These days, when an artiste releases a song, all they have to do is just upload it on their YouTube channel, and voila, the fans have the music. That’s how transformative the power of online streaming is. Or you could upload it on Spotify, and other online music streaming platforms. Because the rates are so low, about $0.005 per stream, you literally have to stream millions of songs for you to live comfortably off music. Which is why the entertainment business has wholly been shaken up by streams, and now how you position yourself is more your own initiative than a record label own initiative. Which is why these days, even when a record label has signed you up, they will ask you to come up with a marketing plan that is independent of their own initiative, which is why for most artistes getting their first deal is usually their hardest task, and it could take decades.
When Diamond Platnumz clocked a billion views on YouTube, the YouTube entertainment manager came out to lay the whole marketing strategy of him. In terms of talent, Diamond Platnumz is as great a musician as you would have say, Michael Jackson. But he was a second hand clothes dealer before discovering his music talent. He has a radio station, Wasafi FM, a TV station, Wasafi TV that pushes his music, and also, he has his own record label, so as soon as he releases a song, he is on it like there is no tomorrow, and that’s how he gets publicity for his songs. He is one of the top ten artistes in Africa, and were it not for the fact that he sings only in kiswahili, Africa’s most widely spoken language, and not in English, he would have been a global best selling artiste in the mould of Michael Jackson. It’s a lesson that other global music aspiring stars could learn.
The explosion of technology means that it’s so easy to release a song, for instance, many music stars have been discovered on YouTube. But then, that means that there are millions of singers that are all competing for attention and it’s why you need a robust digital marketing plan as a newbie artiste. Invest in targeted digital ads if you can and that’s the way to ensure that you have brand visibility. Then, you can churn out consistent content and plug your songs in it so that you are always in the eyes of your listeners. Remember to treat your music not just as a craft, but as a fledging business in which you are the product, and therefore package yourself well. If you can’t do that well, since most creatives are not good in business, then get yourself a capable manager to handle the business end of things.
mabinda.com Business, Education, Technology Commentary. 
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