This should come as no surprise to anyone, but as the times change so do our methods of consuming content, both online and off. This of course extends to the music industry. If you are making music as a solo artist, or in a band, you must be able to keep up with these trends in order to effectively reach a new, or existing fanbase. Here are some of the best ways to promote your music in today’s world.
1. Website and Mailing Lists
A good looking, easy to navigate website can be a huge factor to your success. If fans can easily access your website just by typing your name, and then be presented with a stylish interface that efficiently conveys any information or content they might need will pay off big time. Make sure this is kept up to date with any new information concerning recording and touring.
Your website should also allow fans to sign up for a mailing list. This takes the artist/fan relationship one step further, as it reaches out to the fan via email with any new information, or content. Someone who signs up for a mailing list really wants to hear from you, so contacting them through an email will go a lot further than a generic website update, or social media post.
(Related: Why Every Band and Musician Needs a Mailing List in 2020)
2. Creating Content
This is huge. There is more music out there than there has ever been, and as recording technology becomes more and more accessible the average quality has skyrocketed as well. In other words, it’s competitive as hell. This is why you must strive to create as much content as possible. If you are rolling out music on an album to album basis, give fans something in between, like cover songs, or studio experiments. In addition to music, make blog posts, videos, visual art, or whatever really. The important thing is that you remain connected to your fans on a personal level and don’t lose their interest through perceived inactivity.
3. Social Media
Having an interesting and entertaining social media presence is crucial. By staying connected on Twitter and Instagram, you are creating a brand for yourself and adding more dimensions to your personality that your music may not convey. Allow a window into your life, or creative process, be outspoken and align yourself with the beliefs and values that are important to you, and, most importantly, connect with those who listen to your music. This is also a very effective channel to share information in real time, or tease new material. Be interesting, funny, informative, whatever your personality is. Chances are your fans want to see that side of you.
4. Get Streamed
Far and away, this is the main way listeners consume music today. If you want to succeed through your music and reach as many fans as possible, you must get on streaming services such as Spotify, Google Play, Apple Music, Deezer, etc. Music streaming services have completely revamped the music landscape. Decades ago, music was reserved to a purchased physical form, and radio and TV. Now, listeners have the ability to hear your music on their mobile device wherever they can get a signal.
Spotify offers weekly curated playlists to subscribers, and landing a spot on one of these means a lot of people are going to have guaranteed access to one of your songs. This is easier said than done, but if you get a significant amount of people following your Spotify profile by advertising yourself and releasing new music, you may land a spot on one of these playlists. Its a surefire way to generate a bit more buzz around your band.
5. TikTok
This is a new one, but one to take seriously nonetheless. While geared towards teens and younger people, music labels are beginning to consider this channel more seriously when it comes to signing new talent. If a snippet of one of your songs begins to trend on TikTok, you may become a viral sensation, or at least gain a good amount of publicity by accompanying some dance, or comedy routine.
6. Get Blog Coverage
Landing an article or review on an established blog can be a huge boost for your popularity as well. By appearing on a blog that also provides content on artists that you and the world admire and respect, your name will appear next to theirs on users’ screens and people will consider you in the same regard. Furthermore, having an album detailed and reviewed will coax readers to streaming your music and possibly into becoming fans. The best way to achieve this is to hire a music PR firm. They will talk to the right people, grease the right wheels and get your music to the people who can take your career to the next level. Make sure the firm you select is reputable with a large list of industry contacts they can reach out to.
(Related: What Does A Music Publicist Do?)
The music industry is always changing, and so are the ways we get in touch with the music we come to love. That is why it is absolutely crucial that you do not fall behind the times in the way you present your art, and yourself. Becoming stagnant, or relying on old ways that have since lost favor will mean you will reach fewer fans, and have a significantly lesser chance of being successful. Stay up to date, always look forward to new trends (even if you don't fully understand them), and make yourself as available over as many platforms as possible. But don’t forget to make some good music as well.
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