The music industry has undergone a seismic shift in recent years with the rise of streaming and social media. For artists, the days of relying solely on record labels are over. The power now lies in your hands to take control of your career. But you need the right strategies and tools to cut through the noise.
In this comprehensive guide, we‘ll cover everything you need to know – from defining your audience, to growth hacking on TikTok, to tracking streaming royalties. Follow these 101 music marketing tips and you‘ll be well on your way to connecting with fans and propelling your music career to new heights.
Know Thy Superfan: Identify Your Core Audience
The foundation of any marketing campaign is understanding exactly WHO you‘re speaking to. Start by getting crystal clear on who your real fans are. Map out buyer personas with details like:
- Demographic info: age, gender, location, income level
- Values and interests: what matters to them and aligns with your brand
- Where they hang out: digital platforms and real world haunts
- What motivates them: pain points and desires
- What success looks like: their goals
These insights allow you to tailor content and messaging to resonate with your tribe.
Pro Tip:
Speak to ONE superfan. Write copy as if talking to your closest friend who loves your music. Build that genuine connection.
Set Goals and Track Metrics
It‘s crucial to set specific marketing goals and metrics so you can gauge success.
Common music marketing goals:
- Album sales
- Streams
- Social media followers/engagement
- Email list subscribers
- Ticket sales
- Press mentions
Tools to track data:
- Spotify for Artists
- Apple Music Analytics
- YouTube Studio
- Google Analytics
- Social Blade
- ChartMetric
Analyze data regularly to see what‘s working and optimize accordingly. Numbers don‘t lie.
Content Is King: Feed Your Audience
The key to attracting and retaining fans is consistently feeding them value. Use a multi-channel content strategy.
Blog/Videos
Give fans a peek behind the creative process. Share your musical influences, inspiration for songs, studio gear and more.
Email Newsletters
Send updates on new releases, tours, merch plus exclusive content to drive loyalty.
Social Media
Post shareable content like crazy TikTok dance videos, Instagram Reels of new songs, Twitter chatter. Reply to fans.
Playlists
Curate custom playlists that embody the vibe and message of your music. Name them catchy things like "Cozy Coffeehouse" or "Rage Beats."
Growth Hack TikTok & Instagram
TikTok and Instagram Reels present massive opportunities for virality.
- Duet hit songs for built-in exposure
- Hop on trends with dance challenges
- Post clips of your songs
- Go live and engage fans
Use relevant hashtags. Collab with influencers in your genre. Cross-promote everywhere. Go all in on these platforms.
Optimize Your Press kit & Metadata
Ensure music platforms and press get all the necessary details on you:
- Bio: short and intriguing
- Photos: professional high-res images
- Electronic Press Kit: lyrics, album credits, press quotes, media assets
- Metadata: song titles, songwriter details, genres, moods etc.
This enables more visibility so you surface in searches and playlists.
Interview with Viral Hip Hop Artist XYZ
I spoke to breakthrough rapper XYZ, who has amassed over 300 million streams. He shared how TikTok dance videos sparked his hit single "Rainbow Fire" to go viral.
"I partnered with influencers to create a killer dance challenge for the song‘s catchy hook. It spread like wildfire. The streams and sales exploded overnight. Now I‘m booked for all these festivals and working on an album."
He also explained his collab formula: "I listen to smaller artists and pick ones whose sound and style complements mine. Our track goes on both our profiles so we expand each other‘s fans."
Distribution Is Key: Get Your Music Everywhere
You want your songs on all major streaming platforms, online stores, YouTube, TikTok etc. Use unlimited distribution from sites like Distrokid, Amuse or CD Baby to maximize reach.
And don‘t just set it and forget it. Actively promote new releases by pitching playlists, running ads, engaging fans across channels.
Own Your Data: Use Analytics
Data is power. Analytics provide invaluable intel to fuel smart decisions.
- Spotify: follower demographics, top tracks, playlist additions
- Instagram/Facebook: engagement metrics, best content types
- YouTube: traffic sources, audience retention, impressions
Review often and double down on what resonates.
Sync Placements = Money & Exposure
Getting your music placed in ads, TV, movies and video games is a major opportunity. Not only for royalty revenue but also discovery by massive new audiences.
Use pitching platforms like Music Vine, Music Xray and Songtradr to connect with music supervisors.
Sell Merch To Monetize Fans
Merch gives hardcore fans a way to rep your brand. Offer cool collectibles like limited edition vinyl, instrument picks, branded jewelry and more.
Use Printful, Shopify or Teespring for hassle-free print-on-demand goods. Promote merch via email, social posts and at shows.
With the right blueprint incorporating data-driven strategies, expressive content and relentless distribution, unsigned artists absolutely can build profitable music careers 100% independently.
Stay nimble and keep testing what moves people. Because in today‘s landscape, you control the message, media and money. The power is yours. Wield it.
