MUSIC MARKETING: HOW TO BE STRATEGIC

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Marketing music today can be hard.

Breaking a hit record was already hard before, but thanks to COVID-19 every artist you know has gone all-in on digital. We’re all spending record amounts of time online, which creates a content overload effect that can be hard to break through.

When promoting music in a post-corona world, there are a few different core problems that we’re usually working to solve. They can include:

How do we digitally reach new fans and continuously build our fan base?
How do we create a unique brand that stands out in competitive streaming platforms and social media platforms?
How do we engage current fans and build deeper connections with them?
How do we turn fans into a megaphone for our brand?
How do we monetize a fan base while remaining authentic?
How can we use algorithms to our advantage?

If you’ve spent any time marketing music in 2020, you know that even when the music is great, traction is not guaranteed.

I’ve helped launch cutting-edge digital campaigns for both independent artists and major record labels, so I understand how the frontier of music marketing works today and how you can take advantage of the new paradigm.

The biggest difference between winning campaigns and wimpy campaigns largely revolves around engagement, or getting someone’s attention and then doing something with it.

Capturing people’s attention is a bit like a 4D chess match involving:

Your audience
Your aesthetic
Social algorithms
Unique streaming algorithms on platforms like Spotify, Apple Music, Soundcloud, and more
Other brands/artists
The real world

That old myth of “if you build it, they will come” couldn’t be farther from the truth today.

If you actually want to improve the strength of your music marketing, you have to cut through the noise online somehow.

Marketing music today can be hard.

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