Something that’s come across strongly in our recent conferences is the idea that digital marketing – and streaming playlists specifically – isn’t just something for labels and artist teams.
A growing number of music publishers are using the same tools, and seeking out partnerships, to market their catalogues and songwriters. The latest example comes from Concord Music Publishing, which is working with Playlister on a project called ‘Music Seen‘. It involves Playlister choosing a track every day using one of Concord’s songs, with weekly themes like ‘Love’, ‘Blues and Dreams’ and ‘Freedom, Positivity and Hope’ tying it all together.
There’s a website, a Spotify playlist and even an Instagram account, with guest illustrators creating new artwork every week. This isn’t just about reaching music listeners: it’s also about creating some buzz around the Concord catalogue for sync purposes.