Victoria Monèt’s Road to Success: A Case Study by shesaid.so

Victoria Monét's journey to musical stardom is not a straight line. It's a testament to resilience, self-discovery, and unwavering passion, navigating the twists and turns of the music industry while staying true to her authentic voice.

This case study delves into Monét's remarkable ascent, from her early days as a poetry-loving teenager to her triumphant Grammy wins in 2024. We'll explore the challenges she faced, the lessons learned, and the unwavering determination that ultimately propelled her to the top.

Victoria Monét's musical journey began with her love for poetry. After a successful audition for a new group ‘Purple Reign’, she landed a record deal with Motown. A year later the group was dropped before releasing any music.
Following the group's disbandment, Monét turned to songwriting as her main source of income. 

Having written for artists like Ariana Grande, Selena Gomez and Blackpink, Monét struggled for recognition in her solo career, questioning her worth and considering leaving the industry.
The quest for recognition as a solo artist started in 2014, and Monét achieved her first win with the independent release of the “Jaguar" EP in 2020, where she discovered her authentic sound.

Establishing her voice included being honest with herself, her fans, and her family. In November 2018, she came out as bisexual, allowing her to express more truth in her music, such as in the 2019 Grande duet 'Monopoly' and 'Touch Me,' the concluding track on 'Jaguar'.

Monét's 10-year delay in reaching her potential reflects broader industry challenges. Breaking out from the 'songwriter' label, especially for women, is difficult. 

As Monét noted in an interview, the complication when female vocalists sound too similar to the artists they write for makes differentiation challenging.

Motherhood played a significant role in Monèt’s artistic rebirth, giving her new purpose and determination to elevate her career. While in labor with her first child, she continued working on her music. 

Despite setbacks and doubts about her career, she persisted, releasing her debut full-length album, "Jaguar II," in August 2023, which received critical acclaim.

In 2023, Monét hit major milestones in her music career; releasing her debut album, Jaguar II, headlining a sold-out tour, and scoring a number-one hit with "On My Mama" on the Billboard chart.

Notably, her 2-year-old daughter, Hazel Monét, became the youngest Grammy nominee of all time due to her laughter on Victoria's track "Hollywood."

Victoria Monét's journey to success reached a pinnacle in 2024 as she won her first Grammy awards, including the Best New Artist trophy, Best R&B Album for "Jaguar II," and Best Engineered Album, Non-Classical. 

The long-overdue recognition came after years of hard work and dedication in the music industry.

Monét stressed the significance of reading contracts and understanding her value in the music industry. Despite being labelled as 'underrated' for years, her persistence, tenacity, and patience have finally yielded well-deserved success.

As a mother in her 30s, she represents a shift in archaic standards and continues to evolve as an artist, expressing the best of life through her music.

Universal Music Group's Pause on TikTok

The music industry faces a brewing storm as Universal Music Group (UMG) and TikTok lock horns over the renewal of a licensing agreement. In a letter detailing concerns, UMG raises issues such as inadequate artist compensation, the impact of AI on royalties, and online safety. The repercussions of UMG pulling its music library are felt by disappointed fans and scrambling artists.

In a letter dated January 30, 2024, Universal Music expressed apprehensions about its expiring licensing agreement with TikTok. The missive pointed out problems like insufficient compensation for artists, the adverse effects of AI on human artists, and a lack of online safety measures.

UMG criticized TikTok for proposing a compensation rate significantly lower than other platforms. The letter also accused TikTok of allowing an influx of AI-generated recordings, affecting the royalty pool for human artists, and raised concerns about content infringement, adjacency issues, hate speech, and harassment.

While artists appreciate TikTok's ability to promote their music, they are also concerned about potential impacts on their careers. TikTok heavily relies on licensed music, particularly from Universal, to engage and retain users.

The impasse puts both Universal and TikTok at risk, with potential consequences for artist promotion and the platform's user experience. Previous deals with other labels, like Warner Music, did not face similar challenges, indicating unique complexities in negotiations between Universal and TikTok.

UMG's TikTok "time out" also impacts publishing clients, affecting artists such as Sophie Ellis Bextor (whose song "Murder on the Dance Floor" went viral on TikTok 22 years after its release, following its feature in the movie "Saltburn"), Harry Styles, Bicep, Rina Sawayama, and Fred Again..., whose hits have disappeared from TikTok.

