EDM.com Spotlight

EDM.com Spotlight

Hear Us Out: Musical.ly is the new Secret to Music Industry Success

Love it or hate it, Musical.ly is disrupting the music industry with a giant wave of teens lip-syncing to their favorite songs. Marketing music will no longer be the same - and here’s why…

To be successful in marketing music, you have to be successful on a platform where there’s loads of attention. Hence why DJ Khaled was able to gain loads of fame from Snapchat. And so with approximately 50 million people under the age of 21, Musical.ly is a digital marketer's’ dream come true.


(photo courtesy of Billboard)

With the 11-30 age gap being a demographic that spends a lot of time on social media, it is unsurprising that the major record labels are beginning to use the application to create virality in their releases. You only have to look at the memes of Drake’s Hotline Bling to understand that people will happily film themselves dancing to a song in order to achieve a few hundred views.

Alex Hoffman, Musical.ly CEO, said:

"Fans don't want to only receive new music; they really want to create and interact with this music.”

But let’s create a scenario in which you are reading this and you want to generate money from the app via your music. How can it be done? Surprisingly, the answer is fairly simple. Musical.ly uses snippets of a song to get people familiar with a song, and then entices them to stream it on Spotify or Apple Music. It doesn’t take a genius to figure out that this application can bring you a lot of money if utilised correctly.

BUNT are a German folk-house duo who managed to use the application in order to gain several million Spotify streams. After 3 weeks using influencers on Musical.ly, they saw their monthly listeners increase from 86k to 902k within the timeframe of 3 weeks.

A while ago, I wrote an article on “hacking culture” to gain a successful music career. This is undeniably the perfect example of how you can utilize a demographic to your advantage. If you are able to work with the stars of 2020 that 12 year olds etc are paying attention to, that gives you an extremely beneficial platform for the distribution of your content.


(photo courtesy of Vice)

The rise of Musical.ly feels extremely reminiscent of the early days for industry giants such as Spotify and iTunes. Social media has undoubtedly levelled the playing field for underground artists in the music industry. JBut with conventional marketing becoming overpriced, one can’t help but feel that Musical.ly influencers will become an integral part to our marketing campaigns of the future. If you wish to become a part of this amazing platform and innovate your marketing tactics in order to beat the competition, you must first ask yourself 3 questions:

What’s new? What’s next? And how am i getting there first?

Whether you like it or not, Musical.ly is a rising platform. Those who innovate now in order to hack culture are the ones who will be successful. Period.

Editor's note:

On November 9th, Musical.ly was purchased by Chinese social media giant Toutiao to the tune of $1 billion, demonstrating that the platform has certainly developed strong interest from investors.