Believe - Creative Marketing Playbook During Lockdown

Creative Marketing
Playbook
→ Optimize your promotion on streaming platforms & social
media over the lockdown period.
March 2020
This playbook belongs to Believe. It is strictly confidential and intended exclusively to Believe and Believe's customers, for non commercial
use only. Disclosure to a third party without the prior written approval of Believe is forbidden. All rights reserved.

→ Context and objectives 3
→ Streaming platforms 4
→ Social media best practices 23
→ Key takeaways 44
Agenda
Believe@ exclusive ownership. Strictlycondidential

Context
Music is an incredibly powerful force for good,
uplifting the soul and the imagination. Creating
art in these times is key. We at Believe want to
make sure you, as artists are supported and give
you all the tips and tricks you need to connect
with your fans.
More and more people are working from home
around the world and we are already seeing
traffic across all digital channels increase
significantly; social networks, video platforms
and streaming platforms.
Being social is very human. Folks at home still
want to connect with their friends and family,
but also to their favorite artists.
Now is a good time to maintain that contact with
fans and bring your projects to life from home,
all in the spirit of kindness.
→ Shorten the distance and
strengthen the connection
between you and your fans.
→ Maximize and grow your digital
presence by posting more regularly
and in a more diversified way.
→ Use this time to try new things.
Objectives

Streaming platforms
→ Best practices for your new content
→ Maximize visibility on your existing content
→ Creative examples with streaming platforms

Best practices for your new content
At this stage, our advice is the following :
→ Move forward with your release if you have an engaged
digital audience and especially if you have the ability to
communicate on and create content for social networks.
Should I maintain
my release plan ?
→ Consider postponing your release if you are an artist mostly
selling physical formats. Also consider releasing digital EPs or
singles (if you have already committed to campaigns or
marketing budgets).
→ However, keep an eye on streaming trends. Keep in mind
flexibility will be key in weeks to come, you need to be able to
adapt your release strategy according to the evolution of the
situation.
Analysis is being conducted on streaming trends during the
confinement period. Some platforms communicated on the
fact that they are still experiencing subscriber's growth and /
or surge in usage.

Use Pre-saves and
Pre-Adds for your
up-coming releases
Why?
→ The pre-save or pre-add function allows fans to pre-save
your new song or album to their queue and music library the
moment it’s released. It’s an automatic way to notify fans that
your release is available on platforms.
→ It builds hype prior to the release and helps to maximize
your release date audience (and all-time streams)
→ It improves your release's chances to be picked-up by the
algorithms that the platforms use to create organic listens
and exposure to new fans (example : placement in algorithm
playlists such as Discover Weekly on Spotify)
→ It helps collecting fan data for remarketing activities
How?
→ Use a smartlink solution (like
Backlink, provided by Believe for free in
your backstage) to send fans
towards your pre-save on different
Streaming platforms
→ Think of creative ideas to push your
fans to pre-save your release (ex: Quiz /
contest to win Merch or any kind of
reward)
→ Communicate on your social
networks

Create new content
Think outside the box
Release "out of
the box" audio
content
Jeanne Added will be releasing
covers of existing songs regularly
while Justin Bieber released
an Accoustic version on one of his
own tracks.
Release a single
created live in front of
your fans
Why not create a song live on IGTV or YouTube
Live Stream and release it as a single on all
streaming platforms? Look at Chris Martin's
#TogetherAtHome session on Instagram that
was later released as a podcast on Spotify
Collabs
Why not collaborate with one or several other
artists to create a song together using a
collaborative live on IGTV or YouTube Live
Stream and then release it on all streaming
platforms ?

Maximize visibility on your existing content
Why ?
Your fans are most probably spending a lot of
time at home right now, give them something to
listen to!
→ Platforms are focusing on Mood playlists with
themes related to the current situation :
Optimism, Chill, Relax, Focus, Home Office,
Feel Good, etc
→ There is a resurgence of streams on catalogue
tracks echoing the virus situation (example
: Temperature by Sean Paul, Hot N cold by Katy
Perry, Don't Panic by Coldplay, etc)
Focus on “Mood”
playlists which fit in with the Coronavirus situation

