The 5 Best Ways To Promote Your Music In 2020

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.

2. Creating Content

This is HUGE!

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.

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.

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, YouTube, 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. If you wondering where and how to start, here’s a quick guide:

Research

The first step is to find the right the right blogs and websites that will be a good fit for your music. If you are indie artist, you need to find sites that feature indie music. It wouldn’t make sense to place your music on a site that predominantly features electronic music or hip-hop. Comb through the music the publication is featuring and a figure out if your music will fit their sensibility.

Find out who runs the blog. Research them. Find out what they are like. Checkout their social media and figure out what they like to hear.

The Pitch

Figure out your story.

A great story is what makes all the difference between a bands that get press and bands that doesn’t. What makes your band stand out from the rest? What is unique about your band? Figure out why your story will resonate with their audience. You research should yield you enough information to craft a story that is tailored to each publication you are sending it to.

And before you send out that email, personalize it.

These editors gets tons of emails every day and can easily tell the difference between a blanket email sent to hundreds of people and an email that was specifically written to them. Learn their names and use it. Mention some of the bands that they featured in the past and how your band is something their audience would be interested in.

You will want to ensure that your outreach also includes the following:
• A link to your digital press kit (this might be a link to your music's Facebook page, your website, etc.) should include high-quality imagery, samples of your music, and key dates related to upcoming performances or other relevant public outings 
• Some sort of call to action that tells the blogger or influencer why you are reaching out – make it easy for them to respond with a "yes, I'm interested," or a "no thank you"

Following Up

Once you have sent off those emails and completed those forms, the waiting period begins.

No matter how fantastic your communication is, be prepared for a lot of silence. Be sure to give an adequate amount of time before you send a follow-up. A follow-up sent after seven to ten days is reasonable. Any emails sent before a week may come across as desperate or unprofessional.

If you haven’t heard back after your follow-up email, you can wait another week and try following up one more time. And If you still get no response after three emails, it’s safe to say that you can move on.

It’s a great feeling once you receive that ‘yes’. However your work is not done. When your media goes live, make sure you send an email thanking the editor. Also let them know that you will be sharing the article on your social media. This is also a great way to thank them indirectly, as it will drive some traffic to their sites.

Building Momentum

Once you start getting a few mentions, you will want to keep it going.

Keep track of your mentions and update your pitch to include these mentions. This will add credibility to your future pitches.

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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