In order to reach as wide an audience as possible, you must do more than just upload new music and advertise it on your socials. “New video, link in bio” isn’t much of a call to action and if it is delivered in such an impersonal manner, you’re not going to attract a lot of new listeners.
You must be willing to create relationships with new fans by delivering more than just your music, but also your personality. Over half of the world’s population is now on some form of social media, which has granted a much greater level of accessibility to celebrities, such as recording artists. For example, if you want to send a message, or post a comment that could very well be seen by Bruno Mars, or whoever really.
The point of all this is that fans nowadays expect a greater window into your life. They want to see what goes on behind the music. They crave something that is relatable. Your job as an artist, and the ambassador to your brand is to give it to them. Even if it’s something like cooking something up in the kitchen, or running some errand, it will form a common ground between you and your fans.
Of course, this is not the final goal. That is to get your music to as many people as possible, of course. This type of content posting will make it that much easier. Between release dates, fans will have had continuous opportunity to interact with you, so when new content does get released, their interest will be piqued. They will already have a connection to you as an artist and a person and will be very receptive to anything you release. It’s all about finding the right balance to engage your audience. Don’t be exhaustive, but don’t be reclusive either.
Why Should Musicians Do Content Marketing?
Long story short, the music industry is more competitive than it has ever been. More people have access to recording and releasing music, so it is very much within your interest to give potential fans something extra that sets you apart from the rest. You may have a great song, or album, but without a bit of extra wrapping paper around it, it will probably just sit on the shelf and gather dust.
If you release regular content, you will never disappear from your fans’ interest. This is why regularly posting media that isn’t necessarily music is so important. You want to stay relevant and keep yourself on the radar, so that when you do release music that you hope to build your career on people will be more receptive and willing to hear from you.
Types of Content
Behind The Scenes
Allow fans to join in on your creative journey by posting content detailing your career to where it’s at now. By documenting the things that have made you the artist you are now, the trials, tribulations, and successes, fans will feel a strong connection to you and your music. Document in real time as well. This can be anything from something funny that happened on the road, footage from the recording studio, or your opinions about current events.
Instagram is a great platform for this. It allows you to share photos, or videos with optional captions quickly and easily so you can publish content without thinking too much about it.
Day In The Life
Either with the help of a videographer, or just just you and your phone, document a single day in the life of you. Show yourself running errands around your neighbourhood, or factor in something to do with your music, like picking up your records from the manufacturer. It’s also a great way to promote local businesses. Stop in for a croissant at your favourite cafe, or browse around in your local record store. This might feel a bit awkward, but it's a great way to show another side of yourself.
Interactive Posts
Allow fans to interact with you through posts involving give-aways, contests, polls, or questions. By allowing fans closer contact with you, they will feel a special bond to you and your music. It allows them a chance to be heard by someone that they respect and admire.
Cover Songs
Even if you don’t have any new material in the tank at the moment, record a cover of a song you love. This can be hugely beneficial for you in two ways.
You can make a deeper connection with current fans who also love that song. They might even grow to love your version better! It will demonstrate a like-mindedness and that will allow a greater connection to your music.
The other way is that if the cover is of a song that is not exactly in your genre, fans of that song may get wind of your version and pay attention to your music when they otherwise may have never heard of you. Let’s say you’re in a country band and release a slowed-down, twangy version of a metal song you love and have been inspired by. This will allow a cross-pollination of fans.
Online Concerts
This has never been more important than it is now in the time of COVID-19. Post live concerts from your home, or recording studio that people can watch online. These can be casual and solo, or elaborate with your band as well. You can make these free on Instagram, or Facebook, or monetize it over such platforms as Stageit and Crowdcast.
Educational Posts
Teach fans how to play one of your songs! This is a great idea, especially for younger fans. Looking up tabs on the internet, or taking formal lessons can be a little passe, so having a lesson come right from you would go a long way.
Maybe you’re an expert or an enthusiast in a different field. Show off your knowledge, and impart some wisdom. Or just geek out with your fans.
Conclusion
Content posting is a way for you to remain on people’s radar and not become the subject of a conversation that contains the line, “whatever happened to that guy.” Also, it allows fans to get closer to the source of the music that they love and the personality that shapes it. The music industry is incredibly competitive and there is so much media out there already, so it is up to you to make a name and a brand for yourself that will shine through.
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