The playing field for independent artists continues to be level as artists are gaining more and more access to platforms that were only reserved for those that were backed by the machine. TuneCore and other music distribution portals that are geared toward the independent artists continue to open doors.
TapInfluence, the leading influencer marketing platform, and digital music distribution giant TuneCore announced today a partnership that gives brand and agency marketers unprecedented access to independent music influencers for sponsored social campaigns and gives artists another channel to monetize their talents.
The partnership between TapInfluence and TuneCore simplifies the process of sourcing relationships and executing campaigns, and welcomes independent artists, a valuable and often overlooked segment, to the negotiation table. Further, it levels the playing field so independent artists can now participate in the same revenue streams that formally only represented artists were able to enjoy.
Historically, brand relationships were largely reserved for artists signed to major record labels and represented by highly connected managers, talent agents, and marketing agencies. Matching an artist to a brand was often an inefficient process; there was no clear avenue for a brand to approach an artist with an offer, or for artists to avail themselves to a desired brand. Independent artists make compelling brand partners because they are more flexible, collaborative and allow room for innovation. In general, they are also less expensive to work with and consumers find indie artists more relatable, and their voices more authentic. The coming together of TapInfluence and TuneCore will alleviate a lot of the current barriers to bringing marketers and independent artists together.
“Music is the next frontier of influence for marketers,” says Promise Phelon, TapInfluence CEO. “The biggest challenge facing marketers today is that consumers trust their peers and social circles more than they trust brands. Marketers have a mandate to reinvent their brand stories in ways that create a relatable and emotional connection with consumers and music has always been a powerful medium,” says Phelon. “We’re excited about what this partnership with TuneCore represents, which is a chance to fulfill our mission to create a global economy of informed and empower consumers and equipping hundreds of our customers with a new method to connect with those consumers,” adds Phelon.
Marketers are turning to music influencers to help them connect with consumers on their level. Through TapInfluence, musicians create a variety of sponsored content such as images, photographs, testimonials and music for videos on YouTube, Instagram and Vine, in a voice that is authentic and natural to them. They also help brands create buzz by sharing events, product launches, and social media campaigns to their fans through their own social channels. Musicians are powerful influencers for brands and agencies because they are creative, reach millions of consumer fans on social media, and are more relatable than high-profile celebrities.