Before you begin marketing yourself to the world, you need to make sure you understand who you are, both as a person and an artist (as sometimes they’re different). This means sitting with yourself and doing a lot of thinking, answering some tough questions, and looking around at other musicians to see how they present themselves. The most effective marketing campaigns succeed because they’re based on something authentic, so if you’re faking a persona, it won’t feel real, and you probably won’t receive the results you’re hoping for.

Even if you have a million dollar budget for ads, PR people, video shoots, travel, and anything else you could want to push your work, if the music is bad, it probably won’t work. There are countless examples of superstars signed to major labels who have seemingly endless resources, and yet their latest single or album tanks. Why is this? How is that possible? There are many explanations, but the most common one–which is usually the correct answer–is because the public didn’t respond to the music.

This section ties into knowing who you are as an artist, but it can be thought of in more granular terms as well. Every marketing campaign should have a message and a voice. But what are these exactly?

• Message

What are you trying to say with this campaign? Of course, there’s something simple, such as “listen to my new song” or “buy my album,” but there’s also more beyond that. What one underlying theme do you want to connect everything in this era of your career? It could be hope, or anger at the current political climate, or even just that you want everyone to have a good time.

• Voice

You need to hone in on the voice that will communicate everything in this marketing campaign, and it should match the voice you use in your latest release. Think of voice as the way things are said or shared. Some artists love to talk endlessly about the meanings behind their songs. Others don’t say a word, simply letting the work speak for itself. Still others will go for an aggressive voice, or perhaps a delicate one.

Voice isn’t the message itself, but how it’s communicated, and it’s a major differentiator when it comes to musicians.

Building a website for your musical output is an essential component of a successful online presence. While social media platforms are valuable for connecting with fans, having a dedicated website offers several unique advantages, including putting all your work and information in one easy-to-find spot on the internet.

Here’s a more detailed look at the elements you should include on your musician’s website and why they are important.

1. News Section – Your website should have a dedicated news or blog section where you can share updates, announcements, and stories related to your music career. This provides a central hub for fans and industry professionals to stay informed about your latest activities, releases, and achievements. Regular updates also help with search engine optimization (SEO) and can improve your website’s visibility.
2. Music Links – Include direct links to your music on streaming platforms like Spotify, Apple Music, and YouTube, as well as links to where fans can purchase your music, such as iTunes or Bandcamp. This convenience makes it easy for visitors to discover and enjoy your music, ultimately increasing your chances of gaining new fans and generating revenue.
3. Tour Dates – Display a comprehensive list of your upcoming tour dates and performances. Include links to where fans can purchase tickets, ensuring a seamless booking experience. Tour dates not only inform fans of your live shows but also serve as promotional tools to boost attendance.
4. Merchandise Store – Selling merchandise is a significant source of income for many musicians. Create an online store where fans can browse and purchase your merchandise, including T-shirts, posters, CDs, and more. Make sure to provide high-quality images and detailed product descriptions to entice potential buyers. Many artists choose to partner with companies that host online stores, so you might not need to make your own.
5. Media Gallery – Showcase your visual content through a media gallery. Include high-resolution photos from live performances, behind-the-scenes shots, and all of your music videos. Videos can be embedded directly on your site or linked from platforms like YouTube or Vimeo.
6. Social Media Links – While your website is a central hub, it’s essential to maintain a strong presence on social media platforms as well. Include visible icons or links to your social media profiles. This encourages visitors to connect with you on other platforms and fosters a sense of community around your music.
7. Contact Information – Provide easily accessible contact information, including an email address or contact form. This enables fans, industry professionals, and potential collaborators to reach out to you for inquiries, bookings, or collaborations. If you have a team–a manager, booking agent, or PR person–include their info as well, where appropriate.
8. Biography – No matter how well your fans already know you, it’s important that you add a detailed biography or artist statement that shares your musical journey, influences, and aspirations. This personal touch helps fans connect with you on a deeper level and understand the story behind your music, and even a simple bio may come in handy when journalists are writing about you or in other business cases.
9. Mailing List Signup – Encourage visitors to join your mailing list to receive exclusive updates, discounts, or early access to music releases. Building an email list is a valuable way to maintain direct communication with your most dedicated fans.
10. Press Kit – For musicians seeking media coverage or collaborations, a press kit can be invaluable. More on what’s needed in this below, but it’s up to you to decide if you want to make this readily available for anyone to download, or if perhaps you want to include something in your contact area that one can be provided whenever someone asks.