How ?
Your Trade Marketing team is selecting tracks to be suggested to
platforms for them to add in their mood playlists.
Contact your Believe Label or Project Manager to work with them on your
own catalogue and tracks selection to be submitted to platforms.
Make your own individual playlists to remind your fans that you are
thinking of them in these difficult times. Example : "Mood in confinement"
/ "What I listen to at Home" / "In my Living Room". Ex: Rita Wilson created
her own "Playlist for Quarantunes"
Next :
→ Replicate those playlists on all streaming platforms
→ Highlight your playlists on platforms (in the "Artist Pick" section on top
of your
Spotify profile / on your YouTube HomePage)
→ Create a Backlink and share those playlists on your social networks and
on your YouTube Community tab
Focus on “Mood”
playlists which fit in with the Coronavirus situation

Smart uses
Update your canvas to :
Show your fans "offstage" images of
you (at home working on new music
for example) and let them know you
updated your canvas on your social
networks.
Remember your fans are at home
too. You could create a contest on
your socials inviting them to create
artwork for your Canvas and display
the winners' creation on Spotify.
Use and update
platform features
regularly
Spotify
Canvas are
visual formats
displayed
behind songs on
Spotify's mobile app.
Best case
Billie Eilish used her
fan's art to update
her Spotify canvas

Apple Music
Deliver your song lyrics to Apple Music for your
fans to use the time-synced lyrics feature and be
able to sing along in real time, at home or at
their window (like Italians do!)
Use and update
platform features
regularly

Invite your fans to
follow your profile
on streaming platforms
Why?
If you take our advice (create mood playlists,
use platform features, etc), these initiatives will
have even more chance to be visible on
streaming platforms if more users follow your
artist page.
Also, the more chances your tracks will have to
be included in algorithm playlists or platforms
listening suggestions, which, in the current
context, are very likely to be put to good use.
How?
Use a smartlink solution (like
Backlink, provided by Believe for
free in your backstage) to send
fans to your profile on different
Streaming platforms
Post on Social Networks to invite
your fans to follow you

Dig into
your archives
Not everyone can create new content, so dig into your
personal/project archives to let fans know about it.
Examples:
Unreleased tracks, old single demos, childhood photos,
music videos, doing before/after...
Best case
Day Wave
Old demo of "Wasting time" on SoundCloud

Creative examples with streaming platforms
Objective
Entertain people quarantined at
home through live concerts
streamed on Anghami's IG account
Each day, Anghami will have 2 artists
going live on their
Instagram account to sing for an
hour for the Sahra Ma3 Anghami
Initiative
Anghami will promote through :
→ Facebook, Twitter, Instagram
posts
→ Push notifications to Anghami
users
→ In-app banner
Streaming platform
from the MENA region
Anghami #HomeSessions
on their Instagram
account
The artists are asked to
announce the date of
their Home Session
(tagging Anghami)
through Instagram
stories.

Anghami
Wash your hands”
challenge
“
A web page that generates a "wash your hands"
instructions poster, to the sound of your favorite song.
The idea followed a video that went viral in Lebanon where
a physician suggested to people to wash their hands while
singing happy birthday (to make sure it leaves enough time
to kill viruses)
One of the most used songs was one of our artists Nancy
Ajram's latest single Albi Ya Albi.

VK live broadcasting
of studio or home
concerts
VK is organizing artist's live streaming concerts
from home or a studio to entertain people
quarantined at home. They are heavily
supporting those live streams on-store. Example
here.
Social Network & streaming
platform from Russia

VK
#CleanHands
flashmob
VK is publishing and supporting artist's videos of
themselves washing their hands while singing to
their songs. Example here.
Social Network & streaming
platform from Russia

Spotify Italy
#IStayAtHome
campaign
In Italy, Spotify launched a campaign
around the government issued
hashtag ”#IoRestoACasa".
They asked Italians' favorite artists
to create a short video inviting
people to stay at home and released
a compilation of those videos on
their Instagram account.

