Is Gamification Turning the Music Industry into a Playground?

How Gamification of music has played a role in social platforms, such as Spotify and TikTok.

Ever heard about the term Gamification? Most especially used in the music industry context? Probably not. This is a rather technical term that proves how much of a playground the music industry has turned into. Gamification in layman terms is adjoining gaming elements into non-game habitats. For instance, augmenting an online audience or business by reeling in their participation through game-like tactics.

Put on your music industry marketing glasses and think of how you have seen some artists being shoved down your throat or seeing artists pop out of nowhere and instantly become superstars. Gamification has infiltrated the industry even deeper than the general population can imagine. It has become the go-to marketing strategy for artists who can’t rely on organic loyalty from their fanbase. 

Music in the Digital Age of madness

I recall reading an article that was published about 10 years ago. The author held an argument about whether the music industry is ready for gamification. Before I dive into what he said. I just want the ‌public to be honest and compare being a fan of an artist’s music before versus now being in the digital age. I would like to believe that there is a stark difference in several aspects. The experiences aren’t as organic or give off a full content experience. This digital era that we’re currently in is all about riding these gaming strategies, installing apps every once in a while, or seeing pop-ups of avatars everywhere in the digital sphere. It is madness. 

Now, in this gamification article I came across, the author said,

“ it becomes hard to gauge gamification’s place in the musical realm, if there is one. Do game elements tarnish an experience that can be so personal and emotional? Does a band creating a point system to track its top fans spoil the band-audience relationship? It’s certainly a possibility, which is why those who integrate game elements into their company’s strategy need to be very mindful of their purpose and the potential downside it presents.”

(Pulvino)

Just like everyone in this world, I’m a tech nerd. I am aware of music labels and music streaming services presenting themselves as businesses first. And just as with any business, the number one goal is turning a product into profit. Here monetizing on every strategy they pull out for their artists. But it would be ignorant to avoid all that’s happening to the music and the artists with these gaming strategies. There is a vast degradation in the value, accessibility, and quality of the music. 

Gamification Techniques Used In The Industry

Let’s look at Spotify for starters. The growth of this ‌streaming service is impressive and has made it one of the biggest in the game. At every end of each year, since it launched, Spotify has used various marketing strategies to gain more listeners and downloads. The most recent tool that applies to Gamification is Spotify Wrapped.

Research from collected data has shown an increase in downloads since this strategy dropped last year. When millions of people all over the world received an unexpected pop-up message, “What did your 2021 sound like?” or “Your Top Songs” and then got directed to their most played songs for the year. This sparked a huge campaign on social media pages, such as Twitter and Instagram. Where people shared and compared their lists with followers, friends, and the public.

Some people were even reminded of songs they put on repeat sometime earlier in the year. This sort of campaign creates hype for users and automatically draws in people who have not subscribed to the platform. It creates this desire of “I want to see what next year brings” amongst users. I can’t fault a genius move such as that. 

Now with TikTok, there are countless gaming elements that brands, music labels, and artists use for user content interaction. TikTok right now comprises young people, who are always up to date with trendy content. So music labels and brands use this to their advantage. Then again, with TikTok, videos pop up one after the other without stopping.

So it’s easier to reel in user engagements. TikTok gamification basically comprises influencer marketing, the creation of tutorials to teach users about certain services or products, and user-generated content by making your audience feel like real ambassadors. 

The future of music using these gaming digital marketing strategies looks promising. It affects streams by seeing a huge spike in streams, which means record labels get a good return on investment through revenues. For instance, Universal Music Group has a gaming tool, Colabox creates,

“superfan ignition’ campaigns around track and album launches, with a mixture of minigames, listening parties and user-generated content. It has run more than 20,000 so far, and is using the data from those to understand what makes for a successful fan activation.”

The Chief Scientific Officer at Colabox, Richard Summers, points out the sole purpose of this tool. He says, “The purpose of games is not the game itself,” then continues by saying, “It’s Easter egging. How you embed unique bits of content within the game that generate all these sharing conversations, and this waterfall effect.”

Do you think these gaming tricks, gimmicks are changing the music industry for the better or worse?

