Music Ally Sandbox Guide: Using AI in Music Marketing

Very happy to share my latest contribution to Music Ally, a look into the different ways that music marketers are using AI to streamline, optimise and lighten their workloads. With big thanks to Nick Minicucci at Immensity, Irfaan Premji and Joleena Teo at blurb.fm, Johannes Scholz at IRRSINN and Alex Clapworthy of Pictures Management for their contributions.

Read the Sandbox Guide in its entirety at musically.com - link here.

AI is everywhere, and barely a conversation is being held where AI is highlighted as either the greatest opportunity, or the greatest threat, that music creators have encountered for years.

For now that fear has subsided: the latest Music In The Air report from Goldman Sachs allays some of the panic regarding the impact of Generative AI on music creation, noting that the “the flood of new AI generated content onto streaming platforms has not yet materialised in a meaningful way, nor has it had an impact on the label revenue pool so far.”

But it’s not only in music creation spaces that AI is making a mark, and music marketing is certainly no stranger to the technology. For years, AI has been used to collect, assess and sort fan- and listener related data, and to assist in targeting relevant information towards relevant consumers at optimal times. But newer AI models and platforms seem to offer more fundamental developments in the way that the technology will change marketers’ jobs, or at least be used by them to stretch resources further.

AI promises to augment results from all of the tools available to music marketers, by streamlining the time consuming processes of pitching, creating content and optimising digital marketing spend. In this edition of the Sandbox Guide, we explore some of the ways that AI is impacting the work of music marketers, and what the future holds for this ever evolving technology.