Advertisement"I always remember early label conversations when we'd run TikTok campaigns," Ramzi Najdawi, cofounder at the music-marketing firm ATG, told BI. In 2024, most artists now need to get directly involved in creating social content in some form, said 10 music marketers who spoke to BI about their strategies. AdvertisementTo make influencer campaigns work better, music marketers ask artists to post original content first, creating organic interest in a song that creators can then push forward with additional videos. "Influencer campaigns don't really work in the way that people think they do," Prophet Media's founder Steph Rinzler told BI. Many marketers are now seeking out an artist's fans, rather than random influencers, to make videos for song campaigns.

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Persons: —, TikTok, Taylor Upsahl, wasn't, influencers, we'd, Ramzi Najdawi, doesn't, it's, Ed Winters Ronaldson, Najdawi, scrappy, Cynthia Parkhurst, Jonas, Parkhurst, Matine Kazemi, Lawrence, Prophet Media's, Steph Rinzler, Omid Noori, Taylor Swift, Olivia Rodrigo, Simon Friend, Sean Kane, Kane Organizations: Service, Business, BI, Universal Music, Creative, YouTube, Prophet Media