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the best spotify hpto ever? / 10 jul 2018 / kieron / 0 i fully appreciate that this post won’t “connect” with most people and it’s only for the hardcore spotify nerds. but nonetheless here’s 5 reasons why this is one of the best and most effective spotify homepage takeover’s (hpto) ever from universal uk displayed today. the graphic has nice big images of 6 of the biggest artists in the world now (well 5, sorry liam). i’ve done some testing with hpto’s and playlist covers in the past and graphics that contain recognisable superstars like this always get more clicks than ones without. reminds me of the time we put a competitor’s artist on the front of one of our playlists when i worked at a record company, but that’s a story for another day. it’s simple. never underestimate the power of simplicity, this hpto doesn’t try to be clever, it just has the name of the playlist, some superstars and the tag line “all the songs you love in one playlist”. job done. the branding matches that of the playlist artwork, it may sound obvious but the amount of times i’ve seen ads with totally different branding than the playlists they are promoting is numerous. it’s about the playlist and not the playlist brand. let’s be honest, nobody cares about record label playlist brands. as far as i know, universal uk are the only universal territory to ditch their global “digster” brand and focus on their “hits” brand but more specifically their chart hits uk playlist. this is smart because given how incredibly difficult it is to grow third party playlists in spotify, you can only realistically actively promote and grow a handful of them. it’s pretty pointless having more than say 5 or so playlists to focus on these days, far better to concentrate on 2 or 3 playlists and treat each of them as brands unto themselves. it has a clear call to action, the “listen on spotify” button. obvious to some most likely but i’ve seen hpto’s in the past that don’t direct the user to click on them. no fans? no deal! / 25 apr 2018 / kieron / 0 i was talking to a new artist today. he’s released one song in his short career so far and he’s released it through one of the popular distributors. when he originally went to the distributor and asked them (quite rightly) what they could do for his release they asked him to fill in a lengthy form with all sorts of silly questions, the main one being how big his social reach is. now bearing in mind that he is brand new, this was before he released his first ever song, he has pretty much a zero fanbase. to be expected right? on receiving this form they then went on to tell him that they couldn’t offer any support because he has no fanbase and there’s pretty much nothing they could do for him, except to make his song available on all dsp’s and take a nice cut for the privilege. sadly this is now pretty much the case for all record labels as well as distributors. i’ve heard from so many artists today who are asked from labels, how big their fanbase is, before they even listen to the music. in other words if you don’t do your job for them and build up a fanbase first they won’t even consider signing you. i can’t begin to say how messed up and wrong this is. surely the job of a label is to develop an artist and help them grow a fanbase together? if the artist is talented and has great music then who cares about how many instagram followers they have? i don’t. the fact that they have great music is all that matters and if you truly believe in them then the fans will come with your help. isn’t that a record label’s job? isn’t it remarkably lazy to expect the artist to do all the work, build the fanbase and then give their music to a label to put out? you don’t need a label to do that, they are supposed to be a partner and help you get your music to fans old and new. and don’t even get me started about all those instagram and youtube stars with a massive audience who have been signed up by a label hoping to cash in on what they’ve achieved already and then release terrible music. just because you have a huge following of fans who like your funny youtube videos or makeup tutorials doesn’t mean they want to hear you sing. this is partly why i set up humble angel records, i have an open submission form where anyone can send in music. i don’t care what your fanbase is, all i care about is if you have good music. we can work on the rest together. why is calvin harris paying to promote his playlist on instagram? / 31 mar 2018 / kieron / 0 whilst browsing instagram stories today i saw this ad promoting calvin harris’ spotify playlist “ calvin harris radio “. interesting as you don’t see many spotify playlists being promoted other than the major labels playlist brands, but even then not that often. naturally i thought it would just be a smart move by sony to capitalise on calvin’s fanbase to promote a playlist that’s basically full of sony content. i say smart as a fan will be much more inclined to listen to a playlist from an artist compared to a label playlist. anyway i fully expected the playlist to be full of sony’s priorities. not the case! sure there’s 3 or 4 of calvin’s tracks but a very good mix of songs from all labels, independents and majors and even some catalogue tracks thrown in too. in other words it looks authentic and something the artist would probably put together himself. so why pay to promote it? i doubt very much calvin harris is promoting it personally, he has plenty of other stuff going on. and if sony are investing in growing the playlist then why haven’t they put more of their own songs in it? i can only think that it’s a smart move to invest in the playlist long term and in a very thoughtful way. by keeping the playlist authentic and not filling it with sony priorities they will build engagement and trust with his fans and grow the playlist faster. maybe they plan to grow it and then when sony songs come along that fit the playlist in a natural and organic way, i.e. something that calvin will play himself in a set, then they can seed it in and help it grow. for me this is so much smarter than record label playlist brands that don’t have any loyalty or following among fans and have anything from 80% to 100% of their own content. growing a playlist like this one also lessens the label’s and artists dependence on playlists controlled by spotify or apple music. of course these editorial playlists will always move the needle most but it’s smart to have your own playlist route to market too. this is probably a blog post on it’s own but now that streaming is unstoppable and here to stay, there really should be more investment and creative thinking into playlist brands. the 3 major labels could all do more with their playlist brands and be more creative and where are the other playlist brands disrupting the ecosystem? there are a few youtube channels moving into streaming like the mighty trap nation and cloudkid but who else? it will take money and some creative thinking but it can be done. the indie labels have been talking about creating a playlist brand for 3 years or so but nothings happened. someone really needs to fill this space. spinnin’ records playlist rebrand for voice activation – a swing and a miss? / 28 mar 2018 / kieron / 0 today, spinnin’ records announced that they were going to rebrand 4 of their playlists so that they can be easily found in voice activated speaker systems like amazon’s alexa. in a statement the company said… “this means that playlists can now be found under a new succinct name, all have a unique theme and iconic-branding, making it more compatible for the streaming age and ready for voice-activated technology.” the four playlists are named; hundred , brand new , pixel and fit . whilst the point of whether you should brand or rebrand a product/service to fit in with consumer behaviour is a debate for another day there i think problem with the names spinnin’ have chosen. namely that spinnin’ have made the playlist name

