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General Workshop : June 20, 2022 – 4:00p.m. to 7:00p.m. (open to all applicants)
Mentoring Session : June 22, 2022- 4:00p.m. to 5:30p.m. (applicants selected by committee)

This final workshop with Music Ally will be split into three sections. The first section will be done by each participant in advance via the Music Ally Learning Hub, focused on Social Commerce (a link to the Learning Hub will be sent to participants in advance). As a $89.4 billion market that is expected to grow to $604.5 billion in the next seven years, marketers need to pay attention to this shift in shopping habits as social commerce capabilities are a key focus for big social and streaming platforms like Facebook, Instagram, Snapchat, YouTube and TikTok, removing friction in the shopping process.

There are numerous reasons as to why this is exciting for the music industry. First and foremost because it allows us to drive more revenue from physical products by meeting our fans where they spend most of their time. Music Ally’s Social Commerce module looks at the various opportunities already available to sell physical and virtual products through your digital channels and explores how artists have been leveraging these creatively. This will be a practical walkthrough of how to enable shopping on Facebook, Instagram, Snapchat and YouTube and will explain all necessary requirements, possibilities and limitations. We’ll also point to upcoming trends so that you are up to speed with what you need to know in order to grow your D2C business on these platforms.

In the second section of the workshop, we dive into Alternative Platforms & Live-streaming. Platforms like Instagram, Facebook and TikTok are used in virtually every artist marketing campaign – but to unlock international or niche audiences, you’ll need to engage with platforms that you may never have used before. 

In this session, Music Ally will teach you everything you need to know to start leveraging some of the most important, non-traditional, digital platforms in your artist marketing campaigns (Discord, Reddit and Twitch). We’ll explain how to engage correctly with unfamiliar – but huge – apps, platforms and audiences. We’ll also briefly cover some key live-streaming platforms like Facebook Live, Instagram Live and YouTube Live to help you connect with your fans globally. 

After the workshop, we will host a panel discussion (about TikTok & Short Form Video, rescheduled from May 23rd) featuring Harry Tidswell (Senior Music & Ents Partnerships Manager at Fanbytes), Sam Hong (artist name ‘Hongza’), and Marlen Huellbrock (Head of Marketing at Music Ally) with opportunities for Q&A throughout the panel.