SOAP Music
Soap Music
SOAP Music, founded by Ian Greaves and Matt Allard, is a Chelmsford-based music agency specialising in supporting artists, labels, and managers to develop effective strategies for success via music streaming. Their mission is to educate and empower, helping artists to navigate the complexities of streaming platforms such as Spotify, Apple Music, YouTube, and more. With a wealth of industry experience, the duo established SOAP Music in May 2024, and through word of mouth and support from The North Essex Economic Board, they are well on their way to No1!
The Origins of SOAP Music
Business partners Ian and Matt bring extensive experience from all sides of the streaming industry. Ian has been involved in streaming since its early days in 2004 when Napster became legal in the UK, and he later spent five years as the Director of Label Relations at SoundCloud. Matt, on the other hand, worked on the label side at Sony and Universal Music, leading their central digital teams. Both leaving their roles at a similar time, The idea for SOAP Music stemmed from their realisation that independent artists often lack access to the same level of strategic support that major labels provide.
“Between us we bring vast experience and understanding of the marketplace, and how to really maximise opportunities with streaming partners. Why not use that experience and knowledge to be able to help the independent sector who often don’t have access to that kind of support”
Ian Greaves, Founder, SOAP Music.
SOAP – Standing for Streaming strategies to Optimise Audience growth and platform Performance, was created to be able to provide bespoke support to artists trying to be discovered or simply improve their visibility and impact on the streaming platforms. Recognising how streaming has changed in recent years to become much more algorithmically driven and self-serving, SOAP with its deep understanding of the industry can provide the solutions that joins all the dots, connecting artists and fans together.
“The industry has changed a lot in recent years, with many artists wanting to keep control of their content and how it is distributed. Each streaming service is different, and so there’s various actions that you can take on each platform, and we help artists to lean in to generate the most positive results.”
Ian Greaves, Founder, SOAP Music.
SOAP Music delves into the foundations of streaming for its clients, focusing on optimising all of the material surrounding a release, as well as supporting artists to get editorial playlisting. Their work is often the missing piece of the puzzle, creating the end goal of social media and pr strategies.
Reaching out for Business Support
Setting up a business comes with its own set of challenges. While Ian and Matt had deep industry knowledge, the logistics of establishing and managing a business were all new to them.
“I had this idea but then was hit with a sudden realisation that there were so many questions about building a business that I didn’t know the answer to,” Ian recalls. “Such as what are the steps to set one up? What things do I need to think about?”
Ian Greaves, Founder, SOAP Music.
Looking for support, Ian discovered Backing Essex Business online. Through the website he discovered a business support initiative, funded by the North Essex Economic Board and delivered by Let’s Do Business Group, that provides free support to new and growing businesses in the region. Ian attended the ‘Start My Biz’ workshop led by business advisor Ross Moran. The program, spanning three, three hour sessions, covered essential topics such as refining business ideas, marketing strategies, and financial management.
“The course was brilliant. It gave us the foundations we needed, not just on a practical level but also in helping us think about our long-term vision. Ross introduced us to new ways of thinking that we hadn’t considered before.”
Ian Greaves, Founder, SOAP Music.
Following the workshop, Ian also received 1:1 coaching from Ross, delving into client understanding, pricing strategies, and refining their communication approach. One key takeaway was the concept of ‘The Bridge of Familiarity,’ which helped SOAP Music articulate their value proposition more effectively.
“This type of service we offer is strategically driven, from setting out the release and content plan to tactics for converting social followers into active listeners. Iit’s quite a new and specialist offering to outsource, so one of our biggest challenges was explaining the concept and demonstrating its value to potential clients,” Ian explains. “We offer something that everyone needs and wants, we just need to show them that it’s packaged differently.”
One of the biggest lessons learned was the importance of organic networking. Their initial clients came through LinkedIn announcements, their website launch, and in-person networking at Brighton’s ‘The Great Escape’ music festival. Since then, word-of-mouth referrals have played a significant role in their growth.
SOAP Music’s approach has been well received and has led to them successfully working with a variety of artists, from exciting upcoming artists like Beren Olivia and Keo to more established names like The Darkness and Kamille. SOAP’s all-encompassing offer extends beyond playlist placements, helping artists optimise their entire streaming strategy, from content planning to algorithm-friendly releases which its clients are embracing and recognising as a long-term relationship rather than a ‘quick fix’.
“There was an article released recently that stated it takes seven years to break an artist. Making an impact in this industry takes time, there is no quick fix. We like to work with artists over a minimum three-month period. That gives us the opportunity to implement longer term strategies that can produce real results.”
Ian Greaves, Founder, SOAP Music.
The Future of SOAP Music
Looking ahead, SOAP Music has ambitious plans for expansion. While their current focus is on streaming strategies, they aim to broaden their expertise into social media management, digital marketing, and potentially even launching a label or partnering with a distribution service. Their goal is to provide a comprehensive suite of services that empower artists to take full control of their careers.
“We’ve always said we wanted to expand beyond streaming,” Ian notes. “We want to provide more value to our clients, whether that means helping them with social media strategy, digital marketing, or even offering label services. We’re just getting started.”
SOAP Music’s journey is a testament to the power of expertise, passion, and the right support. With the backing of the North Essex Economic Board and the guidance from Ross Moran, Ian and Matt have successfully navigated the challenges of entrepreneurship. Their work is already making a difference in the music industry, and with their ambitious plans for the future, SOAP Music is set to become a vital resource for artists navigating the ever-evolving world of streaming.