Tag Archive for: music promotion

How to promote your music

The internet has opened up endless possibilities to promote your music. And, while that may seem daunting, it really allows you to experiment and let your creativity run wild!

The key to successfully promoting your music in today’s music industry is to try new things, learn from the promotions you run, make changes, and fine-tune them to your unique career.

Let’s take a look at some basic strategies you could be using to promote your music right now.

1. Use Social Media the RIGHT Way

We all use social media. If you’re not on Facebook, Instagram and Twitter these days, it’s almost like you don’t exist. However, you may not be using social media to it’s full potential to promote your music.

Social media is NOT a straight-up marketing platform. It’s really a catalyst for conversation and word-of-mouth marketing. About 80% of your posts should be funny, conversational, and interesting, leaving about 20% for promotional material. Here are some examples and checklists that you can use.

That’s not to say that conversational posts can’t be promotional! You just need to learn how to frame the content in interesting ways. For example, if you’re in the studio recording a new album, try sprinkling little updates on social media. Tell a story about your studio experience that day, share a photo of the mix, or post a short teaser video of a song.

If you’re out on tour, take photos at the venues or share short videos or photos of the audiences. These things aren’t obviously promotional, but they still let fans know what’s going on.

It’s important to remember, though, that social media isn’t the end-all-be-all when it comes to promoting your music. It can easily become a huge time suck that takes you away from your music if you don’t manage your time properly (Hint: get social media time management tips here).

2. Promote Your Music and Sell it on Your Website

Your website shouldn’t be a static thing. It should be ever adapting and changing to reflect new events in your career. Basically, you want your fans stopping by your website as often as possible. The more often they’re on your site, the more they’re exposed to your albums, merch, and tickets.

If you’re just starting out, you probably don’t have a lot of big updates other than the occasional album release and tour. Starting a blog is a great solution.

It’s fairly easy to set up a blog on the homepage of your website. Most website tools like Bandzoogle, and WordPress, have blog capabilities. Plan out blog posts at regular intervals like once or twice a week and share anything you think your fans would find interesting. This could be the inspirations behind certain songs, new lyrical ideas you’re working on, a funny story from the last band practice, or even a run-down of the gear you use.

Another idea is to create landing pages on your website. Landing pages can be used to collect email addresses, to raise awareness, to give your fans more information, or to make a sale.

3. Promote with Email

Your email list is an extremely valuable tool to promote your music. Unlike collaboration and blogs, your email list is marketing to your current fan base. If someone signed up for your email list, they want to hear from you, so take advantage of it!

Remember, your emails should be driving your fans to your website, so you want to include links.

So what do you send to your email list? The obvious use of an email list is to let your fans know when you have an album coming out or a tour. BUT you can also use your email list to send fans to your blog when you have new content. (Remember, you want to get your fans on your website as often as possible.)

Of course, you need to get fans to actually signup for your emails before you can start using it as a music promotion tool, right? An easy option is to trade something of value for an email address. Keep in mind this doesn’t have to be a free song (in fact there are a TON of more effective ways to grow your email list)

If you’re not sure where to even start when it comes to growing your email list, here are 10 easy ways to build an email list for your music.

 

“No matter how many followers you have, you can’t eat a tweet. Get New Artist Model and learn how to turn traffic – into fans – into money.” – Dave Kusek

 

Conclusion: How to Promote Your Music

Your music promotion strategy is going to be something that you refine over time, so don’t get frustrated if things take some time to come together.

The important thing to remember is that you should be taking advantage of all the different promote your music tools you have right here at your finger tips instead of relying on just one thing.

If you want more music marketing guidance, download our most popular ebook (all free). You’ll get a roadmap showing exactly how different elements like social media, email, and your website come together into a music promotion machine that will help you grow your fanbase and make more money. You’ll also get 3 social media checklists with easy post ideas you can use on your own social channels.

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for more great tips you can use to promote your music

How to Promote Your Music Ebook

 

There are a lot more resources available for you at the New Artist Model blog.  For example, if you want to self release an album, this will help you get started. If you want help with Instagram for music, this post may be very helpful.

The New Artist Model is an online music business school for independent musicians, performers, recording artists, producers, managers and songwriters. Our classes teach essential music business and marketing skills that will take you from creativity to commerce while maximizing your chances for success.

Check out the Music Business Accelerator (MBA) a new program that will help you plan your music projects, promote your music and create a sustainable career.

MARKETING AND PROMOTION

We also have a suite of marketing and music promotion courses to choose from, including How to Build Your Audience with Cover SongsMusic Marketing 101 and the Promote and Market Your Music Super Pack.

These marketing and promotion courses will teach you:

  • The modern strategies for music marketing, branding and promotion that will work best for you.
  • Tools to identify and create goals for marketing your music.
  • How to build your brand and leverage the power of sponsorships to drive awareness of your music.
  • See exactly how to develop and enhance your website and create an electronic press kit (EPK) to attract attention.
  • See how to master digital marketing including how to build an email list and create effective communications for your audience.
  • How to effectively promote your music on social media and how you can leverage these channels to build your audience on Instagram, YouTube, Facebook and via email.

Get the knowledge to understand marketing and branding and what works for you and your fanbase. Gain the confidence to excel by building alliances with people who can help you grow your audience. See exactly how to sell more music, tickets and merchandise using modern social media marketing techniques. Get more fans and sell more music. Learn how to tap into new revenue streams. See how to leverage your interests to find real fans and harness momentum. Discover the power of niche marketing and how to find your exact niche. Learn how to differentiate yourself and stand out from the crowd by tapping into like-minded people, sponsorships and causes to find and grow your audience.

Check out our music marketing and promotion courses here.

 

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How to grow your fanbase and promote your music

Let’s talk about music promotion. Believe it or not, it’s not just about selling your music and getting fans out to gigs. You also need to think long-term, and take action to grow your fanbase and get your music in front of a new, ever-expanding audience. Afer all, obscurity is the enemy!

By constantly thinking about fanbase growth as part of your music promotion efforts, you’re setting yourself to get bigger opportunities and scale up your success! Each new album release should be more successful than the last because you’ve gotten more exposure and more recognition.

So how do you actually grow your fanbase in a reliable and predictable way (without waiting around for “organic growth”)? Here are some ideas you can start using immediately to build an audience for your music.

Use these social media post ideas immediately to promote your music:

1. Live Music Promotion

With everything moving more and more towards digital, it’s easy to forget about the value of that person-to-person interaction. After all, these days you can create great quality music, release it, distribute it, promote it, and even play live (via online streams like Facebook Live) without ever leaving your room.

But, just because you can release something entirely online doesn’t mean you should! In fact, these personal interactions are still extremely important in the music industry. And live performances are still the best way to grow your fanbase IF you go into it with a strategy.

Now typically when we think about gigging the thought of big, headlining gigs comes to mind. But while headlining gigs and tours are great and can be excellent ways to make money, they’re not the best option for growing your fanbase.

Think about it like this… If you’re playing a gig on your own, most of the audience will be people who are already fans of your music. Very few people just go out and buy concert tickets for bands they’re not familiar with. Sure, you might get one or two people who got dragged along by their friends. But for the most part, it’s going to be the same faces in the crowd.

Now, if you do co-headlining and collaborative gigs, everything changes! When you gig with another band, you’re both bringing your respective audiences to the show. That means a good chunk of the audience may not be familiar with your music yet. Fresh potential fans!

The more musicians you gig with, the more potential fans you’ll be getting your music in front of. So try putting together lineups of 2, 3 or even 4 bands if you can.

The key for this strategy to work is to gig with bands who play in a similar or compatible genre to you. You want to find band who’s fans are likely to like your music.

Continuing on the same thread, you could also use gigs to grow a fanbase in new cities, states, or countries. Work with a local established band and propose a headline swap. You’ll open for them in their home town and they’ll open for you in your home town. Just make sure you pick a band with a similar musical style. Do this a few times and eventually you’ll be able to do your own headlining show.  This is just one of the strategies you can use to promote and market your music.

