Navigating the many facets of branding, audience engagement, and technological advancements can be daunting.
Here, we explore the forces shaping the sector and how strategic digital marketing can be a game-changer for entertainment brands.
Entertainment covers a broad spectrum, from music and film to gaming and experiential entertainment. Beyond corporate entities, it includes individual artists like Taylor Swift and bands like One Direction, each commanding their own unique brands and audiences.
The rise of streaming has redefined consumption patterns across music, video, and live performances. While musicians and filmmakers once grappled with file sharing’s economic impact, streaming has reversed some of these losses by rechanneling consumer spending. However, it’s a double-edged sword: large streaming companies often claim significant revenue shares, leaving creators with less.
Despite these challenges, streaming has injected more money into the industry, allowing investments in artist careers and overall growth. The landscape is varied, with significant differences across music, film, and gaming.
Technological and Economic Influences
COVID-19 starkly disrupted live entertainment, forcing a pivot to digital formats. Meanwhile, film franchises like Marvel’s Avengers dominate cinemas, pushing smaller productions to explore niche opportunities like event cinema—single-night showings that cater to dedicated fan bases.
Event cinema exemplifies how communities are willing to pay premium prices for shared, high-quality experiences. This can be seen with the success of Taylor Swift and Beyoncé who had record-breaking event cinema releases in 2023. This trend extends to music, where live performances are thriving.
The saturation of music production, enabled by accessible technology, has intensified competition. Emerging artists struggle to break through a crowded field dominated by established stars.
The challenge is getting a small- to mid-sized artist to gain enough momentum to transition from early promise to a sustainable career. The concentration of attention and revenue among top-tier acts poses a significant barrier.
Strategic Marketing: Playing the Long Game
Marketing’s pivotal role in the industry’s dynamics cannot be overstated. Social media and digital platforms have levelled the playing field, enabling even smaller entities to achieve significant reach with a well-executed strategy.
Effective marketing can dramatically shift an artist’s trajectory. Our work with Nick Cave is a prime example. Despite being a legendary figure, it took years of smart audience development and data collection to routinely fill arenas and hit new record sale highs.
DMS has developed a rare expertise in digital audience development and marketing tools, providing entertainment brands with the strategy and execution needed to amplify their presence and set a new bar for results and impact. This approach ensures that even smaller or niche brands navigate the complexities of the market effectively, and major acts can unlock latent value in their existing audiences, or grow into new markets. We’ve worked closely with artist managers for the biggest acts in history, from Pink Floyd to Coldplay, and have a proven track record in finding new heights for even the best-known entertainment brands.
Conclusion
As the media and entertainment landscape continues to evolve, businesses need to harness the power of strategic marketing and technological advancements. At DMS, we translate these insights into action, delivering efficiency, clarity, and world-class performance for our clients. Our promise is simple: make easy choices, keep you informed, uncover quick wins, and do the hard thinking for you, ensuring you always know what happens next.
For more information on how we can elevate your brand in the dynamic world of media and entertainment,contact us today.
