#SupportIndieMusic
Message.
Music today is at its most corporate. Strategic action is needed to uplift and revitalize the independent (“indie”) music industry. This campaign will serve to increase social media presence and digital streams of indie artists nationwide. Musicians deserve to earn a living from their work, let’s help give that to them.
Audience.
Our target audience is young avid music listeners, preferably users of the “big three” streaming services, Spotify, Apple Music, and SoundCloud. Ages 16-24, demonstrably the most digitally engaged demographic currently.
Goals
Ideally, this campaign increases the incidence of chart placements (Billboard, etc.) of indie artists.
Engagement (followers, streams, concert bookings) is also key, as the social aspect, word of mouth, will drive these artists’ popularity.
And finally, due to the resurgence of physical media, we will also seek to increase actual vinyl record sales of indie artists.
Metrics
Billboard chart placements, radio royalties, digital streams, and social media follower counts will be the primary markers of success.
Record, merchandise, and concert ticket sales will be secondary.
A realistic goal we seek is to have one indie album in the Billboard Top 10.
User Engagement
Primary platforms for engagement will be Instagram, Spotify, Apple Music, and TikTok.
These platforms in particular distribute and circulate the most amount of new music, music trends, and industry content. Anything that gains traction on those platforms will almost surely hit the goals previously described.
Our primary engagement event will be a record store day contest, where local indie bands and their fans will be able to submit their records to local shops for a chance to be featured at Record Store Day.
