Rented vs Owned Channels: Which is Best for Your Music Marketing Strategy?

Understanding Rented Channels

To do a deep dive into rented channels, we first need to understand what qualifies as one. Rented channels are any platform where you as an artist have access to different audiences and get to control the content you put out, but you don’t own the platform. Rented channels are platforms where you don’t own the audience but can leverage the platform's user base to promote your music. In short, rented channels are social media and streaming platforms. So if you’re using Facebook, Twitter, Instagram, TikTok, Spotify, YouTube, etc., to get your music out there, you are using a rented channel.

Because of its accessibility and low costs, rented channels are seemingly the preferred method when it comes to music marketing, but there are of course some cons too. Let’s explore them both.

Advantages of rented channels:

• Instant access to large audiences

• Increased chance to be discovered through platform algorithms

• Almost zero cost to create accounts 

• Built-in tools and analytics.

• Immediate engagement and metrics.

• Features like live streaming, stories, and interactive posts allow artists to connect directly with fans in real-time.

• Algorithms on platforms like Instagram and TikTok can amplify content, helping new artists gain exposure quickly.

Disadvantages of Rented Channels:

• No control over platform changes and policies.

• Having to keep up with algorithms that are constantly changing.

• Potentially losing your entire audience if something happens to the platform.

• ​​High competition for attention

Understanding Owned Channels

Owned channels are any platforms where artists have complete control and ownership over the content, Some examples of owned channels are artist websites, newsletters, blogs, etc. Though these platforms come with a price, they’re often more reliable because you own the data, strategy and overall use of the channel. Here are some advantages and disadvantages regarding owned channels. 

Advantages of Owned Channels

• Full ownership and control over your content & audience interactions

• Ability to build a direct and personal connection with fans

•  Lower long-term costs

• Long-term stability and independence from third-party platforms

• Artists can fully customize their website to reflect their brand identity and artistic vision

Disadvantages of Owned Channels

• Requires more time and resources to build and maintain

• Slower audience growth compared to rented channels

• There are costs to start and maintain these channels

• Takes time to grow a loyal following

• Requires regular updates and management

• Driving traffic to the website demands effective SEO strategies, content marketing, and promotion across other channels

Finding a way to merge both channels to come up with an effective music marketing strategy is key. We’ve summarized the key differences below so you can find the channel that’s right for you and your career.

Comparing Rented and Owned Channels

Strategies for Integration

Just because rented and owned channels are two separate entities, it doesn’t mean that you can or should only choose one or the other. In order to develop a balanced strategy, you can integrate both channels into your music marketing strategy.

Using rented channels to drive traffic to owned channels.

Leveraging rented channels to drive traffic to owned channels is possibly one of the most seamless ways to integrate the two. For example, a simple link in your instagram bio that leads to your website is a good way to move from rented to owned. Another example is sharing links to your site or email newsletter sign ups on your story.

Building an email list from social media followers.

You can post on your instagram story a question box where you ask all of your followers to drop their email below so they can sign up for your mailing list. From there, you can send them direct emails from your site and have total control over how much content and reach you put out.

Creating exclusive content on owned channels to incentivize audience migration.

This is becoming more and more popular as it allows you to leverage your following from rented channels. Exclusive content on owned channels could like like this: 

• Exclusive behind the scenes content of how you use your studio time and what the creative process look like for you

• Access to merch available exclusively through your owned channel 

• First look at new music exclusively for fans that engage with your owned channel 

• Information about meet & greets and events exclusively for super fans

Both rented and owned channels offer unique benefits and challenges. A hybrid approach, leveraging the immediate reach of rented channels while building long-term relationships through owned channels, can be a powerful strategy for independent artists.

Start building your music marketing strategy today by combining the best of both rented and owned channels.

important to note

When you are looking to optimize for growth, you may be tempted to focus on rented channels because of their built-in audiences or success stories, but you are also leaving yourself open to risk since you are “renting” this channel. 

Also consider how difficult these channels make it for you to build a closer relationship with your customers. This makes it difficult when you are trying to provide customer support and cannot link out to your own support guides.

The important thing to do is to make sure you check yourself often. Ask yourself where you would be if you lost the rented channels you used? Would you lose the majority of your audience and sales? Would you be out of business the next day? If you answer yes to either, you’ll want to update your strategy and put resources into further building out your owned channels.