Among the many topics discussed during the Power Marketers of the Music Industry panel at Variety2022 Entertainment Marketing Summit, clearly TikTok and the importance of fan relations were at the forefront of the group’s concerns. Moderated by Variety‘s Andrew Hampp, the panel sorted through the many questions about the marketers behind some of today’s top musical acts.
This year’s music marketing panelists included: Krystian Santini of RocNation; Corey Sheridan of TikTok North America; Atlantic Records’ Kendra Ellis; Val Pensa of RCA Records; and Alissa Pollack, executive vice president of global music marketing at iHeartMedia.
Pollack opened the conversation by discussing the key to Doja Cat’s success on TikTok: “Doja Cat is going to do what Doja Cat wants to do,” she said. Since the release of “Planet Her,” Doja has found remarkable success on the video app that promotes “soundbites for snacking” — not only making her new releases go viral, but also spotlighting her old songs.
Sheridan, who heads music partnerships and content operations for TikTok North America, said “authenticity is key to success on TikTok,” for a community like Gen Z looking to resonate with their favorites. . He offered a list of pointers for those looking to break the algorithm-based app: TikToks should be 17-20 seconds long, with a punchline at the end, shot vertically and using official sounds. Ellis, vice president of marketing for Atlantic Records, pointed to Roddy Ricch’s “The Box” as a pivotal moment for the label. The track was never considered “unique material” until a viral trend attached itself to it – “TikTok forced our hand,” she said.
To set the record straight, TikTok’s Sheridan clarified “We don’t make hits on TikTok.”
The whole operation hinges on how “an artist engages closely with their community,” Sheridan said, referring to Jack Harlow’s “First Class,” which hit No. 1 on TikTok a week earlier. before going No. 1 on the Billboard Hot 100. “We’re not telling them you have to post three times a day; find your voice, be authentic and consistent – that’s what matters most,” he said. -he declares.
In light of the recent debate surrounding Halsey – who recently shared her frustrations with her label banning the release of their new single without a ‘viral moment’ on TikTok – Ellis replied: “I think it’s just about finding out which is organic for them… It’s an educational process for artists.
“He should be challenged to make sure [artists] are still supported,” added Pensa, senior vice president and head of marketing at RCA Records. “The reality is that you have to engage and grow an audience and it’s a tool and a platform that allows you to sell your music, which we’ve never been able to do before – how amazing is that? “
Panelists noted that even language barriers mean little when you can reach the whole world from your couch.
“I do not see [TikTok] like any different from the promo we used to do in clubs… This is [building] familiarity around the record,” concluded Pensa.
For the quick roundup of the panel, Santini, who is president of equity distribution for RocNation, spoke about the success of vinyl. He described it as an artistic opportunity for artists and a collecting experience for fans, but added that it needed to be more easily accessible and at a faster pace.
VarietyThe annual Entertainment Marketing Summit aims to identify the best opportunities to engage with today’s ever-changing audiences and consumers, who continue to be rapidly changing targets on growing media platforms.