Hi there! Amber Horsburgh here, former SVP of Strategy at Downtown Records (Mura Masa, Miike Snow, Cold War Kids, Chet Faker/Nick Murphy) and now full-time backpacker.
Cherie and I are analyzing the implications of voice interfaces for artists and the music industry, and I’m taking over the excellent Water & Music newsletter to talk about the wicked marketing opportunities that voice presents.
Below, I wrote an extensive guide for marketing department heads to leverage voice to its full potential—including how to approach search, recommendations for content marketing, solving metadata issues, and new audiences to think about.
Read the full guide HERE
—which uses the one and only Father John Misty
as a guinea pig.
If you want to sink your teeth further into marketing in the voice era, be sure to check out these articles and reports:
Moz’s Voice Playbook — a very detailed approach to SEO that goes through conversation-style search behavior, staffing up to design voice campaigns, and more.
From Mood Playlists to Metadata — Cherie’s in-depth writeup for Billboard about the biggest opportunities and challenges that voice poses for the music business.
BPI market report — Sales forecasts, consumer behavior patterns, and stats galore.
Alexa Skill Kit — Amazon’s developer guide to building your own voice campaigns.
If you want to go deeper on music strategy and marketing, sign up for my newsletter, Deep Cuts
. Every fortnight, I share a mix of resources, case studies, and marketing research.
Here are the top-read Deep Cuts posts so far: