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Believe - Creative Marketing Playbook During Lockdown

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Music is an incredibly powerful force for good,
uplifting the soul and the imagination. Creating art
in these times is key. We at Believe want to make
sure you, as artists are supported and give you all
the tips and tricks you need to connect with your
fans.

Check out our new playbook focused on video : what would be your video strategy in the coming weeks?
=> https://www.slideshare.net/LopoldCazemajour/believe-video-playbook

Published in: Marketing
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Believe - Creative Marketing Playbook During Lockdown

  1. 1. Creative Marketing Playbook → Optimize your promotion on streaming platforms & social media over the lockdown period. March 2020 This playbook belongs to Believe. It is strictly confidential and intended exclusively to Believe and Believe's customers, for non commercial use only. Disclosure to a third party without the prior written approval of Believe is forbidden. All rights reserved.
  2. 2. → Context and objectives 3 → Streaming platforms 4 → Social media best practices 23 → Key takeaways 44 Agenda Believe@ exclusive ownership. Strictlycondidential
  3. 3. Context Music is an incredibly powerful force for good, uplifting the soul and the imagination. Creating art in these times is key. We at Believe want to make sure you, as artists are supported and give you all the tips and tricks you need to connect with your fans. More and more people are working from home around the world and we are already seeing traffic across all digital channels increase significantly; social networks, video platforms and streaming platforms. Being social is very human. Folks at home still want to connect with their friends and family, but also to their favorite artists. Now is a good time to maintain that contact with fans and bring your projects to life from home, all in the spirit of kindness. → Shorten the distance and strengthen the connection between you and your fans. → Maximize and grow your digital presence by posting more regularly and in a more diversified way. → Use this time to try new things. Objectives Believe@ exclusive ownership. Strictlycondidential
  4. 4. Streaming platforms → Best practices for your new content → Maximize visibility on your existing content → Creative examples with streaming platforms Believe@ exclusive ownership. Strictlycondidential
  5. 5. Best practices for your new content At this stage, our advice is the following : → Move forward with your release if you have an engaged digital audience and especially if you have the ability to communicate on and create content for social networks. Should I maintain my release plan ? → Consider postponing your release if you are an artist mostly selling physical formats. Also consider releasing digital EPs or singles (if you have already committed to campaigns or marketing budgets). → However, keep an eye on streaming trends. Keep in mind flexibility will be key in weeks to come, you need to be able to adapt your release strategy according to the evolution of the situation. Analysis is being conducted on streaming trends during the confinement period. Some platforms communicated on the fact that they are still experiencing subscriber's growth and / or surge in usage. Believe@ exclusive ownership. Strictlycondidential
  6. 6. Use Pre-saves and Pre-Adds for your up-coming releases Why? → The pre-save or pre-add function allows fans to pre-save your new song or album to their queue and music library the moment it’s released. It’s an automatic way to notify fans that your release is available on platforms. → It builds hype prior to the release and helps to maximize your release date audience (and all-time streams) → It improves your release's chances to be picked-up by the algorithms that the platforms use to create organic listens and exposure to new fans (example : placement in algorithm playlists such as Discover Weekly on Spotify) → It helps collecting fan data for remarketing activities How? → Use a smartlink solution (like Backlink, provided by Believe for free in your backstage) to send fans towards your pre-save on different Streaming platforms → Think of creative ideas to push your fans to pre-save your release (ex: Quiz / contest to win Merch or any kind of reward) → Communicate on your social networks Best practices for your new content Believe@ exclusive ownership. Strictlycondidential
