How to Capitalize on a Grammy Nomination
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Patrick Gilley
Marketing Manager at Wavo
Wavo Blog: This series shares information that’s most relevant to music marketers around the globe.
“We can target specific addresses of major record labels, agencies, management companies, publishing companies, and more.”
Context
A Grammy nomination is a huge achievement for any musician, and it's also a fantastic opportunity to boost their career. Wavo is proud to have worked as a music marketing partner with 88% of the 2023 Grammy Award Winners.
We’re not just a music data and analytics company, our approach includes a prescriptive strategy, expert consultancy, and tailored services designed to align with your business goals. As such we have a comprehensive playbook for maximizing the benefits of a Grammy nomination.
Here's our two goals in using digital advertising to maximize the impact of your Grammy nomination:
Raise voting consideration among Grammy voters.
Drive audience growth and increase streaming consideration in support of the nominated release.
Before we get started, remember that creative is the driving force behind successful advertising. While a caption can help explain the Grammy context, a unique creative that showcases the nomination alongside the artist's personality with bright, high contrast colors, and a human face will have a greater impact. For more tips on creative best practices, check out Wavo’s creative best practices.
“The aim of this campaign is to raise awareness of the artist’s Grammy nomination and improve brand recognition amongst Grammy voters.”
Raising voting consideration:
The aim of this campaign is to raise awareness of the Grammy nomination and improve brand recognition for the artist amongst Grammy voters. We typically run these ads throughout the voting period as well as the lead-up to the voting period.
Our media mix recommendation highlights Facebook/Instagram and Google Search/Display. We can also utilize LinkedIn ads as an optional additional platform. These platforms are prioritized because they offer the niche targeting needed to reach heavily qualified Grammy voting audiences.
On Facebook/Instagram, we can target the specific public addresses of major record labels, agencies, management companies, publishing companies, and more. We can also set up secondary, expanded geographical targeting based on these addresses, and reach users in that area who are interested in record labels, music publication, publishing companies, Grammy keywords, and more.
For Google Display, we seek a wider geographical audience and center our targeting around music industry search keywords and websites, including Grammy.com. With ads being served to folks visiting specific music industry web spaces, we can infer that we’re reaching qualified audiences.
LinkedIn ads are costly and complicated, but it's targeting is intuitive - on LinkedIn we target employees of labels, publishing groups, management companies, and more. We also identify potential Grammy voters by job title such as songwriters, producers, and journalists. LinkedIn allows us to reach music professionals worldwide, especially those who may be out of the office or working independently.
“Our aim is to increase exposure and connect with new and old fans by shouting out the nomination win.”
Increasing streaming:
A Grammy nomination brings credibility to an artist and can have a lasting impact on their career, so long as the public is made aware. Our aim with this effort is to increase exposure and connect with new and old fans by shouting out the nomination win.
Our suggested media mix includes Facebook/Instagram, Google Search/Display, and Spotify. These platforms support unique creatives and enable us to reach a wider audience, drive audience growth, and increase streaming.
On social platforms, we recommend boosting posts instead of dark ads for audience growth objectives, targeting both existing fans and prospective fans.
A Grammy nomination provides excellent social proof, and we want listeners to contextualize the music within that context. This might mean they give an album a chance, listen longer, or make a purchase.
Key Takeaways
Wavo puts our 10+ years of music marketing experience into everything we do, from selecting strategies to measuring success. Our data first approach, proprietary software, and white glove service is what enables us to be the best marketing partner in the music business. A Grammy nomination is a great opportunity and Wavo helps you maximize that with a strategic digital marketing approach designed to make your nomination more impactful, and winning a Grammy more likely.
Written by Patrick Gilley, Marketing Manager at Wavo
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