Marketing Music: The Ultimate Guide to Boosting Your Fanbase

Summary

• Marketing in the music business is about understanding your audience and promoting your music to them. It is important to define your brand and target audience before creating a marketing strategy.

• There are many different ways to promote your music, both online and offline. Online channels include streaming platforms, social media, and email marketing. Offline channels include live shows, radio, and print media.

• It is important to be strategic when marketing your music. Consider your product, price, placement, and promotion. Create a content calendar to stay organized and focused on your goals.

⁠About the author

Trashbbx is a beatboxer, beatmaker & founder of trashbbx.net, a trustworthy place to buy hip hop beats online. Throughout his career as a musician, he has gained a lot of experience working in the music industry.

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The role of marketing in the music business

Before diving into the practical aspects of music marketing, it's essential to define the purpose of the measures we'll be discussing. To do this, it's worth taking a look at the definition of the term.

⁠Definition of the term marketing

Marketing, in essence, is about understanding what customers need, providing products or services that meet those needs, and keeping those customers coming back for more.

Think of it this way: customers feel they're getting a good deal when they receive something valuable that's worth the price they paid.

Marketing also focuses on building strong, lasting relationships with customers, encouraging them to make repeat purchases. In short, it's all about making customers happy, which in turn leads to a successful business.

From this definition, we can already deduce that marketing's main goal is to make a business more successful for a person or a company. However, to measure business success, we should first be clear about how we define business success.

In other words, it's essential to define what constitutes "business success" before we can effectively use marketing to achieve it.

How do we measure success in music marketing?

In the world of business, metrics that help measure success are indispensable across all disciplines. From marketing to accounting and logistics, countless KPIs have been developed by economists over time to enable businesses to measure their own success and optimize processes based on reliable metrics.  

Since each of these fields could fill volumes, which would go far beyond the scope of this article, this section will focus on the opportunities available to musicians to generate more monetary revenue.

Possible Income Streams for Musicians 

In a study by David Hesmondhalgh that examined the Western music market, the following sources were identified:

In addition to the sources mentioned by Hesmondhalgh, I can also say from my own experience that music lessons and workshops can be a promising alternative for generating income.

⁠How do you promote your music?

Music marketing is all about building strong connections with potential fans. The goal? To make them loyal followers of an artist's music, ultimately driving sales.

To understand the key elements of successful marketing, let's turn to the "4 Ps of Marketing." These were first introduced by E. Jerome McCarthy in his book "Basic Marketing: A Managerial Approach."

The core idea is that four essential components work together to effectively market a product or service. By strategically combining these elements, businesses can boost sales by meeting customer needs and building a strong brand.

These four elements are:

⁠1. The Product: The Heart of Music Marketing

The product is what you're offering to fans. It could be a song, an album, a live show, or even merchandise like t-shirts. The key is that it meets their needs and wants.

Think about what makes your product special. What sets it apart from other musicians? Also, consider if you can offer anything else that fans might like, such as exclusive content or VIP experiences.

Remember, you can't trick people into liking something that's not good. If you release a song that doesn't meet expectations, fans might be disappointed and tell others about their negative experience. This can hurt your reputation as an artist.

That's why high-quality products are essential for long-term success in the music industry. Whether it's a vinyl record, an energetic live performance, or cool merchandise, it all matters.

⁠Pro-Tip

Always think about what your potential fans expect from your music and products. Try your best to meet those expectations, or even better, go beyond them.

For example, when releasing a new single, it's a good idea to get feedback from trusted listeners beforehand. Make sure the song is professionally mixed and mastered so it sounds great on playlists. A captivating cover design can also make a big difference.

By taking these steps, you'll create a strong foundation for the commercial success of your single.

⁠2. Pricing: Finding the Sweet Spot

The price of your music or merchandise should reflect what fans are willing to pay. It's a balancing act: you want to make a profit, but you also don't want to overcharge.