2. Collaborate with Other Musicians to Grow Your Fanbase

Collaboration is an often overlooked way to grow your fanbase and promote your music. But as we just saw, it’s a great way to get your music in front of a new group of people and grow your fanbase exponentially. You can collaborate on pretty much anything. Just make sure you collaborate with musicians whose fans would appreciate your music. 

Of course, the collaborative gig strategy we just looked at is a great option. But let’s talk about some things you can do online as well.

Obviously, you could also work together on a song or album. Try recording a cover song or two together and release them on your YouTube channels or Facebook pages. The key is to drive your fans to each other. If you create a song or video, link to each other’s website and social channels.

An even more easy-mode option is to just agree to give each other shout-outs on social media. Share each other’s newest track and tell your fans how much you dig it. (Obviously work with artists whose music you actually do dig.) The power of a recommendation is one of the best marketing tools out there.

So why does this work so well? As a musician, your fans trust your music recommendations. And if you were to recommend or work with another musician, your fans are much more likely to give them a chance than if they just happened upon a Spotify ad. To your fans, you are a trusted source. It works exactly the same when a band recommends your music. This is targeted exposure at it’s best and is one of the key strategies you can use to promote and market your music!

3. Reach out to Music Blogs

Music blogs are a great way to  reach out to new audiences and get new fans. Bloggers are always looking for fresh, new content, and the cool thing is, there are a ton of smaller blogs that are totally within your reach as an indie artist.

Blogs also tend to have a pretty niche following. This means that if your music is run on a blog, it’s guaranteed to be seen by people who already like the genre!

Do some research, find blogs that cover your type of music, and send personal emails out to the bloggers. Are there any interesting stories about your new album, song, or tour? Having a unique story will definitely help you stand out from the thousands of other musicians releasing an album. Make it as easy as possible for them to cover your story and treat them like people. Remember, it’s all about establishing a relationship.

You can also harness a similar strategy with Spotify playlists to get more fans.

Conclusion: How to Grow Your Fanbase

Now that you have some fanbase growth strategies, check out this free article and this FREE EBOOK for more tips to promote your music and sell more music, merch, and tickets.

The New Artist Model is an online music business school for independent musicians, performers, recording artists, producers, managers and songwriters. Our classes teach essential music business and marketing skills that will take you from creativity to commerce while maximizing your chances for success.

Check out the Music Business Accelerator (MBA) a new program that will help you plan your music projects, promote your music and create a sustainable career.

We also have a suite of marketing courses to choose from, including How to Build Your Audience with Cover SongsMusic Marketing 101 and the Promote and Market Your Music Super Pack.

How to sell more music with landing pages

Today I want to talk to you about selling more music. (Or merch… Or tickets.) More specifically, I want to key you in on one of the most effective ways to get fans to take that next step and support you. Surprisingly enough, this tool is extremely under-utilized by musicians…  

What is this powerful marketing tool? The landing page.

Granted, landing pages are only one part of your music promotion strategy. If you want to see how all your social media, email list, website, and store all work together to help you grow your fanbase and sell more music, download this free ebook and get 3 social media checklists.

What is a Landing Page?

We talked about using landing pages to grow your email list here, but there are plenty of other awesome ways to use landing pages.

In short, a landing page is a page on your website with a specific purpose – usually to prompt your fans to take some further action like buying your music, entering a contest, or signing up for your email list. If your fan chooses to follow through, it’s considered a “conversion” in marketing-speak.

These landing pages are simple, focused, and free of distractions. In fact, the best landing pages don’t even have a navigation or any links other than a big button.

Why? Well there’s a bit of psychology at play here. Think about your own browsing tendencies. If you’re on a page and you can see a social media feed with cool posts from Instagram and Facebook and a link to an interesting blog post, how likely are you to get distracted and click off to something else? (I know I would.)

Even if you have focus of steel, attention overload is a real thing. So, the more you can limit distraction, the more conversions you will get.

You can have as many landing pages as you’d like (and we’ll talk about all the different ways you can use them in just a minute). The key is to make sure each has a single, very specific purpose.

Once created, you can link to them from social media, a blog post, or an email.

How to Create a Landing Page to Sell Your Music?

You don’t need anything special to actually create your landing pages, though there are plenty of tools and services out there.

At the most basic level, you can simply create your own landing page with whatever website platform you use. (Think WordPress, Bandzoogle, Square, Wix, etc.)

Create a new page, give it a short, memorable URL like “www.myband.com/free-song,” and you’re good to go.

On that page, simply add an email optin form and some text telling fans exactly what they get for signing up. (Here are instructions to create embeddable forms with Mailchimp.)

Other services like LeadPages and Sumo are specifically designed to help you create amazing landing pages. BUT, I always suggest that you start creating landing pages and growing your email list NOW with the tools you have available rather than waiting until you can afford this or that software.

3 Types of Landing Pages

Different types of landing pages serve different purposes (and can look extremely different as well).

Always start by determining the purpose of your landing page.

  • Do you want to sell something (like selling your music)?
  • Are you trying to sell a low-priced item or a high-priced item?
  • Do you want fans to opt into something (like an email list or a contest)?

Once you figure that out, you can start putting your page together. So now, let’s go through a few of the most common types of landing pages, how you can create them, and how to use them.

1. Email Signup Landing Page

You probably guessed it, but this type of landing page is used to grow your email list. And it’s probably the one you’ll use most often (so read through this section a few times to let it sink in if you have to).

Most of these landing pages will ask for an email address, but you can capture other information as well. Like a first name (so you can personalize the emails you send). Or a zip code (so you can send them emails about gigs in their area).

Essentially, you’re goal is to get these fans on your email list so you can contact them.

Most email signup landing pages will literally just have an image, a bit of text, an email signup form, and a submit button. The text on the page should tell your fans exactly what they’ll get for signing up.

It’s best to offer something free as an incentive for opting in. Almost like a trade.

As an example, you could offer a discount on merch for all fans who opt in to get notified when you’re touring through their area.

Some other things you can trade for an email address are:

The key of course, is to make sure that what you’re offering resonates with your fans. Every fanbase is a little different. That means what your fans consider “valuable” may be completely different from another band’s fanbase. If you’re not sure, test some things out and see what works best.

2. Microsites to Sell Your Music

A microsite is exactly what it sounds like – a miniature website that lives on your domain. These pages are much longer than an email signup page and are usually used to sell something.

As a musician, you could create a microsite landing page for your new album. Create a URL like “www.myband.com/album-name” (obviously use your band name and the album name). Use it to tell the story of the creation of the album with text, videos, and photos. Link to a place where fans can buy or pre-order the album and also link some higher end bundles with signed merch and other exclusives.

You can link fans directly to this microsite from social media and email. All the cool information on your microsite can get fans more emotionally invested in your album and more willing to buy and can definitely help you sell your music.

3. Long Form Landing Pages

A long form landing page is usually a very long page with a lot of text explaining to your fans exactly what it is you are offering. Dispersed throughout the text should be call to actions.

This may not be the most common landing page, but it can serve a purpose – typically for things that require a bit more explanation to convince fans to convert.

As an example, a long form landing page would be a great option for a page that calls potential house concert hosts.

For many fans, hosting a house concert is completely new. That means they will be hesitant to volunteer up their personal space unless they know all the details.

To make the process easier for your fans, you could create a long form landing page that includes everything they need to know about hosting a house concert. Include details like how many guests they will need to RSVP, how big their space needs to be, if they need any kind of equipment, chairs, tables, or lights, a suggested concert schedule, and photos and testimonials from past house concerts. Include links to a form where fans can volunteer.

Landing Page or Home Page?

Can your website’s home page be a landing page? The answer is yes and no.