Creating an electronic press kit (EPK) remains a vital tool in a musician’s promotional arsenal, even in today’s business, which is all about social media and streaming platforms. EPKs are still regularly requested by industry professionals, including journalists, promoters, and booking agents, as they provide a concise and organized overview of your music career.

Here’s a more detailed breakdown of what you should include in your EPK and why each element is essential.

1. Music Samples or Links – Include a selection of your best music tracks or provide direct links to streaming platforms like Spotify, Apple Music, or SoundCloud. This allows recipients to quickly assess your musical style and quality.
2. Videos or YouTube Links – Incorporate music videos, live performances, or promotional videos. Videos offer a visual representation of your artistry and stage presence, making it easier for industry professionals to gauge your potential or whether they want to book you.
3. High-Quality Photos – Include a variety of high-resolution, professionally taken photos that capture your image as an artist. Visual content is vital for creating a lasting impression and is often used for promotional materials.
4. Artist Biography – Craft a well-written artist biography that provides insight into your musical journey, influences, achievements, and experiences. A compelling bio helps recipients understand your background and artistic evolution.
5. Press Clippings and Quotes – Compile any press coverage, reviews, and notable quotes from journalists and industry figures. This demonstrates your credibility and showcases the impact of your music on the media.
6. Contact Information – Clearly display your contact details, including an email address, phone number, and mailing address. If you have a manager, publicist, booking person, or other team members, include their info over your own. Easy access to your contact information simplifies communication for potential collaborators, journalists, and industry professionals.
7. Social Media and Website Links – Provide links to your official website and active social media profiles. This encourages recipients to explore your online presence further, stay updated on your latest releases, and engage with your content. It will also let them see how popular you are, which is incredibly important to some people in the music industry.
8. Tour Dates and Booking Information – Include a list of your upcoming tour dates, along with contact information for booking inquiries. This helps promoters and venues understand your availability and facilitates the booking process. Feel free to also showcase past shows, festivals you’ve played, and more.
9. Achievements and Awards – Highlight any notable achievements, awards, or recognitions you’ve received in your music career. Feature impressive sales, streaming, or view numbers, if you have them. These numbers add prestige to your EPK and showcase your accomplishments.
10. Downloadable Assets – Create a section where users can easily download high-resolution press photos, logos, and album artwork. Providing these assets in a convenient format simplifies media coverage and promotional efforts.

Before you worry about going viral or teaming up with other musicians, you need to make sure you have your ducks all in a row. Set up accounts on all of the major social platforms, as well as those that are brand new or largely ignored. You don’t have to interact with all of them, but it’s better to save your name first. This is step number one in music marketing.

Open a YouTube channel. Launch your website, and make sure it has all the content and information anyone who may be interested in you could need. Start following others and connecting with them. Begin racking up followers and learning best practices for reaching new people on social media.

You might not need any of this for some time, but if your music begins doing well and you’re not really ready, you’ll miss some incredible opportunities that may not come your way again. All of this should happen long before your campaign officially begins, so don’t wait another minute. Get started right away!

If you want to reach both current fans and future fans, you need to give them something they want, something that interests them, and you have to do so where they are. Who is your target audience? Is it 60-year-olds who live in rural areas? Teenagers in cities? Depending on what kind of music you make, you’ll likely be going after a different crowd, and that dictates everything from the type of content you should create to how you should be promoting yourself and your work to what platforms you’ll want to focus on to get your music heard.

If this doesn’t seem to make much sense to you, start doing some simple research on current digital marketing best practices. You’ll soon begin to understand that platforms like TikTok will be best for younger listeners, while Facebook advertising and traditional media will likely do the most for you when talking about older groups.

Being successful in the music industry isn’t just about crafting excellent music, it’s also about relationships. In this business, relationships are everything, and they can make or break a career, so it’s incredibly important that you dedicate time to forging bonds with tastemakers and those in positions of power.

You may eventually hire a PR team to handle outreach to blogs, magazines, TV, and even radio, but until you are at a point where it makes financial sense for you to do so, you’ll likely be handling this work on your own. It’s hard and time-consuming, but having your music featured on a blog is still a great way to get your art out there.

Start with smaller outlets, ones that focus on the style of music you make, or perhaps even acts that are specific to your area. You’ll have a better shot at hearing back from these Writers and Editors at first, as opposed to those who work at larger publications.

While traditional media and blogs are still very important and useful marketing outlets, the last ten years have seen a shift in how many people discover music. Millions now turn to streaming platforms and YouTube to hear the latest tracks and unearth great talent.

