The landscape of music marketing continues to evolve, presenting both new challenges and opportunities for artists, managers, and labels. Some of the most common questions we hear include:

Does press or radio still move the needle?
How often should we release new music?
Is the album format still relevant?
Where should we focus our marketing budgets?
How can we grow our streaming numbers?

The answer to many of these questions often centers around a single key factor: NARRATIVE

THE ROLE OF STORYTELLING IN MUSIC MARKETING

Oscar Wilde once said, “There is only one thing worse than being talked about, and that is not being talked about.” This principle holds true in the music industry today. Whether it’s launching a single, an album, or building an artist’s brand, a compelling narrative is essential. Storytelling forms the backbone of marketing efforts across all platforms, from traditional media to social media and digital streaming services.

A NEW APPROACH: HYBRID PROMOTIONS

At Kartel Music Group, we’ve spent much of this past year reflecting on the shifting dynamics of the media landscape. One of the biggest challenges artists and labels face is navigating a promotional strategy that balances traditional media, social media, and digital platforms.

In response, we’ve developed Hybrid Promotions, a service designed to improve the affordability, impact, and effectiveness of music promotions in 2024. This approach integrates various channels, providing a more flexible and holistic way to market music in today’s multi-platform world.

KEY INSIGHTS FOR 2024

To help artists and industry professionals better understand the current marketing landscape, we’ve created a guide that covers several important topics:

Why music journalism still matters and its role in shaping public perception.
How radio remains a key cultural touchpoint and continues to generate influence in the digital age.
The value of direct-to-fan relationships, which are essential for building lasting careers in today’s industry.

MOVING FORWARD

Our goal is to provide artists and managers with the tools they need to navigate music marketing more effectively. You can access our guide and learn more about how to refine your promotional strategy in 2024: Click here to read more.

Kartel Music Group exists to support artists, labels and industry professionals with their recorded music business.

What’s the biggest marketing challenge you’re facing? Let’s start a conversation about how we can address it together.

Making Sense of Music Marketing in 2024