All Posts in "Music Marketing"

Using Meta Retargeting to Force Spotify’s Discover Weekly to Work for You

In the modern music industry, there is a “Holy Grail” that every independent artist chases: the Spotify algorithmic playlist. Specifically, Discover Weekly. Unlike editorial playlists (which are curated by humans and often difficult to get on), Discover Weekly is powered by a machine-learning recommendation engine. It is the single most powerful tool for “passive” growth, capable of delivering your music to thousands of new listeners while you sleep.

However, many artists make the mistake of thinking the algorithm is a matter of luck. In 2025, we know better. The algorithm is a mathematical response to specific data signals. If you want Spotify to work for you, you have to feed it the right data. The most effective way to do this is through Meta Retargeting (Facebook and Instagram Ads).

The “Cold Traffic” Problem

Most artists start by running “Traffic” ads on Meta, sending strangers directly to a Spotify link. … READ MORE ...

Sofia Benjamin by — December 18, 2025 in Music Marketing
The Indie-Pop Roadmap: How to Turn 15-Second TikTok Hooks into a Loyal Army of Superfans

In 2025, the music industry’s gatekeepers have been largely replaced by algorithms and the collective attention span of a generation scrolling at warp speed. For independent indie-pop artists, this presents both the greatest challenge and the most profound opportunity. While a 15-second viral sound can catapult a song into the global consciousness overnight, the real question remains: how do you convert fleeting TikTok listens into a loyal army of superfans who will follow you beyond the trend?

This isn’t just about going viral; it’s about building an authentic connection in a hyper-digital world.

The TikTok Conundrum: Virality vs. Longevity

The unique allure of TikTok lies in its ability to discover sounds and artists from anywhere. A snippet of your indie-pop track can become the soundtrack to millions of videos, driving streams and recognition. However, virality is fleeting. A sound can boom and bust within weeks, leaving artists with a momentary … READ MORE ...

Sofia Benjamin by — November 20, 2025 in Music Marketing
Positive aspects and Disadvantages of Partnerships within the Music Business

When we speak about partnerships, I’m referring to a circumstance exactly where two men and women who own the enterprise are operating collectively and share the responsibilities and dangers proportionately.

Here are some crucial positive aspects:

Sharing Risks – Among the good issues about a partnership is that you will be in all probability funding the small business collectively and sharing inside the income and losses. Within these methods, the danger is divided by these involved and not only a single individual. When the small business does well you all share in the accomplishment and if it will not the mishaps are shared also, hence the level of danger an individual has is significantly reduced.

Sharing Burdens – One thing any business owner knows is the volume of performance necessary to make sure good results. In a partnership, all partners are often involved in the day to day operating of … READ MORE ...

Sofia Benjamin by — September 22, 2020 in Music Marketing
Become a Greener Business and Save Money at the Same Time

Become a Greener Business and Save Money at the Same Time

Thousands, if not hundreds of thousands, of businesses across the UK, could find themselves saving money if they were to become a ‘greener’ business. Making small changes to the everyday running of your business – regardless of sector – will see significant if not dramatic changes to your monthly outgoings for electricity, heating and phone bills. Becoming a greener business will not only help you to save money in the long run but could also improve the image of your business and thus increase turnover.

Air Conditioning of Place of Work

The easiest way to save money on your heating bill is to set up a thermostat so your office or business premises is not being heated out with working hours. Heating your place of work unnecessarily is a pointless exercise that only runs up bigger bills and damages the environment in the process. Upgrading your heating system altogether can … READ MORE ...

Sofia Benjamin by — January 30, 2020 in Music Marketing