In the current musical landscape, bands and artists have a host of options to promote their music and themselves. Music industry in the past, would have to rely on traditional forms of media to give themselves exposure; newspapers, magazines, flyers, radio and television airplay. However, they are now considerably spoiled for choice of how and where to promote their music service.
Yet these options can be overwhelming, even confusing. The effects of using multiple promotional tools (ad campaigns, marketing campaigns) can have varying results. To help you figure out what is the most effective promotional tool, we’ve compiled some of the common methods used to increase conversion rates.
When it comes to promoting your music, you have to consider it as your product. Although you’re an artist, you have to have the mindset of a marketeer. This involves using common marketing tools to position and target your music online to the right audience. If you can’t make people aware of your latest release, you’re not going to be able to grow!.
Knowing who your audience are is vital, yet finding your audience is considerably more important. Targeting yourself at fans interested in your genre(s) is a great starting point when marketing your music. Additionally, knowing when to target potential listeners is important. To find this out, using analytical tools across various platforms can provide data of when, who, and where to target your music at.
If you’re able to, you can use this data to target promotional posts on social media and for a variety of advertising ways, both online and offline.
No matter how big or small a band or artist is, using social media can have a major impact on how successful they are. For independent acts, using platforms such as Facebook, Twitter, YouTube, and Tik Tok are an quick and easy way to promote themselves. In addition excluding promotional posts, using social media does not cost you anything.
Combining your analytical marketing skills with social media can be hugely beneficial to your growth as an artist. By knowing who your audience is, you can use these platforms to react them directly. From sharing your latest music video, speaking to fans on Instagram live or Instagram stories, encouraging fans to pre-save campaigns for your upcoming release to Spotify or Apple Music, to directing them to your website landing or mailing list signup page, or promoting your next show can all be done through social media.
In short, direct-to-fan communication is crucial to your growth.
Although using digital marketing and social media tools can have a great impact on your growth, you mustn’t rule out using “traditional” media as a way to promote your music. Radio, newspapers, and magazines are ideal ways to reach your desired audience, especially if these outlets target the same niche audience.
The downside to going down the traditional media route is that it can be expensive. If you have a limited budget (if any), using a music public relations expert might not be possible, Moreover. the impact of these platforms has diminished due to the growth in digital and social media.
Streaming on Spotify, Apple Music, YouTube, and More
Undoubtedly, digital media can have a significant influence on how to promote your music. In addition to social media platforms and online music blogs and forums, having your music on digital streaming platforms (DSPs) is crucial. After all, this is how many people will actually hear your music.
There are a variety of DSPs out there and vary in size and reach. Spotify is recognised as the premier DSP with 36% of the global streaming market. While Apple Music, YouTube, and SoundCloud are amongst the most recognisable DSPs.
As an independent artist, it is beneficial to host your music on as many DSPs no matter how big or small they are. It’s simply a case of - the more the merrier.
To get your music on to DSPs, it is best to work with a music distribution service. Companies such as AWAL, DistroKid, TuneCore, and CD Baby are considered some of the best music distribution services, working with thousands of bands and artists, both established and independent. Although using these may vary in price, they can be beneficial for getting your music on DSPs and possibly generating revenue through streaming.
Even though it is possible to get your music on Spotify, Apple Music and more, you are just one of thousands upon thousands of independent artists and bands on DSPs, waiting to be streamed by potential new fans. While the choice is better value for money for the consumer, for you (the product), it can be difficult to be noticed.
While you can use social (and traditional) media to push audiences towards streaming your music, another way to attract new fans is by being including on playlists.
It has been suggested playlists have replaced albums many people’s listening habits. For example, around a third of Spotify listening time is spent on Spotify-generated playlists.
While there are millions of playlists on DSPs, being on an influential playlists especially those curated by editorial playlists can be very effective. These can come in the form playlists made by DSP’s own curators. For example, Spotify has a variety of music experts who regularly listen and update prominent playlists. Being included on these can have a great effect on your music career.
While Spotify for Artists is one way to pitch your music to curators, using a playlist promotional service is another great way to attract new listeners. Companies such as Moonstrive Media work with bands and artists to organically reach listeners by including them on playlists that are likely to attract new fans. By being included on numerous playlists, it increases the chances of triggering Spotify’s algorithm and (eventually) noticed by influential curators.
YouTube is as Important as Spotify
As much as Spotify, and to an extent Apple Music, has a stronghold on music streaming, YouTube shouldn’t be ignored. With 27%, music is the most viewed category on the video streaming site. However, for independent bands and artists, you don’t just to have your music video on YouTube.
Even though it is best to combine the tools and methods discussed, it significant to use DSPs and playlist promotional services to expand your reach and potential as an independent act.