URL analysis for here.org.uk

http://here.org.uk/2018/04/25/
http://here.org.uk/2018/04/25/150/
http://here.org.uk/2018/03/31/why-is-calvin-harris-paying-to-promote-his-playlist-on-instagram/
http://here.org.uk/2018/03/08/how-spotify-can-help-artists-labels-reach-more-fans/#respond
http://here.org.uk/2018/01/07/thanks-to-streaming-vcs-are-throwing-money-at-the-music-industry/#respond
http://here.org.uk/2018/01/27/introducing-humble-angel-records/#respond
http://here.org.uk/2018/01/07/
http://here.org.uk/2018/04/25/150/#respond
http://here.org.uk/2018/03/28/spinnin-records-playlist-rebrand-for-voice-activation-a-swing-and-a-miss/
http://here.org.uk/2018/01/21/ar-consultants-on-linkedin/#respond
http://here.org.uk/author/kieron/
http://here.org.uk/2018/07/10/the-best-spotify-hpto-ever/#respond
http://here.org.uk/2018/01/07/thanks-to-streaming-vcs-are-throwing-money-at-the-music-industry/
http://here.org.uk/2018/03/31/why-is-calvin-harris-paying-to-promote-his-playlist-on-instagram/#respond
http://here.org.uk/2018/01/27/introducing-humble-angel-records/
bbc.co.uk

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Error for "here.org.uk".

the WHOIS query quota for 2600:3c03:0000:0000:f03c:91ff:feae:779d has been exceeded
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WHOIS lookup made at 13:59:07 29-Jun-2017

--
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  REFERRER http://www.nominet.org.uk

  REGISTRAR Nominet UK

SERVERS

  SERVER uk.whois-servers.net

  ARGS here.org.uk

  PORT 43

  TYPE domain

DISCLAIMER
This WHOIS information is provided for free by Nominet UK the central registry
for .uk domain names. This information and the .uk WHOIS are:
Copyright Nominet UK 1996 - 2017.
You may not access the .uk WHOIS or use any data from it except as permitted
by the terms of use available in full at http://www.nominet.uk/whoisterms,
which includes restrictions on: (A) use of the data for advertising, or its
repackaging, recompilation, redistribution or reuse (B) obscuring, removing
or hiding any or all of this notice and (C) exceeding query rate or volume
limits. The data is provided on an 'as-is' basis and may lag behind the
register. Access may be withdrawn or restricted at any time.

  REGISTERED no

DOMAIN

  NAME here.org.uk

NSERVER

  NS25.SCHLUND.DE 217.160.82.144

  NS26.SCHLUND.DE 217.160.83.144

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