In the wake of Universal Music Group's lawsuit against Believe alleging the distribution of fraudulent content, Ten2 Media's founders break down the debate around distribution fraud.
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To effectively leverage the power of short-form video, it’s important to understand the unique strengths that YouTube Shorts, Instagram Reels, and TikTok offer, because each platform caters to a different aspect of the short-form video landscape.
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Bilaterally across consumer and creator, short-form video has fundamentally transformed the way music and audience engage. At baseline, the prevalence of platforms like YouTube Shorts, TikTok, & Instagram Reels have made bite-sized content a powerful medium for musicians to market their music, even informing what artists create and dictating how they engage with fans.
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YouTube's multifaceted nature seamlessly blends the interactive features of a social network, such as comments, likes, and subscriptions, with the expansive content repository characteristic of a Digital Service Provider (DSP).
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In just 13 months, Crash Adams achieved true cross-platform success, catapulting from 4,000 to 4,000,000 YouTube subscribers, 1.3B monetized views, and 75M+ Spotify streams—among other milestones. In January 2023, the duo garnered the No. 1 spot on Chartmetric’s 6MO H2 2022: Breakthrough 100 list. In other words, their digital footprint saw the biggest growth among all Developing acts within the past year, further highlighting the merits of a true comprehensive (and replicable) marketing strategy.
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YouTube Analytics is one of the most valuable tools musicians can access for always-on, real-time, & accurately in-depth insights about how their content is being received by their viewers. Those exact insights can, in turn, be used to build an omni-channel marketing strategy. In short, by leveraging the data that YouTube is already providing, musicians can create more effective, 360 (comprehensive) marketing strategies that span across multiple platforms/channels.
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Strategy and execution are critical components of organizational success. However, turning a strategic plan into successful execution is often easier said than done. Research has identified a number of pitfalls that can undermine even the best-laid plans, leading to missed opportunities and subpar results. In this article, we will explore some of the most common pitfalls organizations face when it comes to strategy and execution, and offer practical advice on how to avoid them. By understanding and addressing these challenges, organizations can improve their chances of successfully turning their strategy into action and achieving the results they desire.
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Fool me once…
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In our current climate of content over-saturation, survival demands a knockout first impression. Any successful campaign, rollout, brand and product longevity relies on capturing attention to stand out. More importantly, good marketing -- real marketing -- sets that tone & pace immediately.
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The limits of 2020 forced us, as music executives, creators, & marketers, to rethink the way we produce & release content.
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