The completely fair questions we should be asking, of course, are how well does Twitter invoicing actually work and how effective a marketing tool is it? Surely… nothing happens. You might have read a couple of these: “While ur all here… my Soundcloud is / paypal me $5 / etc.” The concept is simple: find a completely innocuous but widely relatable viral tweet (or make your own), then attach another tweet with the URL of whatever you want to promote on it, which people on the further reaches of Twitter will see when they inevitably go to check the replies. It’s called the Twitter invoice and if you’ve had even a cursory look at your Twitter feed this year, you’ve probably seen it. But as Soundcloud and its algorithms have been muscled to the side by the big Spotify playlists (Rap Caviar, et al), the last few years have seen a new wave of promotion tactic take hold-one favored by the lower-rung rappers starting out rather than anyone that’s been extended an invite to DJ Khaled’s yacht. Time was: you could whack a song on Soundcloud, take one cool press photo (just one!), easily get a couple hundred reposts and then watch the A&Rs come sniffing around. The platform changed the way musicians could reach their adoring public by giving control over the times and terms, often with a lot more ease than the newer streaming giants like Spotify and Apple Music. If you’re wondering how we got here, well, you’ve got to hand it to the Soundcloud revolution for this one.
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June 2023
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