Powerful Advertising Tools for Cheap
Some musicians gave begun turning to the French advertising platform Listn, a data-driven promotional tool which can be used to develop campaigns on lean budgets with high-powered audience targeting tools, especially for international campaigns that would normally cost a pretty penny.
Organic TikTok and Radio Campaigns
Listn is a platform that refers advertising to partner influencers on TikTok that it serves up as a “match” for its artists based on a number of factors determined by its social-media crawling algorithm and prides itself on its low cost per thousand impressions (CPM). Artists promoting ads through TikTok usually spend between $4 to $6 CPM, but Listn boosts that artists using its services have an average CPM of just over $1. Listn also allows its users to invest in radio promotion and customize their campaigns by country. “It’s not a guaranteed hit every time, but Listn consistently removes the guesswork and uncertainty typical of traditional radio plugging, which tends to focus on a smaller batch of high-profile stations,” said co-founder Robin Hammouti. “The same holds true for influencer campaigns: rather than relying on luck, our data-driven platform connects you with the right people, making the process smarter, more reliable, and delivering consistent value over time.”
Success Stories
The company touts several recent advertising successes, including the campaign for Dariel Armant’s single “Romeo y Julieta,” Ahoona and Eric Carter’s “TATF” radio campaign, and the cross-border promotion for the Dutch pop duo JONI’s cover of Manu Chao’s “Me Gustas Tú,” with the final of the three campaigns achieving the #3 spot on Shazam Discovery in the Netherlands and 4,000 radio plays, all for under 1,000 euros.
Solving Oversaturation
Listn presents itself as a solution to one of music’s biggest problems: streaming oversaturation, which can make it hard to break out in the market, and result in most artists never achieving enough streams to make a sustainable income off royalties. Approximately half of all available tracks receive fewer than 10 plays, according to Luminate’s 2024 report. And when it comes to artists, only 5% of them have over 1,000 monthly listeners.
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