{"id":245,"date":"2019-03-05T02:02:37","date_gmt":"2019-03-05T02:02:37","guid":{"rendered":"http:\/\/127.0.0.1\/howwelisten\/interview\/howwelisten-amber-horsburgh-deep-cuts\/"},"modified":"2023-01-31T00:30:07","modified_gmt":"2023-01-31T00:30:07","slug":"amber-horsburgh","status":"publish","type":"interview","link":"https:\/\/byta.com\/howwelisten\/interview\/amber-horsburgh\/","title":{"rendered":"Amber Horsburgh"},"content":{"rendered":"\n

Hey, Amber Horsburgh! Where are you based?<\/strong><\/h3>\n\n\n\n

Los Angeles, USA<\/p>\n\n\n\n

What are you listening to?<\/strong><\/h3>\n\n\n\n

Sharon Van Etten, Tommy Cash, Jessica Pratt, Jeff Tweedy and a healthy amount of Gaga.<\/p>\n\n\n\n

How do you find new music?<\/strong><\/h3>\n\n\n\n

The boring old ways, blogs (Pitchfork, Noisey, NPR, Dazed), podcasts (Song Exploder<\/a>, Pop Shop<\/a>), friends and whatever is overhead at the office.<\/p>\n\n\n\n

What formats do you usually listen to? LP, CD, Cassette, Digital, Streaming Service and why?<\/strong><\/h3>\n\n\n\n

Personally, streaming mainly. I recently threw every single thing I owned out to go backpacking around the Middle East, Eastern Europe, and Africa for a year so went and sold all the last remaining CDs or vinyl I owned.<\/p>\n\n\n\n

The formats people prefer are all down to how they listen to music.<\/p>\n\n\n\n

Vinyl is often an active listening experience where the listener very intentionally picks out the piece and listens to it as an activity, whereas digital is more passive. There isn’t the same time or monetary investment as with physical formats so the listener is often less committed. Vinyl is an artist\u2019s premium product, whereas digital is more utility, both are important from a marketing perspective but satisfy different uses. I did Vinyl Me, Please\u2019s Cameron Schaefer<\/a> who has great insight on vinyl listening behaviours and respective marketing.<\/p>\n\n\n\n

Where do you do most of your music listening?<\/strong><\/h3>\n\n\n\n

If an artist I care about releases something new I\u2019ll sit down with it properly at home and listen top to bottom, but otherwise, most of my streaming happens at work and the gym.<\/p>\n\n\n\n

How do find and listen to pre-release music?<\/strong><\/h3>\n\n\n\n

I get sent pre-released music through my work and friends if they want an opinion on anything, but I don\u2019t seek out pre-released material.<\/p>\n\n\n\n

What are your frustrations with listening to music digitally? Any benefits?<\/strong><\/h3>\n\n\n\n

Two things:<\/p>\n\n\n\n

1) I can\u2019t keep track of it.
<\/strong>I don\u2019t listen to Spotify-created playlists, the music starts to sound all the same to me, but I\u2019m too lazy to categorize and make my own so I find I listen and forget about so much good music.<\/p>\n\n\n\n

2) Artist discovery is terrible.
<\/strong>You\u2019re looking at basically a spreadsheet of words that play music, no branding, no imaging, no story. It\u2019s impossible to get a hook on an artist if you do not immediately connect with the first 30 seconds of their track. It\u2019s boring.<\/p>\n\n\n\n

How do you keep track of everything you are listening to?<\/strong><\/h3>\n\n\n\n

I don\u2019t, really. I have a few private playlists that I update with new songs to not forget but nothing nearly as sophisticated as when I had physical music or even a digital library in iTunes.<\/p>\n\n\n\n

With digital it\u2019s really tough for new artists to get that follow or add to a playlist because it\u2019s not the mainstream user behaviour of streaming platforms. People\u2019s music listening habits are driven by their emotions far more than they care to admit. Emotions, moods and events trigger listening patterns so new artists they need to be top of mind when a listener is triggered. So, keeping track of new stuff may not be a reliable source of new fans but rather marketing initiatives that keep targeting new listeners. I write more about combatting this for artists in a recent post Playing to strangers: why people that have never heard of you are most profitable<\/a>.<\/p>\n\n\n\n

Byta delivers fast and secure audio sharing<\/h3>

With Byta you are in control of your music. <\/p>\n Read More<\/span><\/a><\/div>\n\n\n\n

Do you tip other people off to new music? How?<\/strong><\/h3>\n\n\n\n

Usually with videos, if the music is good but an artist has nailed their aesthetic and the videos are good, I\u2019m hooked. I cannot stop shouting from the rooftops about Tommy Cash, I think he is a genius, and so captivating, everything he releases whether it is official videos, merch, or even status updates are more compelling than the next. His PMW video may be my favourite video of all time.<\/p>\n\n\n\n

Anything you want to \u201cpromote\u201d?<\/strong><\/h3>\n\n\n\n

I\u2019ve just started working on my own as a music marketing consultant, which is really fun and gives me the chance to work on artists I\u2019m most excited about. I write my Deep Cuts blog <\/a>– all about music strategy that deeply analyzes marketing trends and tactics to build an audience and creatively package music.<\/p>\n\n\n\n

A good starting place to check out my writings: The A-Z of Artist Brand Building<\/a>, Why the Music Business Gets Digital So Wrong<\/a>. If you\u2019re at labels or management firms check out my Bases Get Aces Album Promo Checklist<\/a> and Music Marketer\u2019s Toolbox<\/a> (140 free and freemium tools for music marketers).<\/p>\n\n\n\n

If you want to get in touch my Twitter<\/a> and other contact details are here<\/a>.<\/p>\n","protected":false},"author":3,"template":"","tags":[],"acf":[],"yoast_head":"\nAmber Horsburgh: Interview - #HowWeListen from Byta<\/title>\n<meta name=\"description\" content=\"Amber Horsburgh shares how they find and enjoy their music in a digital age.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/byta.com\/howwelisten\/interview\/amber-horsburgh\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Amber Horsburgh: Interview - #HowWeListen from Byta\" \/>\n<meta property=\"og:description\" content=\"Amber Horsburgh shares how they find and enjoy their music in a digital age.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/byta.com\/howwelisten\/interview\/amber-horsburgh\/\" \/>\n<meta property=\"og:site_name\" content=\"#HowWeListen from Byta\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/facebook.com\/BytaLtd\" \/>\n<meta property=\"article:modified_time\" content=\"2023-01-31T00:30:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/byta.com\/howwelisten\/wp-content\/uploads\/2020\/05\/amber_horsburgh_hero.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"690\" \/>\n\t<meta property=\"og:image:height\" content=\"550\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/byta.com\/howwelisten\/wp-content\/uploads\/2020\/05\/amber_horsburgh_hero.jpg\" \/>\n<meta name=\"twitter:site\" content=\"@BytaLtd\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/byta.com\/howwelisten\/interview\/amber-horsburgh\/\",\"url\":\"https:\/\/byta.com\/howwelisten\/interview\/amber-horsburgh\/\",\"name\":\"Amber Horsburgh: Interview - 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