Thanks to the internet, the world of music has been more democratized than ever. Online streaming platforms now allow independent artists to generate revenue without being signed to a major record label. In fact, in 2020, streaming revenues from indie musicians amounted to a total of $2 billion. And as the pandemic limits possibilities for live shows and events, it is more imperative than ever for musicians to build a presence online.
However, because almost anyone can participate in online streaming, it’s also harder to stand out. Independent musicians that want to hold the shortening attention span of internet users need to put extra effort into marketing their music. To help, we’ve gone over the different ways musicians can promote their music online.
1. Post Short-Form Content
Since you’re competing with thousands of other online brands for the attention of internet users, it can help to capture the attention of your audience through short, snappy videos. Build interest in your music by posting demos on short-form video platforms such as TikTok, YouTube Shorts, and Instagram Stories. TikTok, in particular, has become a popular tool for discovering new music.
2. Connect with Fans on Social Media
Social media is a key tool for building audience loyalty and marketing your music online. Use social media to create more intimate interactions with your audience. For example, you can use Instagram Stories to show behind-the-scenes content, such as recording sessions or private jam sessions. Or, you can host live videos to interact with fans all over the world as you perform. Fans who get to see your more authentic side through these less-filtered live sessions and stories will feel a stronger and more personal connection with you and are thus more likely to stay loyal to your brand.
3. Partner with Influencers
If you want to grow your following, it can help to tap into somebody else’s audience. Influencers are individuals that have already mastered the art of marketing on digital media. Because influencers have already built a strong relationship with their followers, many people trust their recommendations, which means that influencer endorsement can lead to an immediate boost in engagement. Contact TikTok personalities and have them include your music in their clips. Or, have a YouTuber create a reaction video or review for your songs or albums.
4. Get Featured on a Podcast
Podcasts have become increasingly popular over the years. Data from Pew Research shows that 41% of Americans aged twelve and older listen to podcasts. Just like endorsements from influencers, getting featured on a podcast allows you to tap into a personality’s existing audience. However, the podcast medium can dive more deeply into a subject than short-form social media posts. If you score an interview with a podcaster, you can use that opportunity to discuss your music in-depth while gaining the trust of your partner podcaster’s regular listeners.
5. Get Featured on Spotify Playlists
The popular music platform Spotify lets users and staff curate and share their own playlists. Musicians can gain a substantial amount of listeners just by being included in a well-followed playlist. To land a spot in one of these playlists, you can contact popular playlist curators, such as influencers, record labels, and music blogs, and tell them a little about your work. If you have a verified Spotify for Artists account, you can submit songs for official Spotify playlist consideration.
Thanks to the internet, artists no longer need to get discovered by major record labels to get their music on the public’s radar. Social media, influencer marketing, podcasts, and playlists can all help bring your music to the right listeners.
Written exclusively for whisperroom.com
by Amanda CliffordDon’t forget to share this post!
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