Case Study How Emmy got 125 million Spotify streams in four weeks to promote "I am Woman"

Announcing songs on TikTok is an essential element in marketing plans for music in the present. For music lovers, the app gives them an insight into the projects the artists have been working on. The artist provides the possibility to gauge the public's interest and interact with people who are interested in a forthcoming album.

This marketing stage before saving appears straightforward on paper: create a teaser song on TikTok by using various types of content, receive as many views as you can, and hope that it will be viral.

The goal of conversion

But there is an important element missing from any pre-save plan which is conversion. Any marketing strategy without the goal of conversion in mind isn't likely to succeed in creating long-term loyal fans.

Disruptor Records recognizes that the conversions that result from marketing efforts are essential to break the artist's record.

The past was when artists who signed with major labels and independent distributors weren't in a position to create linkfire pre-saves on incomplete music as they can now through Feature. FM. The artist must have their track mastered and distributed on an established release date for them to begin collecting information.

In the latest period of the music business, since TikTok lets, artists create demand by teasing the audience with music on this platform artists and their teams need to prepare pre-saves immediately after the song's snippet begins to respond.

This video (with more than 34 million hits so far) has been gaining millions of views every day, in addition to user-generated content based on the music. The term "user-generated" refers to the content created by fans. (UGC) can be defined as content that has been created through the fans' sounds that an artist.

The Evergreen Pre-Save

After having used Feature. FM for a while and we were able to see that the pre-save link could be made with no ISRC. It was not necessary to distribute tracks. This means that we can change the release date to an undetermined date then leave the ISRC empty and return to choose the appropriate date for release and plug in the ISRC.

In essence, it's a detonator. We set the linkfire date and time when we'd like the bomb to be detonated (the pre-saves that will be activated) and then boost its effectiveness while we wait (by gathering as many pre-saves and followers as we wait).

With Feature.FM We have resolved the problem of distribution traditionally and you don't have to share a song to generate a pre-save URL. We have discovered and started using what's now known as “the Evergreen Pre-Save strategy.

Sam Lockhart, A&R at Disruptor Records, says on the process "Like other companies in the music industry, TikTok is a focal platform for the label's latest community-building and music discovery. In the beginning, when TikTok was just starting to gain traction on the platform we had to wait for music to make a splash before we decided to tap into the attention of that audience. Because of the speed with which content can gain momentum and be viewed as popular, we realized that in the time required to promote a song and create a pre-release link, it was not gaining on crucial interactions with fans."

Profiting on viral moments

The main issue was linkfire solved by us being in a position to capitalize on the TikTok visitors our artists were receiving. This meant that even as the UGC was growing and her site was getting millions of users each day, we could be also converting followers of the track through the pre-save.

The outcome

The result was a massive surge of support on the day of release, with more than 125 million streams within four months, in addition to chart positions on Billboard Hot 100, Spotify Global 200, and Mediabase Top 40.