Hadley Spanier's career in the music industry spans interning at Sony Music to heading up Brand Marketing and Artist Relations at Yousician. So yeah, she's seen it all. And get this - her love for marketing started way back in middle school when she was geeking out over Gap's ad campaigns. Hadley was made for this.
I recently sat down with Hadley for a chat that was equal parts enlightening and entertaining. We dove into the nitty-gritty of the music business, from working with legends like Tony Bennett to partnering with icons like Metallica. But don't worry, this isn't some sugar-coated PR spiel. Hadley's not afraid to pull back the curtain on the less glamorous side of the industry.
Want to hear the whole conversation? Check it out here:
But if you're short on time (or just have the attention span of a goldfish), here are five key takeaways that'll give you a fresh perspective on music marketing:
- The Human Side of the Music Industry
- The Power of Relationship-Driven Marketing
- Tech Meets Tradition: The Yousician Revolution
- Creating Super Fans Through Interactive Experiences
- Navigating Cultural Differences in Global Marketing
When you think of the music industry, your mind usually goes to the glitz and glamour. But Hadley, who's worked with legends like Neil Diamond and Barbra Streisand, reminded us that stars are just like you and me.
Everybody is just a person. The most talented individuals, those filled with art to share, often carry a lot of trauma and challenges. They deal with mental health issues and other complex aspects of everyday life.
Well, shit. That's a sobering reminder that behind every chart-topping hit is a real human being, battling their own demons while trying to create something beautiful. It's not all backstage parties and champagne showers. This perspective is crucial for anyone in marketing, especially when you're dealing with artists. You're not just selling a product; you're working with complex individuals who have good days, bad days, and everything in between.
We're bombarded with data, algorithms, and AI-driven strategies on a daily basis, but Hadley brings us back to a fundamental truth about marketing in the music industry:
Most of what I do, and have always done, is really relationship-driven. It's about building trust with the artists especially. They're the people creating the art, the most important players in the whole dynamic.
I've seen my fair share of marketers who think they can slap together a campaign based solely on numbers and trends. But Hadley's hitting on something crucial here. When you're dealing with artists, you're not just moving units; you're handling someone's creative output. Without trust, you're just another suit trying to monetize their passion. And nobody likes that person.
Hadley's latest gig at Yousician is where things get really interesting. She's taking her music industry experience and applying it in a whole new arena.
Yousician is the world's leading platform to learn and play a musical instrument. We have two products: Yousician, which teaches you how to play a musical instrument, and Guitar Tuna, which is the world's leading tuning app.
We're not just talking about streaming music anymore. This is about creating musicians. It's like if Spotify and your childhood piano teacher had a baby, and that baby was cooler than both of them combined. Hadley's challenge here is massive: how do you market something that's not just consumed, but actively used to create? It's a whole new frontier, and she's right there at the forefront, figuring it out as she goes.
Hadley’s not just thinking about how to get people to listen to music; she's figuring out how to get them to engage with it on a whole new level:
To listen to an artist's song on Spotify or on a streaming platform is one thing, and you're a fan that way. But to learn and play an artist's song creates a deeper level of connection between the artist and the fan that I think is really valuable for both sides.
We're talking about turning casual listeners into die-hard fans by giving them the tools to actually play their favorite songs. As someone who's been in marketing for years, this kind of engagement is the holy grail. It's the difference between someone who streams an album once and someone who spends hours trying to nail that guitar solo. That's the kind of fan loyalty you can't buy with any amount of advertising.
Working for a Finnish company while based in New York, Hadley's got a unique perspective on global marketing:
The company's based in Helsinki, Finland. Culturally, there's a different work style. Even if intellectually they can understand, culturally, the values are different.
Let's be real: working across cultures can be tough. One wrong move and boom, you've offended an entire country. But Hadley's thriving in it. She's bridging the gap between Silicon Valley startup culture and European sensibilities, all while trying to market to a global audience. It's a juggling act that would make most marketers break out in a cold sweat, but for Hadley, it's just another day at the office.
