Music executives call for greater focus on streaming | Entertainment

Pop Style Music’s managing director, Julian Jones-Griffith, said Spotify has had some impact in the local market, but real success depends on the artists and their teams.

“I see Jamaica in the top 10 in just about every way. The numbers are still relatively low, but it’s all about growth, and it’s just up to us to play our part in educating artists and consumers. to support streaming,” he said. THE STAR.

Jones-Griffith continued, “I didn’t expect this to have an immediate or huge impact, because streaming – as a way to listen to music – requires a culture shift on the part of consumers in Caribbean and it takes time along with other factors such as paid membership required It being available here for me means that change can start to happen no matter how big the steps.

Currently, almost 80% of music revenue is catalog music. The collection of hit songs that Jamaica has enjoyed over the decades will naturally benefit from this large percentage, he said, but there must be more opportunities for young artists to come, said the director of popular music industry and artist manager.

When Spotify made its service available to Jamaica exactly a year ago, it said its plan was to “work closely with local creators and partners in each market to provide a personalized experience that meets unique needs”.

Jones-Griffith believes that while progress has been made, the local music industry needs to do more in order to benefit from the popular music streaming service.

“It seems the number of artists and teams are focusing on Spotify and other digital streams [providers] (DSP) is much too small. It’s up to distributors to try to put songs on playlists and promote links when we should all be including Spotify, Pandora and Apple Music in our release plans in a much bigger way,” he said. declared.

“Following an artist should be just as important to them as social media, but they don’t get the same attention and promotion from us and that’s an easy change to make. Then, and only then, the major change will happen – it will also impact the culture of music consumption in the Caribbean and see which DSPs are important to us.”

With the growing popularity of TikTok, artists are starting to see movement in songs based on trends on the platform. Laa Lee is an example of a dancehall deejay who has seen the impact of his trending songs on TikTok, in his Spotify streams.

Another is Marksman, whose track Choppa verified started trending on YouTube and then there were over 40,000 videos on TikTok. Last week it was the top trending viral song on UK Spotify and it has over two million streams on Spotify.

Jones-Griffith explained that for artists who were meant to explode on the international scene, “they’re not going to make or break Spotify’s availability in the Caribbean” and that’s due to them thanks to the support of major record labels or management. .

“They don’t always rely on Spotify to produce big numbers. They have big tag machines behind them that can push them to the mainstream playlists and placements they need or spend the digital advertising money .In my opinion, they pretty much have the core fanbase already in their pocket, so for them it’s less impactful,” he said.