The world of music marketing is a constantly shifting landscape, with new trends and techniques emerging at a breakneck pace. Keeping up with the latest developments can be daunting, and it's easy to feel lost in the sea of competing voices. But fear not! With a solid marketing plan in place, you can rise above the fray and make your voice heard.
In this article, we'll delve into the strategies that can help you promote your music in 2023 and beyond. From promoting your releases to growing a fanbase on social media and streaming platforms, we'll explore every avenue to ensure your music gets the attention it deserves. So buckle up and get ready to take your marketing game to the next level!
Music Marketing Don'ts
Good marketing strategies have the power to ensure success in your career, not all of them are created equal. In fact, some can do more harm than good.
❌One of the most ineffective strategies is to try and promote your music alone, without accepting help from others. This can lead to a lack of exposure and ultimately, a lack of success.
❌Another common mistake that many musicians make is not focusing on improving the quality of their music. Now there are more artists and music than ever before in the entire history, so you have to present high quality music in order to get noticed and claim your place. Take the time to hone your craft and produce music that will appeal to your target audience.
❌Networking is also a crucial aspect of music marketing, but failing to follow up with industry contacts can harm your efforts. Authentic connections are key, and being too self-centered can stall your progress. It's important to build genuine relationships and work collaboratively with others in the industry.
❌Using too many social networks can also be ineffective, as it can stretch you too thin and dilute your efforts. Instead, focus on the platforms that are most relevant to your target audience and put your energy into building a strong presence on those channels.
❌Finally, having unclear goals and not knowing what works can lead to burnout. It's important to have a clear understanding of what the next step is, what strategies are the most effective and how to measure success. Focus on sustainable promotion and building genuine connections to avoid stalling and pave the way for success in your music career.
Music Marketing Do’s
✅Creating a Strong Brand
- Define your unique selling point (USP). You need to identify what sets you apart from other musicians and use it to create a brand that stands out from the competition. This requires a deep understanding of your music, style, and personality, and how they relate to your audience.
- Develop a visual identity. Your brand should have a consistent visual identity that includes your logo, color scheme, and imagery. These elements should be carefully chosen to communicate your message and create a cohesive brand identity that resonates with your audience.
- Stay authentic. Your brand should be true to your music and personality, and you should never try to be something you're not. Authenticity is key to building a loyal fan base that will support you throughout your career. Even if you don't reach millions of people around the world, you can build a cult following by being unique and bringing something different to the table.
✅Utilizing Streaming Platforms
- Optimize your profile. This means making sure that your profile is complete and includes a professional bio, high-quality images, and links to your social media accounts. Don't forget to get verified on streaming services to show that you are the real deal.
- Promote your music. This can be done through playlists. Collaborating with other artists and curators can also help you reach a wider audience. By working together, you can tap into each other's fan bases and expand your reach.
- Make use of data. Streaming platforms like Spotify and Apple Music provide valuable data that can help you identify your most popular songs and target your promotions to specific audiences. By analyzing this data, you can make informed decisions about how to promote your music and reach your target audience going forward.
✅Leveraging Social Media
- Choose the right platforms. dentify the platforms your audience uses the most and focus your efforts on those platforms. For example, if your target audience is teens to young adults, they will likely spend more time scrolling through TikTok and Instagram Reels than Facebook, so it's best to post snippets of your music, song breakdowns, music videos, and other content primarily on TikTok and Instagram Reels.
- Be consistent. Posting regularly and engaging with your fans is key to building a loyal following. After all, fans want to feel connected to their favorite artists and social media provides an excellent opportunity for that. By being consistent and engaging, you can build a strong relationship with your fans and keep them coming back for more.
- Use paid advertising. Unfortunately, free organic promotion methods are not as effective on their own as when they are combined with paid ads, so you should consider investing into them as much as you budget allows. With their advanced targeting options, paid social media ads allow you to reach the people who are most likely to be interested in your music. Whether you're promoting a new album or a tour, social media advertising can help you get the word out and attract new fans.
✅Collaborating with Influencers
- Identify relevant influencers. Look for influencers who align with your brand and target audience. This involves doing some research and analysis to determine which influencers have a following that is most likely to resonate with your music.
- Offer value. This could be exclusive content like a first listen to your new music, or even a chance to collaborate on a project. By providing influencers with something that they can't get elsewhere, you increase the likelihood that they will be interested in working with you.
- Be authentic. It’s critical to ensure that the collaboration feels authentic and true to your brand. This means being transparent about your intentions and goals, and working closely with the influencer to create content that reflects your shared vision. By doing so, you can create a collaboration that not only effectively reaches new fans, but also appeals to your existing audience.
✅Hosting a Live Event
- Choose the right venue. You want to choose a space that fits your style, your audience and its size. Be honest with yourself, don’t book a sprawling concert hall if you know that your fanbase would fill a half of the space at best. It’s better to make a smaller venue jam-packed to leave an impression that you’re quite popular even if only in small circles yet – the good ol’ “fake it till you make it” approach, it works! It’s also important to ensure the venue feels like a natural fit for your music. For instance, if you’re a singer-songwriter, a cozy coffee shop would work better than a rock bar.
- Offer something extra. Of course you can let your music do all the talking but giving an additional incentive to go to your show definitely won’t hurt. This is a great way to both promote the event and offer more value. It can be anything from an exclusive merch that would only be available at the event, a meet-and-greet with fans (if you already have some notoriety as an artist) or even a collaboration with other creatives.
These are just some of the basic examples, but the possibilities are endless and depend on your brand, creativity and means. Adapt these recommendations to your situation and do whatever it takes to make your event a must-see experience. You can do it!