ve wanted kind of on the journey of my musical career.”
DUGOUT FINDS LOCAL BANDS AND ALLOWS THEM TO CREATE RECORDINGS AND FINDS GIGS FOR THEM TO PLAY.
0:35-0:40 ADAM CASTILLER/CO-FOUNDER OF DUGOUT ENTERTAINMENT: “Our goal is to help them pursue music past this is something fun we do.”
“I know what their energy is, and I want to capture that”
NAT
USING PRODUCTION AND BOOKING COMPANIES LIKE DUGOUT IS ONE WAY FOR ARTISTS TO MAKE THEIR NAME.
PROFESSOR JEREMY MORRIS FROM THE UNIVERSITY OF WISCONSIN-MADISON SAYS HIS CURRENT RESEARCH IS ON MUSIC. HE SAYS SPOTIFY IS NOW A BIG PLAYER WITH PROGRAMS LIKE SPOTLIGHT THAT FEATURE NEW ARTISTS AND THAT ITS ALGORITHMS ARE ALSO A DRIVING FACTOR.
1:00-1:14 JEREMY MORRIS/MEDIA AND CULTURE PROFESSOR: “The Discover Weekly is this really weird mix of technology saying what you might probably like, and there’s also a social component – here’s what all the data we’ve collected on other Spotify listeners says, and we’re going to throw that in your list too.”
CASTILIER AND MERCADO SAY SOCIAL MEDIA IS ALSO A TOOL IN TODAY’S MUSIC MARKETING
1:22-1:24 ADAM CASTILLER/CO-FOUNDER OF DUGOUT ENTERTAINMENT: “That is just how it is these days. Make sure you have a lot of content out there.”
ACCORDING TO A STUDY BY MRC DATA, 75% OF US TIKTOK USERS SAY THEY DISCOVER NEW ARTISTS ON THE PLATFORM AND A VIRAL VIDEO TYPICALLY ACCUMULATES A MILLION VIEWS WITHIN A FEW DAYS ACCORDING TO A 2023 REPORT BY CAPTIONS.
HOWEVER, FORMER DATA ALCHEMIST AT SPOTIFY GLENN MCDONALD SAYS NEW ARTISTS SHOULDN’T WASTE THEIR TIME TRYING TO GAME THE TIKTOK ALGORITHM. HIS ADVICE:
1:48- 1:58 GLENN MCDONALD/FORMER SPOTIFY DATA ALCHEMIST: “Anything you do to build community, to build audiences, to build networks of artists, to build networks of fans, the same unfashionable things you would’ve done in the 70s, 80s, 90s and 2000s: Those things will all pay off.”
SO ALTHOUGH USING SPOTIFY AND TIKTOK ALGORITHMS ARE GOOD TOOLS TO UNDERSTAND AND USE, IT’S BETTER TO KEEPING DOING WHAT YOU’RE DOING TO MAKE YOUR NAME AS AN ARTIST. I’M ISHA PATTANAIK REPORTING.
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THE CO-FOUNDERS OF DUGOUT ENTERTAINMENT ALSO SAY THAT MARKETING THROUGH INSTAGRAM ADS IS GREAT WAY TO REACH A WIDER AUDIENCE.
