Major Label's Marketing Techniques Used To Break Artists | Chat With Virgin EMI Senior Marketer

Want to know how Major Labels are promoting artists?
In this episode, Maddy and Alex discussed the different marketing techniques major labels use to break artists with Liberty Wilson who is Senior Marketing at Virgin EMI.
We look at how marketing has changed for artists over time, and how social media is playing a crucial part when marketing in the music industry, all while opening up an endless amount of possibilities for musicians today.
00:00 Intro to Liberty
09:06 The big labels and ever-changing industry
16:03 How is success measured?
18:32 What does a major label campaign look like?
21:12 Handling the content load
31:51 Why are artists so image conscious?
35:40 Making the most of your music video
38:05 How you should be using ads
44:47 The best advice for starting out
50:50 Is there a place for traditional PR?
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Twitter: @BurstimoMusic
Facebook: @Burstimo
Read detailed music promotion tips: www.burstimo.com/articles/
Listen to our podcast: open.spotify.com/show/2myDi0W...

[@Burstimo]

For artists looking to break quicker, Burstimo's Membership gives you access to Spotify playlist curators, A&Rs, Major industry opportunities, advanced tutorials for breaking an artist, contact databases and more: www.members.burstimo.co/membership

[@stephenallenmusic]

" What is your non-musical content what makes you interesting " She hit the nail on the head. As an artist, we must not forget we still have to be relatable with people who are not musicians. Show personally and interest in other things in life and stop making seem like all we do is music. I never buy or listen to music now without looking the artist up first to see what they are like no matter how popular they are.

[@Burstimo]

You know it! People buy into the story and the style of the artist just as much as the music itself

[@ricflomusic]

Artist sells values. So have an idea what that is an double down

[@ines7556]

So well said, that's basically the reason why people are becoming K-Pop fans. Since a very long time those people have understood how important that is and they be thriving

[@shhh.im.thinking3069]

Why though? I never waste time with researching artists. If the music is good, I listen. If not, I don't.

[@davidsebastienmusic]

Bookmarks, could be interesting to you as well: Talking about Mute(indie label) and the tasks she had in the label: 5:14 18:50 things done with a new signed artist 21:10 guidance for artists with their content 25:00 the importance of a narrative /an artists content / the image an artist portrays through his social media in his non-music content

[@yaboiavery5986]

Thank you king

[@davidsebastienmusic]

@@yaboiavery5986 you're welcome brother

[@snezycolins4125]

Thanks for helping

[@shocken90]

This is exactly what I wanted to learn about and couldnt find anything that specifically handled this topic. You guys are fantastic.

[@Burstimo]

Hoping it's useful!

[@avlissoficial]

lazy_herodotus same!!!! Thank you guys ! Big fan

[@ProfessorSaibertin]

#this : D Thx guys!

[@andrearieta8291]

This deserves SO MANY MORE views.

[@Burstimo]

Just you wait!

[@eyedentv]

Let's cherish it before it gets massive then andre;)

[@darkskinwhite]

shhhhhhh

[@dndwes6071]

Only the real ones come for knowledge. It's chess not checkers.

[@Sayitaintjake]

@@Burstimo no it doesn't, don't blow up the spot

[@LauraIberti]

It's 9am on a sunday and I watched the whole thing, almost taking notes. This videos has so much data! Felt like I was taking an online class or something!

[@enlinnea8716]

me the same jajaja xD

[@RememberingGames]

My god, working with someone like that must be an artist's dream! Super down to earth, I love it.

[@ZeLuJ]

Absolutely

[@Burstimo]

She's a marketing genius!

[@josegtan6841]

yeah, now Im glad Ez Mil signed with them...

[@iixmusic]

True

[@KateGrealy1]

She's such a great example of slogging it out in building a career, and is clearly a brilliant operator. Great interview

[@krikarica]

Excellent interview. Main take away so far; There’s levels to this shit. The amount of data and knowledge of market behavior these major labels have most be mind blowing.

[@Burstimo]

So true

[@zig-zag2118]

As a hobbyist, I often get overwhelmed with the complexities of and rapid shifts within the music industry. It's refreshing and motivating to realise that even the pros can't always keep up. Great content. Thanks for sharing. And big up to Liberty for genuine and generous engagement in the chat.

[@dangr7407]

As a brand new artist I can definitely say it's incredibly difficult to just get someone you know to listen to your music. I'm here in America and it seems the industry culture is pretty different in the UK. It seems like you guys more value creativity and genuine talent. Here in the States managers and A&R really only want artists with at least 10k monthly listeners before they even try to engage them.

