Amid some of the predictions of an ‘exclusives’ war between Apple Music, Spotify and other streaming services, it’s emerging that artists can quite happily work with many of the big players – if their partnerships are sufficiently different.
The campaign for Disclosure’s new album ‘Caracal’ is a good example. Yesterday, the band streamed a gig on YouTube in partnership with American Express’ Unstaged initiative, complete with chat-show host James Corden as producer. YouTube duly promoted the gig on its blog.
Yet yesterday also saw Disclosure benefit from Spotify’s new artist marketing initiative, with the streaming service emailing the band’s top listeners “a personal thank you from Disclosure and Spotify” accompanied by an exclusive presale link to buy tickets for the band’s year-end shows in the UK.
And this just days after Disclosure played the Apple Music Festival in London, with all the promotion that came with that. YouTube, Spotify and Apple in the space of a week: quite the marketing blitz, yet with each element suiting the individual partner.