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When Drake and 21 Savage release their long-awaited collaboration ‘Her Loss’ in November, fans can expect elite beats, playful raps, and a megawatt duo looking to combine the success of their No. 1 single into a delightful feature-length album. was doing.
No one expected the subliminal denial of the music industry’s corny marketing tactics.
Rather than doing interviews and live performances to promote the album, Drake, 21 Savage, and their team used their own platform to market it.
Includes Saturday Night Live, YouTube series A Colors Show and performance parodies at NPR’s Tiny Desk Concert, a fake interview with Howard Stern, a mock version of Vogue’s In the Bag series, and a fake Vogue magazine cover. I was.
Stunt sent out the usual music marketing playbook that often relied on the tried-and-true promotional strategy of having artists appear on various television and online platforms to promote new projects.
The fake Vogue cover resulted in magazine publisher Condé Nast suing Drake and 21 Savage, but the overall viral marketing strategy worked.
Jamal Zemo, head of R&B and hip-hop streaming for distribution platform Venice Music, said the stunt resonated because Drake and 21 Savage were able to tell jokes at their own expense in the promo.
“For me, wanting to have a little bit of fun and not taking it too seriously always connects,” he said. “It humanizes it and makes it more relatable and easier for the audience to connect with.”
The marketing stunt seems to have paid off, with the album marking the biggest debut week for a hip-hop/R&B album of 2022. The track hit a total of 514 million official streams on demand, back in the day.
But did the stunt impress music marketers?
Rahim Wright, partner and co-founder of marketing firm 740 Project and independent record label Blac Noize, thinks so. Music marketing often feels like ticking a box, he says, as record companies try to ensure that a certain number of artists attend late-night talk shows, online studio performances, and interviews. said. This resulted in a bland and formulaic approach to artist marketing.
But many leading artists aren’t satisfied with just ticking a box, so the way to convince them to believe in a marketing strategy is to come up with a great creative idea. “What takes you to new places is if there’s something creative there, and that’s what’s rewarding for a giant artist,” Wright said.
Junae Brown, CEO and founder of Browned 2 Perfection Agency, says creativity isn’t one size fits all, but that’s how music marketing is often packaged today. .
“I hope so [the Drake and 21 Savage rollout] It wasn’t just a funny moment,” she added. must do something innovative.”
marketing that suits me
Brown pointed out that creative ideas don’t necessarily have to be grand and have Drake’s budget. Whether you’re an artist or not, activation specifically tailored to you is paramount.
These performances are important for any artist looking to raise awareness. But Wright believes it’s more important to keep the audience’s attention than just making a good song.
“When most people scroll and see a new artist dropping a video whether they like it or not, you scroll past it,” he said. “If a clip has a new artist rolling down a hill and the song is playing lightly in the background, you’re going crazy for rolling down a hill. Then someone said, this song is like fire too.” may point out.”
Music marketers also need to be willing to take risks. But many people don’t worry about their ideas failing.
When asked what the biggest challenge facing music marketers is, Jimo expressed fear. “The willingness, readiness, and desire to bet on good ideas has decreased dramatically because of the fear that good ideas are not big ideas,” he said.
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