Image for post
Image for post
Deep Cuts Diagnosis pinpoints the right social channel for your music project. When you answer the 12 questions you’re given a recommendation of the best social channel for your audience and your goals, as well as marketing tips you can action today to snowball your socials. The whole process takes less than 3 mins. Take the test here.

Social media is a part of the job of being an artist. Since we’re all at home, the internet is the primary connection point between artists and their fans — and social media is the intermediary.

This can be powerful for audience growth however, it’s taxing on the artist.

If you’re just one person it doesn’t seem like there’s enough hours in the day to be an artist and entertainer on social media. If you’re working in the studio all day then turning around to make a bunch of memes is not how most think about decompressing.

Unfortunately, social media…


A guide for independent artists on where to start branding their music project

I write about music strategy via my fortnightly newsletter, Deep Cuts, [Subscribe] Plus teach release strategy via The School of Deep Cuts. Join to learn how to build release plans that scale audience & revenue.

The pandemic is changing the way we listen to music.

“Lean back” tracks (music considered as background soundtracks to the consumers’ lives rather than music played with intent) are emerging as streaming winners. Genres like classical and lo-fi are having a moment due to increased consumer demand for music fitting to the home. …


Best practices for optimizing Spotify for branding & communications

I write about music strategy via my fortnightly newsletter, Deep Cuts, [Subscribe] Plus teach release strategy via The School of Deep Cuts. Join to learn how to build release plans that scale audience & revenue.

This is a look at an artist’s Spotify profile through the eyes of a music marketer.

Hopefully, this gives you:

  1. Tips for optimizing your own Spotify page for improvements in branding, comms and sales
  2. Insight into a marketer’s mind when releasing records

It’s short and practical.

Image for post
Image for post

Artist: Junglepussy

Junglepussy is an American rapper and actress from NYC. She released her 4th LP, JP4 on October 23rd, 2020.


The good, the bad, and ugly of music livestreaming

I write about music strategy via my fortnightly newsletter, Deep Cuts, [Subscribe] Plus teach release strategy via The School of Deep Cuts. Join to learn how to build release plans that scale audience & revenue.

Quarantine concerts are playing an interesting role in keeping public arts alive while life is on lockdown. When the lockdowns started artists and celebs started live-streaming as a way of staying connected and lifting people’s spirits. Some more successful than others.

Image for post
Image for post
Media criticism for artists and celebrities adopting live-streaming to stay connected with their fans. Source: The Atlantic

At this point, every concert is canceled through at least 2020 placing pressure on artists to make more of their business digital, live-streams included.


23 KPIs for record marketing

I write about music strategy via my fortnightly newsletter, Deep Cuts, [Subscribe] Plus teach release strategy via The School of Deep Cuts.

When you start a record campaign, your label lays out Key Performance Indicators (KPI) to evaluate a campaign’s success or failure, which govern whether your project continues to be funded or phased out.

Streaming and social platforms allow us to see the real time impact of marketing efforts via a wall of metrics that when pieced together tell a story. However, few artists know which metrics are the right metrics. …


Image for post
Image for post
Optimizing your release in 2020 might set you up for a few of these next year

I write about music strategy via my fortnightly newsletter, Deep Cuts, [Subscribe]

Some catch-phrases often thrown around the room in label marketing meetings…

“It’s a summery record, so it needs to be released in summer” — a&r person

“nope, terrible idea to release a record early March or April because SXSW and Coachella, there’s just too much noise” — marketing director

“Basically everyone starts checking out by November so don’t release then or December because there’ll be no-one here to fix your stuff should anything go wrong” — project manager

These broad claims bear truth but I wondered, just how


How creative direction transforms and prolongs music careers

I write about music strategy via my fortnightly newsletter, Deep Cuts, [Subscribe]

Creative directors take the audible message of the song and create imagery that conveys the emotion and message of the song. In music, where budgets are generally strapped but ambition runs high, they are the ones that deal with these constraints to bring the artist’s vision to life. At the very base level, they should be able to define the artist and music’s look and feel — which contextualizes the songs and draws listeners to the music. …


…and how to do it for a fraction of the cost.

I write about music strategy via my fortnightly newsletter, Deep Cuts, [Subscribe]

Two conversations I keep having as a music marketing consultant:

  1. “We’ve got the money, we just don’t know where to spend it. What actually matters?”
  2. “We have high hopes for this release but the budget’s tight because we’re already so far in the red”

When thinking about marketing a record, the first place I start is with the overall budget. It’s your greatest predictor of marketing activities and provides the following:

1) Viability of your marketing ideas

Shawn Mendes pop-up shop to support his self-titled record, London May 2018 is an example of…


Developing a ‘More Pls’ YouTube content strategy for artists

I write about music strategy via my fortnightly newsletter, Deep Cuts, [Subscribe]

Image for post
Image for post
Taylor Swift’s ME! music video

As a music marketing consultant, I spend a good chunk of my day working with artists and their teams to figure out how to make their music stick. The trend right now is to market at the distribution level — give content away to Apple or Spotify in hopes of playlisting, follow closely the best practices prescribed by Amazon or Pandora for support, work with SoundCloud on something creative etc.

While that’s all important stuff, the platform that’s most underleveraged and misunderstood by labels and artists is YouTube…


Not a 50 Cent reference.

I write about music strategy via my fortnightly newsletter, Deep Cuts, [Subscribe]

Image for post
Image for post

When I start working with a new artist client the very first meeting I do is a discovery session where I to get up to speed on their brand and understand how I can help as a music marketing consultant.

This article is part 21 of my go-to questions I ask the artist before the album campaign and part my process for what I’m trying to uncover at each stage of the interview. …

Amber Horsburgh

Music marketing consultant. Downtown Records & Big Spaceship alumni. Writes about music, strategy and feels at Deep Cuts http://bit.ly/2yphFYx

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store