Yes, you can make your site’s home page into a landing page. BUT it’s probably best to keep it as a temporary thing. (Remember, landing pages typically have no navigation, so your fans won’t be able to get to any other pages on your site.)

If you’re trying to hype up your new album, you could temporarily make your album microsite into your home page. That way, anyone who visits your site will know you have an album and won’t get distracted by anything else.

If you don’t want to go all in with a landing page, you could opt for a temporary splash page instead. A splash page pops up over your homepage when a fan visits your site. It can include information and a short call to action.

Landing Page Best Practices

Okay, now that we’ve gone through what landing pages are and how you can use them, let’s run down a few more best practices for selling your music.

1. Keep the Background Simple

The content of your landing page should be the star, not your background. That means no large tiled background images (unless it’s very minimal), no bright colored backgrounds, and no video backgrounds. When in doubt, go for white (or some other neutral that goes with your site’s theme and your image.

2. Bring Focus to the Call to Action to Sell Your Music

On any landing page, the call to action should be the main focus. And an easy way to draw attention is with color. Try choosing a button color different from any other element on the page. Of course, you don’t want a completely jarring color, so pick something that fits with your theme without being obnoxious.

You also want to be sure the text you choose for your call to action is relatable for your fans. Something like “Click here,” isn’t too enticing. On the other hand, something like “Get a free song,” is obvious and valuable.

3. Build Anticipation and Urgency

The best landing pages create a sense of urgency. In most cases you want your fans to hit the page and make a decision fairly quickly. And that means you need to get to the point, be as brief as you can, and hit most of the important points up front.

You could even use countdown timers or a hard-close date right at the top to show fans that this won’t be around forever.

So if you set up a landing page to encourage fans to pre-order your upcoming album. Add a date right at the top to let fans know when pre-orders are closing down.

4. Make Sure Page Loads Quickly

This goes for any page on your site really, but it’s especially important for landing pages. Most people are just too busy to wait around for a webpage to load. They’ll move on and find something more important to do.

To increase your page’s load speed, avoid oversized images, stay away from javascript in the header of your page, and try to do as much with CSS and HTML as you can.

Conclusion – How to Sell More Music with Landing Pages

Landing pages can be an extremely effective tool to promote your music, and hopefully this article has inspired you to give them a try. Remember, you don’t need to dive in the deep end and create tons of different landing pages right away. Try making just one to start – maybe an email collecting landing page to grow your list.  From there, you can expand out your landing page strategy one at a time.

If you want more promote-your-music guidance, download this free ebook. You’ll learn how social media, your website, and your email list work together to turn fans into buyers who support your music. AND you’ll get 3 free social media checklists with tons of ideas for social posts. Click to download your free copy:

How to Promote Your Music Ebook cover copy

Content marketing for musicians

Marketing and promoting your music is a task every musician has to face throughout their career. But it’s also the one thing many musicians wish they never had to do again. With all the noise out there it can really feel like no one’s even listening to you. 

So how do you stand out and get heard? How do you break through the noise and get your music the attention it deserves?

Today I’m going to key you in on a secret – the power of Content Marketing.

The BEST thing you can do is shift your approach – instead of PUSHING your music out in front of people, you need to PULL fans in with enticing and interesting content. Make them want to hear from you. 

That’s where content marketing for musicians comes in.

Now I know “content marketing for musicians” sounds a little intimidating… But as you’ll see, you can easily turn the content you’re already creating every day into plenty of interesting and engaging social media posts, but for now let’s talk about what content marketing for musicians actually is, why it’s such an important tool to have in your music promotion arsenal, and how you can use this approach to authentically promote your music and grow a powerful fanbase.

Get more engaged fans with these content marketing strategies:

What is Content Marketing for Musicians?

Content marketing is quite literally exactly what it sounds like.

You use valuable and interesting content to draw your audience in. It’s a form of “pull marketing” where you get your fans interested and emotionally invested in what you do. Think about it like you’re pulling fans in rather than pushing your music in their face.

So that means instead of posting “check out my new song,” you release a short video telling your fans about what the lyrics mean and include a link to purchase or pre-order.

Instead of relentlessly posting announcements about your new album (you know, the “buy my new album” spam), create a blog series or a vlog series on YouTube documenting the album creation process with easy links to pre-order.

Instead of just asking fans to join your email list, offer valuable video lessons or exclusive events to make them want to join your email list.

You see the difference?

The Problem With Push Marketing

In the past, marketing was all about pushing out messages with big money to get it in front of as many people as possible and hoping some would bite. Artists with big record label backing could thrive because they had the big bucks to promote.

But in today’s social media-dominated world, this shout-louder-than-everyone-else tactic just doesn’t work (even the big labels are having trouble despite their big budgets). You just can’t shout loud enough to be heard over the crowd anymore. Especially as an indie with a minimal marketing budget.  

Now, don’t get me wrong – announcements and push marketing style promotions will always have a place in your marketing mix.

But the problem arises when you literally base your entire strategy on shouting at your fans.

Instead, turn it into a conversation, draw them in, and they will be much more interested.

Reaching The RIGHT People

I also want you to understand that you don’t need to reach everyone when you’re promoting your music. 

I know, I know… This is hard to remember in a social media world where big follower counts are glamorized. But try to keep it in perspective – the number of followers you have on Facebook or Twitter is just that – a number. And having people on your email list or following you on social media who don’t really like your music that much won’t do anything to further your career.

50,000 followers who don’t buy your album won’t help you fund your next project or go on tour. 50,000 subscribers who don’t come out to gigs won’t help you step it up to play bigger venues.

Instead, focus on finding the fans who will actually buy your music, come out to shows, and support you.

1,000 true fans is infinitely better than 50,000 followers who don’t really care. In short, it’s not about reaching more people. It’s about reaching the right people and nurturing those relationships.

This is going to influence the kind of content you release in your content marketing strategy. Always keep your ideal fan in mind when you’re creating new social posts, blog posts, videos, or events. What will they want to see? (Hint: if you’re not sure, ask them!)

Why Content Marketing Works SO Well

Let’s do a little thought experiment to illustrate just how powerful content marketing for musicians can be…

Would you be more likely to purchase an album from an artist you follow if you just saw one or two announcements about it’s release?

OR if you had been following a weekly vlog series documenting the album creation process for a month?

Most people would go for the latter.

You see? Present it like entertainment. Who wouldn’t be interested to see what goes on in the studio? And after spending all that time watching that series, the fan is invested in your project – both from a time perspective as well as emotionally.

Start Before You’re Ready

The key to effective content marketing is to start before you’re ready. Don’t wait until you have something to promote (like a new album, tour, gig, or song) to start building an audience. Fans don’t form around nothing.

Start NOW. Begin creating a fanbase around what you’re already doing everyday (even if you don’t have anything to sell yet).

Remember, the process can be just as valuable to you from a promotion standpoint as the finished product. Then, by the time you’re ready to release something, you have a captivated audience just waiting to see what you have in store for them next.

Tie in Relevant Calls to Action

Now I know it can seem counter-intuitive to use content to promote. BUT, the key to successful content marketing is adding relevant calls to action. Try to make the content you release have a purpose.

In marketing-speak, a call to action is just asking your fans to take some further action. Maybe you want your fans to vote on a merch design, pre-order your album, pre-order a ticket to a show, support you on Pledge Music, or sign up for your email list.

Let’s run down some ideas:

  • Post a picture to Facebook of you and a fan who won a merch bundle for pre-ordering a ticket to your recent show. Let your fans know that they could be entered to win free merch too if they pre-order instead of buying tickets at the door.
  • Share a short video montage on Facebook of your last email-subscriber-only live stream. Give your fans a link to subscribe to get in on the next one.
  • Make a YouTube video teaching your fans how to play your new song on guitar. Include a link where they can buy the song. (Bonus points: ALSO give fans the chance to download the tab or sheet music in exchange for an email address.)