Deezer
communication
on Social Networks
Daily content recommendation on Deezer's Instagram account

Inspiration : Popular
Coronavirus playlists
from 3rd party users
COVID-19
Quarantine
Party
Selection : Toxic by Britney Spears
or You Sound Like You're Sick by The
Ramones

Inspiration : Popular
Coronavirus playlists
from 3rd party users
Hand Washing
Playlist
Selection : Toxic by Britney Spears
or You Sound Like You're Sick by The
Ramones

For those who are at home or in hospital,
music can play a therapeutic role. The
Believe team is convinced that music is
having a huge social impact during this
time; it can have a liberating role, make
people dream, take care of others, it
transmits values of love and above all union
between people.
This is why Believe Italy launched a funding
program for young artists, to encourage
them not to delay their releases.
HOW?
→ Make a video of at least 15" while
performing live at home with an
unreleased track
→ Share it with the hashtag
#curiamocidimusica
Invite your friends to put a ❤
→ The best will be contacted by our artistic
directors for an online listening session of
the full version.
→ By May 15th 2020 your song could be
published and promoted on the main
online music platforms.
Believe Italy
launched the initiative
#curiamocidimusica

Social media
best practices

Content creation equipment check
The essential 3
Stabilizer Lighting Audio

Content publishing frequency
posts max per week
tweets max per day
stories max per day
stories max per day posts per day
Post more often !
post max per day

Participate
in prevention
→ Show your support by
communicating (in a serious or
humorous manner) about good
practices to be adopted during this
period.
Examples: share prevention
behaviors, hand-washing techniques
as drawings, memes…
Do it on all platforms
Lomepal
View post →
Jul
View post → Jeanne Added
View post →

Share your
passion
→ Your fans love to know more about you, so
don’t hesitate to create closeness by talking about
and sharing your passions (outside of music).
Examples: share your current favorite tracks, your
10 essential films, your video game records, your
sports photos and videos, play video games online
with fans, exercise with your fans...
Demonstrate how
to exercise at home
View post→
Meditation with Lizzo
View post →

Plan regular
meetings
→ Maintain a strong relationship with
your fans by creating regular
'meetings' with them.
Examples: share a cover song every
day, live Instagram every Sunday, use
Instagram "countdown" stickers,
Facebook events...
Death Cab For Cutie
will stream every day
from their studio on
YouTube and Facebook
View post→
Christine And The Queens
created a daily meeting
with her fans on IGTV
every day at 6PM
View post →

Go
→ As all concerts and events are
cancelled, you can use live tools to
create a strong bond and interact
with your fans
Examples: create tracks live, start
Q&A sessions, perform exclusive
freestyles, covers, take requests
from fans....
Do it on YouTube, Facebook, Twitter, Twitch
live !
John Legend decided to organize
a live concert from his home on
Instagram, on March 17th
View post →
Mac Rebillet will play some shows
From his apartment calling it
“Quarantine livestream tour”,
will be streamed on YouTube,
Facebook, Twitter and Twitch.
View post →
Facebook Music Broadcast
Playbook→

Oxmo Puccino Created a
Facebook group for his fans:
Le Cercle d'Oxmo Puccino
View post →
Create
conversation
→ Create groups and conversations
to exchange in a more direct way
with fans, about their life, share tips,
answer their questions about your
projects ...
Do it on Facebook, Messenger, Whatsapp

Participate
in challenges
→ As everyone is confined at home, it
is a perfect time to use social networks
to be creative and challenge each
other on music!
Do it on TikTok, Instagram, Facebook, Twitter
AJR Brothers
View post →
#SafeHands Challenge
Launched by the World Health
Organization on Facebook
Concept:
1) Choose between two hand
hygiene methods: hand rub
with an alcohol-based
sanitizer at least 20-30
seconds or hand wash with
soap and water at least 40-
60 seconds.
2) Take a video to show to
your fans how you
are following the World Health
Organization (WHO)
Mariah Carey
Maria Carrey
View post →

Participate
in challenges
#Ghencovychallenge
A song put out by Vietnamese
officials to encourage people to
wash their hands has led to a TikTok
dance challenge.
Concept: It explains how to wash
your hands properly and tells people
to be careful in crowded places.
Do it on TikTok
Mariah Carey

Participate
in challenges
#Iwillsurvivechallenge
Launched by Gloria Gaynor on Tiktok
for prevention.
Concept: Just like Gloria, wash your
hands on her famous track “I will
survive”.
Do it on TikTok
Gloria Gaynor
View post →

Participate
in challenges
#Coronachallenge
Emerging artist Lil Nix released the track
“corona virus” and launched a challenge
on Triller.
Concept: be creative and dance on the
track
As the challenge was relevant with the
situation, Triller pushed it on his top
challenges page
Do it on Triller

