It's not manipulation in their eyes, just adaptation. But as that power has evolved from disruption to known quantity, companies and labels have increasingly found ways to co-opt it, remix it, and feed it back to consumers. Now, with the rise of streaming and its effect on sales and charts, fans potentially wield more power than ever in determining the success of their favorite song. In the ’80s, music videos were originally created for marketing purposes iPod commercials two decades later helped push younger artists to new audiences. Music marketing has always adapted to the times-and to technology.

“I just can’t come up with creative content that revolves around stuff I don’t like.” “If I don’t like the song I’m not going to make a meme for it,” says Ka5sh, an artist and musician who has worked with labels to promote their music through memes. Still, the need to hit the trifecta-quality song, quality meme, perfect timing-persists. All it had taken was four months and a meticulously plotted campaign that typifies music’s new social-first promotion game.Īttempts to go viral at this point are almost an assumed part of song marketing Music.ly, an app devoted to short cover videos, essentially exists solely to promote major-label songs to its preteen users. French Montana releases a new song and visual I Don’t Really Care then announces a new album to drop on November 12th. Finally last month the song hit #5 on the Billboard Top 100 chart. Its success-and choreography, which had inspired the Instagram posts in the first place-further popularized the hashtag #UnforgettableChallenge, which, in turn, further popularized the video and the single itself. The video, which featured a Ugandan dance troupe Montana had seen on YouTube, racked up 10 million views within a week. The next day the reason for the hashtag (and the dance) became clear when Montana released the video for his newest single, “Unforgettable.” Two more videos would follow that day-both with the same hashtag or a similar one, both with the same dance move, both with fellow artist Travis Scott. This time, though, he slapped a new hashtag on the video, in which he held a white cup and hopped lazily in a quarter-circle to the strains of his own music: #UnforgettableDanceChallenge. That alone wasn’t unusual the rapper uses the platform as a constant promotional tool, blasting photos and clips of the good life to his more than 6 million followers. Watch Lebron James' vibe out to French Montana's new album 'Jungle Rules.' It looks like Lebron James is really feeling this new French Montana album. On April 8, French Montana posted a video to Instagram.

New french montana album 2017