Music Trends in 2023 That Will Help You Scale


The music industry is on the brink of exciting changes, with music trends that incorporate innovative technologies and creative marketing strategies, they are set to take centre stage. As a result, the next few years are shaping to be a game-changer for how we consume and market music.

Wherever you are in your musical journey, these music trends will give you a sneak peek into the future of the music industry and provide valuable insights into what it takes to succeed in this ever-evolving landscape.

So without further ado, let’s dive into my top 6 music trends that will help you scale your music career in 2023 and beyond.

#1: Personalised marketing campaigns

#2: All things AI

#3: Interactive and immersive experiences

#4: Collaborations and cross-promotion 

#5: The importance of engagement 

#6: Funnels 

Music Trends #1: Personalised marketing campaigns

Personalised marketing, also known as targeted marketing or one-to-one marketing, is a trend that involves using data and analytics to tailor marketing messages and campaigns to specific demographics or groups of individuals. 

This can be done through email marketing (something we champion at Ma’ana HQ), social media targeting, or other methods.

Personalised marketing has become increasingly popular in the music industry as a way to engage with fans and increase conversions. By targeting specific groups of fans with relevant and personalised content, musicians and music labels can increase the chances of their marketing efforts resonating with their audience and leading to sales or a more dedicated fanbase. 

Want examples of successful personalised music marketing campaigns? 

Just look at Taylor Swift’s email marketing that sent personalised messages and exclusive content to her fan club members. Another example is how Spotify uses data and analytics to create personalised playlist recommendations for users. 

Music Trends #2: All things AI

Unless you’ve been hiding under a rock, you would have heard about AI (Artificial Intelligence) copywriting platforms like Chat GPT and

AI technology has the potential to impact significantly and assist musicians in scaling their careers, and I use AI software. 

Copywriting has specific nuances, and AI cannot add a human touch. 

For transparency, even this blog has been outlined using AI. However, I have had to go through it and give it my “personal” touch.

AI will not wholly substitute roles, but it can be used to enhance the process of helping musicians.

Examples of AI in use

  • Music creation: AI can generate original music, which can help musicians experiment with new sounds and styles without spending hours composing.
  • Songwriting: AI can also assist with songwriting by suggesting lyrics and chord progressions based on a musician’s input and musical style.
  • Audio production: AI-powered audio production tools can help musicians with tasks such as mixing, mastering, and sound design, allowing them to focus on the creative aspects of their work.
  • Music distribution: AI algorithms can analyse data on listener preferences and behaviour to determine the best channels for distribution and marketing, allowing musicians to reach more listeners and grow their fanbase.
  • Fan engagement: AI can help musicians understand and connect with their fanbase by analysing data on their behaviour and preferences, allowing them to personalise their content and communication.
  • Content creation: AI can generate social media content for musicians by analysing past posts, music lyrics, and concert tours and then produce new posts with relevant information, captions, and hashtags.

In short, AI has the potential to significantly streamline and optimise various aspects of a musician’s career, from creation to distribution and engagement. 

By using AI, musicians can save time and resources while expanding their reach and impact.

Music Trends #3: Interactive and immersive experiences

The use of technology to create interactive and immersive experiences for fans is a growing music trend in the industry. 

This includes using virtual reality (VR) and augmented reality (AR) to create unique and memorable experiences for fans.

VR concerts allow fans to experience a live performance in a virtual setting. This often comes with the ability to move around the virtual space and choose their perspective. A great example last year was Billie Eilish: Governors Ball.

AR campaigns use smartphone apps or other technology to create interactive elements. These enhance a music video or live performance, such as AR filters or overlays.

These interactive and immersive experiences can increase engagement and create a sense of exclusivity for fans. They also offer a unique and memorable experience that sets a musician or music label apart from the competition. 

Further examples of successful interactive and immersive experiences in the music industry include BTS’s VR technology for their “Love Yourself” tour. Also Lady Gaga’s AR for her Super Bowl halftime show performance.

Music Trends #4: Brand Collaborations and cross-promotion

My next trend for 2023 is familiar but is prevalent as we move deeper into 2023. 

Collaborations and cross-promotion, where musicians and music labels partner with other brands or artists.

These collaborations can take many forms, such as a musician collaborating with a clothing brand on a limited edition merchandise line or a music label partnering with a technology company to promote a new album release.

Firstly, collaborations and cross-promotion offer several benefits for musicians and music labels. First, they can help artists to reach a new audience, as the partnership allows access to the other brand or artist’s followers. 

Second, collaborations can also add value for fans by offering exclusive or unique experiences or products.

Thirdly, revenue for artists. In a time where payouts are minimal and earning potential for new artists is sometimes non-existent, making “corporate brand” money is definitely a plus, in my opinion.

Examples of successful collaborations in the music industry include Calvin Harris’ partnership with Converse to release a limited-edition sneaker and Sony Music’s partnership with PlayStation to promote releasing a new album by offering exclusive content to gamers. 

By partnering with other brands or artists, these musicians and music labels were able to reach a wider audience and add value for their fans.

Music Trends #5: The importance of engagement 

Engagement with fans, without a doubt, is essential to building a loyal fan base in the music industry. 

By regularly interacting with and responding to fans, musicians and music labels can create a sense of community and connection with their audience. 

This will increase fans’ loyalty and support, as they feel valued and connected to the artist or label.

Engaging with fans can also lead to increased sales, such as merch and online music concerts and gigs, along with other desired actions you want your fans to undertake. 

If there was one thing you take from this blog, I suggest you continue interacting with your fans and responding to their feedback and comments on the platforms you use to share your story. This really will help you scale. 

Music Trends #6: Sales Funnels for Musicians

Landing pages or funnels will be a significant trend in the music industry in 2023. Funnels are becoming increasingly important, with musicians and labels always looking for new and effective ways to promote music and engage with fans

Landing pages provide a focused, targeted approach to promoting a single album, song, or event and allow artists to track and analyse the success of their marketing efforts.

And by creating a seamless user experience and giving fans real value, landing pages have the potential to drive significant growth for the music industry in 2023 and beyond. 

As a result, more musicians and record labels will be expected to incorporate landing pages into their marketing strategies in the coming year.

Platforms to explore these are Clickfunnels,, and Musicfunnels.


These trends reflect the evolving landscape of the music industry and the importance of staying up-to-date on industry developments.

As a musician or music label, staying informed about industry trends and thinking creatively about your marketing strategies is essential. 

By adopting new technologies and techniques and constantly seeking new opportunities to connect with and engage your fans, you can stay competitive and thrive within the music industry.


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