Creating Content for a Specific Audience is Important In Music Marketing

With other 60,000 tracks being uploaded to Spotify daily, it can be easy for an upcoming musician to get lost in all the noise. Despite the oversaturation in the music industry, record labels are still shoveling out multibillion dollar marketing budgets for their artists.

In some ways it pays off, especially when a smaller investment breaks an upcoming artist. However, some artists never truly get to live up to their full potential if their music doesn’t pop out early. This can create a frenzy of confusion within the industry, as dollars are almost flushed down a drain without any real plan of action. This is where some of the most vital marketing decisions are made incorrectly, wasting away marketing budget dollars because of a poor plan.

The rise of social media has brought with it new marketing opportunities for rising artists. These social platforms, like Instagram, Twitter, and Facebook, allow for the grouping of fans and target audiences. Never before have people been able to be reached so easily and efficiently. Compact groups of fans tend to stick together in small pockets on these platforms, usually appearing in the form of fan pages.

Most upcoming musicians believe that they will be able to find a specific audience for their sound. The interesting part of this is the opposite of the type of mentality an artist should have when trying to figure out what to release.

There is no use in wasting marketing dollars in hopes a specific audience will like you. It goes much deeper than this. Luckily, I was able to connect with a well-known figure in the music marketing space and get some amazing advice on marketing to a specific audience.

Entrepreneur, film director, and founder of Oeuvre Media, Brad Dervishaj, better known under his online alias Nilladriz, knows all about the in’s and out’s of marketing to these compact audiences on social media. His work with artists like Fetty Wap, Reggie Mills and Hefna380, among others, has helped these talents reach their specific target audience.

I decided to chat with Nilladriz and get some good insight on how he goes about curating a successful marketing campaign for an individual artist. Nilladriz’s most important experiences have come while creating visual content for the artists he’s worked with.

Know your audience

With an oversaturated market, it is important to stand out as an artist. This is why rather than trying to force a style of music upon an audience that might not like it, Nilladriz crafts his music videos to appeal to the specific audience.

He reverse-engineers his videos to make the whole video production based off the target audience’s interests. In order to sell music and gain a real fanbase, it’s necessary to know who you are trying to win over as a supporter.

Reverse-engineer content based on the target audience

This means Nilladriz puts in the time to figure out exactly who his client’s supporters are and tailors his videos to appeal to a chosen demographic. He knows that a video will be successful before it even releases if it includes elements that the target audience will respond to in a positive manner.

An amazing recent example of this is Nilladriz’s efforts while shooting a music video for one of New Jersey’s biggest rising stars, Hefna380. Their most recent video together for Hefna380’s track “1am Freestyle” included elements that were tailored specifically to his audience.

The two individuals knew that a majority of Hefna380’s fans were interested in anime and content related to that type of audience. They decided to craft the video accordingly by implementing specific special effects that the anime/meme audience would enjoy seeing, i.e., when Hefna380 breathes fire out of his mouth. This method allowed for a successful release of the music video that has now amassed almost 200,000 views to date.

Image is everything

Rather than listening to artists based on sound only, Nilladriz pointed out that consumers are buying deeper into an artist’s personal brand and the way they look. This is why Nilladriz’s role in creating music videos is so important.

If fans are consuming music (the product) based off an artist’s aesthetic, then what better way is there to portray them in a certain light than in a music video? This is why it is common for artists to drop a visual that couples with their new audio release, which allows them to control the image in which they are portrayed and marketed.

Work with what you have

Nilladriz has spent most of his career working with upcoming artists that don’t always have a label budget, making his role in the overall creation of the video vital. Despite sometimes having to work with low budgets, Nilladriz relies on his editing skills and overall ability to carry out a certain vision.

Nilladriz’s “1am Freestyle” video with Hefna380 was shot inside an air bnb in New Jersey. Despite having little to work with, the end result came out exactly as planned. You don’t always need to have a huge, movie-sized budget if you can make the most of what you have.

Final thoughts

Nilladriz has played an important role in the careers of many artists he’s worked with by helping them meet their fans in the middle. His visual content brings artists closer to the audiences they are trying to reach, and sometimes it is the most important medium by which potential supporters will interact with artists.

Our society’s shift to a new, more digital age requires marketers to get clever with their strategies. The rise in usage of social media platforms across the board have opened up new opportunities for creators to reach their audience. With careful planning and correctly-curated content, artists now have the opportunity to reach new supporters and create content that appeals to a specific fan base.

