Marketing drivers are indications of the buzz and activity around your release. These can include (but are not limited to) the following:
- Radio playlisting
- Live tour dates
- Sync licensing (for example placements in film, TV or advertising)
- TV performances
- Festival performances
- Online and print press activity
- Video promotion
The digital music services want to ensure that releases they playlist are being promoted properly off platform, and they want to see how artists and labels are planning to drive their fans back to the digital services. This will translate to more traffic towards their service.
It’s important that the marketing drivers surrounding every release we pitch to the services is very strong for the services to get a good picture of the campaign around the release. It’ll also help the digital services place your releases in relevant genre playlists and ensure any playlist promotion you receive is an asset to your campaign.
We've pulled together some expert advice on how best you can work with AWAL and the streaming partners to secure editorial support in this AWAL Academy Video: Q&A on Playlisting & Editorial Support with Sam Potts (VP Promotions at AWAL)