5 reasons to promote your music as an independent artist

Releasing music without a strategy to promote it is like going to a buffet and only eating one thing–you’ve put in the work to get there but you’ve got tunnel vision. Let’s be honest, so many people are eating at this buffet and they’re tasting all these different flavours that you’re ignoring. 

To move away from our metaphor, not promoting your music will make people miss it–they’ll never know it exists. Here are 5 reasons why you should promote your music. 

1) Competition is fierce in the music industry

One of the biggest pros of being a musician in 2024 is the many production and marketing tools available. It’s also one of the biggest cons–everyone has access to the same tools. 

Because of this, it’s practically impossible for you to be discovered without having a marketing strategy. The market is already oversaturated with music and content, there’s no way your music will be discovered if you don’t make yourself heard. 

Creating an authentic and creative brand will help you stand out if you want to be on people's radar. Those two criteria should be at the top of your priority list when you begin your process. 

2) Music marketing is more accessible than ever

Back in the day, if you wanted to promote your music, you would have to go through an agency or label. That wasn’t easy–you’d have to be “discovered” first. 

Now, having a limited budget isn’t a dealbreaker. Yes, you might have to get more creative, but if you’re willing to put in the work, and brainpower, you can do a lot with a little. 

If you’ve got a phone, access to the internet, and some handy online tools, you can create and execute complete marketing campaigns. 

There is a bounty of platforms designed to support your marketing efforts and many of them are available for a reasonable price–for example, DailyPlaylists, SymphonyOS, and Canva.

3) Your music is always new to someone

There’s a common misconception that you have to promote new music to get people interested. This comes from platforms like Spotify only putting new releases on their editorial playlists.

The truth is that Spotify–and other streaming platforms–should only take up a fraction of your focus. New listeners are ready and waiting to hear your work all the time. People aren’t just discovering music on streaming platforms, they often find things they love on TikTok, websites, or even podcasts. 

With such wide audiences available on other platforms, you must reach the largest number of listeners. If you have the budget, using media forms like social media ads can have this effect and get your songs in front of the audience you deserve. 

4) There’s data everywhere

Along with the rise in tools to grow your marketing, there are also several tools to help you understand it. Knowing where to find your insights and how to use them will allow you to optimize your marketing and make more informed decisions. 

For example, Spotify for Artists is the perfect platform to check in with your music’s performance on Spotify. You can check audience demographics, listener insights, which playlists you’ve been added to, and more. 

Knowing how to interpret this data can help you refine your strategy. All digital service providers, social media apps, and third-party platforms will have a built-in analytics system that will lay out your information in an easy-to-digest way. 

5) Music promotion will help you make connections

Of course, one of your main goals is to reach new listeners. But, during your process, it’s likely that you’ll also reach other people–music professionals, hobbyists, and other creatives who are interested in participating in your project. 

Reaching those people can open up the possibility of collaboration. Or better still, you might form a team of people that can help you advance your career. 

In the ever-expanding world of music, simply releasing your songs without promoting them is a missed opportunity. Just as you'd want to try each flavour at a buffet, you must present your music in a variety of ways, on a variety of mediums. 

The competition is fierce, but with accessible tools, data, and platforms, marketing your music is more achievable than ever. Every day presents a chance to reach new ears. So take control, craft your strategy, and make the connections that will help you thrive. Don't let your music go unheard—promote it and seize your moment.