You decided to make a Groover campaign to get your music relayed by rap media? That’s a good start! Just make sure you get the most out of this investment! Putting money in the promotion of your musical project is smart; but you have to put as much rigor and heart as when you are in the studio.
Here are my 3 tips to score maximum points and optimize your Groover campaign with rap media! After that, I’ll give you some examples of successful campaigns and a promo code to reduce the cost of your first campaign.
1. Optimize your Groover campaign with rap media through targeting and budgeting
The first thing to understand when you do your Groover campaign with rap media is that it is nothing less than an investment. It’s not a test, not a purchase, but an expense that you have to optimize in the hope that you’ll benefit from it with media coverage or constructive feedback on your music. There is a logical rule in finance, which also applies here: a small bet leads to small gains.
Dorian, co-founder and business developer of Groover, has analyzed the statistics and realized that the artists who are most satisfied with their Groover campaign are those who have sent their project to more than 50 contacts. Indeed, don’t be shy and, above all, don’t restrict yourself to the only rap media you already know. Every media on Groover has an audience, more or less large, but that deserves to know you.
That being said, stay relevant in your targeting! Do you do rap music? Don’t target media that relay folk music… It seems logical, but on NewTone we sometimes receive rock, jazz or classical tracks. Even if they are excellent, they have no chance to be relayed on our media.
For an efficient targeting of your Groover campaign for a rap project, start by filling in your Groover profile 100%. By filling in your musical universe (“French rap”, “hip hop”, etc.) and your characteristics (“independent”, “energetic”, “young talent”, etc.), the algorithm will propose you a pre-selection of rap media relevant to you. From there, take the time to find out which ones you want to contact. It’s important, in order to optimize your Groover campaign, to notice that they have already relayed titles similar to the ones you are sending them!
| Also read: 7 mistakes to avoid in music
Finally, pay attention to the information Groover gives you about the media. To help you, the platform tells you which ones have a high response or share rate, which ones give quality feedbacks and which ones are “Top media” with a particularly strong impact on the audience. If you are at the beginning of your career, try to gauge your level of development (quality of the mix, quality of the clips, number of subscribers…) to estimate your capacity to be relayed by these media which are more expensive to contact.
On the other hand, don’t neglect the importance of the rap media which have more intimate audiences because their public is perhaps more curious and more focused on the discovery of new talents. Don’t hesitate either to open up your vision of the media and to be interested in local radio stations that play rap music; as well as in general radio stations that sometimes have programs reserved for emerging music!
To sum up this first tip: optimize your Groover campaign by finding the balance between contacting a lot of rap media and contacting media relevant to the project or single you are sending. Besides, Groover is a great way to get your name out there; but don’t hesitate to make sure you’re ready before making this investment. It’s when you’ve checked off these first few boxes that your investment is most likely to pay off.
2. Optimize your Groover campaign with the platform’s features
The following two tips are based on a simple principle: the people who created and manage Groover want to make your job easier! Therefore, you can consider that each feature and each box to be filled in on the platform has a purpose. It is therefore important not to neglect any of them. Too often, I receive rap singles on Groover from artists who have not completed their profile. As a result, their social networks are nowhere to be found and we can’t relay them. With a little extra effort, the effectiveness of your Groover campaign can be increased tenfold!
Feel free to read up on how Groover works or watch Dorian set up a campaign online to understand the basics. But remember this: all the boxes that can be filled in, must be filled in. On your profile, it’s your world, your characteristics, your artistic inspirations, your news, your biography and your social networks.
To realize their importance, put yourself in the shoes of the media that will receive your rap single. The first thing they will do, after listening to the first few seconds of your track, is to check your profile. They might start by asking about your hot news: do you have an imminent or recent project, for example? Because that’s what he’ll tell his community about. Then, it’s impossible that they won’t want to take a look at your social networks, to know how you communicate and with whom. Finally, they will probably look at your campaign description, to find out your story, your style and how you present your project. This will help them decide if your identity is in line with their editorial line.
You will notice that at the beginning of your Groover campaign, the platform will ask you to indicate links: YouTube, Spotify; and the release date. Make sure you fill in these boxes even if they are optional! The more information rap media has about you, the more time they can spend learning about you and your music. Plus, a Spotify link will give them easy access to your profile, without having to use the search bar. It’s a great way to listen to your previous tracks, subscribe to your profile, or put you directly in a playlist!
Among the mistakes to avoid: it is useless to say, in your description, that you are looking to promote your music. Rap media understand that you want to be relayed or get feedback on your project! So get to the point by presenting your music and the reasons why it deserves to be heard!
3. Humanize your Groover campaign with personalized messages
On the same principle, that of using all the features offered by Groover to optimize your campaign, send a personalized message to the targeted rap media! If you can’t send a message to all of them, send it to the ones you think are the most relevant, or the ones you value the most.
The content of this message must be exclusive to the media. First, it should not repeat your bio or your pitch, which are already available. Secondly, a copy and paste would be useless! To boost the impact of your message, it must serve to prove that you know your recipient well. Find out about the media outlet: does it have a particular playlist that you could embed? Do they have a weekly feature on the week’s releases that your single could fit into? Have they recently featured an artist whose music is similar to yours? Use these arguments to guide their decision: it’s professional, flattering and impactful!
This message, if it is well calibrated (and remains short), can really increase the interest that your recipient will have in your project because it establishes a relationship of trust and complicity. A promotional campaign doesn’t have to be cold and factual: even if it’s digital, it’s still managed by people!
On that note, here are 3 examples of well optimized campaigns I’ve received on NewTone lately!
It’s simple: Bloem checked all the boxes when she made her campaign. Her description is 3 paragraphs of 2 lines, all her networks are filled in, I had access to a Spotify link and the release date of the single was well indicated. Finally, she left me a personalized message in which she indicates that this track could make its place in our playlist of new talents. In her message, she also explained that she valued our feedback because she appreciated our content. The icing on the cake: she had already chatted with us on Instagram about the best ways to share her music with us. You might as well say that even if this single wasn’t enough for us to relay her, we’ve retained her name for the rest.
What I liked about the way he optimized his Groover campaign was the brevity. For his hot news, he simply noted that his latest EP was available, with a link. In his bio, he indicates his city of origin, his influences, the musical genre he practices. Simple, concrete, efficient and above all, focused on the music. It’s time saved and it’s a proof of professionalism, which is always appreciable.
A campaign is not a sprint, it’s a marathon! Just because you get negative feedback from a media outlet does not mean you should not continue to contact them. If the feedback is qualitative, it is on the contrary a signal that we should contact them again. This is what AGA did, sending me 3 titles successively, a few weeks apart. The first two did not convince me, although I could clearly see the artist’s qualities. The third track I received, which came with a complete project, convinced me and we relayed it on NewTone.
Now you’re ready to launch a Groover campaign optimized for rap media to get the word out! I’m waiting to receive it on NewTone (if you think it’s relevant, of course). You can contact us about your Groover campaign with this link.
– Translated by Betty Gonzalez Gray –
I’m Theodore and as the editor of NewTone, which promotes emerging artists in the hip hop sphere, I listen to everything we receive via Groover. And beyond the quality of the music, or its adequacy with our editorial line, I noticed good and bad practices. Clearly, there are ways to get bonus points or, on the contrary, to be disadvantaged with malus.
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