Why labels and music groups are building content creations studios
Why is Universal Music Group building content creation studios in London and LA?
One simple reason. They discovered how to reach fans post -Covid19. One of the biggest changes in the music industry 2020 is the shut down of music venues. Artists have not only suffered the massive loss in revenue but they also lost that deeper connection to their fan base that those concerts provided. Then something remarkable happened. Musicians started to adapt. I would expect nothing less from this beloved and resilient industry.
TikTok was just one of the incredible outlets that revealed itself as a connection point for artists and fans after Fleetwood Mac’s Rumours became the top 10 album this week more than four decades after its release thanks to a viral TikTok video that had everyone vibing along to “Dreams.”
Rumours now ranks seventh on the Billboard 200 chart, the publication announced, the album’s first appearance in the top 10 since 1978, a year after it debuted.
‘Rumours’ newfound popularity is thanks to a viral video from Nathan Apodaca, who goes by 420doggface208 on TikTok, that shows him skateboarding down a road and sipping cran-raspberry juice straight from the jug, while “Dreams” plays over top. It’s been viewed more than 60 million times since being posted at the end of September, and it’s even inspired both Mick Fleetwood and Stevie Nicks to sign up for TikTok over the past two weeks. Fleetwood recreated the viral video himself, while Nicks posted a video of herself lacing up roller skates and singing along. They have a combined 35 million views. (theverge.com)
Now Universal Music Group (UMG) has entered the content-creation space with the launch of London- and Los Angeles-based Mercury Studios.
Universal Music Group officially announced the birth of Mercury Studios just recently, in a formal release that was shared with Digital Music News.
The content house is set “to develop, produce, and invest in innovative, music-based storytelling” across film, television, podcasts, and live performances. Their timing is perfect as music continues to become increasingly prevalent on short-form video platforms as well as in video games, film, and TV.
Universal Music UK Chairman and CEO 22-year UMG UK veteran David Joseph indicated…
“Mercury will be about bold ideas, exciting new talent but above all compelling visual storytelling, all of which will be demonstrated with the exciting projects we will be announcing over the coming weeks. Music is a world full of the most extraordinary stories, with so many yet to be told.”
UMG also has unveiled plans for a collection of “music-based experiential hotel properties,” which rendered images suggesting full-scale performance areas directly behind lodgers’ balconies. Talk about VIP…
Plus, the world’s largest label closed a multiyear licensing agreement with Spotify. The announcement was vague but indicated that the companies will “advance their industry-leading partnership,” including via “collaboration on new, state-of-the-art marketing campaigns across Spotify’s platform.”
What does this signal to the music industry?
It signals that music consumption has changed and the majors are finally catching up. It sure took them along time to figure it out and commit to a direction.
Perhaps covid-19 extended quarantines had alot to do with it forcing them to look at how concerts need to look in 2021.
It also signals to new creators that social media is not to be overlooked as a way to get new music into the ears of fans through a viral content production strategy.
The drawback is that less technically savvy artists (most of the music world) will struggle with mastering effective content creation.
To help with the music marketing side of the struggle…
the AVA Live Radio Press team (and myself- Jacqueline Jax) has been busy working behind the scenes with indie artists, labels and management teams to build out a better content strategy for 2021.
The team does everything from advisory to content production and execution and has been seeing amazing results bringing indie artists to the worldwide streaming table through their own curators picks, focus stories and social media platforms.
Apply to AVA Live Radio with your music <here>
Other ways that music has evolved in 2020.
Covid-19 turned livestreaming, once an idea that was widely balked at and discarded as a cheap thrill, into the fastest-growing ecosystem in music. With shows canceled and with nowhere else to go to engage with fans, artists from well-established superstars to amateur talent flocked to livestreaming in droves. It started with casual iPhone sessions aired from their couches. But over the past several months, those have evolved into increasingly elaborate, costly blockbusters. Dua Lipa’s well-received livestream over Thanksgiving weekend, which featured guests including Elton John and Miley Cyrus, cost about $1.5 million to put together. Kiss’s extravagant New Year’s Eve show, streaming live from Dubai, will run nearly into the eight figures.
Animated shows on video games such as Fortnite and Roblox have been head-turners too. Travis Scott’s concert on the former reportedly earned him $20 million — not to mention an unforgettable cultural moment — while Lil Nas X drew in 33 million viewers. Justin Bieber, The Weeknd and J Balvin made up a star-studded investor class for Wave, who produces animated virtual concerts like these. The live music business is clamoring for a return to live shows, many managers, booking agents and artists are confident that livestreaming, cheaper and easier as it is many ways, will be a part of the post-Covid formula. — Ethan Millman
Post researched and provided by Jacqueline Jax
(Some portions of this post were pulled directly from the source noted above)