When setting prices, think about these two main approaches:

• Cost-based pricing: Consider all the costs involved in creating and selling your product, such as recording, production, marketing, and distribution.

• Value-based pricing: Focus on how much fans value your music and what they're willing to pay based on that perceived value.

Value-based pricing is especially important for items that are seen as status symbols, like limited edition vinyl or exclusive merchandise. In these cases, it's more about meeting fan expectations than simply covering costs.

Here are some key things to keep in mind when pricing your music and merchandise:

• Be realistic: Don't set prices too high, or fans might not be willing to buy.

• Don't undervalue yourself: Selling your products too cheaply can also hurt your brand and make it harder to make a profit.

How to Find the Right Price

• Research: Check out what other musicians are charging for similar products.

• Use online resources: Look for industry data and statistics on pricing trends.

• Ask your fans: Get direct feedback from your potential audience about what they'd be willing to pay.

By carefully considering these factors, you can find the sweet spot that works for both you and your fans.

3. Placement: Reaching Your Fans

Placement is all about where you make your music available. Think about it like this: everyday items are sold in many stores, while luxury goods are found in select shops. It's about getting your product in front of the right people.

For musicians, it's crucial to get your music where your potential fans are. In the next sections, we'll explore the different ways you can do this, both online and offline.

⁠4. Promotion: Getting the Word Out

Promotion is all about getting your music heard. It includes everything from ads and special offers to personal appearances and public relations.

Music marketers craft a message that often highlights the other three Ps (product, price, place) to connect with their audience. Choosing the right channels to spread that message and how often to communicate are key.

For musicians, promotion means all the ways you make your music and brand known. To do this effectively, it's important to start with some simple steps to build a strong foundation for your brand.

⁠How do you define your Brand?

As this study by Music Business Research shows, independent musicians today need to think like a record label. The music industry is becoming increasingly unequal, so it's crucial to take charge of your own career.

This means being more than just creative. You'll also need to handle tasks like:

• Product management

• Production

• Web design

• Photography

• Marketing

Building a strong brand is essential to stand out in the crowded music industry.

In my experience, three key points are crucial:

⁠Identify your target audience

Before reaching out to potential fans, it's crucial to know exactly who you're trying to connect with. Who is your target audience?

As mentioned earlier, customers are the heart of any marketing strategy. To truly understand your audience, you can use both qualitative and quantitative research methods.

Quantitative Analysis

Quantitative analysis deals with data that can be measured and counted. Think of it like looking at numbers and statistics to understand your audience better.

For example, you could analyze data from social media or conduct a survey with clear, easy-to-understand questions. The answers can then be easily categorized and analyzed.

In my experience, competitive analysis is always a good way to start with quantitative analysis. By looking at statistics, you can get a general overview of a market or specific trends within a genre or industry.

The internet is full of studies that can give you valuable insights into how to improve your marketing strategy. 

Here are a few great sources to check out:

• Meta Foresight: https://en-gb.facebook.com/business/foresight

• RIAA: https://www.riaa.com/

• Google Trends: https://trends.google.com/trends/

• Music Business Worldwide: https://www.musicbusinessworldwide.com/

These resources can provide you with data and information to help you make informed decisions about your target audience.

Qualitative Analysis

While quantitative analysis uses numbers and statistics, qualitative analysis focuses on descriptions, observations, and text.

Think of it this way: quantitative analysis measures "how much" or "how many," while qualitative analysis helps you understand "why."

Musicians can use qualitative methods to gain valuable insights into their audience. Here are a few examples:

• Interviews: Talking to fans directly can provide valuable information about their preferences and opinions.

• Social Media Analysis: Reading comments and messages on social media can reveal what fans like and dislike.

• Concert Observations: Attending concerts and watching audience reactions can give you a sense of what resonates with fans.

Qualitative analysis can spark exciting ideas for improving your music, live shows, products, and communication strategies. By understanding your audience on a deeper level, you can create experiences that truly connect with them.