Conclusion: Content Marketing for Musicians

Hopefully this article has given you some ideas to promote your music. Keep in mind that content marketing doesn’t have to be overwhelming. Don’t think of content marketing for musicians as a completely new approach. It’s just OPTIMIZING and sharing content you’re already making.

Now that you have the basics, it’s time to move on and master the email list! Your list will play a HUGE part in your content marketing strategy for promoting your music (and don’t worry, this is going to be painless).

Download this Free Content Marketing Guide
Content Marketing for Musicians

how to not waste time promoting your music on social media
 

Let’s talk about promoting your music on social media.

More specifically making the task of promoting your music on social media not suck. I mean, who has time to spend hours coming up with social media posts to promote your music on Facebook and Twitter?

The secret is NOT doing more to promote your music. It’s about working SMARTER – making the most out of everything you create.

Of course, there’s a lot more to promoting your music than social media. But for today, I’m going to walk you through a quick approach to making your social media efforts more efficient and more productive (so you can save time and get your music heard).

Keep in mind that implementing a music marketing strategy on social media like the one I’m going to give you today takes TIME. There is going to be very little instant gratification here, so get yourself in that mindset.

True success on social media is like a relationship (a relationship with each of the hundreds or thousands of fans you have on the platform). And like any relationship, it will take some time to develop.

That being said, I do have a jumpstart guide for you that includes 3 social media checklists that will give you the music promotion tips that the most successful indie musicians use online:

Think long term with these tips, be consistent, and after a few months, you’ll start seeing more activity.

Use Content You Already Have to Promote Your Music on Social Media

If you think you need to create a whole new set of content for promoting your music on social media, you’re wasting a lot of time and effort (time that could be spent playing gigs, practicing, recording, writing…).

Instead, think about how you can repurpose and adapt all the great stuff you already have. This is called content marketing

As musicians, we create A LOT of stuff. You know – riffs, songs, lyrics, covers, jams, live performances, albums, tones, beats, effects, and the list goes on and on.

BUT, a lot of musicians I see out there promoting their music online don’t actually use half of the stuff they create. And that’s a missed opportunity.

I know, there is a bit of a balance to find here. Especially if you’re working you way up to a big album launch you don’t want to give everything away before the actual release date. But giving away little pieces here and there can actually get fans more excited for the release as you build up the anticipation.

Today, take a few minutes to look at all the creative work you do every day.

  • How much of it are you actually sharing with your fans on social media?
  • How can you start weaving the content you’re creating into your music promotion strategy?

If you want our free guide on How to Promote Your Music with 3 Social Media Checklists (CLICK HERE).

Music Marketing is All About Frequency and Consistency

Okay, one quick aside before we get into how to actually create your social posts…

A lot of musicians have this mindset that their work can’t be released until it’s 100% perfect and finished. And that it needs to be released in its entirety or not at all. The result is often long periods of radio silence on social media followed by frantic promotion of the new thing.

At the most basic level, success on social media is all about balancing frequency and consistency. The more you post (as long as it’s quality, interesting posts), the more of a response you will get over time. Fans will start to expect and anticipate your posts.  

Which means that radio silence is actually hurting you when you get around to promoting your album or next big thing. (Especially on Facebook where the algorithm favors posts that get more engagement.) Less fans will see your promotions, less fans will respond to your promotions, and you’ll start feeling that social media is a waste of time.

So try to focus on getting some kind of posting rhythm down. After some time you’ll be in a much better place to promote your music (and have your fans actually notice your posts and respond).

Before you move on, look at your social accounts and figure out how often you’re posting.

  • What does your schedule look like?
  • Are there any gaps?
  • How can you be more consistent?

Splinter Your Content

Now we’ll move a little deeper and start talking about how you can actually take something like a new song, a new video, or a live performance, and turn it into multiple social media posts – posts that will get your music heard by more people.

I like to call this “splintering” your content. Think of it like taking a big thing – like a song – and breaking it down into smaller pieces that you can post on social media. Each of those smaller pieces will lead fans back to the full song.

So for a single song, here are some “splinter” post ideas:

  • Take a quote from the lyrics. Post as is or create an image with the quote. You can probably get a lot of quote posts from a single song
  • Open up and share the meaning behind the lyrics. You could create a post, a blog post, a short video, a live stream, or all of the above.
  • Create a short video (or do a live stream) walking fans through the tones (or beats, or pedal board setup…) you used in the song so they can recreate the sound
  • Share photos of the lyric sheet or lead sheet
  • Do a playthrough or tutorial of a certain riff or beat
  • Create a “making of” video series for the song
  • Post a lyric line you’re working on and ask your fans to finish it with their own words
  • If any of your fans cover the song you could share that too

See what we did there? That was just one song and we got a ton of social posts. Individually, these posts don’t give away the full picture of the song. Many of these ideas can be used in the days leading up to the song release to create hype.  

Exercise: Splinter the Content You’re Working on Right Now

Try to do this exercise for something you’re working on right now. Make a list and brainstorm everything and anything you could splinter off from that main piece of content. You don’t need to use all the ideas you come up with, but write down everything that comes to mind and proceed from there.

Use Automation to Promote Your Music on Social Media

Okay, so now we have all these social media post ideas. You probably don’t want to post them all at the same time. (Remember – consistency is key). So that means you need to space things out over time.

And that’s where automation comes in.

Automation tools help you pre-schedule posts on many different social media platforms so you don’t need to be constantly remembering to post on social media. That way, you can get your promotion over with and allow yourself to focus completely on music.

Check out these tools:

  • Hootsuite – this will allow you to schedule posts for multiple different social platforms. The free version allows you to post to 3 different social channels
  • Facebook (there’s a scheduler built right in. Instead of choosing “post,” choose “schedule” and pick a date and time you’d like it to hit your page)
  • Tweetdeck – this is a great free platform for posting, scheduling, and monitoring Twitter
  • Buffer – the free version allows you to schedule and manage 1 account from each social platform (so you could have a Facebook, Twitter, Instagram, etc). You can schedule up to 10 posts at a time per social account
  • SocialOomph – the free version only allows you to schedule and monitor Twitter, but the paid version covers multiple different platforms

Be Relevant and Authentic

A little word of caution. Automation can be overdone. The very purpose of social media is to be able to connect with your fans authentically and in real time. If you’re pre-scheduling all your content out weeks or months in advance, you’re totally missing that real-time connection with your fans.

So, here’s what I suggest… Create your posts by splintering up your content, schedule them out for maybe a week or two, and then make time each day to post something relevant that you’re working on right now and respond to comments and messages.

If you take the time to implement these steps over the next few weeks or months you’ll start seeing major changes. And not just in how much attention your music attracts online.  But also in how much time you’re spending promoting your music on social media.

If you want more concrete examples of social post ideas, don’t forget to download your free social media guide and checklist! Here’s the link again:

If you want our free guide on How to Promote Your Music with 3 Social Media Checklists (CLICK HERE).

emailing music bloggers

Emailing music bloggers, music venues to book gigs, and other industry people like press outlets and record label execs is just downright frustrating for a lot of indie musicians. More often than not, you put all this time into your emails, and then when you hit the send button, you never even get a response.

There are a lot of factors that go into whether or not your emails get opened, read, or responded to, and unfortunately, a lot of them are out of your control. But today, we’ll go through a few things you can do to increase the chance your email will get noticed and taken seriously.

The key to writing effective emails is to touch on the points specific to the recipient. If you want to get a response, you need to know what the person on the other end is looking for and write an email that peaks their interest.

So how do you write emails that get responses from music bloggers, press outlets, and record label executives? Take a look at the tips below.

Keep it Short

Most people that you’re going to want to reach out to are short on time, so be respectful of this. It’s important that your email is as short and as easy to read as possible.

It sounds counter-intuitive, but it’s often more difficult to edit your message down into something really concise. As musicians, we have a tendency to want to tell our whole story, but that can make your emails very hard to read and very difficult to understand the purpose of the email.

