So, a release that does really well will usually get more industry support than the one that did "okay" - simply put, pitching a track that did a million streams on release week is much easier than the one that did 100k. Success in music is often a self-fulfilling prophecy, as no one likes missing out on a breakout success story. Sometimes, artist teams engage with fake streaming to project the desired career trajectory to potential partners or gatekeepers such as music media, playlist curators, and so forth. That said, fake stream tactics won't always target the end music consumer. Projecting a successful release trajectory to potential partners and industry gatekeepers Unfortunately, such "hacky" marketing techniques are not all that uncommon. First, "boost" the track to 50k streams, release a post on socials to celebrate the milestone, and then use it to spearhead the actual campaign. So sometimes, buying up fake streams is not viewed as a fraud but as one of the building blocks of a genuine marketing effort. In digital advertising, the line between low-engagement ad traffic and straight-up fraudulent activity can get very thin. Or, even cheaper if you go with pre-rolls. For example, a few thousand likes on an Instagram post will run you about $20 in an "engagement" budget, and getting a YouTube video to 100k views on YouTube is a matter of a few hundred dollars spent on a discovery campaign. Besides, when it comes to other prominent platforms like YouTube or Instagram, such initial "social proof" can be easily generated completely "above board" by throwing a bit of cash at their respective ad cabinets. Sometimes, the artist team will consider that promoting a "blank" track is less efficient than a track that already has some weight to it, and fake streams become a very convenient shortcut to get the track to that initial 10/20/50/100k streams figure. To name just a few: Showcasing high streaming numbers to develop "initial social proof". Artists and their teams end up purchasing fake streams for many reasons. Unfortunately, music businesses representing professional artists also sometimes engage with fake streaming - knowingly and on a much broader scale. However, the fake stream "promotion services" leeching off DIY artists are only a part of the issue. Then, you see a comment under one of your posts, prompting you to check out a Spotify promotion service that promises to get your next single to 100,000 streams on release week, guaranteed. But cutting through the clutter of the post-streaming music market is not easy, and your monthly listeners count remains stuck at a few thousand - if not a few hundred. You try playlist pitching, fork out for an Instagram ad campaign, and post relentlessly on TikTok, hoping to get in favor with the algorithm. Co-written by Julie Knibbe and Dmitry Pastukhov So, you're a DIY artist trying to get your project off the ground and generate that initial traction on streaming platforms.
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