It’s a Brave New Smarthome World, and Alexa’s here to tell us all about it! It is estimated that as many as 45 million voice assistants like Amazon’s Alexa (and her sometimes awkwardly-less-kind Yandex comrade Alisa) are in use at present, and that number is only projected to grow as the technology becomes better, more affordable, and integrated into our lives.

They’re also becoming more integrated into the music scene (and not just with St. Louis Blues fan’s “Alexa Play Gloria!” posts last year). It’s also influencing the way we market music.

With that in mind, let’s look at how you can make Alexa and other home voice assistants work for you with a smarter music marketing strategy targeted at smart home usage.

1. Know Your Audience

First and foremost, you have to know your audience. What kind of smartphone users are they likely to be? What are they likely to ask Alexa and any other voice assistant for help, and what will they say?

We’ll get into the voice command aspect of things in a moment, but for now, it’s worth noting that different audiences are interested in different kinds of content – and you need to make it worthwhile. For example, U2 recorded behind-the-scenes commentary and released it with their music for Alexa. Fans could access both the songs and these extra goodies, naturally boosting the number of times they were likely to search and recommend fellow fan friends to do the same.

This is exactly the kind of strategy needed in today’s interconnected world. You need to know what your audience wants and how to deliver it to them in such a way that they, in turn, want to share it with others. That’s how you go viral, and it’s also how you score a bit better on your voice devices’ music marketing.

2. Advertising for Mom and Dad

One of the biggest obstacles to advertising online has always been the age barrier. Let’s face it – if you’re over 50, chances are you’re much more likely to feel social media, apps, and other aspects of the Internet are less intuitive than those who grew up with them.

That being said, voice assistants buck that trend largely due to the “voice” part. Even if “the Karens” in your life don’t know a thing about Instagram’s interface, anyone can say, “Hey, Alexa….”

That makes voice assistants much more accessible, making them such an attractive marketing choice for musicians looking to get their music out to people.

It also means that there’s nothing wrong from a songwriting and singing perspective with a little retro chic. Mom and Dad may not care about Billie Eilish, but they may sing along with Ringo every time it gets to “Billy Shears” on Sgt. Pepper, so keying into nostalgia trips and music business mainstays like that is a great way to get older audiences to listen to you.

3. Advertising for Shared Audiences

This, in turn, brings us to the all-important factor of finding a way to reach shared audiences. Smart homes are shared by the whole home, so you want to make sure that you appeal to as many people in a potential family of listeners as possible. That doesn’t mean you should go against your core demographic, of course, but it does mean that in crafting the words you use to market your songs, you should consider a wider audience and keep in mind how not just your fans but everyday people might use Alexa.

4. Get on Playlists

This brings us to playlists – you need to be on them at all costs. This is one of if not the biggest ways to score new listens and fans from people who may not have even heard of you in the first place but experienced you as part of a playlist.

Anonymous people across the country and globe may not know you, but they know “Soft Rock,” or “Pop Music,” or “Easy Listening,” and they search for it. We’ll get more into what and how they search in a moment, but for now, suffice it to say that appearing on these banner playlists that cover whole genres of music can be a great way to expose yourself to a new audience.

The same goes for Artist playlists that include others. Organically-Generated Playlists on “Artists Like Famous Artist X” are crucial for getting exposure, so do what you can to make your songs and search terms organic playlist-friendly.

5. Know How We Speak (and Type)

You’re likely to find differences in how websites tell you to list your search terms for your songs, and that makes sense. On the one hand, voice assistant technology is built around us speaking, which encourages search results that mirror the way we speak. You don’t speak like a robot, with choppy, imperfect grammar, but you may type like one when searching for something online.

Therein lies the dilemma – when using voice assistants, you want to target naturally-sounding phrases, but for online-based searches, you need to use SEO keywords, which sound more robotic.

6. Test Your Search Results in Yourself

Last but not least, you should always take the time to test your search results in yourself. That goes for any search engine, of course, but it is especially true regarding voice assistants. It’s one thing to have an idea in your mind of how you “should” appear on playlists, but quite another to actually make that work. You may think that you have worded things naturally, but you yourself say something quite different when requesting things from your voice assistant.

Try speaking to your voice assistant, note what works and what kind of grammatical structures and phrases you use, read about what others do, and model your search phrases accordingly.

Doing all this can give you the best chance of making your content more accessible in an era where new fans are a simple “Hey, Alexa…” away.

It’s the age-old struggle of musicians everywhere – how to translate their skills with music into something that can put bread on the table and hopefully earn them a bit more. That’s part of the point of a platform like Spotify. Not only can you get your music out there less expensively and to a wider audience than ever before, but it also opens up all manner of advertising opportunities that can help pay the bills to keep you jamming for years to come.

Of course, there’s every chance you’ve heard this song and dance before and don’t feel inclined to hit “Repeat.” After all, it’s notoriously difficult to make it big as an artist, even with online mediums democratizing the process a bit more. You may not have to deal with sleazy managers and the gatekeepers of The Music Industry™, but that doesn’t mean that you can automatically get people to click on your songs and translate them into an artistic and advertising success.

That’s why you’ll want to take a look at this guide to doing just that and boost your advertising game on Spotify Ad Studio.

1. Understanding Ads and Metrics

Spotify has responded to criticisms from its creators that its platform is hard to advertise on with Ad Studio, a new extension on the site that allows you to advertise and gain extra money for your songs.

Of course, as with any launch, there were immediately some questions, namely how to keep track of clicks, listeners, and other vital metrics, which are important for crafting any strategy.

Spotify’s new setup allows marketing via several kinds of advertisements, including:

  • Display ads
  • Audio ads
  • Video ads
  • Brand podcasts
  • Sponsored playlists
  • Organic playlists

It also distinguishes between Pre-Exposed and Already-Extant Listeners to help you see if your band (and brand) is growing. The former category refers to Spotify listeners who listened to a song 28 days before they heard the ad. If they have, they qualify as a Listener, but if not, they are a New Listener – an important distinction to make as it might mean they’re new to the band and brand, which can help both track data on conversions made after that first exposure to both.

The conversion window is pretty wide at 14 days since nobody wants to interrupt a great song by clicking on an ad immediately. What’s more, we live in an age of replaying songs over and over if we really like them, so a user might replay a song a few times if they like it, developing a greater bond with the song and band before finally deciding hey, why not click that ad in the corner?

2. The Importance of Playlists

There’s no denying it – getting on playlists is one of the biggest and most significant steps you can take toward launching yourself toward Spotify stardom and starting to see some real money come back your way. According to Spotify’s Ad Studio Guide, users are likelier to continue listening to you if they add you to a playlist. That’s pretty common sense, but what really makes that significant is that users who streamed songs multiple times within that 14-day conversion window were twice as likely to continue listening to artists 30 days after they’d heard or seen the ad.

In short, if you can get added to people’s playlists, you can increase your chances of being heard (and multiple times at that) while simultaneously improving your conversion rate.

Getting listed on organic playlists by having music that meshes with Spotify’s algorithms for crafting them is already a great way to get free exposure, so this is where you should focus your efforts.

3. Interest-Based and Real-Time Targeting

There are two main advertising approaches on Spotify – interest and real-time context targeting.

The former is just what it sounds like, targeting people based on their interests. Every musician crafts an image and eventually a brand for themselves, and like molten metal filling a cast, fans often fit right into that mold.

Taylor Swift fans have a very different average age range and set of interests than, say your average Punk, Goth, or Grunge band.

That doesn’t mean there aren’t exceptions or that people can’t like more than one kind of music, but simply that the kind of bubbly, perky ads targeted at Tay-Tay’s Teenage Girl to Millennial Woman core demographic probably won’t score as well with Kanye West or Heavy Metal fans. Of course, if you already know some of your fans’ core interests from your own interactions with them or past marketing deals, this can help bolster your targeted ads all the more and help you and the company advertising boost your chances at scoring conversions.

