Bypass: Music Industry News for Independent Artists

Tuesday edition - 2 min read

Viral ≠ Fans

What's Up

New MIDiA Research data just dropped a bomb. Turns out “go viral and you’ll make it” is a big, fat lie. 48% of people who listen to music on social media never actually stream it.

So What

Ever wonder why some artists get their moment of virality and then disappear? Once listeners hear a snippet enough times, they’re never going to play the full song. Young listeners (16-24) are especially guilty of this - they discover but don’t go on to become actual fans.

Now What

Don’t get it twisted, viral moments do work… sometimes. But getting real fans takes strategy. Make clips unsatisfying on purpose. Think of this like leading your listeners to where you want them. You can also directly tell them to listen to the full song instead of hoping they’ll check it out.

[Read more on Hypebot]

TikTok Ban Delayed: Use it or Lose it

What’s Up

So, the TikTok ban was extended again. Why not just lift the ban at this point? Either way, this is good news for indies who want to get the most out of the platform before it's really gone.

So What

Indies have another three months (or more) to milk the platform for discovery. There are talks about a potential sale to the US, but don’t count on that. Who knows what the algorithm might be like under new ownership?

Now What

Keep using TikTok for discovery, but use this breathing room to make backup plans. Get as many email addresses as possible from your TikTok traffic and drive followers to platforms you control. Treat this like extra time, not a permanent solution.

[Full story at Music Ally]

Spotify Finally Kills Shuffle Hell

What's Up

Spotify just scrapped the shuffle-only model for mobile free-tier users. Yes, you heard that right. Free users make up about 60% of users on the platform - it makes you wonder who came up with this thing in the first place.

So What

The shuffle-only thing was basically a paywall that hurt indies. Major artists get radio plays and editorial playlists; you only have social media. You can now share your music with anyone without having to worry if they have a Spotify Premium plan.

Now What

Make sure your Spotify metadata is up-to-date. Free users aren’t waiting to start searching for music; they’re doing it now. Test this for yourself – search for your own tracks using a free account.

[Read more on MusicBusiness Worldwide]