Pro-Tip: Combining Quantitative and Qualitative Analysis

For the most comprehensive understanding, it's best to use both quantitative and qualitative analysis. Each method has its strengths and can be more helpful depending on the specific questions you're trying to answer.

⁠Define your brand

Once you know your target audience, it's time to build your brand. A strong brand is crucial for musicians to stand out. It's more than just a logo or colors. It's a complete system that shows who you are and what you offer.

A brand includes both physical aspects and your personality and values as a musician. Here's a breakdown of the key elements:

Physical Aspects of Your Brand

• Music Genre and Style: This is the foundation of your brand. It defines your music and attracts your target audience. Whether you're in pop, rock, classical, jazz, or any other genre, it shapes how people see you.

• Stage Presence and Outfit: Your appearance on stage, including your clothes, makeup, and overall performance, is a significant visual aspect of your brand. A consistent and recognizable style makes a strong impression.

• Logo and Visual Elements: A memorable logo and consistent visuals are essential for recognition. This includes colors, fonts, and other graphic elements used in all your marketing. These visuals help differentiate your brand.

• Album Art and Merchandise: The design of album covers, t-shirts, and other merchandise is part of your brand's physical presence. These items should reflect your style and personality.

• Instruments and Equipment: The instruments and equipment you use can contribute to your brand identity. A specific instrument or brand can become part of your image.

• Website and Social Media: Your website and social media profiles are important. The design, images, videos, and communication style all contribute to your brand's physical representation.

• Photography and Videography: High-quality photos and videos are crucial for showcasing your brand. They help communicate your personality and brand message.

Your Brand is Always Evolving

A brand is not static. It changes over time as you interact with fans and adapt to cultural shifts. With each step you take, you'll gain a better understanding of your audience, and your brand will continue to evolve.

⁠Planning Your Music Marketing Strategy

Now that you've defined your brand and understand your target audience, it's time to create a marketing strategy for your future projects.

Let's break it down using the "Marketing Mix" framework we discussed earlier:

Define Your Product: The Foundation of Your Brand

Think carefully about how to make your product appealing to your target audience. When releasing an album, this could include a great cover design, high-quality audio, and interesting features.

As we've learned, investing time in a high-quality product is crucial. A bad product can seriously damage your brand. Research your target audience and try to understand what your potential fans might like. Get inspired by other artists or talk to people who represent your target audience. This can give you valuable insights for your music production.

⁠Setting Prices: Balancing Value and Cost

When setting prices, remember that musicians are always competing. It's essential to consider what similar artists are charging.

For example, if you're an unknown artist setting the price for your record, it's unlikely people will pay more for it than a cheaper record from a well-known band.

Also, factor in your production costs. If you spend $15 to produce a record but sell it for only $10, you lose $5 per record, not to mention the costs for mixing, mastering, cover artwork, etc.

Thinking these scenarios through beforehand can save you from bad financial decisions and boost your music's financial success.

⁠Strategic Placement: Where to Sell Your Music?

Where can your fans listen to your music, buy records and merchandise, or get tickets for your concerts? Where are your fans active, and which channels can you use to reach the most people who might be interested in your music?

Remember, making your products easily accessible to your fans is the foundation of commercial success.

Look at statistics to understand which channels are most attractive to you and your fans. As you release more music and grow your brand, you'll learn what works best and where it makes sense to invest your energy.

Keep in mind that the music industry is constantly changing. Channels that are popular today might be replaced tomorrow. Remember when iTunes was the go-to platform for buying and distributing music? While it still exists, the concept of buying digital downloads has been largely replaced by streaming services.

Tip: Stay up-to-date with industry trends and adapt your strategies accordingly.

Getting Your Music Seen and Heard

The final piece of a successful music marketing strategy is promotion. This is about how you raise awareness for your products and get them seen and heard by as many relevant people as possible.

This could include music videos, social media campaigns, or interviews in relevant podcasts. The possibilities are endless!