[@dalepulliam8917]

Yeah man. Totally agree. You need a team to handle the business side of things while the artist works on the music. What are your socials?

[@ronaldobahia8065]

I am from Brazil and the market is much more hard since Brazil is not a rock cultural country but more a "local country music"

[@karolinakaycpa]

Dear Liberty and Burstimo, thank you for that interesting interview! Your content is very useful not only for unsigned artists but also their managers :) You're legends

[@Burstimo]

Thank you!

[@BALTAOFC]

Are you a manager ?

[@Mojacaine]

@@BALTAOFC lmao you read my mind

[@Mojacaine]

@@BALTAOFC to answer your question though, yes! She manages alt/indie rock

[@HaasSpitta]

This is literally the content I’ve been trying to find for years. Thank you so much

[@LydiaWalker]

This is incredibly helpful information to me, as I was just hired as a marketing director for a new record label. Hearing the big picture and about the journey of marketing an artist to succeed is really inspiring. Thank you for this in depth conversation

[@biancapalomin9762]

Absolutely Wow! As a starting solo artist, I can somethings be clueless on how to go about certain things. Thank you for all the insight on what and how to approach certain social media platforms. You Rock! 😎🤘

[@travis_straightcash]

What’s your Instagram ? I’m also an upcoming artist myself

[@biancapalomin9762]

@@travis_straightcash @biancapalominmusic

[@Burstimo]

You're welcome!

[@joeholmes2002]

Burstimo content just gets better and better, it is invaluable!! I'm actually considering, as a songwriter that works collaboratively with high artist influence, to start managing and marketing for the artists I work with. I'll be using my notes from Burstimo!

[@Burstimo]

Nice one, let us know how you get on

[@joeholmes2002]

@gid instagram.com/joeholmes2002

[@matthewv789]

This was great, so much information, and her discussion of first steps for a developing artist confirmed everything I’d planned to do when managing a new artist (and what not to bother with just yet), so now I feel more confident that I know what I’m doing!

[@BonnieBeatsMusic]

These interviews are so invaluable, thank you !

[@iamjordanpass]

The talk about declining and accelerating ratios and content, acoustic, new video, remixes, make sense when you look at the success of "Old Town Road", that had remixes, TikTok, Yes, new content ALL the time. Content is KING!

[@Solingosso]

Finally watched it all. Real real good resource. No crap. I definetly got a lot of Gems out of it. I will put it in work. Thanks for sharing

[@VihanDamaris]

Thank you, very interesting!

[@craigwestwood1]

More nuggets of wisdom... such a packed interview full of knowledge, I watched it twice! Great stuff!! 👍🏻

[@TheDevinShamel]

Amazing video and I thank you all so much for it! This is the kind of information and knowledge I’d otherwise have no means of hearing and learning from someone as accomplished as her. This is some invaluable stuff! I seriously can’t thank you all enough for this.

[@gianlucapampagnin6174]

This is amazing. There's so much to do, so much to learn, so much to experiment! Thanks for sharing, love from Italy

[@samsmusichub]

Liberty has a very fun story, and lots to share. Thanks for having her on!

[@sebastianalexxander6492]

LIBERTY....THE SR. VP. of Marketing at VIRGIN RECORDS Is FANTASTIC !!!! Her EXPERIENCE really shows through her answers. Wow,... she is so Smart and Knowledgeable. Her responses were Perfect for the Seasoned professional as well as for the average person who doesn't truly understand the "Lingo" of having the experience within the entertainment industry. Thank you for having her on your Podcast. Her information was and is invaluable. YOU TWO ARE UNBELIEVABLE ALSO !!! I've recently subscribed to your channel and You BOTH share Information that is VITAL to the success TO anyone trying to make it in the music industry. PERFECT QUESTIONS at the end. Thank you !!!! Keep up the Amazing Work !!!

[@nosleepclub8823]

thank you so much for upload this interview! really helpful!

[@MorganOliviaMusic]

Value value VALUE! THANK YOU! 😭🙏🏼❤️

[@tymaz9]

Best channel for a young artist for sure ❗️

[@jahsua]

Absolute GOLD!! Thank you all for this! Jahsua

[@beatsbythekilo]

This was so interesting and informative! I almost didnt watch! Good thing i herld on for more than 5 seconds! ALL OF YOU Are GREAT! Signing In From South Philly ( Philadelphia ) USA.. This is one of my favorite music business shows! So many Gems!!