With this is mind, when emailing music bloggers and other industry people, it’s best to write your emails in steps. First, write down the purpose of your email. Do you want to get a blogger to review your album? Or get a local news outlet to cover your upcoming tour?

Once you have that, take a first-pass and write down everything that immediately comes to mind. Then, do a series of cuts. For each sentence, ask yourself, “Is this really important to the person I’m emailing? Does it support the purpose of this email?” If the answer to either of those questions is “No,” cut it out.

Writing short emails will take more time, but it’s respectful to your busy recipient. Remember, the average human attention span is just 8 seconds, so try and keep your emails under 5 sentences.

Write better emails that get noticed with these 10 email templates:

 

Use a Website or EPK for Supplemental Information

Continuing on a similar point, if you feel like you absolutely need to include some additional information about your band, you can add it to the email without clouding or confusing your message by linking to your website or EPK.

If you’re emailing music bloggers to review your new album, rather than telling them about your band’s formation history and where you’re from, link to a page with this information in case the blogger wants to learn more (like a bio or an EPK), and get straight into the details about your new album.

Including too much background information is a sign of inexperience and dilutes your email’s message. It can easily turn people off, resulting in fewer responses to your emails.

Make Use of White Space

Not only do emails need to be short, but they must also be very easy to read.

Most people don’t read entire paragraphs – they scan them to pick out important points.

To ensure your recipient is getting all of the information you want them to get from your email, space things out so the email is easy to skim. Here are some tips:

  •      Write short, 1-2 sentence paragraphs.
  •      Make use of white space.
  •      Make use of bullet points and numbered lists.

Write Compelling Subject Lines

Of course, the first step in getting a response is to get your email opened and read, and that means you need to have a great subject line.

Here are some things to keep in mind when constructing a compelling subject line:

  •      Keep it short.
  •      Include the recipient’s name, if possible.
  •      Hint at what’s inside.
  •      DON’T USE ALL CAPS or overuse exclamation points!!!!

Use the Recipient’s Name in the Email

If you’re emailing music bloggers, rather than opening your email with “Hi [Music blog name]” you want to include the recipient’s name directly.

This simple addition shows that you put in the extra effort to actually do the research and will set you apart from the vast majority of emails that hit the inboxes of music bloggers. 

Failing to include the recipient’s name can make it feel like the email was sent automatically (even if it was not). Remember, there’s a real person on the other end of every email you send.

Getting your music featured on blogs is one of the best ways to promote your music. Hopefully these tips have given you some ideas that will help you get noticed by music bloggers.

As you can see, getting your music covered on blogs and other news outlets isn’t all about luck. There are easy tweaks and strategies you can use to get your emails read and taken seriously. If you want more up-to-date and practical indie musician success strategies, check out the full online course. Or sign up to get the Hack the Music Business ebook for free.

how to make free music make money

Technology. It’s provided a lot of really cool opportunities for musicians. I mean, now you can create incredible quality music with your laptop, you can release that music to the world with the click of a button, and you can connect with a global fanbase from your home.

But – and this is the big but – for a lot of musicians all that opportunity hasn’t necessarily made their lives any more secure revenue-wise.

I’m sure you know the story… Free music is everywhere so it feels like no one is willing to actually pay any more. Even music instruction is available for free online on sites like YouTube now so even side income from lessons seems to be dwindling.

As a result, the average musician – whether it’s your career or passion project alongside your day job – seems to always run into the same brick wall: “How do I compete with FREE?”

What if I told you that you don’t have to compete with free music? That you should embrace “free” into your approach for promoting your music?

No, I’m not saying renounce money and go live in a cave with an acoustic guitar. I’m saying USE free as a stepping stone – a point of entry for new and potential fans to come into your camp and get turned on to your music and a small piece of your overall approach. Let’s take a look.  

Free Music is One Part of the Bigger Picture

A lot of musicians will look at the idea of giving away free music and think they are just throwing away potential income. But it can actually have the opposite effect. It can help you create fans who will buy more music, merch, and tickets – if you use it correctly.

Think about how you discover new music. Let’s say your friend recommends a really cool new band. Are you going to go out and buy their album right away? Probably not. You’re going to get on YouTube or SoundCloud and listen to a few songs and make your decision from there.

So once someone has heard a song on your YouTube, what’s the next no-brainer step they can take? They can download it for free by trading their email address. It’s a little bit more of an investment on their part because they’re giving you access to their inbox. But it’s still a relatively painless step.

And now you’re getting permission to contact them again – and that’s key. That contact will open up the door for you to send them more cool stuff they can buy. So we’re opening up the potential for them to be repeat buyers.


Not sure what to send your fans when they join your email list? Download these 10 free email templates: 10 Attention-Getting Email Templates for Musicians


One Size Does Not Fit All Fans

And now to dispel the common myth: Fans DO want to spend money. They want to support you – it’s up to you to one, give them the opportunity to, and two, figure out what they want to buy.

Giving stuff away for free can also help you piece together the puzzle to figure out what fans really want to buy.

Here’s the thing. As musicians, we tend to group everyone into one category – fans. And that category includes everyone from people who literally just found your music to hardcore fans who have been following you and supporting you for years.

But all of those fans have different interests and want to buy different things. Some fans might like collecting merch. Other fans may be musicians themselves and would be totally into lessons and instructional videos. And some may want signed stuff and exclusives. So if you just give them a chance to buy a $10 album, you’re missing out.

Get to Know Fans’ Interests

Here’s where free stuff comes in. Seeing which fans opt into which free offer can give you hints at what they’re interested in.

So someone who wanted one free song may be interested in buying the full album. A person who entered a contest for a chance to win a big merch bundle may be interested in buying a new merch design you come out with. A fan who opts in to get a gear list for your pedal board may want to buy a bonus version of your album with the Pro Tools files for remixing OR PDFs of the tabs and sheet music. And a fan who comes to your live Q&A streams on YouTube may be into meet and greet packages at upcoming gigs.

In most email programs, you can mark these interests automatically by segmenting your list into “groups”. You can then add hidden form fields on your opt-in forms.

So try to go beyond just offering free music. Think about the things you can sell and figure out what you could offer for free to sort your fanbase by interest. This is where free stuff gets to be really powerful in your overall approach.

Build a Ladder

Once you get some free offers in place you can start building a ladder – something that will work your fans up towards bigger purchases and move them into the realm of superfans. Start piecing together your free offers so you’re constantly giving your fans free stuff and simultaneously figuring out more and more about them and what they want.

This approach is taken out of the New Artist Model Essential Music Business Course. As you can see, the strategy is designed especially for indie musicians to work in today’s modern music environment – not the industry of 10 years ago. If you want more up-to-date and practical indie musician success strategies, check out the full online course. Or sign up to get 4 lessons for free

Get more Twitter followers

Image via Depositphotos

Twitter is a great channel for promoting your music and engaging your fans online. However, for it to be effective, you need to get more Twitter followers.

First off – what you should not do. Don’t buy followers unethically online and risk getting your account banned, or buy ads to promote your account ( the cost of this can add up quickly). For the most part, you’ll just be attracting numbers – a.k.a. people who don’t actually engage with your content or support your music and just serve as a validation number. And what’s that really worth?

Your best approach is to grow your Twitter account by getting in front of potential fans organically.

Now, just because we’re talking organic doesn’t mean you need to just sit around and wait. There are some things you can do to get more Twitter followers and get your tweets out there, and here are 5 options you can try.

Want more music promotion tips? Click here to download this free ebook to learn how to promote your music, and get a ton of free social media checklists and post ideas.

1. Stick to the social media rule of thirds to get more Twitter followers

Social media isn’t about self-promotion, it’s about engagement. People follow you because the things you share are of interest to them, not so they can be sold to.

Many musicians make the mistake of tweeting only when they release new music or merchandise, and making almost all of their tweets about their music without engaging their fans.