Before you start marketing your products, create a content calendar for your activities. This adds structure to your daily work and helps you set realistic goals.

A content calendar outlines what content you'll post on which platforms and how often. This is a common practice in social media management for creating consistent, high-quality content. You can find many templates online to help you create your own content calendar.

⁠Practical Examples of Music Marketing Strategies

To help you better understand the theory discussed above, I'll provide practical examples of how to strategically use a music marketing strategy. These are fictional individuals with different starting situations.

⁠Mike the Rapper

Mike has been making music for many years. After proving his skills at various open mic sessions for 3 years, he wants to take the next step and release his own album. 

To ensure people listen to his album, he's developing a marketing strategy based on this excellent blog post. 

His goal is to get people to listen to the album on popular streaming platforms and book more live shows.

Mike's Product Strategy

Mike knows that the product is the most important part of marketing, so he puts a lot of time and effort into his album. He lets many of his friends listen to the songs and gratefully accepts their suggestions for improvement.

In addition to a musically sophisticated arrangement of his tracks, he and his producer also make sure that the tracks are properly mixed and mastered so that they stand out in the huge audio jungle of streaming platforms.

For the cover, he offers a friend, who is a comic-style artist, to create a high-quality cover for him. During his target group analysis, he realized that many fans of musicians who make a similar sound to Mike also follow popular comic artists on Instagram.

After the songs are written and produced, he focuses on designing his live show. He rehearses twice a week in a rehearsal room to work on his stage performance. He also repeatedly asks people how they liked his live show and how he can improve it. Through this constant exchange, he and his music slowly but surely develop further.

Mike's Pricing Strategy

Since Mike knows the latest statistics on music consumption, he knows that most people today listen to music through streaming platforms and are not willing to pay a lot of money for it. That's why he decided to make the album available for free there. 

He also plays his first live shows either for free or he receives a small expense allowance. Over time, however, his marketing measures take effect and he gains more and more followers on social media. 

Larger promoters slowly become aware of his reach, which means that the prices he can charge for his services continue to rise with increasing awareness. He makes the price of his performance dependent on his level of awareness, which makes the most economic sense for the respective organizers.

Mike's Placement Strategy

Through a study on the current situation of the music market, Mike has learned that sales of physical records such as CDs or vinyl have become increasingly less important on the overall market in recent years. 

When he then informs himself about the potential costs of pressing a record, he realizes that he should first distribute his music only through the regular streaming providers, since the financial outlay and the risk for a pressing would be far too high for his circumstances.

Mike's Promotion Strategy

When Mike takes care of the promo strategy for his new album, he researches various reputable sources where his fans are most active. In the first step, he researches the social media channels of better-known artists, which people follow them and what they have in common. 

When he then compares his findings with current statistics on online platforms, he decides to focus on three channels: Instagram, YouTube and live performances. 

Since he as a rapper cannot continuously release new songs on a regular basis, he records some live videos and asks better-known channels if they would be willing to upload the videos for him. On the one hand, he benefits from the reach of these channels, and on the other hand, from the trust bonus that the subscribers of the channel have in the content. 

He also uses the videos to apply for a gig at various festivals and organizers. Through the slow growth of his brand and his followers on Instagram, he can gradually play at better and better festivals and slowly recoup the costs for his album.

⁠Julie the Singer-Songwriter

Julie is a singer-songwriter who loves to cover songs with her guitar. After building up a considerable repertoire over 5 years, she decides to take the next step and wants to further professionalize her music. 

Her goal is to play more at weddings and other celebrations with her acquired repertoire in order to earn some extra money with a sideline. 

Since Julie's goal differs from Mike's, her marketing strategy looks significantly different.

Julie's Product Strategy

Since Julie mainly wants to specialize in playing at weddings, she concentrates on learning popular songs that are often sung at weddings when designing her product strategy. 

For this, she researches the setlists of various singers and singers who already have more experience than her. By visiting public jam sessions, she also makes contacts with other musicians with whom she can then make her show even more interesting.

