We're getting way off topic here, but I'm curious what your thoughts on the current state of the world on music blogging is. I was pretty big into following the music blog/hype machine scene in 2010-2014ish, and it seems like the other streaming services (particularly Spotify) have more or less killed that world with the exceptions of the biggest blogs, which seems pretty unfortunate to me.
Loaded question! I've done a lot of podcasts/interviews lately where I touch on this subject.
Spotify did indeed take away a lot of the "regular listeners" from music blogs, but they're not alone in the downfall of music blogs as a whole. I think a lot of that can be pegged on the way the internet has shifted in general. Music blogs lost a lot of things in that 2013-2015 era, including (but not limited to):
- A steep drop in advertising revenue (we used to charge $5+ CPM - but folks learned Google/Facebook were far more effective). This wasn't specific to the music blogging industry - pretty much all independent publishers went through this.
- Google giving 50% of their real-estate for song searches to a giant YouTube thumb. Killed SEO for music blogs overnight.
- Technology: Spotify just does music-listening tech better than any independent music blog could ever hope to.
So, in an age where Spotify is king and everyone's buzzing about TikTok, where do music blogs fit? And are they even relevant?
Heck yes they are! Thing is, music blogs are where people actually go to discover music. Spotify, on the flip side, caters toward "passive" listening experiences where they make sure you never have to think about it for yourself.
Net result is that for artists a targeted blog promotion campaign is still quite important as it can lead to valuable exposure within the industry: A&R teams at labels, Spotify editorial staff, and festival bookers (RIP) still look to music blogs to do the grunt work of sifting through the 25,000+ new songs coming out daily.
In 2015 I launched https://www.submithub.com/ to help music blogs deal with the hundreds of music submissions they were receiving daily. That platform has since taken off - recently passing its 16 millionth submission (in less than 5 years).
We allow artists to easily connect with blogs, Spotify playlisters, YouTube channels, Instagram/TikTok influencers and more -- and compensate those curators for the time they spend listening to and considering each submission. And believe it or not, one of the most-targeted outlet types on there is still the humble "blog".
I could go on for hours, but I'll leave it at that for now :)
Love this back and forth. I think I remember submitting a track with a collaborator to SubmitHub years ago and thinking it was neat that it even existed.
We're getting way off topic here, but I'm curious what your thoughts on the current state of the world on music blogging is. I was pretty big into following the music blog/hype machine scene in 2010-2014ish, and it seems like the other streaming services (particularly Spotify) have more or less killed that world with the exceptions of the biggest blogs, which seems pretty unfortunate to me.