Inside Music Curation | Music-led Growth

On this episode of Inside Music Curation, the team at Feed Media Group explains why music is an important piece of a product person’s toolkit.

Music-led growth (MLG) is an engagement strategy that utilizes data-driven music integration to drive business results. The MLG approach helps product teams create more immersive experiences, reduce churn, and turn users into advocates—fueling word-of-mouth growth. 


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Inside Music Curation Episode 42 | Music-led Growth 


At Feed Media Group, we are dedicated to helping businesses power music in apps. Today, we have our esteemed colleagues from the music curation team here to talk about all things related to music curation; from genres to use cases and music trends.

In this episode, we discussed Music-led Growth.


00:00:00 - 00:20:00

In the "Inside Music Curation: Music-led growth" video, the concept of music-led growth is introduced as a strategy for businesses to engage users through music selection. The selection of music is data-driven and focuses on keeping users engaged and driving desired outcomes. This strategy is discussed in the context of music's power in engaging and retaining users, as well as its potential as a business tool. The video highlights the importance of understanding context, collaboration with partners, and the integration process when developing a music strategy. The importance of optimizing music curation and understanding end-user behavior is also discussed. The video concludes with the importance of a unified music system in utilizing the power of music as a medium for product and growth strategies.

00:00:00 In this section of the video on Inside Music Curation, the concept of "music-led growth" is introduced as an engagement strategy for businesses. This strategy aims to create more immersive and engaging experiences for users by integrating music seamlessly into the app. The selection of music is data-driven, meaning that once a user is acquired, music is used to keep them engaged and ultimately drive desired outcomes. Music-led growth is important for product developers, brand owners, and others in the technology industry as it can help them stand out in a crowded market. The video touches upon the idea that music has power in engaging and retaining users, but also that it is a business tool that can drive desired outcomes, particularly in the race for attention in the digital landscape.

00:05:00 In this section of the YouTube video titled "Inside Music Curation: Music-led growth", the speaker discusses the importance of music in digital experiences, with a focus on its impact on retention rates. They explain that music increases the stickiness of an app, keeping customers coming back more frequently and for longer periods of time. The speaker mentions that they work with a lot of subscription businesses and that increasing retention is crucial for monetization, whether through subscriptions, ads, upgrades, or in-app purchases. They also highlight the power of celebrity and pop musicians in driving engagement, with major label artists often being the most impactful for users.

00:10:00 In this section of the video, the speaker talks about the power of music and how it can affect people physiologically and behaviorally. They mention how as a curator, they have learned a lot about the science behind music and how it affects the brain. The speaker also highlights the uniquely suited nature of music to background experiences without dominating them. They discuss how their team at Feed FM and Feed Media Group is using emerging science to curate music experiences at scale for many millions of users. The speaker specifically mentions their work in Wellness and functional music, noting that they have 25 Incredible producers and composers who have created over 3,000 tracks specifically commissioned for Wellness outcomes. They also mention how they work with a Stanford professor in neuroscience to ensure that the music they curate is scientifically appropriate. Finally, the speaker notes that music and digital experiences offer more levers for personalization and creating customized experiences for users.

00:15:00 In this section, the speaker discusses the challenges of using music-led growth as part of a product strategy, specifically in the context of licensing and distributing music. The challenges include complex copyright laws, performance data integration, and dealing with all of that as a business. To address these challenges, the speaker highlights the benefits of using a unified music system that handles all aspects of music management, including procuring deals, licensing, content management, and even compliance. They also discuss the importance of data-driven curation in helping businesses start to think about their music strategy, and how their company helps businesses integrate music into their products and experiences. The speaker also notes that the company is constantly working to provide businesses with a seamless music experience while also maintaining compliance with copyright laws.

00:20:00 In this section, the speaker discusses the importance of understanding context in developing a music strategy. They emphasize the need to understand specific use cases and demographics before starting to discuss music. Additionally, the speaker highlights the importance of collaboration with partners and the tech integration process, which involves making music available through a white-label solution that is customized to each brand. The speaker also addresses the importance of music optimization, which involves regularly refreshing curated playlists and analyzing end-user behavior to determine what music is most effective. The speaker concludes the discussion by highlighting the power of music as a medium for product and growth strategies and emphasizes the importance of a unified music system in taking advantage of this power quickly and easily.

00:25:00 In this section of the video, the speaker discusses the importance of music in growing an audience and tapping into new markets. They suggest that having music that resonates with the target market is a crucial part of a successful strategy, and that businesses are only scratching the surface of what they can achieve with digital music and environments. They also mention the importance of session retention and look forward to working with more companies and gathering more data to build up cases studies around music-led growth.

Thank you for joining us today, and we hope you enjoyed this journey through music-led growth. Stay tuned for more exciting discussions on music curation in future episodes.


About the live video series:

At Feed Media Group (FMG), our music curation team excels at handpicking music for businesses. While technology and analytics play a vital role in the curation process, it is the expertise, curiosity, and ability of our music curators to bring the world around us into focus that truly sets our music stations apart.

By staying attuned to pop culture trends and understanding the wider societal context of songs, we are able to craft exceptional music stations. It is this connection, context, and attention to detail that distinguishes our stations from those generated by even the most advanced algorithms used by major streaming platforms.

Come on a journey with us as we delve into the fascinating world of curating music for businesses and brands. We will explore everything from the practical applications to the user experience, taking a deep dive into genres, audience preferences, data analysis, and the latest trends.

Live on Facebook, YouTube, and LinkedIn, the first Wednesday of the month at 1pm Pacific. 

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