Best places for artists to focus their promotional efforts in 2022

New data on consumer behavior reveals the four digital platforms that musicians should focus their promotional efforts around in 2022.

A guest post by James Shotwell of Haulix.

The hardest part of building an audience today is finding where your potential fans spend their time. Consumers have never had more options for spending time and money between the numerous social media platforms, countless music publications, radio stations, streaming services, and various other choices. That’s a good thing if you’re a listener because it means you can find what works best for you, but for artists, the modern age presents a new set of obstacles that all artists must learn to overcome.

You probably don’t want to hear this, but paid advertising is one of the best ways to gain traction online right now. Targeting ads can help you reach your audience on the platforms they love the most for a relatively low cost. But again, you first need to know where your audience spends their time.

We’ve made videos and blogs about finding your audience in the past, but recently a new set of data has provided some unique insight into consumer behavior as a whole. First posted by Bruce Houghton of Hypebot from a report by Morgan Stanley, US adults over 65 spend 57% of their listening time on broadcast radio, but listeners aged 18-29 spend just 14% of their time there.

James Shotwell is the Director of Customer Engagement at Haulix and host of the company’s podcast, Inside Music. He is also a public speaker known for promoting careers in the entertainment industry, as well as an entertainment journalist with over a decade of experience. His bylines include Rolling Stone, Alternative Press, Substream Magazine, Nu Sound, and Under The Gun Review, among other popular outlets.

MORE: It’s time to forget radio and focus your promo on 4 digital services

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