Works Cited

Cury, Cecilia. “What Spotify Wrapped Can Teach about Successful Marketing Strategies.” Rock Content

Dredge, Stuart. “Music Marketing: Games, Gamification and the Metaverse.” Music:)

Gamification on TikTok: 3 Ideas to Entertain Your Audience.” News about Digital Marketing Campaigns: Giveaways, Contests, Games and More

Grasmayer, Bas. “Projecting Trends: How Musicians Gamify Their Fanbases.” Synchtank

—. “Three Game Mechanics for the Music Business.” MUSIC X

Pulvino, Richard. “Leveling Up: Is the Music Industry Ripe for Gamification?” Hypebot

“The Dark Side of Spotify.

Leave a Reply

Your email address will not be published.

LATEST POSTS

Coi Leray Heavily Stunts On ‘Fly Sh!t’

Coi Leray is one of a few female rappers who switches up from one genre to the next effortlessly. On

Akbar V Applying Pressure On New Track ‘Challenge’

Atlanta rapper Akbar V isn’t wasting time since her recent collaboration with Nicki Minaj on Super Freaky Girl QueenMix. ‘Challenge’

Ravyn Lenae And Doechii Command on ‘Xtasy’ Remix

The Chicago R&B Singer Ravyn Lenae tag-teams with Doechii on this mystical Xtasy remix. Both artists are the duo we

Take A Look At The Hottest Upcoming Female Rappers On The Radar Radio’s Ladies Night Cypher

New York City’s On The Radar Radio hosted a ladies’ night cypher and packed some of the talented upcoming talents.

ZuluMecca’s Raw Narration on WEPT. Album.

Mandisa Nduna, also known for her sobriquet Zulu Mecca has released a beautifully crafted artistic production with WEPT. project. ZuluMecca

Bleu and Nicki Minaj Tugs On Everyone’s Heartstrings with New Song ‘Love In The Way!’

Bleu joins a list of artists who can mark working with Nicki Minaj off their bucket list. Back in 2021,

Nadia Nakai Represents Africa at BET Hip Hop Awards 2022 For “Best International Flow” Nomination

Nadia Nakai is finally being recognized as an international megastar, officially that is. This recognition is long overdue in my

Lil Baby & Gunna Score RIAA Diamond Certification for ‘Drip Too Hard’

We’ve had plenty of rap duos in the global Hip-Hop scene, but these two came in hot from the baseline.

Nicki Minaj’s #QueenMix ROCKS the internet!

Off the heels of ‘Super Freaky Girl’ debuting at the #1 spot on the Billboard Hot100 chart, Nicki drops the

Chelsea Pastel’s ‘F.N.F’ Free-flowing Freestyle

Cleveland rising female rapper and singer Chelsea Pastel delivers on Glorilla’s hot single F.N.F (Let’s Go). Her growth in this

South Africa’s Best Young Talent Hopped On MashBeatz ‘Never Ride Remix’

MashBeatz is certainly on the right track to being a superstar Hip-Hop producer with this upraised remix from his original

London Hilll Glides on Brand New Single ‘Who’

London Hilll has released a hot new single ‘Who’ and we’re loving it. The groovy track is exactly the fresh

Lakeyah Proclaims That She’s A ‘Real B*tch’ On New Single!

Lakeyah states, “To all you unemployed hoes, come and get this work.” LakeyahLakeyah is an upcoming female rapper who is

Anele “Ney” Zondo’s Hit Song ‘Ingwe’ Rises Again as she Releases an Official Visualizer

South African model, actress, TV-Host, full-on entertainer, and now a female rapper. Anele Zondo who goes by “Ney” first teased

The Fastest Songs to be Eligible for Gold Status This Year

2022 is the year for females, in both the Hip-Hop and R&B genre. Female artists are stepping on male artists’

Nicki Minaj Completes Her ‘Super Freaky Girl’ Rollout With an Endearing Music Video

The smash hit and current chart topper ‘Super Freaky Girl’ is complete with its own music video. Nicki Minaj has

Latto Empowers All Women on ‘It’s Givin’ Music Video

One of the biggest female rappers to emerge from Atlanta, Latto, has released a creative and daring statement. ‘It’s Givin‘

M.I.A. teases a Nicki Minaj & Doja Cat Collaboration for her Upcoming ‘MATA’ Album