A resolution is critical for the music industry, as the absence of Universal's vast catalog on TikTok could have long-term damaging effects for all involved, straining relationships with affected labels and stakeholders.

TikTok’s Response

TikTok's influence on global music consumption is indisputable. Songs, like Jain's "Makeba," published long ago, can suddenly become mega-hits. TikTok helped elevate Tate McRae's 'Exes' and 'Greedy' to her first number one song. Many more chart-toppers such as Ice Spice’s “Munch (Feelin’ U)” are attributed to TikTok's viral video trends.

On Tuesday, January 30, 2024, TikTok responded to Universal Music Group's decision with disappointment, accusing the label of prioritizing greed over the interests of artists and songwriters.

TikTok dismissed Universal's narrative as false, emphasizing successful 'artist-first' agreements with all other labels and publishers. The statement suggests that Universal's actions are not aligned with the best interests of artists, songwriters, and fans, highlighting TikTok's role as a powerful, free promotional and discovery tool for talent.

Fan Reactions

Universal Music Group's removal of Taylor Swift's music and songs from other major artists elicited shock and disappointment from fans on TikTok. Some humorously suggested Swift create a "TikTok Version" of her albums.

Musicians like Euan Blackman and Talia Sporkin shared their versions, while influencers joined the trend with comical cover videos. Independent artists seized the opportunity to promote their original work in the absence of UMG's big names on TikTok.

UMG vs TikTok: Can this deadlock be resolved?

Universal Music Group's TikTok withdrawal and its issued "time-out" mark a crucial moment in the music business, raising questions about the future of licensing agreements and the delicate balance between artists, platforms, and industry giants. Can this deadlock be resolved, or will it redefine the landscape of music industry partnerships? The outcome will undoubtedly shape the future dynamics of licensing agreements and collaborations between artists and digital platforms.

Nine Ways Taylor Swift Has Changed the Music Industry

Taylor Swift is one of the most successful and influential artists of her generation. She has broken numerous records, won countless awards, and amassed a global following of millions of fans. But what is it about Taylor Swift that makes her such a force to be reckoned with? We have explored some key factors that have contributed to Taylor Swift's success.

1 - Championing Artist Rights

In the mid-2010s, Taylor Swift made headlines as an advocate for artists' rights. In 2014, she pulled her music from Spotify, protesting the platform's low royalty payouts. Swift's bold move was followed by another stand in 2015 when she challenged Apple Music's decision not to pay artists during its free trial period. 

Swift's public outcry led to a quick policy reversal by Apple. These incidents showcased Swift's significant influence, used to champion fair treatment and compensation for artists. 

2 - Taylor's Version

Scooter Braun sold all Taylor’s masters to Shamrock Holdings, a move that Swift opposed. Despite her efforts, the sale went through. In August 2019, Taylor Swift revealed plans to re-record and release her six previous albums. 

Her decision received overwhelming support by fellow artists; e.g. Olivia Rodrigo negotiated full control of their masters, while Bryan Adams, re-recorded their material following Taylor's lead. The re-recorded albums achieved immense success with Taylor’s fans as they included bonus tracks, surprise collaborations, and fresh perspectives. 

3- Taylor's Version Impact

When Swift announced she would re-record her first six albums in June 2019, the concept of re-recording masters has evolved from a music-business niche for legacy artists like Frank Sinatra to a big headline topic.

Josh Binder, an attorney who represents SZA, Doechii and others, said in a recent Billboard article the Taylor Swift scenario is rare, and most artists never have to exercise their re-recording rights.  

However, as Taylor Swift re-recorded her ‘Red’ Album in 2021, Universal reworked contracts to block artists from doing the same with their music.

4 - Genre-Hoping Success

Swift's ability to evolve across genres has made her Eras Tour a standout event of the year. Most artists don’t try as many styles as Swift has, and even fewer are able to find any real success by crossing over from one genre to another and then back again.

The Grammy winner is present on more than a dozen Billboard rankings, and the songs and albums that find space on these competitive lists show that whether she’s dabbling in pop, alternative, rock or the twang that made her a household name, she almost never has an issue racking up enough sales to chart.

