Operating in the streaming environment in 2023 is a case of balancing promotional demands from the various streaming and social media services. They all want something unique and exclusive, so artists and their teams need to be flexible.
The latest example of how an artist is working with multiple DSPs on campaigns that break simultaneously is British rock band You Me At Six. Amazon Music has announced that it will be livestreaming their concert at London’s The Garage venue on 28 January on its Twitch channel, while also running a contest for fans to win tickets to the concert itself.
Separately, TikTok UK has anointed You Me at Six as the latest featured artist for its #AltMusic campaign, following in the footsteps of Wet Leg and Beabadoobee. TikTok noted that the band are already active on its app, although they will be hoping the campaign will boost their following beyond their current 23.4k followers.