Participate
in challenges
#Stayathomechallenge
Launched by the 433 agency, a
football media and social agency.
Concept: wash your hands and
juggle with balls or toilet papers. You
can also challenge other people to
do it.
Artists that share a passion for
football could definitely take part in
it, with their song playing in the
back.
Do it on Twitter and Instagram
AJR Brothers
View post →
Mariah Carey
Shkodran Mustafi
View post →

Participate
in challenges
#Songofcomfort
This hashtag was created by the
cellist Yo-Yo Ma who performed on
social media and decided to call
these videos, the
“#SongsOfComfort” series.
Concept: Use this hashtag to be part
of the initiative and comfort your
fans
Do it on Twitter
Yo-Yo Ma
View post →

Create
your own
challenge
Do it on all Platforms
During the lockdown, a lot of Italians have
been seen singing or playing music from
their balcony to boost their
neighbours morale.
Concept: get inspired from it and create your
own challenge, daring your fans to sing or
play your song from their windows.

Focus on
YouTube
→ Create video content for the tracks that
are not available on YouTube with a
simple format: Fixed visual with audio,
Lyrics Video, GIF/3D creations
→ Use all interactive YouTube features to
keep the channel active and engage with
your fans
Examples: live home performance, DJ set
performance, creating tracks on live,
Q&A, acoustic home versions ,
contests/challenges, exclusive freestyles,
covers, taking requests from fans....
Do it on YouTube
Live Stream Tutorial →
YouTube Premiere Tutorial →

Focus on
YouTube
Community Tab
Examples: Send a message to your fans or
let them know of new music or
YouTube video content you posted
Do it on YouTube
Community Tab Tutorial →

Boost ads budget
during this period
Why?
We expect better performance due to:
→ Better user engagement: Nielsen estimates "almost a 60%
increase in the amount of content we watch" linked to people staying
put in their homes. It means they are much more likely to engage
with your content than usual!
→ Lower advertising cost due to advertising campaigns cut off
Media buying

Advertising
guidelines
Medias
Exclusively DIGITAL to benefit from
audience rising
Platforms
Focus on:
- Social media platforms :
Facebook/Instagram, Snapchat... to
attract more fans and engage more for
the same cost!
- YouTube : Boost your video views at
lower price!
Targeting
Test new targeting in addition to
the usual ones, to reach new
audience that could be more
receptive due to the current
situation.
Ex: popular current # such
as #Songofcomfort,
#Stayathomechallenge...
Redirection
Boost your streams with Backlink
(available for free in your backstage)
Media buying

Explore
new revenues
initiatives
→ Explore new digital revenue initiatives
around live streaming and digital goods with
your key partners (YouTube,
Instagram, SnapChat…).
Examples:
Propose exclusive content to platforms, with
lyrics in the spirit of the lockdown.
Create ephemeral shops on Dify, MusicGlue,
Shopify, etc.
You can also integrate Shopify to your
SnapChat verified profile.
Additional revenues

New revenues
initiatives:
Kekra example
Context:
- Distribution of the album physical
version only via an e-shop dedicated
to the artist.
- Website with the clip of the album
single in full page with audio.
- Special CD module (Mock-up case
+ Tracklist)
Specificities related to current
situation:
- Visual explaining the gestures of
hygiene branding Kekra (available in
flyer in the packaging and relayed
on RS)
- Continuity of distribution of the
physical version despite the closure
of retail outlets

Results:
More than 2000 physical CD pre-
orders within a week of the official
release, compared to 250
in the physical network for
the artist's latest project.

Kekra – Freebase 4
Visit the website→
Additional revenues

Key Takeaways

What
you should
remember
Streaming platforms
→ Focus on Mood playlists echoing the current situation
→ Maximize visibility on your existing content (use
platforms features and update them regularly to keep your
audience engaged, invite your fans to follow your artist
page on platforms, dig into your archives)
→ Keep on releasing new content if you can : think outside
the box (acoustic versions, covers, digital collabs, etc) and
keep on the look-out for creative ideas and platform
opportunities.
Social media
→ Post more often on your socials to show support, share
prevention tips and engage with your audience
→ Set up recurrent live meetings with your fans to maintain
proximity and interactions
→ Lighten your fans mood by creating or participating to
challenges that encourage creativity
→ Boost your media investment
→ Explore new ways to generate revenue with
merchandising or partnerships

If you have any questions,
please reach your contact at Believe
Stay safe and Free The Music!

Believe - Creative Marketing Playbook During Lockdown

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