While creating and releasing music's never been simpler, marketing your work has never been more difficult. Should you prioritize your in-person gig or TikTok? Is internet advertising really worthwhile if you don't have enough followers?
Keep reading to learn some of the best ways for musicians to use online marketing strategies to help them promote themselves to new and existing fans.
The original in music marketing will never be replaced. No matter how many followers you have on social media, you still need a home base online to point new and potential followers. Your music website is the answer.
Your EPK, most recent songs, biography, future performances, and anything else that provides fans, booking agents, and labels a quick overview of who you are and why they should care should all be accessible on your website.
It's one of the simplest ways to persuade people to support your music directly, so don't undervalue the potential of a solid website for music promotion. Using your website to collect fans’ email addresses is also a terrific approach to continue communicating with your followers.
Make Use Of Social Media
When you discuss boosting visibility, what comes to mind first? The answer is social media, which is not surprising. Instagram, TikTok, Twitch—while not all of these channels are equally effective in promoting your music, depending on your target audience, they may all be helpful.
Reaching new fans on Instagram is still a pretty popular strategy. Several methods exist to develop your brand, including through Stories, Reels, your grid, Lives, and comments and participation on other users' postings.
If you currently use Instagram, observe what appeals to you and what your followers find interesting. Reels may be a common method of music promotion, but if your audience responds more to carousel posts or Lives, stick with them. Consider your audience's needs first.
You already know how influential TikTok has grown to be, especially among Gen Z (if this is your target market, TikTok is a terrific place to be). TikTok is a great platform for having fun and showcasing your personality. You can truly draw in followers this way since they connect with your vibe and appreciate your authenticity.
An independent musician's career may benefit greatly from Twitch, especially if you don't get to perform live in public as frequently as you'd want but still want to engage with your audience in that same way.
Twitch got a lot of popularity early in the epidemic since it concentrates on live video broadcasting. Its longevity is partly owed to how it enables artists to provide virtual remarks and be active with their community.
Electronic Press Kit
For folks like booking agencies, the press, or even labels, your EPK frequently serves as their initial impression. Consider it your band's internet CV.
Not only will you become more professional, but you'll also be able to gather all your crucial data in one location using an EPK. Included should be a well-written biography, images, song samples and links, and forthcoming show dates if you have them. Make sure to add any press or radio plays you've previously received. After all, a press kit aims to promote your work to the media and increase your artistic reputation.
If you'd want to:
- Reserve more performances
- Play holidays
- advance toward labels
- Identify a manager…
…you will need an extremely powerful EPK.
You should include an EPK on your website that is not only easy to find but also easy to access and download.
Get on Playlists
Being on the correct playlists can help your music career, as streaming is currently the most common way for people to listen to music.
You do not need to just rely on listening to other people's playlists. On Spotify or Apple Music, any person can discover and follow a playlist if it is public. Though the exact algorithms aren't made public, playlists with titles based on better-known lyrics, recent albums, places, or emotions occasionally tend to do well on Spotify, even for artists without a strong fanbase.
Some users have made playlists that attract thousands of listeners seemingly without trying. Artists can showcase their favorite tunes and attract new fans by posting their preferred playlists to their artist profiles. Because Apple Music doesn't show playlist follower counts, it is more difficult to determine which tactics are effective there.
While anybody can make a playlist on Spotify or Apple Music, very few of them have substantial followings. How do you get on the large playlists if you don't have your own well-liked playlists? We suggest submitting to playlist makers, music bloggers, and social media influencers using services like GetPlaylisted, which can make getting your music on those larger playlists easier.
Get Press and Blog Coverage
Once you have a good website and EPK, you want to search for press and blog coverage. If you are a budding musician, you require media promotion to increase your music's exposure and reputation. While you might produce and release your music through streaming services and social media, this makes you the sole source discussing your music. Your goal should be to diversify the discussion around you by getting outside sources to highlight your music, which will increase your credibility.
To understand this idea further, let's look at an example. You are reading the news like a fan of music would. You might not click on a headline the first time you see it on Twitter; however, you are more likely to click on an article if you repeatedly read the same headline about the same musician from many sources.
Accessing the media may be challenging, especially for independent artists. Spend some time finding media sites whose editorial stance complements your music. Don't immediately target the most well-liked media; instead, reach a more subdued audience. This way, when you contact them, getting in touch with them will be simpler, and you'll still gain credibility with the media.
The fact that the Internet has permanently altered the music business is not exactly breaking news. Using technologies like file sharing, streaming, social networking, and eCommerce allows musicians to reach wider audiences and grow their fan bases.
If you're a new musician, learning about the many tools you have at your disposal to promote your music online and reach a wider audience is worthwhile for growing and nurturing your audience.