L'Ode Rose

2022 has been an incredible year for music, with social media apps like TikTok and Instagram giving opportunities for the growth of musical legends and up-and-coming artists alike.

From the first Tears for Fears’ album in 17 years to a hilarious Lewis Capaldi x ASOS fashion collaboration, here are the top 3 music marketing strategies that we’ve seen play out in 2022.

Lewis Capaldi’s Asos Takeover

Record-breaking songwriter, Grammy-winning superstar – and now ASOS’ new creative director? – singer Lewis Capaldi sent fans into overdrive this year when he joined up with global fashion brand ASOS to direct one of their photo shoots.

Well-known for his casual approach to fashion, Lewis was perhaps one of the stars that fans least expected to see posing next to models, styling new pieces and directing the video.

But surprisingly, the shoot turned out to be one of the best marketing decisions that both he and ASOS could have made in 2022, with fans flocking to the video and question session recordings.

A Masterclass In Music Marketing: Taylor Swift’s Midnights 

Writing country songs at her parents’ farm in Nashville, the young Taylor Swift never expected to reach the dazzling heights of fame that have seen her travel the world playing to millions of adoring fans. But that’s exactly what she did, and a huge part of her success comes from her flawless music marketing strategies.

Never has her marketing genius been clearer than with the October 2022 release of Midnights, which saw her TikTok videos hit 83 million views, and her Instagram album announcement rack up over 8 million likes.

But what exactly does Taylor Swift do so well? 

Ultimately, her marketing success can be attributed to the way she reinvents herself with each and every album release, bringing her fans a ‘new’ Taylor every time. This approach to marketing in the music industry leaves her fans always wondering what she’s going to do next, and where her music will take them.

From the edgy, punk-inspired Reputation era to the soft, whimsical style of Midnights, Taylor Swift sure knows how to broaden her appeal and keep her fans guessing.

A Legendary Return: Tears for Fears 

If you’d had asked us at the start of the year whether we thought Tears for Fears would be making a worldwide comeback in 2022, we’d have laughed! However, that’s precisely what this British pop-rock act did back in February when they burst back on the music scene with the release of a brand new album, The Tipping Point.

Even with their legendary status, Tears for Fears poured a lot into their marketing campaign, with the recruitment of senior marketing directors who were able to catapult the band back to global stardom. Much of their success can be attributed to the clever use of the social media app TikTok, which saw their iconic track ‘Everybody Wants To Rule The World’ grace the ‘For You Page’ soundtracks of millions of users.

2022 has been a great year for the music industry, and one that has seen music marketing strategies like no other. As we approach 2023, who knows which artists will rise to the top with the next big thing in music marketing?