Alternative Platforms for Music Marketing

Published 4 October, 2021

Presented by the Victorian Music Development Office and Music Ally

Wednesday 13th October, 5pm - 7.30pm AEDT

Platforms like Instagram, Facebook and TikTok are used in virtually every artist marketing campaign – but to unlock international or niche audiences, you’ll need to engage with platforms that you may never have used before.

It’s clear that managers and marketers with global ambitions or who understand the need to engage authentically with fans need to know how to use a wider range of platforms than ever – and understand local user expectations.

For example – to capitalise on the viral power of short-form video in a rapidly-growing market like India, you’ll need to get to grips with Moj, not TikTok, and to build a fanbase in Russia, artists need to grow a genuine presence on VKontakte and Yandex.

In this session, Music Ally will teach you everything you need to know to start leveraging some of the most important, non-traditional, digital platforms in your artist marketing campaigns. We’ll explain how to engage correctly with unfamiliar – but huge – apps, platforms and audiences. We’ll also answer some of the trickier questions about important burgeoning platforms: how do you build authentic and bustling communities on Discord, a platform ready for its “mainstream moment”; and, as streaming service Audiomack continues to grow rapidly, how can artists be discovered?

VMDO Links

VMDO Links is a new networking event, connecting the Victorian music industry to key topics locally and globally. These events intend to strengthen conversations linked to growth drivers, business innovation, new technology and alternative revenue streams.

VMDO Links offers industry professionals a chance to connect with the presenters, as well as with their peers, aiming to develop and sustain key relationships. At present, these events will be delivered online through Zoom with the talk delivered at the beginning, followed by a networking opportunity at the end.

Presenter: Marlen Huellbrock

Marlen has been working at Music Ally since 2019 and now heads up their Marketing Services department, supporting management and label clients in all things digital marketing. She's also part of Music Ally's Training team, where she develops and delivers digital marketing training to a wide range of industry clients.

Before joining Music Ally, Marlen worked within Universal Music's brand partnerships team in Germany and Switzerland and completed an MA in Music Business Management at the University of Westminster.

*LIVE ONLY, THIS SESSION WILL NOT BE RECORDED*

Access: This Zoom session will include closed captions. If you have any other access requirements, please email info@vmdo.com.au.

Demographics & Identity questions: For more information about our demographics and identity questions in the registration process, please head to: musicvictoria.com.au/demographics-and-identity

The Victorian Music Development Office is an initiative of the Victorian Government delivered by Music Victoria.