Instead, split your tweets up as follows:

  •      One-third of your tweets should be promotional.
  •       Another one-third of your tweets should provide value to your fans.
  •       And the final one-third of your tweets should be engaging.

So instead of only tweeting about your merchandise and new music, reply to tweets from fans, engage them with questions, share what you’re working on, or even give them tutorials for how to get your sound. They’ll love hearing from you, and the replies from them can get you seen by their followers.

Plus, you’ll find that with this method you have a lot more to tweet about. As a musician, you’re producing really awesome content every single day, whether it’s new lyrics, new tones, new songs, riffs, beats, covers, performances, and gear. When you start thinking of social media as sharing engaging and interesting content instead of just promotion, it opens up a world of possibility.

2. Mention other artists in your Tweets

With social media, it doesn’t have to be all about you. Another effective way to get more Twitter followers is to mention other similar artists in your tweets.

It could be as simple as doing short, Twitter video mini covers of some of your biggest musical inspirations. Share the video and @mention them.

You could even just share some of the songs you’re digging at the moment. Share a tweet with the song you’re currently vibing off, or create a playlist of your favorite tunes. Once again, in both cases @mention the artists. Fans love getting music recommendations, especially from artists they respect. Plus, it’s a great way to get a conversation started about shared musical taste.

Not only that, including other artists in your tweets can get your content in front of their audience, which can grow your following. The mentioned artists may even give you a retweet.

3. Follow and reply to similar artists

Engaging other artists within your music scene can be an effective way to get yourself noticed by fans interested in your style of music and get more Twitter followers. But above all, it’s one of the best ways to start building yourself a network of musicians who you can work with on collaborations, joint gigs, and even cross promotions.

Find similar-sized artists who have a compatible sound to yours, follow them, and start engaging them. Like and retweet their music, and start building relationships with them. It’s all about giving before you receive.

Doing this can get your tweets in front of their followers, and may result in them following you back and returning the favor. These relationships can also result in future collaborations with mutual benefits.

4. Know when to tweet

When you tweet is almost as important as what you tweet.

The most popular time to tweet is noon-1pm, but tweets sent between 2-3pm get the most clicks on average. Use a combination of some of the Twitter data you can find online and intelligent deductions you can make from your Twitter analytics. So, for example, if you’re seeing that most of your audience is 13-17 or 18-24 you may want to tweet after 3PM when most of your fans are out of school.

Experiment with different times to see what results in the most engagement and use your analytics to guide you. If you simply send tweets at the same time every day, you’ll never know if there’s a better option.

5. Use trending hashtags to get more Twitter followers

Hashtags are a great way to increase the reach of your tweets.

Look at what’s trending on Twitter using their website, then get creative and compile a tweet that makes sense for that hashtag. You can also use tools like Trendsmap to see what hashtags are being used in different locations, which can help you use hashtags to your tour based tweets in front of a targeted audience.

The key is to be relevant – don’t just jump on a hashtag train if you have no business joining the conversation. Think about your ideal target audience – the fans you want to attract – and ask yourself: “Will they be using this hashtag?” If not, don’t waste your time. Sure, you might get your tweet seen by a lot of people, but if they’re not the kind of person that will become a fan then it’s not worth your efforts.

Remember – with social media, it’s all about picking your battles and consolidating your efforts so you get the most benefit from your limited time. [free PDF: The Musician’s Guide to Getting More Done]

Let’s talk social media. It’s something we all do as artists, but a lot of musicians aren’t using it to it’s full potential. Maybe you’re posting to Facebook and Twitter everyday but feel like your efforts are wasted because you’re not seeing any growth. Or maybe you don’t post as often as you should because you don’t know where to start. These are problems every musician will face their entire career.

The problem, I think, lies in the fact that we often will dump all social media channels into one big category. The term “social media” includes Facebook, Twitter, YouTube, Instagram, Snap Chat, Pinterest, Linked In, Google Plus, and whatever else is out there. But all of those platforms couldn’t be more different!

Let me explain. Instagram is all about images. As an artist, you would post visually interesting photos relating to your music, use the description and comments to engage with your followers, and use relevant hashtags to try to reach new fans. If you tried to use that same approach on Facebook people would think you’re crazy. That’s because the way these two platforms work is completely different.

I’m sure you’ve run into “that guy” who just pushes out the same message to all his social channels. More likely than not, the message comes out formatted incorrectly on a few platforms because they didn’t take the specific requirements of those platforms into consideration when they posted. You end up with links in Instagram photo descriptions (even though they’re not clickable), messages that span across 3 tweets, and Facebook posts that go on and on in one big long paragraph.

The best solution is to get to know the social platforms you use. And I mean really get to know them. Pick one or two to focus your efforts on and learn everything you can about what to post, when to post on social media, how to format your posts and photos, and how to attract new followers on the platform.

To help you get started, I wanted to share this infographic from Start a Blog 123. It breaks down the best times and days to post on each platform as well as a guide that breaks down the best image sizes so you don’t get your awesome photos cut off!

when to post on social media

music promotion

This article is written by our friends at feature.fm. feature.fm is the first ad platform built exclusively for music, giving you access to promote your music directly inside streaming services. Play your songs to your target audience at the right time. Understand how people genuinely respond to your music with real-time insights so you can make better decisions about how to further develop and promote your songs.

Think about all of the apps on the app store. App developers spend years of their lives mastering coding, using computer keyboards as their instrument. They spend countless hours developing apps they truly believe in, then they release those apps into then world for free. And usually no one downloads them. Sounds familiar, huh?

Just like apps, a ton of hard work, time, and money goes into creating an album, but that’s only half the battle. Despite spending countless hours in the studio, the biggest challenge most artists face is getting their music heard.

As a start up company ourselves, we can tell you that going to market and promoting your product is just as important as creating an amazing product itself. And as an artist, your product is music! Think about it like this: You can spend years working on your chops, writing perfect songs, and creating an amazing album, but if you just upload it online and hope someone will listen to it, you probably won’t be successful.

The Value of Music Promotion

The key to getting noticed is your music promotion – marketing, advertising, and PR. This is what gets you visibility after you’ve created a great product. And yet, most artists aren’t willing to spend half as much as they do on the recording process. Why?

Businesses spend tons of money on marketing and promotion. It would be insanity to spend time researching and developing a new phone or gadget and then put it up for sale without telling anyone. It’s the same with your music.

There are plenty of things you can do to promote your music for free using your email list and social media, but you shouldn’t be afraid to invest in your promotion and focus as much as possible on getting people to actually hear your music. It’s all about airplay and exposure. Don’t miss out on gaining real fans by worrying too much about immediately getting paid. If you truly have great music, it will pay off and people will keep listening. If you believe in your product, then it’s worth the investment.

The Power of a Play

If you look at yourself as a start up, then music is your product. But unlike say, a phone, whose use and purpose can be explained, music’s value is different to each individual. Would you become a fan of a band without ever having heard their music? Probably not. Music is emotional and needs to be experienced to understand the value.

That’s why the best way to promote a song is to play it to people. And if you want to play it to people, you need to be where they listen – inside streaming services.

The Changing Listening Environment

Sure, people listen to radio too. Radio has always been king when it comes to breaking a new artist or getting exposure. It’s a great place to reach a mass audience and is also the one time that people give up control over the music they are listening to, making it extremely powerful for music discovery. Most artists, however, will never be able to get their music played on terrestrial radio.

The power of radio hasn’t changed, but the way people listen to the radio has. Now that people are transitioning into streaming services, it opens up a powerful new platform to reach listeners – one that’s totally accessible for low-budget indie musicians.

The New Music Economy

Fans are willing to support their favorite artists and pay for music, just not in the same way they used to. There is a fundamental change in the psychology of what it means to pay for music. The days of “Here’s my music, if you want to hear it, pay,” are over. The new approach should be “Here’s my music, if you like it, support me so I can make more!”

