Jesse Cannon’s Music Marketing Insights: A Respectful Take From an AI Music Creator

Jesse Cannon’s 2024 music listener survey sheds light on effective strategies for digital music promotion. While his advice is invaluable for traditional musicians, AI creators, authors, affiliate marketers, and service providers can also adapt these insights to grow their reach.

In this article, I’ll summarize Jesse’s findings, share strategies for various creators, and provide real-world examples—including my journey with Sanctuary!—to help you better connect with your audience.

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Jesse Cannon’s Key Findings and Insights

1. The Importance of Short-Form Video Platforms

Jesse’s Take:
Platforms like Instagram Reels, TikTok, and YouTube Shorts dominate content discovery. With 58% of respondents using all three platforms weekly, Jesse stresses staggering content to avoid audience fatigue and maximize reach.

Adapted for Creators:
Short-form videos are ideal for engaging audiences, but the approach should vary based on your goals and target audience:

• AI Music Creators: Share lyric videos, teaser clips, or behind-the-scenes content.
  Example: For Sanctuary!, I created a YouTube snippet showcasing its intro (watch here) and plan to release motion-generated clips with CTAs for different platforms.

• Book Authors: Create videos showcasing excerpts or animations based on your book.
  Example: A children’s book author could post an animated clip featuring the book’s characters, paired with a CTA like, “Meet the adventure crew in [book title]—available now!”

• Affiliate Marketers: Use short-form videos to highlight product benefits.
  Example: Create a Reel showing the product in action, adding a CTA like, “See why [product name] is my go-to solution—link in bio.”

• Service Providers: Showcase testimonials or success stories.
  Example: A local fitness coach could post short clips of a client’s transformation with the CTA, “Start your journey today—DM to book your first session!”

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2. Social Media Habits and Engagement

Jesse’s Take:
Most users engage passively with content, with only a small percentage leaving comments. Jesse highlights the importance of shareable, compelling content that resonates with viewers without relying on comments for validation.

Adapted for Creators:
Make your content emotionally resonant and shareable:

• AI Music Creators: Post thematic clips that highlight the emotions your music evokes.
  Example: For Sanctuary!, I’ve planned clips focusing on themes of faith and healing to appeal to my Christian audience.

• Book Authors: Share stories tied to your book’s themes.
  Example: A memoir author might post about their personal journey, linking it back to the book with a CTA like, “Read the full story in [book title].”

• Affiliate Marketers: Show relatable use cases for the product.
  Example: Highlight how a product solves a common problem with a video caption like, “Struggling with [problem]? See how [product] changed the game for me!”

• Service Providers: Share tips or quick solutions.
  Example: A graphic designer could share quick design tips with the CTA, “Need a professional touch? Let me help—DM for inquiries.”

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3. Discoverability on Spotify and YouTube

Jesse’s Take:
Spotify’s algorithmic playlists (Discover Weekly, Release Radar) and YouTube’s browse pages are key tools for music discovery. Jesse emphasizes the value of creating playlists that feature your tracks alongside complementary artists.

Adapted for Creators:
Playlists and curated collections can work beyond music:

• AI Music Creators: Create playlists pairing your songs with similar artists to appeal to genre fans.
  Example: My Spotify playlist for Sanctuary! and Reggae Roots Oh Jah (listen here) connects listeners to soulful reggae roots.

• Book Authors: Create a playlist that complements your book’s themes.
  Example: For a romance novel, compile a playlist titled “Songs for Lovers” to share with your audience.

• Affiliate Marketers: Curate “how-to” playlists featuring the products you promote.
  Example: A cooking affiliate could create a YouTube playlist of recipe tutorials featuring their favorite kitchen tools.

• Service Providers: Use playlists to educate your audience.
  Example: A career coach might create a “Job Hunt Tips” playlist on YouTube, with videos covering resumes, interviews, and networking.

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4. Real-World Promotion: Leveraging Events

Jesse’s Take:
Traditional promotional methods like flyers and stickers still work, with 54% of respondents saying they’ve discovered artists through these tools.

Adapted for Creators:
Real-world promotion can be reimagined for creators with digital tools and event partnerships:

• AI Music Creators: Partner with event organizers to provide music for promotional materials.
  Example: I plan to offer themed instrumental versions of Sanctuary! for local church events and community gatherings.

• Book Authors: Work with libraries or schools to host readings or book signings.
  Example: A children’s book author could host a storytime event, distributing stickers featuring the book characters and a QR code for purchases.

• Affiliate Marketers: Collaborate with events to showcase your products.
  Example: Partner with a wellness fair to promote fitness tools, offering a discount code for attendees.

• Service Providers: Sponsor local events and provide value-added services.
  Example: A photographer could offer free event portraits with their logo and website on prints.

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5. Collaborations and Networking

Jesse’s Take:
Collaborating with other artists or creators builds algorithmic ties and introduces audiences to both collaborators.

Adapted for Creators:
Collaborations can be tailored to your medium:

• AI Music Creators: Remix tracks or co-curate playlists with complementary artists.
  Example: I’ve created multiple versions of Sanctuary! to explore collaborations with playlist curators and other reggae enthusiasts.

• Book Authors: Collaborate with illustrators or influencers to promote your work.
  Example: Partner with an artist to create a limited-edition cover or with a book blogger for a review feature.

• Affiliate Marketers: Collaborate with other affiliates or brands.
  Example: Pair up with another marketer to run a joint giveaway, doubling your audience reach.

• Service Providers: Work with other professionals to cross-promote services.
  Example: A personal trainer and a nutritionist could offer a bundled service package.

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Crafting Better CTAs for Your Audience

CTAs (Call-to-Actions) are critical for encouraging your audience to take the next step. However, generic CTAs like "Listen now" or "Buy now" often fail to inspire action. Here’s how to craft CTAs that resonate:

1. Personalize for Your Audience:

• Reggae Fans: "Feel the heartbeat of reggae—stream Sanctuary! now."
• Christian Listeners: "Find your sanctuary in music—discover the peace of Sanctuary!."
• Book Readers: "Immerse yourself in a world of adventure—read [book title] today."

2. Make It Emotional:

• Highlight how your content solves a problem or inspires.
  Example for Affiliate Marketers: "Transform your cooking game—see my go-to kitchen tool in action."

3. Add Specificity:

• Explain exactly what your audience will gain.
  Example for Service Providers: "Boost your resume with a professional headshot—book your session today."

4. Create Urgency:

• Use time-sensitive language to motivate immediate action.
  Example: "Limited-time offer—grab your exclusive track today!"

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Final Thoughts: Connecting Through Music, Stories, and Creativity

Jesse Cannon’s advice offers a foundation for anyone looking to grow their audience, but it’s only the beginning. Whether you’re an AI music creator like me, an author, affiliate marketer, or service provider, the key is to tailor these strategies to your unique story and audience.

With Sanctuary! and my broader vision for Holy Smokes! The Genesis Reincarnation Project, I aim to inspire, empower, and connect through music and storytelling. By crafting meaningful CTAs, collaborating creatively, and reaching audiences on their terms, we can make our mark in 2025 and beyond.

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