The Future of OTT in the Music Industry

You've certainly noticed how streaming has changed the way music is discovered and enjoyed. Popular platforms mostly focus on audio, yet there's a broader movement towards video-based experiences these days that could allow you to connect with your fans more deeply. Over-The-Top (OTT) services bring you closer to your audience and let you share live performances, behind-the-scenes clips, interviews, and music videos, all while maintaining control over how and where your material is presented. OTT marketing can get your music out there and be the start of a profitable career.

The Future of OTT in the Music Industry

Video-Centric Streaming

If you've ever performed live, you understand the energy that fills the space between you and your audience. Bringing that atmosphere online can be challenging, but by incorporating video into your performances, interviews, or behind-the-scenes content, you help fans feel more connected than with audio alone. You allow them actually see the passion in your eyes on stage or in the studio.

And when you can also use video to share some of your creative process, upcoming projects, or even a casual jam session, you're truly inviting listeners into your world.

Global Distribution Without Traditional Barriers

Remember when you needed record labels or radio airplay to reach listeners worldwide? Remember when you couldn't access a music video because of "region?" With OTT platforms, you can distribute your content directly to apps on TVs, mobile devices, and computers and bypass all the traditional channels.

If you're a smaller artist or have a unique sound, this makes it possible to gain visibility more easily so you can connect with fans who might never have heard your music otherwise. Instead of relying on playlist slots, you're delivering your music and visuals directly to those most interested in your art.

Monetizing Your Music and Video Content

An OTT setup gives you lots of flexibility in monetizing your content. You can offer some content for free while gating other material behind subscriptions or pay-per-view. Live concerts, masterclasses, or early releases could be part of a monthly subscription model.

Alternatively, you can keep everything free but run ads during your videos or at the start and end of shows. You might also explore sponsorships that fit your brand. Experimenting with different models will help you find the best fit for your creative vision, and at Lightcast.com, can help you set it all up in one place.

Preserving Artistic Control

As an artist, control over your work is important to you, and you're probably aware that traditional streaming services and music distribution has often come with rules, licensing complications, or promotional limitations that can interfere with your vision and often put your rights as an artist second. With an OTT setup and you control and customize, you set the rules. You decide how your music videos are displayed, whether to include ads, and how to integrate interactive elements (if you do).

Supercharge Your Career Through OTT Marketing

At Lightcast, we have everything you need, all in one place. We're your single contact point all along the way. Reach out to Lightcast.com now to learn more and request a free demo.