[@Rozay]

This Is Very Useful Thank You For Such Great Content , You Helped alot. 🙏

[@raularaujostrw]

Wow. This was absolutely brilliant... watched every minute of it. Subscribed. Let’s grow, people. 💪 👨‍🎤

[@Burstimo]

Glad to hear! Thanks for subscribing

[@AngelQuiroz]

The wisdom that this lady has is gold

[@bubbleheadlishish24]

Agreed!!

[@Burstimo]

She is fire

[@bboymac84]

I learned so much!! I watch the whole thing!!

[@ManicMarxman]

I've bookmarked 18:50. Very insightful regarding developing and building an artist.

[@Iamolivialondon]

so happy i found this content , especially relating to London

[@bubbleheadlishish24]

This was amazing information. So insightful and helpful for an Independent artist like myself. So many gold nuggets I took a lot away from this and will use it to help improve my marketing strategy.

[@Burstimo]

Glad you found it informative

[@samirapnl9534]

take your music and music video to another level!

[@pbenson56fran]

Wow! The EMI Marketer said some key words and it lead me to You Tube Creator. I've been there for a few hours. Thank you. I will have to put this video in watch later. I have two videos I need to put up. Wow! Thank you again.

[@vexphoto]

Finally someone who knows what she’s talking about!

[@archives9324]

Really great content, please keep doing what you're doing👏

[@exokaiser]

Honestly a great channel all around.

[@hakiymsnaturalthings441]

The 3 F’s Family , Fans , and followers definitely pay attention to this in your social media campaigns .

[@TJiscool1]

An excellent listen... This is the stuff we all should know.

[@adamyt0]

incredible interview, more like this pls love it

[@Burstimo]

coming soon

[@squidcatbass]

Such great insight! Thanks for the helpful information

[@svexx]

THIS. What I'm learning is It's not just about resources themselves, so much as OPTIMIZING the resources. LOVE the transparency in the video. "Don't start spending money on marketing yet, if you've not built the audience yet". I assumed the marketing was TO BUILD the audience, so this was an interesting perspective. Content on KZbin seems high yield, but does the algorithm care about the music that ends up on KZbin Music from a distributor? Curious if the algorithm is different there since those videos barely seem to get views. Hope this video gets pushed up with the algorithm! FANTASTIC ADVICE!

[@SamSteiner]

Great insights in this episode - even for a hill-tribe band from Switzerland - thanks!

[@LucasLucasMusic]

You know a puzzle, riddle or secret I wanted to solve and its related to this video? What did Interscope do to explode Billie Eilesh, the steps, the action. I do agree that she is a marketable sweeheart. Cute, young, knows how to sing, and catchy tunes but to be on top of the world by 17? its just surreal. You could put any kid and upload a fantastic song on soundcloud and I bet that nothing would happen. Do it burstimo!

[@Burstimo]

Deal

[@aboutelectronicmusic]

Indeed. Thats the big mystery.

[@orlock20]

Money. The marketing money for the big named artists is about $3 million per album and $1 million per single. That money is a loan against the artist. That's why there are many charting artists that went broke. Shirley Manson from Garbage, a massive band in the 1990s, explained in a video interview how the band's label was screwing them over. Also understand label networking. While payola is illegal for radio, it's not illegal for TV shows, DJs, online "influencers" etc. Once that money vanishes, so does the artist. Look at Lorde and Adele for instance. They were "everywhere" when their projects were out and once they were over they seemed to have vanished from even the tabloids.

[@snowsurfer12m]

There’s an article that talks about it. Not sure if it was NY times. But they took years to build her brand, by using singles as feelers then waiting until the buzz was big enough to drop the album

[@effisummerscreative]

Moses Syldort I wanna read it! That makes sense though, she has what comes across as an incredibly authentic brand and her visuals are spot on 🙌 Plus the timing was absolutely perfect for her sound.

[@DJKingArthur]

thank you I learned a lot. Hi from Puerto Rico 🇵🇷

[@cococreamnyomouth5780]

That was hecdik 😊 you guys are really helping the helpers

[@Xscapeplan01]

*Brilliant information there, thanks👍*

[@TheDustypiano]

Excited about the video. Out of interest, do you think you could do a video for older musicians? I noticed you done one for young musicians. I'm wondering if you could give advice for the older musician, who has the create skills for good songwriting, but has reached the age of when things get more difficult. When you have kids, debt, gigging and tours starts becoming a impossible thought, finding people to work with gets harder, finding time, keeping to date with new trends becomes harder because your not the 'NEW THING' anymore. I think it be a interested video that not many KZbin channels have covered, and tips and advice on this would be awesome! Just a thought :) Awesome channel! Keep up the Awesome content.

[@Burstimo]

Sure thing!