5 - Look What You Made Me Do

Spotify announced that in October 2023, the singer had become “the most-streamed artist in a single day in Spotify history, and “1989 (Taylor’s Version)” became Spotify’s most-streamed album in a single day this year.

Swift replaced herself as the most-streamed artist record holder, a year after she captured the title back on October 21, 2022. Earlier this month, she and Jack Antonoff celebrated their song “Cruel Summer” hitting No. 1 on the charts – four years after its initial release.

6 - Breaking Records

When "Speak Now (Taylor's Version)" debuted in July, it was Swift's fourth album to occupy the Billboard 200 chart's top 10 at the same time, alongside "Midnights," "Lover," and "Folklore." This made her the first woman to have four albums in the Billboard chart's top 10 simultaneously. Swift is the second living artist to do so after Herb Alpert in 1966. Prince also previously achieved this after his death in 2016.

Swift and Fincher are the only directors who have managed to make history by winning back-to-back awards in the Best Direction category at the MTV Video Music Awards.  Fincher for"Express Yourself" and "Vogue," and Swift for "All Too Well: The Short Film" and now “Anti-Hero.”

7 - Eras Tour Bonuses

Swift reportedly gave bonuses totaling more than $55 million to those working on her show. That money was distributed to her dancers, riggers, sound technicians, catering. Multiple sources reported that Swift gave $100,000 bonuses to each of the 50 truck drivers of her tour —those amounts alone total more than $5 million.

As for Swift? Don’t worry about her—even if she is a reported $55 million down as a result of her generosity, she's doing just fine. Before the tour, Swift's combined income streams were estimated at $92 million, landing her at No. 9 on Forbes' list of The World's 10 Highest-Paid Entertainers.

8 - Taylor Swift’s Billionaire Era

Taylor Swift’s Eras tour has catapulted her to billionaire status, according to a report from Bloomberg in October 2023, making her one of the few recording artists to build a 10-figure fortune almost entirely from her music.

The “most definitive account yet” of the 33-year-old pop star’s wealth claims that the singer, who has broken box office records with her Eras tour concert film ($92.8m in its opening weekend) and leading the charts again with the re-release of her 2014 album 1989, now has a total net worth of about $1.1bn.

9 - The Swiftie Community

Taylor Swift broke the barrier between artists and fans, embracing social media not just as a messaging tool but as a direct channel to connect with her audience. She might not have been the first one but her outreach extended beyond the virtual space and included personalized gifts, secret listening parties, intimate meet-and-greets and unexpected album drops was quite unique and has redefined how artists connect with their fans.

The Rise of Interpolation: Why Pop Music Is Embracing the Past

The charts are currently flooded with dance-pop tracks boldly borrowing from 80s, 90s and 00s classics. Is this a creative fusion of nostalgia and innovation, or does it signal a lack of original ideas in the industry?

1 - Interpolation Overload

The charts are currently flooded with singles employing interpolation - the musical technique of incorporating elements from an existing song, such as lyrics or melodies, into a new composition.

Recent examples include FIFTY FIFTY’s “Barbie Dreams” (feat. Kaliii) which features an interpolation of Janet Jackson’s 1997 classic “Together Again” and Charlie XCX’s "Speed Drive" which contains an interpolation of Toni Basil’s 1981 song"Mickey". 

Interpolation isn’t a new practice but the tipping point came in 2023 when David Guetta and Bebe Rexha released "I'm Good (Blue)" in which they interpolated Eiffel 65's "Blue (Da Ba Dee)," reaching No 1 on the UK charts. 

In a recent interview, Jack Melhuish, former general manager of Parlophone Records UK, highlighted the impact of this particular release. This marked a significant moment in the trend's escalation, prompting more producers and artists to embrace it.

2 - Future Nostalgia

Unlike traditional rap music samples that often faithfully recreate vocal hooks or original song productions, tracks that embrace interpolation, create a musical déjà vu by reusing specific lyrics or melodic phrases from dance classics.

When asked about the trend, Radio 1 DJ Natalie O'Leary pointed out that as certain dance classics were cultural phenomena that shaped scenes of the time, they bridge generations.  We say, it’s a delicate balance between honoring the past and shaping the future.

