Can there be a relationship between techno and spinning? Can hip hop lofi make you pass your exams? Can trap make words spell themselves?
Yes, these seem like arbitrary questions, but throughout the blog you’ll see that there’s a very interesting thread running through them: the new ways of advertising music on social media. Pay attention, because these ideas can make you open your mind completely when it comes to publicising yourself as a musician on social media..
Techno, house and tech house
First of all to clarify the title. This is what I meant, techno, house and its various mixes often work as motivational music when it comes to physical exercise. That’s why you can always listen to techno in the gym, in different self-defence classes, zumba, etc.
With the rise of remixes came parody contexts (with remixes of ghostbusters, the “chicken song”, etc.). These types of musical products are still present in our new contexts in some form: an example of how they parody the need to adapt the physique to the new concepts of beauty is this video clip in which a gherkin injects himself with a substance that makes his buttocks grow bigger.
The idea of techno as an activating genre ties in with what I discussed in the psychology of urban genres, and that is that there are genres that have the whole frequency register excited. Techno, house, edm and hardcore are genres that are loaded with different sounds across the entire frequency register and stereo space, and their melodic-rhythmic intensity almost suggests intense activities. And that’s why jumpstyle is danced like this.
Lofi hiphop has emerged as a genre that is conducive to unblocking the mind and escaping silence at the same time. Many people have started to listen to lofi bases to relax when doing a hard activity or just to give rhythm to their work. In the case of lofi, listening to lofi is related to jazz as a fairly substantial choice of background music. The warm, soft timbres and subdued treble make you feel in your comfort zone when studying or concentrating.
As we can see, the chill jazzhop lofi videos are long. What is the idea behind this? Simple: to cover all the study time a person needs. These videos include a lot of beats so that students forget to interrupt their study rhythm by looking for a new song every time the previous one is over, which would make the product ineffective.
In the case of trap, the “type beats” are famous. This is a very interesting case, as there are several tags that position the videos on youtube. That of “type beats”, that of “genres” (#sad trap, #soul trap, etc) and that of “singers” (styles of bases typical of certain singers: Post Malone, Tyga, Lil Baby, etc).
Well, where does all this publicity go?
Such strategies are designed to attract the attention of amateur artists who need a basis for writing their own lyrics and singing them “over the top” (hence “type beats”), taking as inspirational elements the style of music and the most recognised singers of the genre.
Producers who show their type beats on Youtube, at the same time post their music on paid platforms so that people can buy trap instrumentals and derivatives through different types of licenses that allow amateur artists to use them on a greater or lesser number of platforms depending on what kind of price is paid. *Disclaimer: although as a music producer I see very well the advertising strategy, as you know I defend a different working method that grants much more benefits to the artist.
For example, the example video you will see below is a type beat produced by me, but it is only sample music, it is not for sale, I just use the trap advertising strategy to get visibility, you know that I produce custom instrumentals .!
Let’s review a bit: what is being advertised with what? Different means for you to use music as a vehicle to liven up activities that might as well be routine. Studying, doing sport or creative habits..
For some time now, YouTube music channels have been promoting this type of publicity about themselves or about the entire product they offer in order to strengthen the permanence of the target. “I need to study every day, so I will subscribe to this channel and keep an eye on their materials, as I have a constant responsibility”. This is unprecedented: we are facing new ways of conceiving music at the advertising level as a multifactorial experience on multimedia devices.
What about you? Do you have a stake in this?
Of course! We are all susceptible to this kind of strategy. For a while I was uploading music between hiphop and funk to encourage my Instagram audience to have a good time. I spent a few months creating brand image with my own style of producing music, and during the time of the campaign I got thousands of views on the videos, something I had never achieved before. It was an initiative that worked quite well for me in terms of social media exposure. Go to my Instagram account to see some of these videos and see for yourself @dakotapulse_.
All of these forms of advertising attest to the existence of this kind of providers who for the first time come through our screen to sell us musical material as a routine service for people who need it. The difference between this profile of the modern salesman and what a milkman or a sharpener might have done in the past is that the modern salesman is beginning to sell new ways of facilitating urban lifestyles.
Good! You’ve woken up. Now what?
Now you need to look at what the listener might need, or what kind of music might support certain activities of daily life. For example, if you like psychedelia you can team up with several composers/producers of the same taste and periodically upload ambient tracks without lyrics, selling them as music to stimulate creativity (or even quirkiness). It is very likely that over time many writers, composers, filmmakers or creatives in general (as well as regular consumers looking for disconnection or inspiration) will add this habit to their creative activities.
That’s the process: if you give it a good spin, you’re sure to find the perfect category for you. Start creating your brand image and your strategies as an artist through this kind of resources and you will surely get good results. Remember that consistency is very important!
Remember that you can buy a rap, trap, dembow, pop, r&b, dembow, reggaeton…beat! A la carte.
I hope you enjoyed the blog, here are a few similar ones, see you next week!