So a lot of you are baffled at the fast growth of Samartis. I mean, it can be real depressing. When you've been kinda playing with puddles and then Samartis is all of a sudden going off like this gorilla, well, there could be a lot of reasons your growth is stalled, but one of them I see far too often. Is the artist aren't making the connections between other artists that tell algorithms to connect and recommend you to the fans of those artists? So in this video, I'm going to show you how to make connections to other artists. So algorithms start to recommend you on Spotify, TikTok, and Instagram and other apps. Hi, I'm Jesse Cannon, a music marketing nerd who's teaching musicians how to grow their fanbase from zero to 10,000 fans, and this is Muse Formation. So let's get this out of the way. Some of you may be watching this video and wondering why this is important. If that's happening, I imagine it's due to you having missed my recent video on the biggest music marketing opportunity in music today, which is that features, collaborations, remixes, and split releases are the greatest music marketing opportunity ever in music. As they get you what I call artist page visibility, AKA people see you on the artist page they already like and see your name next to a song they're enjoying, and when they're loving that song, they can have an easy hint to go deeper on you as you're already a part of a song they like, and in the community with an artist they enjoy. And if you missed that video, I highly suggest you watch it after this is done. It'll be linked in the description and in the end screen since it's super important. But to get this more fully and why this is so important is as a compounding effect. And for those of you who don't get what that means, it's the benefits of doing these collaborations is the effects are numerous and add up the more you do it as your audience grows. And if you recall from that other video, everyone I know at major labels and big indie labels is going in on this technique. And some of this is because artist page visibility and the label seen the power of an artist becoming a part of another artist community, but it also comes down to the compounding effects of what it does to algorithms. And I have news for you one thing everyone who has big numbers will tell you algorithms are usually driving the majority of that. Whether it's getting on the browse page of YouTube Spotify radio, discover weekly recommendations or recommendations on Instagram or TikTok serving up your video. I know some wise asked is going to ask for my sources for this video. If you simply look up the algorithms of any of these sites, there's articles on sites like the Verge, Tecter or the book Spotify tear down. But most of all, I live in Brooklyn where many of these startup employees live too and boy do their glips get loose when we're out drinking. So go off in the comments if you must. But let's get into specifics. Let's first start with Spotify. So Spotify has one advantage that social media doesn't have is that they have what are called music genomes, which are this thing pan door invented where you can have computers analyze the sound of a song and it can tell it's similar to another song in some ways. But while those help the thing that's Spotify waits in their algorithm is the connections you have to other artists and those connections are largely for things like Spotify radio in that what gets recommended in Spotify radio after the album gets done playing or someone clicks the button on it or they make a playlist with that artist is being the artist that has a huge overlap with that artist and listeners. And this is easily observed. Y'all next time your playlist or an album of an artist finishes I bet within the next three artists will be someone the artist has collabed with or toured with. And this is of course because doing those things together makes you have a combined audience with that other artist. Now of course if the people they serve that song to continually click that button you know the one that says don't ever play this terrible song again this one what your songs not going to be recommended very much anymore. This is also what I see in my discover weekly playlist is so much of the collapse that an artist has done before will get the other artist into my discover weekly playlist. But if you want to get on that coveted release radar those clubs are the exact connective tissue that gets you on another artist discover weekly as you're both going to get on each other's release radar and then more people will inherently be listening you both showing the algorithm the common fandom and you will now be in all the before mentioned algorithm recommendations. This also goes for the YouTube algorithm as YouTube gives no fucks about making any music genome since they just observe user patterns and what people click or skip. But again one of the many reasons these clubs features is put releases help so much for music marketing right now is listeners are less likely to skip you if one they recognize your voice or song writing style or two they've heard your name a bit perhaps from clubbing or playing shows with another artist are being tagged on social media with their favorite artist and they're familiar with your name enough to let the recommendation go. I find about half of the new songs I get into from what YouTube plays me after I listen to a song I like when I'm relaxing at night reading but let's get into how this compounds with social media apps let's say you do a collab or a tour with another act Instagram is looking at who at tag and follow when they see you following one artist but not the most common at tags that's how you get put in the discover recommendations or when you click down to see who else you should follow on those little tabs on Instagram and tick tock literally since it's in the middle of the day. Literally since Instagram only has user data of what people follow and click on to go off that's what they base it off of if you are the top few mutual follows of an artist that's when Instagram is cycling through when it does recommendations and you know how you become one of the top follows is clubbing or playing shows with that other artist but the way this compounds is when people are tweeting and Instagram and doing at tags about your collaboration or the shared show that is not only telling Instagram to recommend users to see your name that are the most acceptable to liking you but it's also the most adamant music fans are the ones who give you your early listens since they are such addicts for this genre they see your name and listen to you and you get that important new fan who's a tastemaker and yet again this is why I think Facebook ads are the dumbest thing to waste your money on is it does none of this work and gives you the illusion of growth in numbers increasing but they are unengaged fans with no influence on anyone else whereas the at tags of fans seeing you play a show with some of the people that are doing a club are the adamant ones who are going to tell other people about you on Reddit discord and get the word of mouth recommendations which are the most effective recommendations and music up to playlists and collabs and I know a lot of you hit on Twitter it says you don't get it but this is the type of promo that does great on Twitter which is also every music journalist and playlist in for his serves favorite app to be an addict on and when they see your name intertwined with an artist it's their literal job to go deeper and to do the thing they love the most in the world which is not a job on a single one to fight a new artist before there are other dork friends and brag about it for the entire duration of the artist fame that they were onto them before everyone else. But as it's sufferable as that is, these people can really help you get fans. So playing the game on Twitter and interacting with your community helps compound these algorithmic recommendations. By now you are all very concerned with TikTok. And the same thing works here, in that you getting tagged with other artists gets people looking for you, but also TikTok can do so much work of linking yourself to other artists. Since TikTok doesn't have any music genome either, instead it is spreading to people who engage with similar behavior patterns on the app. And those patterns are what hashtags and TikTok tropes they like to engage with, which is knowing why your community's TikTok hashtags in Instagram ones are so important for linking it together. Doing those hashtags will put your content in front of the people of the eyes who like that hashtag and who interact with that hashtag the most. In other words, in front of the eyes and ears of people most susceptible to liking you. At tagging the artist you collab with teaches them to link you two together. So in doing collabs having multiple TikToks about your collab, whether it's footage of you working together from the music video or whatever, you may not get the most viral numbers, but the algorithm starts to know the work to do for spreading you around. Making videos where you do that thing, where you say if you like this artist, you'll like me every few months and tagging them can help do this work too by bringing you into the algorithm of those bigger artists. Now remember the smaller you go, the more chance of it doing that. Since the algorithm has thousands of other artists doing that for the bigger artists, TikTok does one of one more element of stitching you to other users and sending content to users. The songs in your background of your videos are like hashtags and that they regularly serve people who use the same song to make videos to users who watch the video with that song. So bearing this in mind with the combination of a hashtag, this can help you get you in front of the fans of your microgenre. So to tie this all together, now that you get this ecosystem, even if you aren't making songs with these other artists, you've hopefully done your community work and are making artist playlist and music talk shows and tagging the artist on it on Twitter, TikTok and Insta and yet again, drawing more connections to you and the artist similar to you. In time, if you keep doing this, you'll have so many connections to you in such a big community you will be algorithmically favored and connected to so many artists. So you really are going to have to have some terrible songs for it to not work out. Come back here and thank me later or maybe just share this video with a friend now in advance.