Many rely on curators to do this work for them, so you’ll want to either hire a professional who has relationships with these deciders or do the research yourself and find out how to submit your work to these YouTube channels, as well as those making playlists on sites like Spotify, Apple Music, and others. One excellent feature can make all the difference.

Just as there are curators on YouTube and Spotify who pick the best of what’s next and share it with their audiences, there are countless social media accounts that do the same, and these can also be a fantastic way to reach millions with your new single. Every day on Instagram, Twitter, TikTok, and even Facebook, many people are discovering a song they’ve never heard or reading about an artist they don’t know. There are quite a few different ways this happens, from traditional features to funny content creation to a tune going viral in a dance craze, and all of them can be vitally important to your success.

The people who hold the power in these situations are known as influencers, and every industry has its own share of popular tastemakers who spread the word about up-and-coming talent or products that they believe their followers must know. You can reach out to music influencers on your own (after doing quite a bit of research), hire a company that specializes in this work, or spend time with any number of platforms that help you locate the right people and speak to them directly.

Be aware as you begin this journey that many influencers charge a fee for their services. So, even if they love your new single and they have a social presence solely dedicated to highlighting new acts, you might have to open your wallet to be in business with them.

Livestreamed performances aren’t new, but they took on updated importance during the COVID-19 pandemic, as musicians couldn’t tour and billions of people around the world were stuck at home without much to do. Now, these events are still commonplace, and even as things change for the better and concerts become the norm once again, fans are used to watching simple musical events online.

Reach out to musicians you like, ones you know, those who are in your city, state, or who create the same kind of art that you do (or who do something completely different, if you think you can make it work) and set up a livestream event. Tell your fans and make sure they do the same. This way, you can introduce yourself to their followers and entertain yours at the same time.

Now that you know who you are trying to reach, and what they care about, you should consider again what you are selling. Make a list of the products or services, the cost for each, with the amount of profit you can earn based on predicted level of sales over a specific time frame (most people use a year, broken out monthly).

Clearly describe how the sales will take place, how you will get paid, and how you will deliver value to the fans with your products or services. This information will be needed in order to create your marketing proposal.

Finding success on social media requires a healthy mix of following trends and doing something completely original. Whether it be via photos, videos, GIFs, text, or anything else you may want to utilize, you want to give your audience, and the world beyond that, something they’re familiar with…only different. Don’t copy what others are doing, but find a way to work within the framework of what seems to be successful. If you can put your own spin on whatever is going viral, and people react well to it, you’re off to a fantastic start in terms of creating your own unique content.

Some will say that in 2021, newsletters are over, but there will be just as many who will argue that point. While they may not hold the same importance they once did, email newsletters can still be a fantastic way to reach those people who have identified themselves as super fans of you and your work, and this is the crowd you want to spend extra time and effort engaging with.

You don’t have to put tons into each message, just be personable and share the important stuff. When your new music is coming, the dates of your tour, what merch is on sale, and so on. The messages may be missed by many, but failing to disclose this info at all is a big no-no.

Also, make sure that you only reach out to your subscribers occasionally. Once a month is a good cadence, unless something really special warrants an additional message. If you spam the inboxes of those who signed up, they’ll quickly remove themselves from your list.

If you are having trouble getting people to sign up for your email newsletter, try including all of the following promises into your messaging:

• Tell them you’ll keep their information private
• Remind them they won’t get too many emails from you
• Give fans something for signing up, like a free download or a discount on merch

A lot of music marketing exists online, as is evidenced by the first half of this article, but there is still work to be done in the real world when it comes to promoting your work!

These days, as album and song sales continue to fall and streaming numbers don’t quite add up, earning money from playing live shows is how many musicians pay their bills. This is largely true for the biggest names in the business, but even those smaller acts can fill their bank accounts better with concerts than revenue derived strictly from their recorded music.

Playing gigs may be a moneymaker, but it’s also a fantastic way to reach new audiences. Look for opportunities to not just perform for your own fans, but to sing for those who don’t know you. Music festivals and opening slots for other acts provide excellent chances to stand in front of complete strangers who have never heard of you and introduce both yourself and your work. It allows you to reach many untapped listeners all at once.

Just like PR, radio promotion is something you may opt to do on your own, or you may want to hire a company or a solo Promoter to do the work for you. It all depends on how much time you’re willing to invest, how much cash you have on hand, and what your goals are for music promotion. Having your song played on the radio, whether it’s a major station, a local outlet, or even a college option, helps you reach new audiences and spread your work. Radio doesn’t break new acts in the same way it did a few decades ago, but it certainly isn’t gone.