[@DavidTramacchi]

This is such a great video thank you! Wonderful insights 👍👍

[@Burstimo]

You're welcome!

[@grittifederico8711]

This video is Crazy , thx you a lot . Keep Goin’

[@Burstimo]

You're welcome!

[@QPView]

Great video! Full of great tips.

[@daivbanks6935]

Wow this interview was very helpful. Thank you guys 🙏🏾

[@Burstimo]

You're welcome!

[@jstnurmind]

Burstimo, A New Hope

[@smtonlinevideos]

Great video. Thanks for this!

[@gavinjoannesimpson5939]

Brilliant interview, thanks for the great info...

[@Burstimo]

You're welcome!

[@josegtan6841]

so informative... here because of indie artist Ez Mil...

[@EmpireOfLightTV]

Such a great video. Thank you!

[@dizgoband]

great conversation, thanks for the information!

[@ChadRockwell]

Making content is so intimidating. For me personally the reason I gravitated towards music so much was because it was always such a natural way to express myself. But now I'm having to find other ways to do it that kinda push me out of my comfort zone.

[@Burstimo]

Yes but it's worth it long term! Everything you want to achieve is only achievable if you push yourself outside of your comfort zone

[@SebastianKnight]

absolutely love this video thank you so much!

[@Burstimo]

You're welcome!

[@royalcar]

Lovely!! Cheers from San Diego, CA!!! #Music #TheBusiness

[@AmnesiaxBeats]

royalcar I’m in DAGO too

[@igothousemusicfever]

This is very informative. Thank you for sharing

[@VixTwenty]

Brilliant interview

[@Xalser]

Awesome interview, so much knowledge!

[@Burstimo]

Thanks!

[@stara8710]

I'm glad I made it here.

[@koreanplayboy]

thanks for sharing the back end of the music industry.

[@Burstimo]

You're welcome!

[@hoednproductions]

Ah, ok. This are a lot of very interesting infos they may be absolutely usefull. Many thanks for that. :-)

[@Realness112]

This is great information and has help a lot thanks!!

[@SMEL]

Gratitude... would like to know more about niche marketing. She was about to go into detail but backed down.

[@Tomauton]

Such a helpful video. A lot of big nuggets in here

[@Burstimo]

Glad you found it helpful

[@sisimilemndzebele9567]

Watched the whole video... amazing content

[@Burstimo]

Thanks!

[@SimonFanta]

Hey guys, nice interview! Thanks.

[@Benjaminstorset]

watched the whole vid!

[@thesuncollective1475]

Really great..I watched it live but came back ..there's so much to take in ..Thank you and thank you Liberty insightful gold..it really helps get perspective.

[@LuchoPai]

once again thanks so much very interesting

[@TheVenusBlueprint]

this is probably the best channel for music artist development. thank you so much

[@Burstimo]

You're welcome!

[@chazterror]

The depth and breadth of this content is so full and rich. I learned so much and was exactly was I was looking for a more. Thank you, you all hit it out of the park on this one!

[@Burstimo]

You're welcome!

[@stevetragg]

wooooow sooo much content in this! thanks guys

[@Burstimo]

You're welcome!

[@LianaGeorgi]

The best content for aspiring artists! Thank you guys so much for your work and effort!

[@SaintSamuel]

Such a great session!!

[@OfficialXeuphoria]

Incredible video well done guys

[@Cristroxx]

Thank you so much for this♥️

[@Burstimo]

You're welcome!

[@dancole1378]

good questions Maddy and Alex

[@Burstimo]

Thanks!

[@CIRCLEOFTONE]

Great content. With great power comes great responsibility. Modern day payola results in Ed Sheeran breaking records in the industry. I just wish more payola (marketing money) would be spent on pushing less milk toast music.

[@archbox8593]

Awesome podcast :)

[@a6gitti]

Great interview 🙏🏼

[@KennyLauderdale]

I lot of great info... I really wish there were an outline or road map on how to release music/single as an indie artist. We always have to fire songs out there and cross our fingers. I'm prior Army and we always worked from a plan/strategy. It makes releasing music much easier if their are guidelines and steps.

[@Burstimo]

No roadmap but that's what makes it so exciting!

[@SUNLAND247]

this video was a boss move 👍🏽

[@pvtruestmusic]

loved this - Pv Truest

[@francisfernandezcappola]

Congrats!!

[@amtent793]

16:00 very great info to catch

[@uclinhtran3343]

Thank you so much,,,,,,

[@prod.tyrosstoxiiczm5790]

motivated to the fullest now

[@billschmidt3984]

excited to hear this

[@Burstimo]

Hoping you enjoy!