Marketing Music Content

How to Create Music Playbooks

With Playbooks, we’ve brought together the ability to advertise, message, and promote your music all in one campaign. Playbooks take what were once separate marketing initiatives and combine them into a single automated strategy.

These Playbooks are designed for music marketing. Options are listed from pre-release to post-release.

Pre-Release

Pre-Release Landing Page

Create a landing page to pre-save your release on Spotify or Apple Music

How it works:

  1. Create a Pre-Release campaign that lets a fan pick between Pre-Save on Spotify or Pre-Add on Apple Music

Post the pre-release campaign organically on Facebook and boost within ToneDen to increase engagement

Fan Experience: Select between Apple Music Pre-Add or Spotify Pre-Save to get exclusive access to listen to the track the day of release!

Spotify Pre-Save Only

Create a landing page for fans to Pre-Save your release on Spotify

How it works:

  1. Create a Pre-Save Campaign and include Follow Artist + Follow Playlist in one button

Fan Experience: Select Spotify Pre-Save to get exclusive access to listen to the track the day of release!

Apple Pre-Add Only

Create a landing page for fans to Pre-Add your release on Apple Music

How it works:

  1. Create a Pre-Add Campaign
  2. Post the Pre-Add Campaign organically on Facebook and boost within ToneDen to increase engagement

Fan Experience: Apple Music Pre-Add to get exclusive access to listen to the track the day of release!

Spotify Announce

Announce an upcoming release on Spotify and message fans when it's available to stream

How it works:

  1. Create a Pre-Save campaign
  2. Create an ad campaign that prompts fans to comment to opt-in to Messenger & receive pre-save
  3. Customize FB message that includes Pre-Save & automatic follow-up message for the day of release  

Fan Experience: Comment on Ad → Get FB Messenger → Pre-Save Track → Receive track to stream on day of release

Spotify Pre-Save Plus Advertising

Promote an upcoming release and get fans to pre-save on Spotify

How it works:

  1. Create Pre-Save campaign
  2. Create Ad Campaign that prompts fans to comment to opt-in to Messenger and receive pre-save
  3. Customize FB message that includes pre-save campaign

Fan Experience: Comment on Ad → Get FB Messenger →  Pre-Save Track

Spotify Pre-Save and Message

Create a landing page for fans to pre-save your upcoming release and message them on release date

How it works:

  1. Create a Pre-Save Campaign that includes “Send to Messenger” action as the first step and "Pre-Save" as the second step
  2. Schedule and customize a FB message that is sent the day of release so fan can stream the track/album.

Fan Experience: Complete 2 actions to Pre-Save → Receive follow-up message day of release

Post the pre-save campaign organically on Facebook and boost within ToneDen to increase engagement

Promoted Apple Music Pre-Add and Message

Promote an upcoming release and get fans to pre-add on Apple Music

How it works:

  1. Create Pre-Add campaign
  2. Create Ad campaign that prompts fans to comment to opt-into Messenger and receive Pre-Add
  3. Customize FB message that includes Pre-Add campaign

Fan Experience: Comment on Ad → Get FB Messenger →  Pre-Add Track

Promoted Contest

Promote a contest to increase fan engagement on Spotify

How it works:

  1. Create Spotify Contest
  2. Set up ad campaign that prompts fan to comment to receive link to enter the Contest
  3. Customize FB message that includes Contest link

Fan Experience: Comment on FB Ad campaign → Receive Contest via FB Messenger → Enter Contest

Limiting contest actions to four avoids drop-off  

Post-Release

Promoted FanLink

Create a landing page with streaming links to promote a new release

How it works:

  1. Create Music FanLink landing page
  2. Set up ad campaign to promote the release and prompt fans to select their preferred platform

Fan Experience: Click into ad campaign → select preferred store or digital service provider → buy/stream the release

Promoted Download

Promote a free download and get fans to follow and save on Spotify

How it works:

  1. Create Social Unlock so fans can download your release
  2. Design Ad for fans receive download campaign

Fan Experience: Click into ad campaign → Unlock campaign → Download track


Contents

How to Create Music Playbooks
Creating Your First Music Ad Campaign
Independent Artist Marketing
Album Marketing Campaign Strategy
How To Create a Spotify Pre-Save Playbook