Female rapper & singer M.I.A. hints at having features for her upcoming album ‘MATA’ which is due in September. She

Here Are The Looks From Nicki Minaj’s VMAs

Nicki Minaj stole the whole of MTV VMAs 2022. Not only did she scoop Best Hip Hop Video, but she

Nicki Minaj x Rap Snacks Due to Release This October

Hold up! The Nicki Minaj and Rap Snacks collaboration might come sooner than we think. It’s been a minute since

Fuego Sintana Hits A New Milestone on ‘Members Only’ Music Video

Fuego Sintana, a rising rapper has reached a remarkable milestone for his ‘Members Only’ music video that he released a

Rouge Drops A Two-Track EP ‘Summer Feels/O.T.T’

Congolese descent and South African-bred Rouge recently released a short EP. It comprised two tracks that entangle dance elements to

Fatou Spits Fire on her new PWAPF Mixtape!

Fatou takes on the world and South Korea with her PWAPF mixtape! Fatou is a 27-year-old rapper/singer whose family is

Nicki Minaj’s ‘Super Freaky Girl’ Debuts No.1 on Billboard Hot 100

Congratulations to a NEW YAWKA on a RECORD BREAKING achievement. Nicki, this is the only thing that matters. Enjoy it.

New Album Alert! Bbyafricka drops The Art of Geekin

Upcoming female rapper Bbyafricka drops heat in the name of ‘The Art of Geekin.’ The energy behind this album is

Nicki Minaj Breaks New Record For ‘Super Freaky Girl’

Nicki Minaj the queen of demolishing records, setting new ones, and making iconic moments has broken a record. Spotify announced

Nicki Minaj’s Sharp Brain Lyricism on ‘Super Freaky Girl’

Many have tried, and many have yearned to reach the culmination in the hip-hop scene. Most especially female rappers. None

Megan Thee Stallion’s Trailblazing ‘Traumazine’ Album

Megan Thee Stallion proclaims she wants to bring real b*tches back on her brand new album, Traumazine! The Texas-born rapper

Here Are Nicki Minaj’s Most Iconic Music Videos List, Ahead of Her Vanguard Award

The Queen of Rap, Nicki Minaj is the recipient of the Michael Jackson Video Vanguard Award in 2022! Nicki has

Nicki Minaj To Be Honored With ‘Video Vanguard Award’ at 2022 MTV VMAs

MTV VMAs let the cat out of the bag and announced that Nicki Minaj Video Vanguard Award will be the

Kash Doll Bags A Deal With MNRK Music Group

Kash Doll finally receives a breakthrough in her rap career. Her contribution and hard work are paying off. The Detroit

Ivorian Doll Dropships ‘Messy’

The Ivorian descent German bred, and London based has coughed up a succinct drill track ‘Messy.’ Ivorian Doll has never

Is Rapper CupcakKe Done With Music?

CupcakKe, the Chicago native female rapper who figuratively lit a fire under every female rapper in the industry The 25-year-old,

Doechii Releases New EP ‘She/Her/Black B*tch’

Doechii has officially released her new EP titled ‘She/Her/Black B*tch.’ After the success of her last EP “Oh the Places

Nicki Minaj ‘The Barbie Aesthetic’

Only a finite number of people can reclaim a brand and transform it into their own. A few people in

Ms Banks Restores Order With New Project, ‘Bank Statement’

UK’s finest and miss jack of all trades, Ms Banks evolves with her new EP ‘Bank Statement.’ Ms Banks unleashes

Rico Nasty ‘Las Ruinas’ Album Review

Rico Nasty’s new album ‘Las Ruinas,’ literally transports us back in time to the height of Tumblr and when it

Nicki Minaj Sells Over 500,000 Album Units in 2022

Nicki Minaj has reached a milestone that is fairly hard to atone in the United States alone as a rapper

Nadia Nakai is back with ‘Not The Same’ ft Lucasraps

Nadia Nakai and Lucasraps join forces with this new track, Not The Same

Flo Milli’s drops Spit-fire Album ‘You Still Here, Ho?’

The HBIC, the princess of rap unleashes a sonically solid sophomore album, You Still Here, Ho?

