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Midway Agency

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• Full service music marketing agency
• Connecting artists with audiences
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Artists often weigh third party playlists against ads, but the engagement gap is bigger than it seems. Playlists tend to bring low save rates and minimal repeat listens, since most listeners are using them in a passive way. Ads reach people who choose to click through and listen, which leads to higher saves and more plays per listener.

If you are still building your fanbase, ads usually provide a stronger foundation because they create real engagement and longer lasting impact. Playlisting can still work, but mainly as a complement.

At Midway Agency we’re using both tools. Reach out to us to set up your own growth campaign. by @midwayagency

The music video for “Independent Girls & Nasty Evil Gays” by Jeangu Macrooy is closing in on 300,000 views on YouTube! I am thrilled to be handling the marketing for this one, as well as for his upcoming “Young, Awkward & Lonely” theatre tour. by @midwayagency

Last month I had the pleasure of running two workshops for the participants of the Grote Prijs van Rotterdam. We dove into the essentials of digital (music) marketing, from branding and content creation to social media algorithms, mastering Spotify playlisting, and more. I included some practical exercises so the artists could immediately start shaping their own strategies. Thanks for having me @popunierotterdam! by @midwayagency

You don’t need a tour. You don’t need press photos. You don’t even need to sing. And still you can break into the Spotify Global Top 50.

ATLXS is proof. One of the hottest tracks on the internet right now, sitting comfortably in Spotify’s Global Top 50, currently ranked #40, and it’s held that spot for over a month.

This isn’t just a viral moment. It’s a case study in how far internet culture and digital momentum can take a track, with or without traditional artist branding.

In today’s landscape, music spreads faster than ever when you understand how to move with the algorithm, not against it. by @midwayagency

Pete Philly & Perquisite’s dutch theatre tour is in full swing! I’m happy to be doing the digital advertising of this tour. ✨ by @midwayagency

“Good Girls” by Matroda is out now via Terminal Underground 🔥 by @midwayagency

Swan dropped her debut album this Friday! Listen “Underneath My Façade” by Swan now on Spotify.

🎶: Swan - Sidepiece

#swan #underneathmyfacade #newmusicfriday by @midwayagency

Did you know that it’s possible to run ads on Spotify? We’ve tested this new feature. 🧪

#spotifyforartists #musicmarketing #midwayagency by @midwayagency

The Live video of “The Outcome” by Swan just dropped. Check it out on her YouTube channel!

We’re thrilled to have been part of this journey, helping with marketing and content creation since her first single. ✨ by @midwayagency

Make sure to check out Jeangu Macrooy’s new single “Happier” on YouTube & your favorite streaming platform! ✨

#digitalmarketing #contentmarketing #midwayagency by @midwayagency

Good news for independent artists and record labels!

It’s been revealed that 60% of TikTok’s Top 10 global songs this summer were independently distributed.

The rise of indie artists, often dubbed the “middle class” of the music world, has been a major topic in the industry this year. Recent stats from Luminate have highlighted that independent artists are steadily gaining ground on major labels in streaming market share.

On Monday, August 19, TikTok shared its list of the Top 10 Songs of the Summer for the US and worldwide, ranked by the number of creations on the platform during Summer 2024. Below, you’ll see the Top 10 global songs on TikTok this summer, the ones with with a 🔥 are independent (record label) releases.

1. Gata Only, by FloyyMenor and Cris MJ 🔥
2. Nasty, by Tinashe
3. Million Dollar Baby (VHS), by Tommy Richman 🔥
4. Birds of a Feather, Billie Eilish
5. Alibi (with Pabllo Vittar & Yseult), by Sevdaliza 🔥
6. Please Please Please, Sabrina Carpenter
7. Este, by El Alfa and Nfasisx 🔥
8. Tell Ur Girlfriend, by Lay Bankz 🔥
9. Si No Quieres No, by Luis R Conriquez, Neton Vega 🔥
10. Si Antes Te Hubiera Conocido, by Karol G

#musicbiz #musicindustry #musicmarketing by @midwayagency

Pete Philly & Perquisite have returned after a 14-year break to make new music and perform again. Midway Agency was honored with the task of developing a marketing strategy for their comeback, including their show at AFAS Live Amsterdam and their European tour.

And of course, we had to visit one of their shows ourselves! by @midwayagency