3 - Interpolation & Catalog Acquisition

The rise in catalog acquisition also helps to explain how we’ve arrived at a moment when the pop charts are littered with chunks of old intellectual property. Nicki’s “Super Freaky Girl” and Yung Gravy’s “Betty” are just two high-profile examples. Latto skillfully incorporated elements from Tom Tom Club's "Genius of Love," a track famously sampled in Mariah Carey's "Fantasy," for her own song "Big Energy." To add an extra layer of excitement, Latto even collaborated with Mariah Carey herself.

In March of 2006, Primary Wave announced its first-ever acquisition: the catalog of Kurt Cobain, for which it shelled out $50 million. Since then, they have acquired the rights to music by Bob Marley, Smokey Robinson, Prince, Stevie Nicks, James Brown, and Whitney Houston. Music publishing companies such as Primary Wave, own the rights to some of the most crucial American popular music ever recorded. Instead of passively collecting royalty income alone, catalog owners and managers are now actively marketing catalogues to new generations.

4 - Gen Z Decoding Musical References

Peering into the current pop charts feels like investigating a complex mystery, each song potentially holding hidden references. The art of crate digging has taken a digital twist, with TikTokers and musicians/producers like LUXXURY highlighting musical interpolations in popular songs by artists such as Olivia Rodrigo, Doja Cat, and Ava Max, all of whom have achieved chart success through these creative reinterpretations.

Interpolation in songs has become a focal point of analysis and debate in the music community.

The prevalence of song interpolations has led to a trend where music enthusiasts and self-proclaimed theorists engage in side-by-side comparisons of alleged plagiarism instances.

For example, Lil Nas X's "That's What I Want" subtly references OutKast's "Hey Ya," sparking discussions among copyright lawyers and “TikTok detectives”.

Similarly, Harry Styles' "As It Was" unmistakably echoes a-ha's "Take On Me," prompting fans to create mash-ups and even leading platforms like Genius to label "Take On Me" as a "sample" on "As It Was," despite the lack of official credits in the liner notes. 

5 - The Artist's Perspective

If it was a hit once, it can be a hit again. Collaborations like Rita Ora's "Praising You,"feat. Fatboy Slim reimagine classics. Artists are on a creative spree, melding eras and genres. Artists and producers are seeing what works, and giving the market more of what it wants. 

Much like Hip Hop’s inventive sampling in the 90s, today's interpolations are transformative. The industry isn't running out of ideas; it's reinventing them. 

What Emerging Musicians Can Learn from Katy Perry's $225 Million Music Rights Sale.

Katy Perry's $225 million music rights sale to Litmus Music is a landmark moment in her career and showcases how strategic management of music rights can lead to substantial long-term revenue.

Perry's decision to sell her catalog while her music is still widely popular is a valuable lesson for emerging musicians. Understanding the worth of your musical assets is crucial for making informed financial decisions.

Other key takeaways from Perry's deal include the importance of building a strong digital presence, keeping an eye on industry trends, and partnering with established entities.

Perry's journey serves as inspiration for those aspiring to make their mark in the music industry. By following her lead, emerging musicians can position themselves for success and achieve their financial goals.

In this case study, we explore Perry's music rights sale in detail, highlighting the key factors that contributed to its success and the lessons that can be learned by emerging musicians

1 - A Legacy Artist's Calculated Move

Perry is a legacy artist still at the prime of her career, with an extensive catalog of music and hits like "I Kissed a Girl", "Firework" and "Roar”. These songs have become part of the cultural fabric and have an enduring appeal. They continue to be played on radio, featured in commercials, and performed at live events, showcasing their longevity.

*Critical Factor: Know Your Catalog's Value

Perry knew the value of her back catalog and sold her music rights when her songs were still widely popular, maximizing the financial returns from the deal.
Emerging musicians should take this as a lesson in catalog evaluation. Knowing the worth of your musical assets can be pivotal in making informed financial decisions. Remember: Timing is Crucial.

2 - The Spotify Influence 

Perry has 51.4M monthly listeners on Spotify signifies that her music continues to resonate with a wide audience. Her catalog is a goldmine for future streaming royalties. With millions of streaming monthly listeners, investors were willing to pay a premium for the assurance that Perry’s music will continue to generate substantial income.

