Whether you’re in a band or you’re a solo artist or producer, you’re probably going to have to rely on yourself when it comes to promoting the music you make. And that’s totally fine! We live in an era where the platforms for communication and promotion are in the palm of our hands. That’s a huge plus, but at the same time it also has negative consequences, creating an oversaturated market for independent music. But that doesn’t mean you should give up these tools if you want to build a fanbase online.
It’s important to use digital promotion for your new releases, music videos, tours, or even just to make you or your band more recognizable. By doing this process, you’ll discover more and more opportunities to build a “brand” around your music.
Many artists hear the phrase “digital marketing” and think it’s a thing that requires hard work and years of experience, but there are actually many simple ways you can start an effective campaign. Establish your social media presence, create a stream of content to distribute, get your stuff together in one place, build an email list and send out your music to online publications – all of these efforts you can make early in your career.
Expand your online presence
As you start to develop a plan and get ready to start your promotion, it’s important to put everything you need together and think about where it’s going to be online. If the head of a label or booking agent suddenly wants to know everything about you, can they find that information effortlessly? Or will they have to wade through a series of blank profiles and broken links to finally listen to your music and get a general impression of what you are like?
Electronic Press Kit (EPK)
Your electronic press kit is a place where you have all the files you need, such as photos, song files, bios, etc., in order to be easily opened by various media people (editors, bloggers, radio program directors, venue art directors, etc.). The press kit should include the following:
Your bio
You don’t have to write an entire novel, but there are a few key points for creating a good bio.
Your photos
Professional photos aren’t always expensive, and yet play an important role. Attach a link to a high-resolution photo on Google Drive or Dropbox. Cite authorship if necessary.
Press Quotes
If print or online publications have mentioned you in their stories, include positive reviews in your press kit. If no one has written about you yet, don’t worry, because you’re pitching exactly to change that!
Links to your music
Keep in mind that there’s a convenient platform for everyone, and include links to major streaming sites like Spotify or Apple Music in addition to Bandcamp or SoundCloud here.
Social media or website links
Social media will help authors stay in touch with what’s going on in your world. When they write about your music, they’ll need links to point them out in the article.
Up-to-date information
If you’re releasing a new EP or album, for example, be sure to add a section with information about it.
Your website
In an age when social media offers so many ways to connect with your favorite artists, developing a website may seem like a thing of the past to many. However, by creating your own artist website, you’re creating a one-stop shop for all the information distributed through other channels. The press kit may be on the website, but the two things don’t have to be repetitive. Think of the website as a place for fans and the press kit as a business tool. You may not believe it, but for both those who want to write about your music and those who just want to listen to it, websites are a very handy thing.
But a Web site can be more than just a place to store pictures and links. Development is just the beginning, and it’s up to you to decide what you want to accomplish with the site. Maybe you want to promote your tour, maybe you want to collect more mailing addresses of your fans. Once you determine your goal, you can make it central to the entire existence of your site. Fortunately, there are plenty of tools available today that make creating websites easy and convenient, so take the time to sign up for an HTML course.
Be sure to check out TuneCore’s Beginner’s Guide to Social Media, a step-by-step guide to engaging, building and communicating with your audience that will show you how:
Build your brand
Engage with fans, venues, other groups, etc. Make a variety of content for different channels Analyze performance on social networks Use paid post promotion and advertising
When you start building your social media presence (and decide which platforms to use and which to avoid, depending on what audience you’re interested in), you’ll gradually find the content formats that work for you personally. Many of them depend on your own “voice” and pace, but some are bound to emerge from pure experimentation – so have a good laugh!
List of email addresses
Email was one of the first revelations associated with the digital age, and so it can seem “old-school” in a fast-paced world. However, lists of the right email addresses can be incredibly useful for artists. Sure, tweeting or sending a direct message may seem like the easiest way to reach fans directly, but don’t forget that they, like any other people, also check their email. What’s more, emails show higher rates of discovery – in an endless sea of virtual content, users are more likely to read an email in their inbox than a post in their Twitter or Facebook feed.