Real-Time Targeting, by contrast, works to time ads to the optimal time of day. You may be more receptive to ads about coffee or yoga in the morning, for example, or different food products around lunch and dinner time. Timing is everything in art, and it’s true of marketing as well, making Real-Time Advertising on Spotify so critical to your overall music marketing efforts.

4. Target Your Audio Advertising

You’re a musician, so audio ads are where it’s at. Spotify offers guidelines on how to boost your audio advertising, with one of their most important pieces of advice to target the audio in your ads by considering your speaker.

Soke ads are better suited to different speakers. For example, if you’re running an ad for women’s clothing or beauty products, you definitely want a woman and not some creepy old man reading that ad.

The same goes for advertising your band in advertisements as well. Oftentimes, it’s best to use your voice and the familiarity of using the first-person. That said, you can also recruit friends or professionals to read different forms of the same ad for different regions.

For example, if you’re going to drop a new song or album or have tour dates to announce, getting people to read the advertisement in English, Spanish, French, German, Hebrew, Arabic, or whatever other language fits the region in question can help you connect that much more with your audience. Following these steps, you can up your promotional and advertiser money game on Spotify.

start a music business online

Why You Should Start an Online Music Business 

Breaking into the music industry is a challenge, whether you are a musician or a producer. Instead of trying to land a job in the music biz, you can start your own business.

Here are a few reasons why now is the ideal year to launch your online music business.

There Is a Growing Demand for Original Music

The music industry continues to grow uniquely, including increased demand for original music. A variety of industries require musical scores and original songs. However, many businesses cannot afford the expensive licensing fees for songs from the Billboard Top 40 chart.

From background music for commercials or independent films to music for marketing material and training videos, businesses need affordable music for various reasons. Your online music business can help address this need.

The Latest Software Makes It Easier to Produce Music

If you run your own record studio as a side hustle, ensure your artists have the latest plugins and gears in their home studio. Investing in equipment for them is better than waiting for a studio session. This is way cheaper, and the quality provided by these home recording solutions is good enough for “released ready” music. You will be able to put these investments in the artist contract and deduct all these investments.

When I signed my first album, the label provided me with a better sound card, a midi controller, a Neumann microphone, and a bunch of plugins for Logic Pro. I could produce my first album at home and save a lot of money for the label. From my side, I enhanced my home studio without paying a dime.

Anyone Can Build a Website for an Online Business

Along with music software, you can access a wide range of options for setting up an online business. WordPress, Drupal, Wix, and other platforms allow anyone to build a website without previous web design experience.

Setting up a website is essential to start a music business online. Your website acts as an online headquarters for your business and connects to your various social media profiles, marketing campaigns, and music distribution sites.

People Constantly Want to Discover Something New

If you are a musician or work with musicians, selling music online is much easier today. People no longer limit themselves to the songs on the radio. The younger generations are constantly searching for something new, allowing them to be the first to discover an innovative indie artist.

You no longer need a massive music studio to market your music. You can use online resources to bring your music directly to the fans without involving music executives or distribution companies.

You Have a Variety of Options for Selling Music

Compared to the past few years, musicians and producers have more ways to sell music in 2020. You can sell instrumental music for use on podcasts or video productions. You can also post music on YouTube or your own website to generate ad revenue from Google AdSense.

Amazon, Google Play, and Apple Music allow independent artists to sell tracks on their online platforms via music distribution services like Distrokid. Distrokid started at only 19$ a year, and you can upload as many albums as you want. They pay you 100% of your royalties and no other costs than a 2 pro version. One option which you can have 2 bands’ names and another one for labels. It is very easy to upload your tracks to online retailers (iTunes, Amazon, Spotify, Google Play, Rdio, Shazam, Deezer, and more).

