The music industry is constantly changing and so is marketing in all aspects. As such, the practice of music marketing is constantly evolving, sometimes at a pace so rapid that even seasoned professionals struggle to keep up with new platforms, practices, and technologies. As a company or person gets used to the way things are done, something seems to come along and change what everyone else in the company is doing.
Knowing what's coming next is incredibly valuable for people in music marketing. They need to know what's going on around them, whether they're excited, trying to catch the next trend, or making sure their fellow musicians try something new to reach the widest possible audience.
As the new year begins, five music marketing experts ask themselves the following question:
"What's your top music marketing prediction for this year?"
Jesse Kirschbaum, Managing Director, NEA
In many ways, this is the year of TikTok. I don't think TikTok will be banned. I think a lot of people still make static posts and pictures of themselves and food and everything… and that doesn't resonate. What Tik Tok offers is a way to start and ignite viral sensations and trends, perhaps the most important way to break artists, products, communication and everything else right now.
I think more and more people will learn how to create TikToks and I think it will become more accessible. And I think it's big enough to survive Prohibition because it's kind of too big to fail. I think GenZ/GenAlpha will not just be a platform, but a place for developers and the industry to grow. I believe it will be a crucial communication tool for product launches and brand launches.