My Music Marketing Predictions for 2025: The Year Music Marketing Finds Its Soul!
As someone who’s worked in music PR and marketing for over two decades, I’ve witnessed trends rise, fall, and occasionally circle back with new energy. Some comebacks have been nothing short of legendary, thanks to the virality of platforms like TikTok, which have breathed new life into tracks and artists we hold dear. Think Kate Bush’s “Running Up That Hill” finding a whole new generation of fans, Natasha Bedingfield’s resurgence with Unwritten, or Sophie Ellis-Bextor turning her kitchen disco into a cultural moment.
But if there’s one constant, it’s this: adaptability and innovation are the keys to longevity. And 2025 is poised to be a year of recalibration, where creativity and substance take centre stage once more. It’s also a year of new beginnings, with platforms like BlueSky rising to prominence amid the ongoing “great Twitter migration.” These shifts signal not only a changing digital landscape but also an opportunity for artists and marketers to rethink their strategies.
Here are my predictions for the trends that will shape music marketing in the year ahead:
1. The Return of Artist Development: A Decline in Flash-in-the-Pan Fame
For too long, the industry has prioritised quick wins over long-term vision, but the tide is turning. Viral success stories that don’t translate into enduring careers are no longer enough. Labels, managers, and artists themselves are starting to invest more in crafting narratives and honing unique artistic voices.
This is particularly important for women in music, who often face higher expectations to “prove” themselves in ways their male counterparts don’t. Thankfully, the UK has seen an incredible surge in women dominating the charts (and indeed radio!) and reshaping the industry this year — from the unapologetic artistry of Raye to Dua Lipa’s pop powerhouse reign. Their stories didn’t happen overnight; they are the result of years of persistence, growth, and vision. This return to prioritising artist development is a chance to foster even more diversity in the voices that shape our playlists.
2. Quality Over Quantity: Thoughtful Content Wins Every Time
Social media has often been a numbers game: more posts, more views, more likes. But audiences are burnt out from constant noise. 2025 will be the year where meaningful, high-quality ‘real life’ content reigns supreme.
Artists will need to shift from “posting for the sake of posting” to curating moments that resonate deeply. A carefully crafted three-minute acoustic video, a vulnerable caption about the inspiration behind a song, or a single striking image can spark more engagement and loyalty than a dozen rushed TikToks.
Women in music are leading the charge here as well. Look at self-made successes like Little Simz, who uses her platforms sparingly yet powerfully, or Florence Welch, whose ethereal storytelling creates a visual and emotional experience. Authenticity and intentionality will drive meaningful connections in a world where audiences crave depth.
3. Platform-Specific Strategies: One Size No Longer Fits All
The days of one-size-fits-all content strategies are over. Each platform now functions as its own ecosystem, with unique user behaviours and engagement patterns. What works on TikTok — fast, trend-driven, and visually punchy — won’t necessarily land on Instagram, which has leaned into storytelling, or YouTube, where long-form content still reigns supreme.
The emergence of BlueSky amidst the great Twitter migration is adding a new layer to this dynamic. As users leave the chaos of Twitter/X behind, BlueSky is becoming a hub for creatives and thought leaders who are eager for more authentic, community-driven interactions. For artists, this presents an opportunity to engage with their most loyal fans in a fresh and meaningful way. Building a presence on BlueSky won’t be optional — it’ll be essential for those looking to stay ahead in 2025.
4. Women Driving the Industry Forward
A final note that’s impossible to ignore: women are absolutely killing it in the UK music scene right now, and this momentum will only continue to grow in 2025. What excites me most about this is the ripple effect it will have. When women take the lead — whether as artists, producers, managers, or PR professionals — they bring new perspectives that enrich the industry as a whole.
We’re finally seeing cracks in the glass ceiling, but there’s still so much work to do. For example, equitable airplay and festival line-ups remain ongoing battles. Yet, as more women rise and demand a seat at the table, these conversations will gain even more traction, inspiring the next generation of female talent to step forward.
The year ahead is one of opportunity and transformation. From a renewed focus on authenticity to celebrating the incredible strides women are making, 2025 holds promise for artists willing to embrace change, craft their stories, and connect with audiences in meaningful ways.
I’d love to hear your thoughts: What trends do you see shaping music marketing in the year to come?
