As most folks are aware, the music business isn't exactly healthy at the moment and these days it seems everyone with a Spotify account has an opinion about what went wrong and how to fix it. I've read countless articles by self-proclaimed "digital marketing consultants" offering typically redundant advice about why the latest and greatest social networking or music streaming service is or isn't the industry's savior.
This article digs a little deeper though by calling attention to the lack of SEO/SEM optimization tactics utilized by an industry that needs it more than anyone. Generally speaking, people at every tier of the music business are so concerned about jumping on the latest trend that they spread their marketing efforts too thinly across too many outlets and neglect what should be hub of any artist's digital marketing strategy - its primary website. Sure, SEO might not be the sexiest way to market an artist, but it makes a lot more sense (to me anyway) to drive traffic, concentrate your audience's attention, and maximize the value of the one outlet that you actually own before wasting time trying to maintain 100 different social profiles, none of which directly drive revenue.
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