By: Christian Anderson (Trust’N) / Entrepreneur Leadership Network Contributor

Source: Creating Content for a Specific Audience is Important In Music Marketing



“Taylor Swift Shuns ‘Grand Experiment’ of Streaming Music”. Rolling Stone.

Late Night Deep House

• Late night deep house mix • ___________________________ • Mixed by GORBER • Bookings: ___________________________________ Tracklist: 01. St-Sene & Janeret – Nightshifter / Courtesy Of Balance Recordings /… 02. Miss Luna feat. Q deRHINO & Adam Vox – Not the same old day (Helly Larson Remix) / Blue dye /… 03. Toly Braun – Together (Andrey Kravtsov Remix) / Deeper Motion Recordings /… 04. Miss Disk – White Obsession (Deep Spelle Remix) / 5 and Dime Recordings /… 05. Jelly For The Babies – Take the measure / Submarine Vibes /… 06. Prosis – Miles Away / Save Us Records /… 07. Fading Soul – Take time / Groovonik /… 08.Cosmic Cowboys – Velvet (David Durango remix) / Kina Music /… 09. Helly Larson – Floating in Space (Rmastered) / MANDMS Music /… 10. Evren Ulusoy – Saints & Sinners (Ilias Katelanos Remix) / Flatgroove Records /… 11. Capital Boy – Emotion / Capitalism Records /… _____________________________________________________________ • Model: Isidora Vujadinović • • Photo Credit: Marko Dašić • Video edited by: Gorber and Alen Petrin



Mariah Carey At Her Home Live Concerts

We find ourselves in a unique time in history, a time that doesn’t allow us to be together in-person during Holy Week. But I’m grateful that so many of us are staying home, staying safe and, in doing so, keeping each other safe. We are united in this effort and in this moment. I want to take this time to acknowledge and honor the sacrifices and courage of those who work every day taking care of their communities in this time of need and uncertainty.

Donate to Feeding America: Donate to The First Responders Children’s Foundation: Watch on FOX:…#MariahCarey#AlwaysBeMyBaby#iHeartLivingRoomConcert

Mariah Carey performs a medley of “Through The Rain” and “Make It Happen” for Rise Up New York! The Robin Hood Relief Benefit. Hosted by Tina Fey, the virtual telethon’s one common goal: To raise funds for New Yorkers whose lives have been devastated by COVID-19. 100 percent of funds raised will provide support for food, shelter, cash assistance, health and mental health, legal services, education and more – helping fellow New Yorkers rebuild their lives as the city moves towards recovery and beyond. Learn more about Robin Hood’s response to the pandemic and donate today:

Mariah performs “Close My Eyes,” a deep cut from her 1997 album Butterfly, on Good Morning America (8/19). Read more about the personal meaning of this song in her upcoming memoir: The Meaning of Mariah Carey. Pre-order THE RARITIES album: Pre-order THE MEANING OF MARIAH CAREY:

Carey performs her very first No. 1 hit as part of the “GMA” Summer Concert Series. Subscribe to GMA’s YouTube page: Visit Good Morning America’s homepage: Follow GMA: Facebook:… Twitter: Instagram: Watch full episodes of GMA:…

Free Nightly Online Concerts From One Of The World’s Top Orchestras


As concert halls continue to close due to coronavirus, live streaming of performances will provide welcome access for music lovers worldwide. The iconic Royal Albert Hall in London has just announced its closure, with more UK venues expected to follow. Meanwhile in Hungary, the innovative composer and conductor, Maestro Ivan Fischer, has created a brilliant new concert series in response to this worldwide musical shutdown. The chamber concerts are broadcast live and free to view online while COVID-19 forces music lovers to stay at home. The Maestro and his Budapest Festival Orchestra launched “Quarantine Soirees” on 16 March 2020 and the chamber music concerts will continue nightly online at 7:45 pm (Central European time).

Maestro Ivan Fischer of the Budapest Festival Orchestra


The Maestro says that while we’re at home during this difficult time we “need music, especially chamber music because this is not the time for orchestra music concerts.” Every evening members of the Budapest Festival Orchestra will give a concert from their rehearsal studio. The concerts are free but the BFO also hope that the public will be able to support musicians whose livelihoods are now at risk and their website includes a link for voluntary donations.

Last night’s concert presented live from the BFO’s rehearsal room, featured music by Saint-Saens and Villa-Lobos, plus Beethoven’s String Quartet No. 4 in C minor, Op.19 and traditional Hungarian folk music. Tonight (17 March 2020) the members of the orchestra will perform Mozart’s Concert Rondeau in E-Flat Major and a clarinet quintet along with Schumann’s piano quintet in E-Flat Major. These nightly concerts will continue while permitted. Other forthcoming evening concerts in the series will include pieces by Beethoven, Hadyn and Schubert, plus Hungarian contemporary composer Gyorgy Orban’s wonderful and uplifting “Ball Music.”

It’s no surprise that these special concerts were the idea of Maestro Fischer as he is well known for bringing his music to audiences that are often excluded. Every season he and the orchestra organise two Community Weeks during which the orchestra’s chamber ensembles play in nursing homes, child-care institutions, schools, prisons, churches and synagogues. And for the past five years he and his orchestra have organised the extremely popular annual Dancing on the Square, where hundreds of children from underprivileged areas of Hungary dance together at a free, open-air event. Last June they danced to Beethoven’s Seventh Symphony which Fischer says “was considered the music of freedom, especially because of the continuous, uplifting pulsation of the last movement.”

Budapest Festival Orchestra performing Brahms


In addition to founding the Budapest Festival Orchestra in 1983, Ivan Fischer has conducted with the Royal Liverpool Philharmonic, the BBC Symphony and the London Symphony Orchestra, the Los Angeles Philharmonic and Washington’s National Symphony Orchestra, among others. The Budapest Festival Orchestra is rated as one of the world’s top ten orchestras and in fact the New York Times has said they “might be the best orchestra in the world.” They perform regularly in the world’s top concert halls from Carnegie Hall and the Lincoln Center in New York to the Musikverein in Vienna and the Royal Albert Hall and Barbican Centre in London.

The Budapest Festival Orchestra’s free Quarantine Soirees continue nightly. Donations are welcome.

Follow me on Twitter or LinkedIn. Check out my website.

I’ve been writing on travel, food, fashion and culture for the past decade or so for a variety of publications. I also work as an art consultant with James Payne, with whom I opened PayneShurvell, a contemporary art gallery in London. My photographer partner Paul Allen supplies the photos for my features that often include a music or art event and our travels have taken us to under the radar music and art festivals in France, Italy, Portugal and Spain. I am the co-author of the Citysketch series of books that includes London, Paris and New York, published by Race Point and I’m the author of Fantastic Forgeries: Paint Like Van Gogh. Follow our adventures on Twitter at @jshurvell and on Instagram at @joshurvell and @andfotography




‘One World: Together At Home’ Concert: Stars Support COVID-19 Coronavirus Efforts

Lady Gaga performs during “One World: Together At Home” global broadcast and digital special held … [+]

Getty Images for Global Citizen

This concert didn’t have the onstage dancers, the multi-barrel confetti cannons, or the fancy sets, unless, of course, you count the beer, candle, and enormous book next to the Rolling Stones’ Keith Richards. But that didn’t keep the “One World: Together At Home” concert that was broadcast and live-streamed on Saturday from being memorable. What made this concert striking wasn’t just the star-studded line-up. It was also the stated purpose: to honor front-line healthcare workers and support the World Health Organization (WHO) during this COVID-19 coronavirus pandemic.

The event was a collaboration between the WHO and Global Citizen, an international advocacy organization. The roll call for the concert read like a response to a request to “name as many musicians as you can in 30 seconds.” Lang Lang, Rita Ora, Black Coffee, Common, Ellie Goulding, Jacky Cheung, Usher, Taylor Swift, Paul McCartney, the Rolling Stones, John Legend, Stevie Wonder, Jennifer Lopez, Billie Ellish, and Celine Dion were just some of the musicians who performed. Lady Gaga curated the event and also performed during the six hour telecast.

The concert included some new collaborations such as the finale with Celine Dion, Lasy Gaga, Lang Lang, Andrea Bocelli and John Legend performing “The Prayer.”

With social distancing measures in place, the musicians of course didn’t gather in a stadium or concert hall but instead performed separately in various locations. Many of the performances were stripped down, without the typical concert technology, special effects, and camera work, which was in many ways refreshing. It was less embellished production and more Zoom meeting-esque, except that it was probably more entertaining than your typical work meeting and everyone appeared to be wearing pants.