‘Project Princess’ London Hilll Is One Female Rapper To Watch Out For

Project Princess, Londo Hilll is certainly one of the hottest, and raw rising stars in Hip Hop you need to look out for.

Latto Demolishes Misogyny on Her Hot New Track ‘Pussy’

Big Latto annihilates Misogyny on her new song 'Pussy'

Nicki Minaj drops ‘Freaky Girl’ Snippet

There is no stopping Nicki Minaj this year, as she drops a surprise snippet 'Freaky Girl' sampling Rick James.

Doechii Drops song ‘B**** I’m Nice.’

The Florida-based rapper Doechii has just released her latest high-energy musical offering, “Bitch I’m Nice.” This song comes on the

The Barbz Wishes For Nicki Minaj’s Wireless Set & Upcoming Performances

It seems the Barbz have their own wishlist for this Sunday's Wireless Festival In London.

What To Expect: Flo Milli ‘You Still Here, Ho’ Album

Electrifying rapstress Flo Milli has alerted fans and social media users alike to save the date for her upcoming album

BIA BIA Is an International Ambassador for KISS Products

Cover girl, BIA is going global with her huge collaboration with KISS as an ambassador.

Megan Thee Stallion Teases New Album At Afro Nation Portugal

Hot Girl, Megan Thee Stallion could be ready to announce a new album anytime now.

Doechii’s wig snatching BET performance

Doechii glimmers on stage at the BET Awards 2022

Nicki Minaj Feeding Her Fans With ‘Barbie-Que’ Chips Accompanied by Rap Snacks

Nicki Minaj surprises her fans with her own Rap Snacks, Barbie-Que ahead of her debut ESSENCE Festival Performance.

Saweetie tag teams with Crocs for her own Icy Jibbitz 

Saweetie has bagged yet another win by partnering with Crocs for her own Icy Jibbitz limited collection.

Coi Leray Leaks single “Involved”

Coi Leray debuts a vulnerable, soft side on a new single, Involved, after her fulfilling Trendsetter Tour that ended a few days ago.

Nadia Nakai’s Nadia Naked Turns Three

Take a look into some favorites from Nadia Nakai's 'Nadia Naked' album which turns three today

Flo is Looking to Bag Another Milli

Flo Milli releases her new blazing single, Conceited, full of style and ridiculous flow.

KenTheMan Makes Her Comeback With Single, No Panties

KenTheMan is one of the most sought after female rappers for 2022, and she makes her comeback with a fire track, No Panties.

Dreezy teams up with Hit Boy for ‘Hit Girl’ Collab Project

Dreezy releases hit album, Hit Girl, with a heavyweight Hip Hop producer, Hit Boy.

The City Girls and their solo escapades

A look into the Rap Duo's Progress and Impact in the Hip-Hop Scene

Gigi Lamayne’s legendary status is already Set In Stone.

South African Female Rapper Releases a Amapiano infused Hip-Hop Album

Meet XXL’s 2022 Freshman Class 

The annual freshman intake has artists Doechii, Saucy Santana, Nardo Wick shining bright on XXL Magazine Cover.

Nicki Minaj, the first female rapper to headline Rolling Loud

Superstar Nicki Minaj breaks another record as first female rapper headliner for Rolling Loud Festival

Cardi B Argues with Hip-Hop Music Critic Over Adding her Old Songs For New Album

Cardi B's situation showcases how music labels hold on to old songs for certification success by adding them on new albums.

Nicki Minaj Booked To Headline At The iHeartRadio Music Festival

It looks like Nicki Minaj is reclaiming the entertainment industry with a booked schedule for 2022.

Nicki Minaj Making Big Mogul Moves With Recent MaximBet Deal

Nicki Minaj adds a heavyweight title as global ambassador for MaximBet to her arsenal of talents.

Santana and Latto join forces on Booty

Saucy Santana samples Beyonce’s Crazy In Love for a potential club banger with single, Booty.

Is Gamification Turning the Music Industry into a Playground?

How Gamification of music has played a role in social platforms, such as Spotify and TikTok.

Mount Rushmore 2010s debate tries to rule out Nicki Minaj’s influence

Another Nicki Minaj centered debate sparks up on Twitter about 2010s most impactful Hip-Hop artists.