Of all the activities mentioned here, none is more underutilized these days than posting flyers. This used to be a common practice for Promoters and musicians themselves, but in the era of blogs, radio, and social media, many have chosen not to spend the time or money bothering. These people do have a point, but their lack of effort does mean there’s a chance for you to stand out.

Work with an artist to create something eye-catching and have hundreds of flyers printed up. These can be to promote a show, an album release, or just you and your work in general. Post them all over town, on college campuses, and in highly-trafficked areas, and you may see your social and streaming numbers climb as at least a few people take a chance on you.

As is mentioned above, relationships are key, and that extends not only to those who run the music industry, but also other musicians and bands in your area. Get to know them. Listen to their music. Follow them on social media and say hi. Share their work with your fans. After forging friendships with these people, you can one day ask to collaborate with them, open for their next concert, or maybe even set up a complete tour. This is all much, much harder if you don’t have a pre-existing relationship of some kind.

Just as you want to know the other musicians working in your area, you’ll also want to develop relationships with others who are involved in the scene you’re attempting to break into. Promoters, booking people, venue owners, DJs, Radio Personalities and those who work at stations, influencers, Publicists and marketing professionals, Journalists, Bloggers, and so many others are just waiting to hear from you. Go into these friendships with pure intentions, knowing that one day they may be able to help you in some way, whether professionally or otherwise. Don’t meet people just to use them, as many can sense that from a mile away.

Ads are known to be expensive, but that doesn’t mean that you can’t still find a way to do at least some advertising. In fact, several online platforms have made advertising more accessible and affordable than ever, as they allow people to get started with just a few dollars.

On Google Ads, you can set up an account and begin advertising in no time. It takes a minute to understand how everything works (it’s not the most user-friendly), but once you’ve got the basics down, you can invest a very small sum and target the kinds of people you want to reach based on interests, location, demographics, and more. Instagram, Twitter, and Facebook have similar setups, and they’re even easier to figure out.

Some artists still spend money on physical ads, such as billboards, or perhaps radio advertisements. You can look into these options, but know that they’re incredibly pricey, and they don’t return the same results as they used to years ago.

In the digital age, the influence of media coverage cannot be overstated, making it imperative for emerging musicians to work toward securing features in blogs, magazines, newspapers, and other publications. Elevating your profile in this manner can be achieved through two main avenues: hiring a reputable PR firm or taking the do-it-yourself approach to press outreach.

Opting to work with a PR firm provides access to a wealth of industry connections and specialized expertise, enhancing your chances of securing valuable media placements. These professionals understand how to effectively pitch your music, navigate media landscapes, and craft compelling narratives around your work. However, it’s worth noting that hiring a PR firm can come at a hefty price, so it’s not a fit for everyone.

Conversely, choosing the DIY route allows for a more hands-on approach, enabling you to personally craft and control your public relations efforts. This move may be particularly appealing for independent musicians who are budget-conscious or eager to establish direct relationships with journalists and bloggers. To get started, invest time in creating a well-structured press kit that includes your music, high-quality photos, a well-crafted artist biography, and any noteworthy press clippings or reviews.

Research and compile a list of relevant media outlets and journalists who cover music in your genre, and reach out with personalized pitches. While it may require more effort and persistence–a lot of it–the DIY path can be equally effective in securing media coverage and expanding your reach as a rising musician.

Whether you’re doing all the work yourself, sharing the load with your bandmates or team, or even if you’ve hired outside companies to do pretty much everything for you, marketing campaigns are long, tedious, and they require an incredible amount of time and effort. As you work on what your promotional push will look like and involve, don’t bite off more than you can chew. Think about what you have going on in your life outside of music–school, friends, family, a job–and decide what you can commit to this project. If you start things you can’t finish, you may lose money or even wreck industry relationships, so while you should push yourself, you must make sure to only take on what you can realistically handle.

Since most of your marketing efforts will be digitally-based, you should also spend some time learning the ins and outs of analytics. For those who don’t know, analytics is the more data-driven side of marketing, and the numbers produced should give you an idea of what’s working and what isn’t. Most social sites offer at least basic analytics to certain types of accounts, email newsletter providers should have even more in-depth offerings, and Google’s Analytics platform is great for websites and more. Check on your analytics to understand if your ads are impacting the right people, how your website is doing, and whether the social content you’re creating is performing well. All this info should help you make better choices next time around, and it’s all a valuable learning experience.