The bottom line is that you have access to various technologies in 2020 to help you build a successful music business online. Even with no musical ability, you can start selling music and making money.

start a record label-online

Music marketing on twitter

How To Promote Your Music Online With Twitter

All You Need On Twitter Is Human Interaction #MusicMarketing @tferriere

YES! You don’t need to be a marketing guru to succeed at  Twitter. Ok, it is complicated if you just get started and that’s why many bands and artists are missing the key elements that bring success on Twitter.

Once you understand the essentials, You’ll find that Twitter is easy and powerful.

In this post, I will cover the basic things you can do to engage and grow your followers.

1. Setting Up Your Brand

Branding yourself is essential. This is what will make you memorable to your followers. With a strong brand, you can create a synergy between all your assets on the net. All your social media accounts and websites should have similar graphics and branding elements. (logo, headlines, design, band name,…)

You should also have your Twitter handle on your site and social sharing buttons. You can also embed your Twitter feed if possible.

2. What To Post On Twitter

  • Always try to bring value
  • Be yourself
  • Do some special discount
  • Retweet news in your music niche
  • Tweet sometimes about your personal life
  • Comment on the news in the music industry, use appropriate hashtags
  • What happens during the rehearsal
  • After your last show
  • In the van going to your next performance
  • About your writing process
  • Post a demo
  • Post a link to Youtube
  • Your Blog posts
  • Other blogs you like
  • A bit of self-promotion (Use The 80/20 Rule)
  • Other bands you like (Local and national)

3. Automating your task to save time

  • Buffer – for scheduling tweets on all your social media profiles
  •  Hootsuite  – the gold product of social media automation (HootSuite Pro – Free 30 day trial)
  • Bitly – shorten URLs and get stats (perfect to see which link is getting traction)
  • BuzzSumo – Find trending articles and content to share
  • Unfollospy – help you accelerate your marketing duties and see who is not following you

4. Be Social and Network

  1. Your goal is to get retweeted by successful Twitter users. This is a great way to get new followers fast. Unless you have a personal connection with famous users, you must first interact with them. Comment on their post, retweet, ask questions first and post good content.
  2. Follow people and retweet. With Twitter analytics, you can find which of your followers are influential. Retweet their post, and leave comments. If you are good to them, they will help you in return.

5. Twitter Marketing Plan

Any tips you would like to share are welcome in the comments,

How To Use SoundCloud As A Lead Generator

How To Use SoundCloud As A Lead Generator

You can use Soundcloud to get people to your website or other online retailers. I use Bandcamp because Soundcloud seems to like Bandcamp users.

A marketing trick to catch the attention from your visitors is to offer something free. In our case, you can offer some of your tracks for free and gain more exposure.

Soundcloud allows you to make your tracks downloadable. They limit you to a certain number of downloads. (To 100 for a free account and 1000 for a pro account, the Pro Unlimited has unlimited downloads)

Email Gate :

The best option is email gating because you will grow your email list. If you just need to gain more exposure on social media, the like-to-download option may be the best option.

You have 2 ways to put a in place gate. the first one is to link the description to a gating page. You may want to use services like to create your dating page.

The other way is to use the buy button on the player itself (the best is to use both).

You can also use Bandcamp as an email gate for free download. People will have to enter their email to download and give a tip at any price if they want to. Bandcamp will collect emails for you and you can download a CSV file.

Free Download Strategy

soundcloud 3 

Use the most played tracks and make them downloadable for free on

People can share on social media and even leave a tip. You can also embed their beautiful widget on your website.


Noisetrade 2


Noisetrade is not synchronized with autoresponders, you’ll have to export the data in a CSV file.

Once your page is live, grab the link and paste it in the « buy link » field of your track in Soundcloud. (You can customize the call to action into « support me »)


Build Your Own Squeeze Page And Supercharge Your Email Marketing


You can also send them to your own squeeze page. This unique page will feature your best work, including a call to action with an incentive. (offer some tracks for an email with an opt-in form)

This special page must be simple, a home page (Funnel), contact, about me, policy&privacy. It is not a traditional artist website but a squeeze page with an autoresponder system. This is the ultimate marketing strategy to sell your music.