You may create the most effective tracks on the planet, however they received’t go very far with out good music advertising and marketing. That’s true for artists in any respect ranges. When you take into account the careers of your musical heroes, I’ll wager most of them had been the beneficiaries of excellent music advertising and marketing.
If “advertising and marketing” sounds intimidating — or like some soulless enterprise exercise — let’s body it as one thing extra thrilling and artistic. As a result of as we kick off a brand new yr, you’re going to wish to sharpen your advertising and marketing expertise to be able to develop your fanbase in 2024.
Good music advertising and marketing is:
- telling part of your music’s story
- in a compelling means
- to the proper viewers
- via the proper medium
- on the proper time
- so your perfect listener will discover, care, and take motion
In case you have a method to monitor outcomes and follow-up with audience-members primarily based on the precise actions they’ve taken, all the higher! However I’ll go away extra superior ideas corresponding to optimization and retargeting for one more day.
Be careful for these music advertising and marketing pitfalls!
As we speak I wish to discover 5 frequent music advertising and marketing errors you need to keep away from if you wish to steer your profession in the proper course:
1. Not advertising and marketing your music in any respect
What’s the MOST frequent crack in an artist’s advertising and marketing basis? Not advertising and marketing in any respect.
You would possibly know the sort of artist. They excel at taking part in reveals, recording tracks, even releasing music. The enjoyable stuff. They might submit a few present in Instagram Tales or create a Fb Occasion. They may put a hyperlink to their newest single on their homepage.
However they’re actually simply checking issues off a listing. They don’t take further steps to make these actions really feel really particular. They don’t incentivize participation. They don’t join the dots between the specified consequence and the steps it is going to take to get there.
The precise legwork of excellent music advertising and marketing begins by discovering the STORY you need inform, after which determining methods to inform that story properly.
Earlier than you launch a tune, announce a present, or drop an album, you need to reply these questions:
- What’s distinctive about my tune, occasion, or profession?
- Who’s it for?
- Why ought to they care?
- How will somebody really feel as soon as they attend, hear, or buy?
- The place do they stay?
- When do they should take motion?
Not each piece of promoting content material you create has to handle ALL of the above. However YOU ought to know the entire story earlier than you start telling it.
Then you need to checklist all of the avenues and instruments you need to inform that story. Phrases, video, photos, emails, texts, and extra. Make use of what you could have!
2. Neglecting your target market
One of many largest advertising and marketing errors musicians make is failing to outline WHO their diehard viewers actually is: their demographics, preferences, wants, and behaviors.
We would like our music to be cherished. By everybody. However that ain’t gonna occur. Every time Taylor Swift sells out some massive metropolis stadium, there are tons of of hundreds and even thousands and thousands of people that stayed house.
Don’t dilute your music’s affect by anticipating will probably be all issues to all folks. If the web proves something, it’s the ability of leaning into your area of interest. You don’t wish to forged too large a web. It’s good to start with a target market in thoughts which helps you focus your efforts on the proper folks, the proper platforms, and the correct of content material that successfully drives engagement and motion.
Your viewers and your focusing on can change over time. However at the least start each advertising and marketing effort with a selected viewers in thoughts.
3. Not creating sufficient video content material
TikTok, Reels, Shorts. Social video is all the pieces proper now. It’s THE main means artists attain new listeners in 2024. So it’s laborious to overstate the significance of a vertical-video technique. I imply, frequent, high-quality video output.
It’s best to create a mixture of movies, together with:
- Efficiency movies (“stay” at house, in live performance, or in an attention-grabbing setting)
- Behind-the-scenes whereas recording
- Touring adventures
- Enjoyable details about your songs or lyrics
- Discuss to us straight (whereas strolling the canine, placing on make-up, and so forth.)
- Livestreams and AMAs
- Cowl tune snippets
- Gear critiques or tutorials
- Highlights from non-musical facets of your life
- Occasional memes, skits, or tendencies (so long as it pertains to YOUR artistry or pursuits)
The best way that social platforms work now, viral moments have an more and more shorter shelf-life. So you possibly can’t lean on a number of good movies for too lengthy. They’ll go stale.
As for high quality, social video can seem informal, nevertheless it ought to NOT look beginner. Make certain it has stable sound and lighting.
You may “batch” your content material creation by taking pictures a bunch of movies as soon as a month, or you possibly can combine TikTok into your day by day life. Both means, video content material creation needs to be baked into your ongoing efforts as a musician.
4. Squandering social engagement
Have you learnt the place your lifelong followers are most definitely to be? Within the feedback of your posts!
And but numerous musicians make the error of ignoring the ability of social engagement. They submit content material as if social is a one-to-many distribution channel. They don’t encourage additional dialogue, ask questions, or invite participation. Or they DO — however then fail to reply to these feedback. Both as a result of they’re too busy, too disorganized, or worse, they consider it as a activity that’s beneath them.
These are your followers, your advocates, your prospects. A coronary heart or a thumbs-up is the least you are able to do. Now think about how endeared you’d be in case your favourite artist put aside time to have a small however precise human dialog with you within the feedback part.
This form of personalised social administration isn’t “scalable,” it isn’t all the time enjoyable, and also you received’t instantly see the outcomes. However on condition that it’s a free, easy, and direct method to deepen your reference to individuals who’ve already responded to your content material, I would argue there’s no higher use of your time.
Write ‘em again!
5. Ignoring the info
Knowledge sounds chilly. Artists are heat, feeling, distinctive, resistant to numbers. However we shouldn’t ignore what the info is telling us. Knowledge is the story of how properly we’re telling our story. How, if, when, and the place our music is connecting.
Knowledge doesn’t promise to current a reasonably image. However it may be a goldmine for musicians. In all these analytics dashboards, advert units, and insights, you’ll discover the keys to your profession progress.
The place do you want to enhance? How do you have to pivot in your advertising and marketing? What are your choices to get higher outcomes for cheaper prices?
Your intestine instincts are priceless, however the knowledge doesn’t (often) lie. Make a behavior of checking your numbers and the story they inform. Comply with the surprises. Lean into the successes. Be taught from the failures. Repeat.
Whereas the music trade continues to alter quickly, most of the frequent music advertising and marketing errors above are (sadly) perennial.
So maintain them in thoughts this yr, and in all of the years forward. At all times try for a extra strategic method to your storytelling, focusing on, content material creation, engagement habits, and evaluation.
Higher music advertising and marketing could imply the distinction between obscurity and notoriety in our more and more aggressive and noisy world.