Leikeli47 completes the ‘Beauty Series’ Trilogy with her ‘Shape Up’ Album

Leikeli47 completes her 'Beauty Series' Trilogy with the release of her much anticipated third album 'Shape Up'.

Monaleo and Flo Milli Gift Us Doppelgänger energy on WNH Remix 

Female Rappers Monaleo and Flo Milli bring new life to the hit song ‘We Not Humping’ with an energetic and colourful remix.

J.I.D Offers Nicki Minaj $500K For A Feature

Rapper J.I.D recently made an offer of $500,000 for a feature with Nicki Minaj whilst she was on Instagram live.

Little Simz Cancels Her Upcoming US Tour

British rapper and actress Little Simz cancels upcoming US tour, citing funding issues as an independent artist.

Saucy Santana finally walks upright by signing to music label RCA

RCA Records adds a saucy new personality to their Rap music roster by signing Florida-bred Rapper Saucy Santana.

Nicki Minaj Ignites “We Go Up” Remix Challenge amongst Female Rappers

Nicki Minaj challenged Female Rappers to record remix verses to her latest Drill release 'We Go Up' featuring Fivio Foreign.

Doechii Becomes First Female Rapper to Sign to Top Dawg Entertainment

Top Dawg Entertainment (TDE) has announced Doechii has officially become the first Female Rapper to ever sign to TDE.

The world’s best Female Rap playlist – Hot Female Hip Hop (April 2022)

We've curated the hottest Female Rap tracks in the world into one playlist! This edition features Killumantii (playlist cover) and Kali.

Isaiah Rashad addresses video leak during Coachella set

During his Coachella performance Isaiah Rashad addressed leaked footage that allegedly showed him engaging in sexual acts with men.

Nicki Minaj does not owe Female Rappers a feature

Why is a collaboration with Nicki Minaj so important to newer Female Rappers, even in the second decade of her career? In this post Blessing Mukosha breaks it down.

Kendrick Lamar announces fifth studio album ‘Mr. Morale & The Big Steppers’

After a long five years Rap Royalty Kendrick Lamar has OFFICIALLY announced the release of his fifth studio album entitled

Nicki Minaj and Fivio Foreign’s ‘We Go Up’ video surpasses 1 Million YouTube Views in 12 Hours

Queen of Rap Nicki Minaj and the self-styled ‘King of New York’ Fivio Foreign‘s new video for ‘We Go Up’

Rapper IDK says that Doja Cat is in the Rap Top 5

Rapper IDK recently shared his thoughts that Doja Cat is in the Rap Top 5. Doja Cat’s Rap skills have

The Lit Mamii Maliibu Miitch has released a new track “Letter to my Ex”!

The Lit Mamii Maliibu Miitch has released a new track "Letter to my Ex"!

Ché Noir – Bless The Food Lyrics

Lyrics to "Bless The Food" by Ché Noir.

Header

Where is Nicki’s Alter-Ego, Roman Zolanski?

Who is Roman Zolanski? Like many artists, Nicki Minaj uses an alter ego to experiment and take on different emotions.

Top Ten Fashion Bars

Breaking down the flashiest bars from the flyest girls in the game.

Congress Passes Aug. 11 as “Hip Hop Celebration Day”

Last month Congress unanimously passed a bill designating Aug. 11 as “Hip Hop Celebration Day,” August 2021 as “Hip Hop

Featured Image

Tyler, the Creator Gives His 2 Cents on the Music Industry

The conversation around artists and record labels has been coming to a head recently. It seems that with Lil Nas

Top Ten Collab Predictions for Nicki Minaj’s “NM5”

In the words of one of the G.O.A.T.’s, “…the game be so boring,” did she lie? Well, having the most

Featured Image

Lil Nas X Makes a Big Splash With SNL Performance

Lil Nas X’s Saturday Night Live Performance on May 22nd tore through the media, much like his underwear did on

Featured for iHeart Radio Music Awards

Rapper Takeover at 2021 iHeartRadio Awards

Hip Hop and Rap officially enter the mainstream by taking over the 2021 iHeartRadio Music Awards.

Maliibu Miitch ain’t nothin to fu*k wit

Born in North Carolina but raised in the Bronx, Maliibu Miitch brings a fresh and unphased attitude to the rap game.