*Critical Factor: Digital Presence Matters

Music rights are seen as investments and not just about immediate gains; they are securing a steady stream of income for years to come. Emerging artists should develop a strategic plan that includes building a strong presence on streaming platforms. However, always maintain a diversified portfolio and keep on top of other opportunities such as synchronization licensing, merchandising, and live performances beyond streaming revenue.

3 - Keeping an Eye on Industry Trends

Katy Perry Is Now Worth $340 Million—And is One Of The Richest Self-Made Women In America according to Forbes. By selling her music rights for a reported $225 million, the pop star saw her wealth take off like a firework.

Katy Perry's sale comes on the heels of other significant music rights transactions in 2023, such as Dr. Dre and Justin Bieber's deals. 

*Critical Factor:  Be Strategic with & Industry Trends

Emerging musicians should study and stay alert of industry trends. Understanding the broader market dynamics can help them make informed decisions about their music rights, publishing, and royalties. By staying on top of the market, they can make better decisions about significant financial moves to maximize their music’s value.

4 - Partnering for Success

Katy Perry's career is full with examples of how partnering with established entities and brands played a pivotal role in her success - from Americal Idol to Adidas. 

Partnering with well-known and reputable industry players lends credibility to an artist's career. It can signal to fans, peers, and potential business partners that the artist is serious and has the backing of experienced professionals.

*Critical Factor:  Partner with Established Entities

Aligning with reliable partners can contribute to a stable and enduring career. They offer resources, promotional muscle, and industry connections that can help artists reach a global audience. Emerging musicians should consider aligning themselves with reliable partners. However, it's essential to seek partnerships that also allow creative autonomy, ensuring that their unique artistic vision remains intact.

Katy Perry's $225 million music rights sale to Litmus Music is a milestone moment in her career and a testament to her strategic acumen. Her journey serves as inspiration for those aspiring to make their mark in the music industry. In conclusion, Katy Perry's catalog serves as an example of how smart management of music rights can lead to substantial long-term revenue.

How Ice Spice Rose to Stardom: A Case Study

Ice Spice is a rapper who has quickly risen to fame in the digital age. She has achieved success through a combination of authentic branding, strategic marketing, and virality.

Ice Spice's rise to fame started in 2021 when she recorded herself taking on Erica Banks' Buss It challenge on TikTok. The video quickly became popular, and Ice Spice gained a large following on the platform. She then released her popular single, "Munch," which also gained attention on TikTok.

Ice Spice's success can be attributed to her authenticity and relatability. She doesn't conform to traditional norms but instead embraces her unique identity and personality. This enables her to form deep connections with her audience, who perceive her as a genuine and approachable figure.

Ice Spice's success is a complex phenomenon with many contributing factors. In this case study, we will take a deeper look at five of the most important factors that have helped her achieve stardom:

1. Community Driven Virality

Ice Spice filmed herself doing Erica Banks' Buss It challenge on TikTok, which was a popular trend in early 2021. This helped her gain exposure and connect with potential fans who resonated with the challenge, leading to a boost in visibility and interest in her music.

2. The Power of #Munch

The song was released in August 2022 and gained popularity after getting support from Drake, who played the song on his Sirius XM radio station, Sound 42.
Gen Z'ers, especially on TikTok, played a crucial role in propelling the song's popularity through user-generated content and remixes. The hashtag #munch now has over 2 billion views on the platform.

*Critical Factor: Authenticity & Relatability

Ice Spice didn't conform to conventional norms but instead embraced her unique identity and personality. This allowed her to connect deeply with her audience, who saw her as a genuine and approachable figure.
Authenticity builds trust and loyalty, creating a strong bond between the artist and fans.

3. Celebrity Endorsements & Brand Deals

The rapper quickly got the attention of industry professionals, got signed to 10K Projects and then Capitol Records by January 2023.
Beyoncé chose Spice to be included in the campaign for her latest Ivy Park x Adidas collection. Brand collaborations with Vogue, Marc Jacobs and more followed soon after.