  7. 7. Create new content Think outside the box Release "out of the box" audio content Jeanne Added will be releasing covers of existing songs regularly while Justin Bieber released an Accoustic version on one of his own tracks. Release a single created live in front of your fans Why not create a song live on IGTV or YouTube Live Stream and release it as a single on all streaming platforms? Look at Chris Martin's #TogetherAtHome session on Instagram that was later released as a podcast on Spotify Collabs Why not collaborate with one or several other artists to create a song together using a collaborative live on IGTV or YouTube Live Stream and then release it on all streaming platforms ? Best practices for your new content Believe@ exclusive ownership. Strictlycondidential
  8. 8. Maximize visibility on your existing content Why ? Your fans are most probably spending a lot of time at home right now, give them something to listen to! → Platforms are focusing on Mood playlists with themes related to the current situation : Optimism, Chill, Relax, Focus, Home Office, Feel Good, etc → There is a resurgence of streams on catalogue tracks echoing the virus situation (example : Temperature by Sean Paul, Hot N cold by Katy Perry, Don't Panic by Coldplay, etc) Focus on “Mood” playlists which fit in with the Coronavirus situation Believe@ exclusive ownership. Strictlycondidential
  9. 9. Maximize visibility on your existing content How ? Your Trade Marketing team is selecting tracks to be suggested to platforms for them to add in their mood playlists. Contact your Believe Label or Project Manager to work with them on your own catalogue and tracks selection to be submitted to platforms. Make your own individual playlists to remind your fans that you are thinking of them in these difficult times. Example : "Mood in confinement" / "What I listen to at Home" / "In my Living Room". Ex: Rita Wilson created her own "Playlist for Quarantunes" Next : → Replicate those playlists on all streaming platforms → Highlight your playlists on platforms (in the "Artist Pick" section on top of your Spotify profile / on your YouTube HomePage) → Create a Backlink and share those playlists on your social networks and on your YouTube Community tab Focus on “Mood” playlists which fit in with the Coronavirus situation Believe@ exclusive ownership. Strictlycondidential
  10. 10. Maximize visibility on your existing content Smart uses Update your canvas to : Show your fans "offstage" images of you (at home working on new music for example) and let them know you updated your canvas on your social networks. Remember your fans are at home too. You could create a contest on your socials inviting them to create artwork for your Canvas and display the winners' creation on Spotify. Use and update platform features regularly Spotify Canvas are visual formats displayed behind songs on Spotify's mobile app. Best case Billie Eilish used her fan's art to update her Spotify canvas Believe@ exclusive ownership. Strictlycondidential
  11. 11. Apple Music Deliver your song lyrics to Apple Music for your fans to use the time-synced lyrics feature and be able to sing along in real time, at home or at their window (like Italians do!) Use and update platform features regularly Maximize visibility on your existing content Believe@ exclusive ownership. Strictlycondidential
  12. 12. Invite your fans to follow your profile on streaming platforms Why? If you take our advice (create mood playlists, use platform features, etc), these initiatives will have even more chance to be visible on streaming platforms if more users follow your artist page. Also, the more chances your tracks will have to be included in algorithm playlists or platforms listening suggestions, which, in the current context, are very likely to be put to good use. How? Use a smartlink solution (like Backlink, provided by Believe for free in your backstage) to send fans to your profile on different Streaming platforms Post on Social Networks to invite your fans to follow you Maximize visibility on your existing content Believe@ exclusive ownership. Strictlycondidential
  13. 13. Dig into your archives Not everyone can create new content, so dig into your personal/project archives to let fans know about it. Examples: Unreleased tracks, old single demos, childhood photos, music videos, doing before/after... Best case Day Wave Old demo of "Wasting time" on SoundCloud Maximize visibility on your existing content Believe@ exclusive ownership. Strictlycondidential