This means getting your music heard is your acquisition cost to gain new fans. Once you build up your fan base through exposure, you can offer your fans many ways to support your music whether it’s through concerts, merch, crowdfunding, or anything else that you can sell to them.

Why we Built feature.fm

Feature.fm is an ad platform built exclusively for music, opening access for all artists to promote their music inside of streaming services and letting fans buy sponsored song plays to support their favorite artists.

Ultimately, 91% of artists are undiscovered and we want to help more artists find their fans in the most efficient way. Instead of an ad, we’ll actually play your music to streaming listeners.

Learn more about feature.fm

Social media is a cornerstone to the artist-fan relationship today. With that direct connection you can find a fanbase, and develop a connection with your fans (something that wasn’t possible in the past), and even sell music. Social media really puts your music career in your hands!

But with so many options out there it can get totally overwhelming! Every platform gives indie musicians a unique way to connect with their fans. Twitter is great for fun, little engaging conversations. Instagram gives your fans insight into your daily life. And YouTube is almost like talking with your fans face to face.

But with each new platform comes new rules, formats, and strategies. Image specifications are different on each and every social platform, the optimal posting times vary from platform to platform, and even the people are different! You’ll find that some social channels cater towards fairly specific audiences and demographics.

To help you make the most of each platform you’re using to promote your music, check out this infographic. If you want to promote your music on social media, this is going to be your best friend.

You’ll learn:

  • The best image sizes and formats for your posts and profiles on each social media platform
  • Keyboard shortcuts to save you time
  • The best days and times to post so you get the most exposure
  • Social media tools you should be using every day
  • Easy tips that will help you get more engagement
  • And a quick guide to writing headlines for your posts

And if you want to take it even further and really step up your email promotion as well, download this free ebook. You’ll learn what to send your fans to create more engagement and how to email music industry people to unlock more opportunities. Plus, you’ll get 10 free email templates and examples that you can start sending to your fans today. Just change out a few words and press send!

This infographic is from On Blast Blog.

Promote Your Music on Social Media Cheat Sheet

indie-musician-promote-your-music

Image via Paul Katcher on Flickr

There are a ton of music strategies out there that will help you grow your fanbase, get more gigs, sell more music, sell more merch, and grow your social media following. I’ve even shared a lot of them on this blog. However, I know a lot of people get frustrated when these music strategies don’t result in the amount of growth and progress as they expect.

The truth is, most of these music strategies just cover the first few steps. Using great hashtags, posting regularly, releasing great content, and following relevant people on Twitter and Instagram will definitely grow your following. But if you’re not converting those followers to email subscribers or driving them to your website you may have a hard time making more money.

Adding a clickable cover photo to your Facebook page that links to your email collection page will certainly grow your email list. But it’s only the first step. An email list is just a number unless you follow through, send relevant emails, and drive those subscribers to take action and purchase your music, merch, or tickets.

In the same way, collaborating with other musicians and bands to get gigs in new venues and cities will certainly get you in front of a new audience, but if you don’t find some way to connect with those people online via email or social media, they may never hear from you again.

Releasing awesome YouTube covers and drawing in a huge audience from organic search is great. But even if your video goes viral and gets millions and millions of views, it’s not worth much unless you use the video to funnel those viewers to connect with you on social media, via email, or buy your music. After all, they could just click off and never find you or your music again.

As you can see, it’s all connected. Your live performances, your social media growth, your email list, your music sales – it all funnels into and loops back to one another.

I want you to start thinking of all the different aspects in your music career as a seamless flow rather than a bunch of unconnected music strategies.

Avoid thinking, “If I get more followers on social media I’ll be successful,” or “If I work on writing better emails I’ll be successful.”

If you want to be successful, you need to think about the flow between all these different strategies. “How can I get more gigs,” funnels into “how can I grow my following on social media,” which funnels into “how can I drive more traffic to my website,” which funnels into “how can I grow my email list,” which funnels into “what can I send my email list to drive sales,” which funnels into “what products can I offer my fans.”

It’s not a strategy, it’s a process. I recently created a social media guide that covers this same concept, but focuses on promoting your music in the online world. In the guide, we go through the flow from fanbase growth to making sales. If you’re interested, I’m giving this How to Promote Your Music guide away for free. You can download it here.

PromoteGuideSocial

Top 10 strategies for indie musicians

Photo credit: http://bit.ly/1dCOr9T

One of the best ways to grow is to look at what’s worked for other indie musicians and adapt it to your own career. I’ve compiled 10 great strategies with 10 real examples to get you going. A lot of musicians I’ve talked to think they can’t start making strategies to move their career forward until they’re making money, until they take some business classes, or until they get a manager. The coolest thing about these strategies is that you can start using them TODAY.

To learn more strategies that you can be applying to your music career right now, signup to get our most popular ebook, Hack the Music Business for free

Here’s strategies 6-10. (You can find part 1 right here.)

6. Find Your Niche as an Indie Musician

The best way to get a really dedicated fan base is to start small. Start local and move up from there. Just focus on your town or city and build up a strong following. Stay after your gigs to get to know your fans. Give them something really valuable and unique. Once you’ve conquered your local scene, move on to the next city. Its a long process, but in the end you’ll have a lot of people who are very excited about your music.

In the same way, you should really focus in on a niche. This can be anything you want – a genre, a attitude, a belief. Aligning with a niche creates the opportunity for a connection – chances are there’s a lot of other people out there who are just as excited about that niche as you are!

Eileen Quinn, is a songwriter, indie musician, and sailing enthusiast who combines her two passions into one by writing sailing songs. She targeted a market that isn’t already saturated with music – the sailing market – and was able to really be the star. It may seem like she limited themselves in terms of audience, but in the mainstream music industry they would have been just another artist. In their specific niche, however she was able to really stand out!

7. Get Your Fans Talking

As an indie musician today, you’re most likely in charge of your own marketing. Music promotion can seem like a completely daunting task if its just you trying to get the word out, but you actually have a whole team of marketers just waiting to share your music – your fans!

With the constant presence of social media and the internet, most music fans today are bombarded with more information than they can possibly process. As a result, most music fans look to recommendations from trusted sources for new music. These trusted sources could be a good music blog but more times than not it comes from a friend.

The Wild Feathers were a group of indie musicians out of Nashville, TN. In the week leading up to the release of their self-titled debut album, The Wild Feathers made the album available early at their live shows. On top of that, the band gave their concert-goers a little surprize. Every album sold included two CDs – one to keep and one to share with a friend. (Source) By selling the album early they are specifically targeting their superfans – the ones who would travel hours just to get their hands on the album before everyone else. Because they are so passionate about the music, superfans are also most likely to tell their friends about The Wild Feathers. Giving them an extra CD to do just that really empowered their superfans to share.

8. Develop a Brand Strategy

“Branding” and “artist image” aren’t new concepts at all. Since the beginning of music artists have been defined by genre and personality attributes. Especially today, there are so many people out there trying to make it as a musician that you really need to consider why people would buy your album or go to your show instead of someone else’s.

There are two common approaches when it comes to defining a brand. Some indie musicians like to list every single genre they draw influence from. On the other end of the spectrum, some artists are afraid to even approach the task of labeling themselves. No brand is just as bad as a confusing one.

You don’t have to confine your brand to just musical style. Weave in elements of your personality, your beliefs, and your attitudes. Before  Sum 41 made it big, they had a hard time getting a record deal because many labels thought they were just another Blink 182 imitation band. The labels only heard one dimension of the band – their sound. It was their image, personality and attitude that really set them apart and got them the deal in the end. The band took camcorder footage of them goofing around and edited it into an audio-visual EPK. The resulting seven-minute hilarious video showed the labels that they were more than just punk music. They were characters and they were very good at projecting their character through media.