Julie's Pricing Strategy

When setting prices, Julie is guided by the prices that other cover artists charge for their performances. She can find this out by researching the websites of various cover artists in her area and searching various platforms that connect artists with potential customers. 

Through intensive research, she finally finds a suitable price that is competitive and helps her to get more gigs.

Julie's Placement Strategy

Julie needs to be found by potential buyers, so it is important for her to present herself where people are looking for such services. Since she would like to specialize in performances in the surrounding area, she decides to deal with local search engine optimization in order to be found on Google for keywords such as "wedding singer nearby". 

She also registers with a local platform that connects artists with people who would like to get married. To ensure that people can get a comprehensive picture of her and her services, she also creates her own website and opens channels on the social media channels Instagram and YouTube to share impressions and her current repertoire there.

Julie's Promotion Strategy

To reach as many people from her target group as possible, Julie devises a strategy in which she has some high-quality videos shot for her YouTube channel. She can embed these again on her website, which gives interested parties a better picture of her work. For this, she cleverly selects cover songs that are frequently searched for on YouTube. 

By embedding them on her website, the videos also generate more views, which in turn gives her more reach on YouTube. Through inexpensive ads on Instagram, she also manages to regularly find new bridal couples who come to her website and then finally book her for their special occasion.

After each performance, she asks her customers to rate the performance on Google. Over time, she collects many good ratings, which in turn create trust among other customers and additionally help her to find more customers.

⁠Digital Marketing Channels for Musicians

Streaming Platforms

In today's music world, streaming is king. Playlists are how many people discover new music. So, it's crucial for musicians to be on the right streaming platforms. Services like Dailyplaylists can connect you with playlist curators, getting your songs heard by potential fans.

Being active on streaming platforms also helps them promote your music. Every stream creates a link to similar artists, helping the algorithm recommend your songs to more listeners.

Remember, it's not just about getting your music on streaming platforms, it's also about getting discovered. Make sure your profile looks professional and has an engaging bio. Connect with listeners and build a community. And don't forget to tell your fans about your streaming channels through social media, your website, and your newsletter.

⁠Social Media

Social media is a powerful tool for musicians. It lets you share your music, build a following, and talk to your fans. Platforms like TikTok can help even smaller accounts get noticed and build a brand. Many successful music careers have taken off thanks to a social media boost.

When using social media for music marketing, it's important to know who you're trying to reach. This will help you choose the right platforms. There's no one-size-fits-all answer, as it depends on your music and target audience.

From my experience, it's best not to spread yourself too thin by trying to be everywhere at once. Instead, focus on a few promising channels. Managing too many can be overwhelming and hurt the quality of your content.

To succeed in social media marketing, post regularly and stay up-to-date on algorithm trends. But don't overdo it – quality over quantity. Your followers will appreciate fewer, but more engaging posts.

Sometimes, platforms will promote certain types of content for a while. Keeping an eye on these trends can help you boost your organic reach and improve your marketing.

Search Engines

Search engine marketing (SEM) is all about improving your visibility in search results. For musicians, search engine optimization (SEO) is key to making sure fans and potential listeners can find your music and content.

In my experience, search engine data can give you valuable insights into what people are interested in. Free tools like Google Trends and Google Ads Keyword Planner can help you see what people are searching for. This can help you decide what song to cover next or what topics to focus on in your content.

Remember, YouTube is also a search engine. Optimizing your titles and descriptions can significantly increase your reach and build long-term awareness. Streaming platforms like Spotify also have search functions that you can use to your advantage. Following SEO best practices can have a positive impact on your overall visibility.

⁠Email Marketing

Email marketing is a great way to stay in touch with your fans and build strong relationships. It lets you directly inform your followers about news, concerts, new music, or merchandise. Unlike social media, where algorithms control who sees your posts, emails go straight to your subscribers' inboxes.

