The music industry, much like every other sector, operates in cycles influenced by many external factors, and one of those influential factors is, surprisingly, the season. As the mercury climbs and the days grow longer, independent artists have an unprecedented opportunity to shine. Here's why:
1. Ads are Cheaper in the Summer
A quick glance at the chart we're highlighting, reveals a stark pattern: eCPMs plummet during the summertime. But what exactly does this mean for an artist or a record label?
eCPM stands for "effective cost per mille". In layman's terms, it's the revenue a publisher makes from an ad with 1,000 views, or in other words, how much that ad is costing you (the person advertising). By tracking eCPM, you can determine the most lucrative placements for ads and gauge the success of monetization campaigns.
So why are eCPMs typically lower in the summer? As many would expect, sunnier weather draws people outdoors, making them less likely to spend and consume online. As a result, traditional advertisers often reduce their budgets during these months, leading to cheaper ad space.
2. Music Consumption Peaks in the Summer
Another intriguing trend is presented in our consumption graph: the zenith of music consumption coincides with the summer solstice.
The reasons behind this spike are intuitive. Longer days and relaxed schedules mean people have more free moments to revel in their favorite tunes. Whether it's beach trips, barbecues, or lazy afternoons in the park, music becomes the backdrop to countless summer memories. The atmosphere of freedom means people are more eager than ever to discover new anthems for their summer experiences.
3. Summer Playlists and Curated Recommendations Skyrocket
Every summer, there's a rush among streaming platforms, influencers, and even casual listeners to curate the perfect summer playlist. These playlists, often labeled as "Summer Hits," "Beach Vibes," or "Road Trip Anthems," see a significant uptick in followers and plays during the season.
For example, let’s look at Spotify’s largest summer playlist, Summer Hits:
During the summer months (encompassing June, July, and August) the playlist witnesses a robust average follower growth rate of approximately 6.76% monthly. In stark contrast, regularly the same playlist in non-summer month sees an average decline in growth at around −0.043%. This data underscores the playlist's heightened popularity traction during the summertime, whereas in other periods of the year, it tends to either remain stagnant or exhibit a slight downturn.
For independent artists, this trend presents a unique promotional avenue. Getting a track featured on a popular summer playlist can lead to a surge in streams and new fans. Because listeners are on the hunt for fresh tracks to define their summer, they're more open to exploring artists they might not have heard of before.
Moreover, with platforms like Spotify and Apple Music offering personalized playlist recommendations, a well-timed summer release that gains traction can find its way into countless listeners' daily mixes or discover weekly playlists. This organic reach, coupled with the general enthusiasm for new summer tunes, means independent artists have a greater chance of capturing the attention of a broader audience during these months.
As we bid farewell to the peak of summer, now is the moment for independent labels and artists to act. The confluence of lower ad costs, heightened music consumption, and more playlist traffic creates a perfect window of opportunity. Don't let the summer pass without making your mark, and let SongTools amplify your releases to their max potential.