*Critical Factor: Leveraging Endorsements and Collaborations

Ice Spice leveraged lifestyle marketing to enhance her commercial appeal. She strategically partnered with brands that aligned with her persona, making her brand collaborations look very intentional.
Strategic collaborations can open doors to new audiences, helping emerging artists gain recognition and credibility in the industry. 

4. Artist Collaborations

Collaborations with established artists like Nicki Minaj and Pink Pantheress and her participation on the Barbie movie soundtrack extended Ice Spice's reach and solidified her position as a cultural icon.  
Collaborating with artists from different genres, like Taylor Swift, exposed Ice Spice to new audiences and increased her search volume significantly. 

5. The Spice Cabinet

As Ice Spice's fame grew, a dedicated fandom, known as the Spice Cabinet or Munchkins, emerged on social media platforms.
The fans admire her fashion sense, lush flow, and empowering confidence, solidifying her as an inspiration to many.

*Critical Factor:  Building a Strong Online Community

Ice Spice actively engages with her fans, fostering a sense of community and inclusivity. She nurtures a passionate following that eagerly supports and promotes her music.
Engaging with fans and building a loyal community contributes to continued visibility and success.

Ice Spice's swift rise to stardom exemplifies the power of authentic branding and strategic marketing.  From viral TikTok trends to high-profile collaborations, she harnessed the digital age's potential to create a devoted fan base and dominate the music scene.  

The world can't wait to witness the next chapter of her phenomenal success story.

What Music Can Learn From The 'Barbie' Movie

Image of Billie Eilish from her Instagram account on July 18; behind-the-scenes of her video for her Barbie movie song, “What Was I Made For?”

The 'Barbie' movie premiere and soundtrack teach us a few valuable lessons on the importance of building your brand.

Here are 8 tips inspired by the iconic 'Barbie' universe.

1 - Define Your Brand

Just like the stars at the premiere, let your brand shine through in everything you do. Clearly define your artistic brand, values, and unique selling points. Be authentic and create a visual identity that reflects your music and personality.

2 - Collaborate For Success

The 'Barbie' soundtrack brought together artists from different eras and genres. Collaborations can expand your reach and introduce you to new audiences. Find like-minded musicians and create magic together.

3 - Diversify Your Sound

Barbie's movie soundtrack showcased a variety of musical styles. Experiment with different genres, sounds, and influences to create a unique sonic signature that sets you apart from the crowd

4 - Multidimensional Expression

Barbie represents diverse roles and careers. Expand your horizons and connect with your audience on multiple levels. Explore different avenues for creative expression, e.g. focus on merchandise, fashion and see yourself as a creative entrepreneur.

Margot Robbie and Nicki Minaj at the premiere of "Barbie" held at Shrine Auditorium and Expo Hall on July 9, 2023 in Los Angeles, California. Michael Buckner for Variety

5 - Create a Strong Online Presence

Barbie’s marketing strategy left fans in awe. It's also a testament to the popular doll's already strong brand identity, reimagined for today's world. Build a solid online strategy that focuses on social media, streaming platforms, and a mailing list. Focus on 3 channels, build a community of superfans and scale from there

6 - Depth Is More Important Than Scale

Whilst having a big social media presence certainly helps, you don't need a huge profile to be successful. Creating a deep relationship with a few people is better than a large but shallow group of fans. Focus on your early supporters, similarly to how the movie focused on the doll's number 1 audience segment: young aspiring women.

7a - Partner with Established Brands

Just like how Barbie leveraged the power of music artists, strategic partnerships can amplify your brand, expose you to wider audiences and bring in new revenue. Brands are often drawn to artists with distinct identities that align with a new target audience. Research and identify relevant brands, then convince them of the mutual benefits of connecting with your highly engaged community of superfans.

Stewart Cook/Shutterstock

7b - Partner with Established Brands

When it comes to marketing statistics, focus on your strengths.

Remember you don't need a huge social media presence - high engagement matters more.

Utilize your existing network and be very clear in your outreach.

8 - Money Can Buy Success

With that said, it's important to acknowledge that all this incredible hype around the Barbie movie would not have been possible without a hefty investment. Most films don't get the same level of marketing spend because most don't have such a powerful and iconic brand backing them. Remember that next time you compare yourself to someone who might have been lucky enough to have more financial support than you.

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