The performances were interspersed with scenes from the front lines, anecdotes from front line healthcare professionals like Esther Choo, MD, Dara Kass, MD, Lane Rolling, MD, Lakshman Swamy, MD, and Shuhan He, MD, and thank you statements from folks like Bill and Melinda Gates, Samuel Jackson, Oprah Winfrey, Heidi Klum, and Matthew McConaughey. All right, all right, all right. And a trio of late night TV hosts, Jimmy Fallon, Jimmy Kimmel and Stephen Colbert, hosted the event. This gave you chance to see that Fallon has what appears to be a faux tree and a large egg-shaped chair in what looked like his den.

Besides honoring health care workers, another purpose of the event was to encourage people to stay at home, hence the name “Together At Home.” On the list of fun things to do, social distancing can fall below “trying to suck in your eyebrows with a vacuum cleaner.” It isn’t easy to disrupt your life by staying at home but, as I have described previously for Forbes, doing so can reduce transmission of the SARS-CoV2, flatten the curve, and, in turn, keep already overworked healthcare workers from being completely overwhelmed.

An additional goal of the concert was to raise awareness and money for the WHO COVID-19 Solidarity Response Fund. Bloomberg Philanthropies helped support the One World: Together At Home initiative, including committing $8 million to this Fund. This support is part of the Bloomberg Philanthropies COVID-19 Response Initiatives that was started last month to assist with the global response to this nasty, nasty virus. The broadcast included a pre-taped video from Mike Bloomberg, founder of Bloomberg Philanthropies and three-term mayor of New York City.

Other partners for the One World: Together At Home initiative include Analog Devices, Cisco, Citi, Coca-Cola, GSK, IBM, Johnson & Johnson, Proctor and Gamble, Pepsi, State Farm, Target, Teneo, Verizon, Vodafone, Verizon, and WW International.

The WHO started the COVID-19 Solidarity Response Fund WHO in an attempt to raiseat least $675 million to support its Strategic Preparedness and Response Plan for the COVID-19 coronavirus pandemic through April 2020. As described by the WHO on its website, this plan includes:

  • “Putting in place activities to Track and understand the spread of the virus”
  • “Ensuring patients get the care they need.”
  • “Buying and ship essential supplies such as masks, gloves and protective wear for frontline workers.”
  • “Producing evidence based guidelines and advice, and make sure health workers and responders get the information and training to detect and treat affected patients.”
  • “Producing guidance for the general public and for particular groups on measures to take to prevent the spread and prevent themselves and others.”
  • “Accelerating efforts to develop vaccines, tests and treatments.”

Reasonable things to do, right? Well, all of this requires money to do, and the WHO hasn’t exactly been flush with funding. And some people actually think it’s a good idea to threaten or even pull funding to the WHO in the middle of a pandemic.

It’s not every day that you see so many top musicians come together to honor health care professionals. But 2020 has not been your typical year, except perhaps for those who normally sit at home in teepees of toilet paper. Doctors, nurses, and various health care workers around the world routinely make many sacrifices and take risks to care for patients. This year the sacrifices and risks are even higher for many, especially with horrendous shortages of needed personal protective equipment (PPE) such as masks and the need to stay separate from family and friends. So it can make a difference to know that people are listening.

Follow me on Twitter or LinkedIn. Check out my website.

I am a writer, journalist, professor, systems modeler, computational and digital health expert, avocado-eater, and entrepreneur, not always in that order. Currently, I am a Professor of Health Policy and Management at the City University of New York (CUNY) School of Public Health, Executive Director of PHICOR (@PHICORteam), Professor By Courtesy at the Johns Hopkins Carey Business School, and founder and CEO of Symsilico. My previous positions include serving as Executive Director of the Global Obesity Prevention Center (GOPC) at Johns Hopkins University, Associate Professor of International Health at the Johns Hopkins Bloomberg School of Public Health, Associate Professor of Medicine and Biomedical Informatics at the University of Pittsburgh, and Senior Manager at Quintiles Transnational, working in biotechnology equity research at Montgomery Securities, and co-founding a biotechnology/bioinformatics company. My work has included developing computational approaches, models, and tools to help health and healthcare decision makers in all continents (except for Antarctica) and has been supported by a wide variety of sponsors such as the Bill and Melinda Gates Foundation, the NIH, AHRQ, CDC, UNICEF, USAID and the Global Fund. I have authored over 200 scientific publications and three books. Follow me on Twitter (@bruce_y_lee) but don’t ask me if I know martial arts.

Source: ‘One World: Together At Home’ Concert: Stars Support COVID-19 Coronavirus Efforts

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The Rolling Stones perform “You Can’t Always Get What You Want” during One World: Together At Home on April 18. 
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