  14. 14. Creative examples with streaming platforms Objective Entertain people quarantined at home through live concerts streamed on Anghami's IG account Each day, Anghami will have 2 artists going live on their Instagram account to sing for an hour for the Sahra Ma3 Anghami Initiative Anghami will promote through : → Facebook, Twitter, Instagram posts → Push notifications to Anghami users → In-app banner Streaming platform from the MENA region Anghami #HomeSessions on their Instagram account The artists are asked to announce the date of their Home Session (tagging Anghami) through Instagram stories. Believe@ exclusive ownership. Strictlycondidential
  15. 15. Creative examples with streaming platforms Anghami Wash your hands” challenge “ A web page that generates a "wash your hands" instructions poster, to the sound of your favorite song. The idea followed a video that went viral in Lebanon where a physician suggested to people to wash their hands while singing happy birthday (to make sure it leaves enough time to kill viruses) One of the most used songs was one of our artists Nancy Ajram's latest single Albi Ya Albi. Believe@ exclusive ownership. Strictlycondidential
  16. 16. Creative examples with streaming platforms VK live broadcasting of studio or home concerts VK is organizing artist's live streaming concerts from home or a studio to entertain people quarantined at home. They are heavily supporting those live streams on-store. Example here. Social Network & streaming platform from Russia Believe@ exclusive ownership. Strictlycondidential
  17. 17. Creative examples with streaming platforms VK #CleanHands flashmob VK is publishing and supporting artist's videos of themselves washing their hands while singing to their songs. Example here. Social Network & streaming platform from Russia Believe@ exclusive ownership. Strictlycondidential
  18. 18. Creative examples with streaming platforms Spotify Italy #IStayAtHome campaign In Italy, Spotify launched a campaign around the government issued hashtag ”#IoRestoACasa". They asked Italians' favorite artists to create a short video inviting people to stay at home and released a compilation of those videos on their Instagram account. Believe@ exclusive ownership. Strictlycondidential
  19. 19. Creative examples with streaming platforms Deezer communication on Social Networks Daily content recommendation on Deezer's Instagram account Believe@ exclusive ownership. Strictlycondidential
  20. 20. Inspiration : Popular Coronavirus playlists from 3rd party users COVID-19 Quarantine Party Selection : Toxic by Britney Spears or You Sound Like You're Sick by The Ramones Creative examples with streaming platforms Believe@ exclusive ownership. Strictlycondidential
  21. 21. Inspiration : Popular Coronavirus playlists from 3rd party users Hand Washing Playlist Selection : Toxic by Britney Spears or You Sound Like You're Sick by The Ramones Creative examples with streaming platforms Believe@ exclusive ownership. Strictlycondidential
  22. 22. Creative examples with streaming platforms For those who are at home or in hospital, music can play a therapeutic role. The Believe team is convinced that music is having a huge social impact during this time; it can have a liberating role, make people dream, take care of others, it transmits values of love and above all union between people. This is why Believe Italy launched a funding program for young artists, to encourage them not to delay their releases. HOW? → Make a video of at least 15" while performing live at home with an unreleased track → Share it with the hashtag #curiamocidimusica Invite your friends to put a ❤ → The best will be contacted by our artistic directors for an online listening session of the full version. → By May 15th 2020 your song could be published and promoted on the main online music platforms. Believe Italy launched the initiative #curiamocidimusica Believe@ exclusive ownership. Strictlycondidential
  23. 23. Social media best practices Believe@ exclusive ownership. Strictlycondidential
  24. 24. Content creation equipment check The essential 3 Stabilizer Lighting Audio Believe@ exclusive ownership. Strictlycondidential
  25. 25. Content publishing frequency posts max per week tweets max per day stories max per day stories max per day posts per day Post more often ! post max per day Believe@ exclusive ownership. Strictlycondidential
  26. 26. Participate in prevention → Show your support by communicating (in a serious or humorous manner) about good practices to be adopted during this period. Examples: share prevention behaviors, hand-washing techniques as drawings, memes… Do it on all platforms Lomepal View post → Jul View post → Jeanne Added View post → Believe@ exclusive ownership. Strictlycondidential
