[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
The music industry in France<\/strong> generated \u20ac920 million in revenue last year<\/a>, driven by streaming, which accounts for nearly 80% of the market’s income. <\/span><\/p>\n Streaming platforms, social media trends, new consumers habits and the eventisation of tours… In this landscape, traditional marketing mechanisms are showing their limitations. To promote a musical project, boost an artist’s profile or connect with audiences, it is becoming essential to explore new avenues. <\/span><\/p>\n Gamification is establishing itself as a strategic promotional tool<\/strong>. Immersive, customisable and interactive, it engages fans at every stage of the project: teasing a release, activating a fanbase or boosting sales. <\/span><\/p>\n This article sheds light on the uses of music marketing<\/strong> through gamification. Concrete advice, use cases and best practices will help you imagine impactful campaigns. <\/span><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n The music industry is undergoing a transformation driven by changing consumer habits. Streaming dominates the market<\/strong> with its own performance metrics, which differ from those of the record industry. Editorial playlists are becoming drivers of visibility, but access to them remain uncertain. <\/span><\/span><\/p>\n In this context, the market is saturated<\/strong>. Every day, 49,000 new tracks<\/a> are added to Spotify. Profiles emerge via social media, competitions or other industries (cinema, reality TV). As a result, artists must capture the attention of volatile, highly sought-after audiences. <\/span><\/p>\n Expectations are changing. Storytelling is becoming central<\/strong>. Fans no longer follow a voice or a style, but an identity, a story. Concept albums, documentaries and controversies about authenticity (through accusations of industry plant<\/a>) reinforce the need for a sincere connection. <\/span><\/p>\n Finally, the financial situation is becoming increasingly complex<\/strong> for those involved in music marketing. Monetisation through streaming remains limited. It is necessary to explore other avenues, such as brand partnerships, merchandising, and placements in music videos. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Gamification<\/a> involves incorporating game mechanics<\/strong> into campaigns to stimulate interaction and engagement. In the music industry, it can transform a promotional moment into an interactive experience. Contests, quizzes, challenges and treasure hunts reinforce attention, extend exposure time to a project and create a bond with fan communities. <\/span><\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n The teaser phase<\/a> is crucial in preparing for the release of an album or single<\/strong>. In a highly competitive environment, capturing the public’s attention ahead of time helps generate a spike in interest right from the launch. Gamification transforms this anticipation into an active experience. <\/span><\/p>\n For the release of her album Nonante-Cinq<\/a> in 2021, Ang\u00e8le shared clues and coded visuals on her social media accounts, sparking engagement from her community through collective interpretations. This strategy helped maintain fan interest and strengthen their attachment to the artist’s visual and musical universe<\/strong>. <\/span><\/p>\n Best practices for music marketing: <\/span><\/em><\/p>\n <\/span><\/em><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n The release of a single or album requires maximum visibility from day one to boost its visibility on streaming platforms<\/strong>. Gamification can help create an experience around the launch, while encouraging people to discover the project. <\/span><\/span><\/p>\n A playable marketing format fits perfectly with this type of campaign. By offering a fun game<\/strong> (such as a Memory<\/a> game or Interactive Quiz<\/a>) before redirecting users to Spotify, Deezer or Apple Music, this approach increases the chances of people listening to the music. <\/span><\/p>\n Example<\/strong>: The band Coldplay incorporated a mini-game into its Music of the Spheres launch campaign, allowing fans to immerse themselves in the world of the project before being redirected to streaming platforms. <\/span><\/p>\n Best practices for music marketing: <\/span><\/em><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Gamification can be a powerful tool to use during a music event such as a concert or festival. Before the event, organisers and artists can spark curiosity and manage expectations<\/strong> with attractive competitions. <\/span><\/span><\/p>\n Example<\/strong>: During the Black Eyed Peas tour, a campaign launched by orange and M6 Music offered a vinyl-shaped Wheel of Fortune<\/a> to win tickets. This immersive mechanism engaged fans before the concerts. <\/span><\/p>\n During the event, wait marketing<\/a> can be used to entertain spectators before the concert starts<\/strong> via QR codes<\/a> displayed on screens or physical media (totems, wristbands). these fun activities – quizzes, logo hunts, prize draws – enhance the experience and prolong interaction. <\/span><\/p>\n After the event, a photo contest<\/a> can reignite engagement<\/strong> by encouraging user-generated content (UGC). Participants are invited to share their memories of the concert to win products or backstage access at the event. <\/span><\/p>\n Best practices for music marketing: <\/span><\/em><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/07\/M6music-roue-de-la-chance-marketing-musical.webp” alt=”M6music – wheel of fortune music marketing” title_text=”M6music – wheel of fortune music marketing” align=”center” _builder_version=”4.27.4″ _module_preset=”default” width=”83%” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n In a context where artists and brands share common areas of expression <\/strong>(values, lifestyle, audience), co-branding<\/a> is becoming a win-win strategy. Brands have every interest in associating themselves with the launch of a project that allows them to strengthen their image and increase their visibility. For their part, artists benefit from the logistical, financial and promotional support of brands. This amplifies the reach of their work. Gamification reinforces this synergy by making the collaboration interactive, thereby promoting engagement and loyalty to all parties. <\/span><\/span><\/p>\n Example<\/strong>: To support its partnership with The Voice, the ready-to-wear brand G\u00e9mo launched a game campaign modelled on the TV show. The aim was to engage a young, connected audience while strengthening the brand’s image. The fun format increased traffic, generated leads and associated the brand with a popular entertainment event. <\/span><\/p>\n Best practices for music marketing: <\/span><\/em><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/07\/Gemo-marketing-musical.webp” alt=”Ge\u0301mo – music marketing” title_text=”Ge\u0301mo – music marketing” align=”center” _builder_version=”4.27.4″ _module_preset=”default” width=”83%” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Between albums and tours, maintaining a connection with your audience<\/strong> becomes crucial. Gamification allows you to keep your community engaged by offering regular points of contact. <\/span><\/span><\/p>\n Formats such as quizzes about the artist’s career, surveys<\/a>, and games can be used to engage the community and strenghten their sense of belonging<\/strong>. Fans can be involved in artistic decisions through voting mechanisms<\/a>: choosing the cover art for a single, selecting the title of a project, or picking songs for a setlist. <\/span><\/p>\n\n
The challenges of music marketing<\/strong><\/h2>\n
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How gamification in music marketing helps engage audiences better<\/h2>\n
1. Teaser for a new musical project <\/strong><\/strong><\/h3>\n
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2. Promoting a music release<\/strong><\/strong><\/h3>\n
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3. Engage audiences before, during and after a concert at the festival<\/strong><\/strong><\/h3>\n
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4. Associating a artist’s image with that of a brand: the co-branding strategy<\/strong><\/strong><\/h3>\n
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5. Build long-term audience loyalty<\/strong><\/h3>\n