Anytime you’re thinking about your musical projects or branding, trying to move a project forward, it's a good idea to think about channels.
The reality is that we have an enormous number of channels these days. There are a lot of different places to promote your music and your brand. Artists and bands have to choose between a lot of very different options.
Here are three of the channels you want to consider as you're putting together a broader strategy for brand visibility.
This is the place where a lot of people are. It's increasingly becoming popular with people of all ages, but especially with younger people who want an easy way to enjoy music streaming.
We could get into the details of negotiating with Spotify, but we’ll just say that it's a must-have when it comes to having your music accessible and viable for people to hear. Back in the old days, you might have used something like Reverbnation. But Spotify is really a central place, a kind of artistic commons that you want to consider as you are growing and expanding your reach.
When it comes to access, nothing's going to beat YouTube. In some ways, it's sort of an old-school platform or channel, but it gets platinum-level numbers of active users and traffic.
That's not even counting the comments and additional traffic you can get on a YouTube channel that is really hopping.
There is a reason that so many people who are promoting themselves have blown up on YouTube. It really is a common space, especially for people who don't have a lot of mobile data or better electronic setups. YouTube is kind of an all-inclusive platform that handles all of its own logistics – people just go to the channel and put in their keywords, and they get all of the music they need. So you have to consider how to use that to your advantage as an artist.
Smart TV Channels
In some ways, this is the top-tier channel option to look for when you're trying to expand beyond easy low-hanging fruit like YouTube.
More smart TVs are offering actual music video channels, and they need content for those channels. If you're producing a music video, you want to be able to get it to a place where it's part of the inner circle of content that gets distributed to people who are really choosing this format to watch on TV. In other words, YouTube has everything, but the smart TV channels have a curated set of videos, and so if yours can be part of that, it's often a big benefit.
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