Music Marketing

Lil Nas X’s ‘Montero’ Campaign: A study in the power of self-promotion

While there are those in the music industry that look down on self-promotion, arguing that creative work should speak for itself. While a nice thought, the reality is that most music can’t get heard that way, and a well-executed self-promo campaign like that of Lil Nas X should be praised.

In this piece from MusicThinkTank, contributor Jure Rejec analyzes the success of Lil Nas X’s recent ‘Montero’ campaign.

“For Lil Nas X, the album campaign started with his March 26 release of the “Montero (Call Me By Your Name)” video. The video (conveniently titled the same as the upcoming album) and its surrounding controversy — prolonged by infamous “Satan shoes” merch with human blood — resulted in 360.5M YouTube video views, 967M Spotify streams, worldwide media headlines, and winning MTV Video Music Award for Video of the Year.”

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