First things first: how do you create an email list? Two of the most popular solutions are to offer fans certain perks in exchange for email addresses or simply leave a newsletter sign-up sheet near the merch table. In exchange for listener addresses, you can offer free song downloads or access to exclusive content. New fans can be offered a little free merch as long as they leave you their addresses.
Address lists are a simple outreach tool, useful when you’re sharing general information about an upcoming release, tour, music video, or radio or TV appearance. But mail can also be used to just say hi to your fans and remind them that you’re still thinking of them. As with other tools, it’s important not to overdo the frequency or verbosity of emails. Fans, like yourself, don’t want to receive tons of spam.
Approach creating emails differently than posting on social media. The people who will open your emails are some of your most loyal fans, so give them something to keep them waiting for the next email.
Work through the content of your emails and, just like with social media, create your “voice” that will hook fans. Creating a calendar will help you make sure you’re not overzealous but also that you don’t forget to communicate something important. Did we mention that from a commercial point of view, email shows more effectiveness than social media? Once you have everything you need prepared, set yourself certain sales goals that will be indicators of the success of your mailings, but always remember that you shouldn’t sound like an annoying sales consultant in your emails.
Pitching Music
Just because you put out a great single, EP, or album doesn’t mean that people will magically find out about it. Yes, you’ve sent emails, made social media posts, added the release to your website, and shared streaming links with your friends and family. If you think that’s where your digital marketing efforts end, think again.
If you want to be like your favorite artists and see your music hit playlists, blogs and local publications, you need to pitch it! At some point you might want to hire a publicist, but don’t forget – you can always opt for a DIY approach by doing everything yourself.
Playlists
Streaming is gaining more and more popularity, and platforms like Apple Music and Spotify are offering listeners curated playlists made up of music they might like – or already like but don’t know it yet. This is how streaming platforms have laid the groundwork for a whole new way to find music, and independent artists shouldn’t be left out!
As a solo artist or aspiring band, there are several steps you can take to get your music on such playlists. First, you need to validate your profile on platforms that allow you to add information and upload photos. After that, start distributing streaming links on your social networks, website, and through email to remind people where they can find your music and add it to their personal playlists.
A tactic often forgotten is to pit your music to lesser-known, unofficial playlists. Everyone knows “Rap Caviar” on Spotify, but there are plenty of “unofficial” curators who create playlists for a very tangible number of interested subscribers. Try to find these people on social media and tell them why you like their playlists and why your new song would fit in well. Remember: no spam, be polite, and don’t expect a response to every request.
And if you use TuneCore to distribute new music, download a release at least three weeks in advance and use our submission form to get your music directly to the editorial teams at digital stores.
Blogs and online publications
While making music, it’s possible that you’re also an active listener yourself and read about new music in your favorite sources. Blogs and online magazines can be a good way to attract an audience to your songs. As we said before, you can try this trend early in your music career without paying for a publicist – it just takes a little work.
Take the time to study this field – you’ll need a lot of it. Scour every corner of the internet to find blogs and websites that write about music similar to the one you’re making (make sure they’re updated regularly). It’s not always easy, but somewhere on the site you can find general contact information, and in some cases even full-fledged guides on how to submit music.
Make a thorough media list and, if you can, try to find specific writers who like your genre (hint: look for writers who have written about artists you’d compare yourself to – you can note those similarities in your email). If you send them your email press kit that we wrote about earlier, it will help them learn more about you.
Remember: Don’t get discouraged or frustrated when you start pitching your music to authors and sites. If you don’t hear back, write again, but respect the people you write to, and don’t take your silence personally.
Conclusion
Whew. You made it to the end of the article, great job! You became familiar with some of the steps an independent artist can take when it comes to promoting music and communicating with the fan base.
Don’t be afraid to be bold. Once you get started, you can be proud of your accomplishments, remembering that you’re developing the business savvy that will help you find your way in the music industry.