  27. 27. Share your passion → Your fans love to know more about you, so don’t hesitate to create closeness by talking about and sharing your passions (outside of music). Examples: share your current favorite tracks, your 10 essential films, your video game records, your sports photos and videos, play video games online with fans, exercise with your fans... Do it on all platforms Demonstrate how to exercise at home View post→ Meditation with Lizzo View post → Believe@ exclusive ownership. Strictlycondidential
  28. 28. Plan regular meetings → Maintain a strong relationship with your fans by creating regular 'meetings' with them. Examples: share a cover song every day, live Instagram every Sunday, use Instagram "countdown" stickers, Facebook events... Do it on all platforms Death Cab For Cutie will stream every day from their studio on YouTube and Facebook View post→ Christine And The Queens created a daily meeting with her fans on IGTV every day at 6PM View post → Believe@ exclusive ownership. Strictlycondidential
  29. 29. Go → As all concerts and events are cancelled, you can use live tools to create a strong bond and interact with your fans Examples: create tracks live, start Q&A sessions, perform exclusive freestyles, covers, take requests from fans.... Do it on YouTube, Facebook, Twitter, Twitch live ! John Legend decided to organize a live concert from his home on Instagram, on March 17th View post → Mac Rebillet will play some shows From his apartment calling it “Quarantine livestream tour”, will be streamed on YouTube, Facebook, Twitter and Twitch. View post → Facebook Music Broadcast Playbook→ Believe@ exclusive ownership. Strictlycondidential
  30. 30. Oxmo Puccino Created a Facebook group for his fans: Le Cercle d'Oxmo Puccino View post → Create conversation → Create groups and conversations to exchange in a more direct way with fans, about their life, share tips, answer their questions about your projects ... Do it on Facebook, Messenger, Whatsapp Believe@ exclusive ownership. Strictlycondidential
  31. 31. Participate in challenges → As everyone is confined at home, it is a perfect time to use social networks to be creative and challenge each other on music! Do it on TikTok, Instagram, Facebook, Twitter AJR Brothers View post → #SafeHands Challenge Launched by the World Health Organization on Facebook Concept: 1) Choose between two hand hygiene methods: hand rub with an alcohol-based sanitizer at least 20-30 seconds or hand wash with soap and water at least 40- 60 seconds. 2) Take a video to show to your fans how you are following the World Health Organization (WHO) Mariah Carey Maria Carrey View post → Believe@ exclusive ownership. Strictlycondidential
  32. 32. Participate in challenges #Ghencovychallenge A song put out by Vietnamese officials to encourage people to wash their hands has led to a TikTok dance challenge. Concept: It explains how to wash your hands properly and tells people to be careful in crowded places. Do it on TikTok Mariah Carey Believe@ exclusive ownership. Strictlycondidential
  33. 33. Participate in challenges #Iwillsurvivechallenge Launched by Gloria Gaynor on Tiktok for prevention. Concept: Just like Gloria, wash your hands on her famous track “I will survive”. Do it on TikTok Gloria Gaynor View post → Believe@ exclusive ownership. Strictlycondidential
  34. 34. Participate in challenges #Coronachallenge Emerging artist Lil Nix released the track “corona virus” and launched a challenge on Triller. Concept: be creative and dance on the track As the challenge was relevant with the situation, Triller pushed it on his top challenges page Do it on Triller Believe@ exclusive ownership. Strictlycondidential
  35. 35. Participate in challenges #Stayathomechallenge Launched by the 433 agency, a football media and social agency. Concept: wash your hands and juggle with balls or toilet papers. You can also challenge other people to do it. Artists that share a passion for football could definitely take part in it, with their song playing in the back. Do it on Twitter and Instagram AJR Brothers View post → Mariah Carey Shkodran Mustafi View post → Believe@ exclusive ownership. Strictlycondidential
  36. 36. Participate in challenges #Songofcomfort This hashtag was created by the cellist Yo-Yo Ma who performed on social media and decided to call these videos, the “#SongsOfComfort” series. Concept: Use this hashtag to be part of the initiative and comfort your fans Do it on Twitter Yo-Yo Ma View post → Believe@ exclusive ownership. Strictlycondidential
