Crosshair Music is an influencer marketing company based out of Nashville, Tennessee. The business was created to help independent artists connect with digital influencers for promotion.
We spoke with Garrison Snell, the CEO of Crosshair Music, to find out more!
Garrison: I started my own digital marketing and social media company about 2 years ago. We have a bunch of music clients – and out of a real recognition of the needs of these people we decided to try and provide those artists with an affordable way to promote their music.
We built a web app starting about late 2015 and we launched in Jan 2017. And like most apps, we are currently rebuilding to meet the changing nature of what we want and what the tech can do.
We believe that the number of digital influencers on Spotify, Instagram, Twitter and Facebook are enough that if they pay attention to a song, they can spark real, organic life into a release.
You still need some advertising and promotion and so on, but one of the best things we can do is create a network that generates organic attention – the result is that streams on Spotify are impacted and that’s nice benefit for our clients.
Success is when streams grow at a rate greater than prior to its introduction to the influencers. Streaming growth is authentic consumption growth.
Garrison: Musicians pay a one-time fee per song. It’s an alternative approach to how an agency might bill them. So, for example, we have a range of one time prices, but at one level, we charge $250 a song to introduce that song and artist to a certain number of influencers. The influencers have to like the songs enough to include them in their playlists.
Garrison: Well in the last year we launched about 600 songs – about half have been what we would call successful and half not so. One of our biggest issues has been our platform and we are in the process of upgrading it and introducing some AI, some predictive analytics, and that will lead over time to a bigger network of influencers – we currently have about 10,000 with millions of followers but we’d like to grow that significantly.
Garrison: Well, that’s interesting because they are not only categorised in the same way we might categorise music, eg, hip hop or dance , etc.
They tend to be curating more around a mood which might be exercise or drinks or dancing or dinner.
They tend to say we are looking for this type of content to suit a mood rather than a type of music. We like to think its all about genre, but it’s not, it’s really about mood and occasion. We don’t say I need hip hop. It’s more we have an emotional need for music.
Garrison: Yes, it has – but I think overall it could do a much better job – we can’t serve songs without a lot of technology, but this can and will improve.
Garrison: Yes, but I tend to listen to the music that I’ve set up for my morning run.
Records or CDs? Vinyl.
Downloads or streaming? Streaming.
Albums or Singles? Singles.
Human curation or algorithms? Human.
Host or Listener? Listener.
Poplar playlist or your own? Own.
Play in order or shuffle? Pick and choose and play things again.
Headphones or Speakers? Headphones.
Tupac or Biggie? Tupac
Lead Singer, Guitarist or Drummer? Drummer.
Anyone wanting to get further information about Crosshair Music go to their website here.
Are you a music curator keen to share your playlists with a wider audience? Download BlueJay and get hosting some sessions!