9. Find a Balance Between Free and Paid Content

Your music is valuable, and you can ask people to pay for your music in a variety of ways! Remember that money isn’t the only form of payment that has value. Information can be just as valuable or more than cash in many instances. Free music is one of the most effective ways to grow your fanbase. Even big-time musicians like Radiohead and Trent Reznor have used free music to their advantage. The key is to have a reason for free.

When trying to navigate the realm of paid content don’t let yourself be restricted to the typical music products like the CD and tshirt. Services like BandPage Experiences allow you to sell unique products and experiences to your fans. The sky’s the limit, and the more personal the products and experiences, the better. Rock Camp used a BandPage Experience to host a contest, allowing guitarists to purchase entries to win a spot at the Ultimate Musician’s Camp. Anberlin used a BandPage Experience to sell all access passes to their tours.

10. React to Opportunity

In music, opportunities pop up when you least expect them, and it’s your job to be ready! These opportunities could be anything from a pick up gig, to a publishing deal to a chance to collaborate with a local musician. Either way, the indie musicians that can react quickly are the ones who succeed. While you want to take the time to weigh your options, remember that overthinking an opportunity can be just as bad as under thinking. There comes a point where you need to just decide to take the leap or not!

Amanda Palmer made $11k in two hours by jumping on an opportunity. (Source) Palmer was tweeting with her followers about how she was once again alone on her computer on a Friday night. Fans joined in the conversation and a group was quickly formed – “The Losers of Friday Night on their Computers.” Amanda Palmer created the hashtag #LOFNOTC and thousands joined the conversation. When a fan suggested a t-shirt be made for the group Palmer ran with the idea, sketched out a quick shirt design and threw up a website that night. The shirts were available for $25 and two hours later Palmer had made $11,000!

There are plenty of articles and guides out there for music marketing. Many of them stress the need for a website, a social media presence, and the live show. This article from Music Think Tank stresses one marketing effort that is often overlooked – collaboration. Collaboration can be used in all aspects of your career, from the live show to songwriting to recording.

When you’re writing, collaborate with another songwriter for a song or two. Try to pick someone around you level or just above you in terms of fan base size. That songwriter will surely tell their fans about the collaboration. Since fans tend to trust the opinions of the artists they follow, some of them will probably check your music out. You’ll probably gain some new fans in the process!

The same goes for recording and touring. When growing your fan base, you need to establish trust if you actually want people to take time out of their day for your music.

This article, by Shaun Letang, was originally posted on Music Think Tank.

1. Climb the Ladder with Your Collaboration Efforts

OK, so the first thing you can do to promote your music better isn’t actually something many musicians associate with actually being a form of promotion. Collaborating with other musicians can actually be a great way to get out there. Making songs with a well known act can actually mean you can get in front of their fans. It may also mean that you gain a higher perceived value for working with that act, and it can be a good note on your CV when looking for other music related work and opportunities.

The thing is though, it’s very unlikely you’ll get collaborations with big names in your genre (unless you already know them). You see, their time is precious, and they’re not just going to collaborate with every up and coming act out there. The solution? Using the ‘ladder’ method.

What you want to do is categorize any talented musicians in your genre into different levels based on how big they are. Usually, while the biggest acts won’t be willing to work with you at this stage, some of the lower level acts will be – with enough incentive. So what you do is approach those acts which are slightly bigger then you, and do collaborations with a few of them. Not only does this get you in front of their audiences, but it also gets you associated with being at their level.

Once this is done, start looking to the next step of musicians who are that bit more popular then the last group you approached (and are now in yourself). Do the same; collaborate with them, get in front of their audience, and become thought of as being on their level.

Rinse and repeat, each time working with bigger acts and getting a bigger reputation yourself. The good thing is, once people start seeing you’re working with lots of people in your genre, they will want to start working with you too. You’ll be the hip new people on the block that everyone wants to be associated with.

2. Climb the Ladder with Media Outlets You Try to Get On

OK, this method of promotion is pretty similar to the last one, only with platforms to get yourself out there.

If you’ve ever tried to get covered by a big website, TV channel or radio station, chances are you didn’t hear back from them, or got rejected. Again, these places aren’t looking to work with just anyone; you need to prove you’re noteworthy and worthwhile for them using one of their exposure slots. As you may have guessed, the above ladder method works here too.

Start out by getting on smaller platforms and websites, and build your way up. Get all of these previous places you’ve appeared on your music CV. Include their logos on your website. Make it clear people are talking about you.

Gradually build things up, networking with new people along the way. You will find more and bigger opportunities become available to you, as the music industry is full of people who don’t care until you say you’ve worked with ‘x’ amount of their competitors. So keep climbing that ladder.

3. Master Your Gigging Game

So I could say to you, “Gig because it’s good exposure and you can make money from it.” I want to give you more, though. The thing is, anyone can gig. That said, what are you doing to set your gigs apart from 95% of other musicians in your genre?!

Practicing your lyrics is one thing, but mastering your show is something else altogether. Remember, as a musician you are an entertainer! It’s your job to entertain. Yes, that might just be in the form of your voice in rare cases, but in the majority of cases your whole stage presence also factors into things.

When people leave your show, are they going to remember you as that person with good lyrics and a good voice? Or will they remember you as that person who stood out and outshone all the other performing acts that night? I hope you aim to achieve the second one.

So what can you do to achieve that? Well first of all, find out what works in terms of stage presence. Load up YouTube and search for the best live acts in your genre. See how they command the stage, see how they move, and see how they interact with the audience. Does it work? Is it something you can do and build on? Most of the time it will be, so be sure to build yourself as a overall great performer, rather then just someone who has good vocal ability.

To see the full article and see the other 3 music marketing tips, visit Music Think Tank.

Do you think collaboration is a good way to grow a fan base? Share your thoughts in the comment section below.

YouTube and music work very well together. You can easily hype up a new release, create awareness for your music, and engage with your fans by giving them exclusive or more in-depth content.

Check out this infographic from The Music Bed to learn more about the tools YouTube has to offer.

Infographic YouTube

There are tons of ways to promote your music today with various apps, websites, and services. There are also many things you can do for FREE to help raise awareness for you, your music, and your live shows. To get a better idea of some of the things you can be doing to promote your music, check out this list from Music Think Tank of 49 free promotional tools and methods:

#6 Upload your music to Soundcloud

Soundcloud is arguably one of the best sites to host your music on, especially now that they’ve announced heavy integration with many of Google’s services. If you haven’t already, upload your music on Soundcloud, tag it well, and encourage fans to leave comments on the tracks.

#13 Reward your fans & raise money using Pledge Music

Pledge Music is a great service for simultaneously raising money for your release (or tour, or video) while developing loyalty with your existing fan base, by offering them cool experiences and gifts for ‘pledging’ on your campaign.

#18 Write a guest blog post on a high profile music blog

There are a handful of artists who I only know because they blog heavily on music industry websites. Tommy Darker, Brian Hazard, and Simon Tam are all musicians who I probably wouldn’t have connected with if it weren’t for their participation on blogs like Music Think Tank. If you enjoy writing and have some constructive criticism or ideas on improving the way in which the music industry functions, why not put a post together on one of these sites?

#19 Create a list of relevant bloggers & befriend them

In most genres there is still a collection of music bloggers who influence the listening decisions of many people. This is most certainly the case in the R’n’B and hiphop World. Use sites like Hypem to create a list of potential bloggers, and then begin communicating with them (but don’t jump straight to promoting your music).

#25 Set up a mailing list on Mailchimp

If you don’t have a mailing list set up, fix that. Now.

#39 Tag your fans in photos on Facebook

The image below is of a genius marketing campaign by DJ Tiesto. He put up a banner of himself in the entrance to one of his shows, and his fans got photos taken in front of it. Afterwards, he uploaded all of these photos to Facebook for fans to tag themselves in. This is so effective, because the friends of the fans who were tagged would have then been exposed to DJ Tiesto. Another easy, free, powerful tactic.

To see more, check out the full post on Music Think Tank.