  37. 37. Create your own challenge Do it on all Platforms During the lockdown, a lot of Italians have been seen singing or playing music from their balcony to boost their neighbours morale. Concept: get inspired from it and create your own challenge, daring your fans to sing or play your song from their windows. Believe@ exclusive ownership. Strictlycondidential
  38. 38. Focus on YouTube → Create video content for the tracks that are not available on YouTube with a simple format: Fixed visual with audio, Lyrics Video, GIF/3D creations → Use all interactive YouTube features to keep the channel active and engage with your fans Examples: live home performance, DJ set performance, creating tracks on live, Q&A, acoustic home versions , contests/challenges, exclusive freestyles, covers, taking requests from fans.... Do it on YouTube Live Stream Tutorial → YouTube Premiere Tutorial → Believe@ exclusive ownership. Strictlycondidential
  39. 39. Focus on YouTube Community Tab Examples: Send a message to your fans or let them know of new music or YouTube video content you posted Do it on YouTube Community Tab Tutorial → Believe@ exclusive ownership. Strictlycondidential
  40. 40. Boost ads budget during this period Why? We expect better performance due to: → Better user engagement: Nielsen estimates "almost a 60% increase in the amount of content we watch" linked to people staying put in their homes. It means they are much more likely to engage with your content than usual! → Lower advertising cost due to advertising campaigns cut off Media buying Believe@ exclusive ownership. Strictlycondidential
  41. 41. Advertising guidelines Medias Exclusively DIGITAL to benefit from audience rising​ Platforms Focus on: - Social media platforms : Facebook/Instagram, Snapchat... to attract more fans and engage more for the same cost! - YouTube : Boost your video views at lower price! Targeting Test new targeting in addition to the usual ones, to reach new audience that could be more receptive due to the current situation. Ex: popular current # such as #Songofcomfort, #Stayathomechallenge... Redirection Boost your streams with Backlink (available for free in your backstage) Media buying Believe@ exclusive ownership. Strictlycondidential
  42. 42. Explore new revenues initiatives → Explore new digital revenue initiatives around live streaming and digital goods with your key partners (YouTube, Instagram, SnapChat…). Examples: Propose exclusive content to platforms, with lyrics in the spirit of the lockdown. Create ephemeral shops on Dify, MusicGlue, Shopify, etc. You can also integrate Shopify to your SnapChat verified profile. Additional revenues Believe@ exclusive ownership. Strictlycondidential
  43. 43. New revenues initiatives: Kekra example Context: - Distribution of the album physical version only via an e-shop dedicated to the artist.​ - Website with the clip of the album single in full page with audio.​ - Special CD module (Mock-up case + Tracklist)​ Specificities related to current situation: - Visual explaining the gestures of hygiene branding Kekra (available in flyer in the packaging and relayed on RS)​ - Continuity of distribution of the physical version despite the closure of retail outlets​ ​ Results: More than 2000 physical CD pre- orders within a week of the official release, compared to 250 in the physical network for the artist's latest project.​ ​ Kekra – Freebase 4 Visit the website→ Additional revenues Believe@ exclusive ownership. Strictlycondidential
  44. 44. Key Takeaways Believe@ exclusive ownership. Strictlycondidential
  45. 45. What you should remember Streaming platforms → Focus on Mood playlists echoing the current situation → Maximize visibility on your existing content (use platforms features and update them regularly to keep your audience engaged, invite your fans to follow your artist page on platforms, dig into your archives) → Keep on releasing new content if you can : think outside the box (acoustic versions, covers, digital collabs, etc) and keep on the look-out for creative ideas and platform opportunities. Social media → Post more often on your socials to show support, share prevention tips and engage with your audience → Set up recurrent live meetings with your fans to maintain proximity and interactions → Lighten your fans mood by creating or participating to challenges that encourage creativity → Boost your media investment → Explore new ways to generate revenue with merchandising or partnerships Believe@ exclusive ownership. Strictlycondidential
  46. 46. If you have any questions, please reach your contact at Believe Stay safe and Free The Music! Believe@ exclusive ownership. Strictlycondidential

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