Do Music Distribution Platforms Enforce Discoverability?

With the rise of digital platforms and the abundance of music, it's easy to overlook a fundamental question: do music distribution platforms like Spotify, SoundCloud, or YouTube effectively promote your music to listeners? While the industry is continually evolving, the answer often depends on the visibility and the target audience behind the music.

The Limits of Promotional Intentions

If you are a well-established artist, music distribution platforms are likely to leverage your name and content to drive more traffic and engagement. However, the reality is quite different for emerging artists or those with a niche audience. These platforms prioritize popular and trending content, which often overshadows lesser-known tracks.

YouTube as an Example

Take YouTube as an example. Even if you publish a video under your channel name, titled with your song's name, Google searches might return unrelated content ahead of your video. This indicates that even when you provide clear identifiers, the platform's algorithms may not prioritize your content as you might anticipate. Recommendations and popularity often play a more significant role in discovery.

Understanding the Listening Habits of Audiences

A critical observation in the music industry is that people generally prefer to listen to recommended music rather than exploring new tracks. Most listeners have a tried-and-true list of artists or genres that they enjoy, and they are less likely to venture out of their comfort zone. This inclination towards familiarity means that for an emerging artist, raw promotional efforts might not be enough to gain traction.

The Role of Visuals and Marketing

Creative visuals and catchy titles can enhance the findability of your music significantly. Platforms like YouTube and TikTok are highly visual, and content that grabs attention through imagery can easily go viral. The success of a song is often more about its video and marketing than its musical quality. Even if the song itself is not of top-tier quality, a visually appealing video and strategic promotion can garner countless views.

The Empirical Misconception of Artistry

In the grand scheme of things, the music industry often suffers from a lack of respect for the quality of the content. This is similar to the art world where a poorly executed but new painting might be perceived as superior to a well-executed classic. Quality is often disregarded in favor of popularity and novelty.

The Perseverance of Popularity

For instance, in the 1990s, Candy Flip covered “Strawberry Fields Forever.” Despite the undeniable superior quality of The Beatles’ original version, many fans and listeners preferred the cover because it was a more recent release. This phenomenon highlights how quality is often overshadowed by the novelty of newer content, regardless of its actual merit.

The music industry faces a unique challenge where everyone assumes that newer music is automatically better, leading to a distorted appreciation of quality. This misconception is further perpetuated by the fact that many in the industry and fans believe that any form of music is equally valid as long as it meets their personal standards of enjoyment.

Focusing on Branding and Marketing

Giving up on the content quality and focusing on branding and marketing strategies can be a more effective approach. Create engaging visuals, write compelling but truthful descriptions, and engage with your audience on social media platforms. Utilize platforms like Twitter to talk about your music as if you believe it 100%—even if you don't. Small, provocative statements and half-truths can go viral and increase visibility.

Harnessing the power of social media and targeted marketing can be more effective than relying on the promotional efforts of music distribution platforms. Remember, you are in control of your narrative, and creative and consistent marketing can make all the difference in the long run.

Conclusion

While music distribution platforms play a crucial role in delivering your music to a wider audience, the overall discoverability of your music heavily depends on several external and internal factors. To ensure your music is findable, focus on your brand, engage with your audience, and embrace a combination of visuals, catchy phrases, and strategic marketing through social media.