One of the biggest challenges is getting people to sign up for your newsletter. Offer them something valuable, like early access to new songs, special deals, or invites to pre-listening sessions.

Platforms like "Bands in Town" can help you with email marketing. It lets you send newsletters to your fans for free, keeping them updated on your upcoming shows. Since fans often follow multiple artists on the platform, they're less likely to unsubscribe right away.

Make sure your emails don't end up in spam folders or get overlooked. Use an attention-grabbing subject line and write engaging content. Personalizing your messages and including clear calls to action can make your email campaigns more effective.

⁠Traditional Marketing Channels for Musicians

In today's digital world, it's tempting to focus solely on online marketing. But for musicians, offline strategies can be just as important for building real connections with fans and boosting a music career.

Offline marketing lets musicians share their music in a tangible and personal way. Through live shows, local radio, flyers, and local newspapers, musicians can build a strong local following and grow their fan base.

⁠Playing Live

Live shows are a fantastic way for musicians to bring their music to life and connect directly with their audience. With album sales declining, live performances are also a key source of income for musicians.

At the start of a music career, it's unrealistic to expect sold-out arenas. Smaller musicians should aim to play as many gigs as possible to gain experience and get noticed. A great show is a powerful way to win new fans because people connect emotionally with live music.

To find live gigs, you can apply to festivals, take part in open mic nights, or ask more established artists if you can be their opening act.

It's also helpful to have an online presence, as venues want to boost ticket sales and awareness through their bookings. So, before applying for festivals or support slots, invest in your social media presence to impress promoters and strengthen your position.

⁠Radio Stations

Radio is a valuable platform for musicians to reach a wide audience and increase their visibility. It's important to know the difference between local and online radio, as they offer different opportunities and target audiences.

Local Radio Stations

Local stations often play a key role in spreading music regionally. However, they tend to focus on well-known pop and mainstream music. This can make it hard for musicians from niche genres to get airplay.

Online Radio Stations

Online stations offer a much wider range of music genres and artists. They often specialize in specific styles and give newcomers a chance to share their music with an interested audience.

Getting Your Music on the Radio

Personal contacts can be helpful when approaching radio stations. However, some stations specialize in discovering new talent, making it easier to get in touch and submit your songs.

When choosing stations, consider your target audience and genre. Research different stations and their formats to find the right ones for your music.

Additional Tips:

• Professional Sound: Make sure your music is professionally recorded and mastered.

• Press Kit: Include a bio, photos, and info about your achievements.

• Be Persistent: Don't get discouraged by rejections. Try different stations.

⁠Flyer Marketing

Flyers are a great way to promote upcoming gigs, releases, or other events. They offer a tangible and personal way to share your music and grab the attention of potential fans. Flyers are a cost-effective tool to promote yourself and your online presence. With the right message, they can be memorable and have a positive impact on your brand.

Flyers should have an appealing design that resonates with your target audience. Always include a clear and memorable message. Free design tools like Canva offer templates for creating your own flyers affordably. If you lack design experience, consider hiring a graphic designer or freelancer.

It's a good idea to include links to your online channels, like QR codes, to track the impact of your flyers.

⁠Newspapers & Magazines

Local newspapers and magazines offer musicians a valuable platform to introduce their music to a regional audience. They can cover gigs, releases, or other news, helping to raise awareness.

Getting featured in print usually requires two things: a compelling story and media contacts. Without these, it's difficult to get mentioned in the editorial content unless you're a big star.

Platforms like Connectively (formerly HARO) can help you connect with journalists looking for expert opinions. With print media, it's crucial to consider relevance to your target audience.

In some cases, it might make sense to place an ad in a print publication. When selecting ad space, check the media kit for contact info and data about the publication's readership. Research your options carefully to avoid wasting money.

A Final Tip for Musicians

I generally advise musicians to focus on building their online reach first. This is where you can have the biggest impact for gig bookings and streams. However, if you have contacts in local print media, definitely use them to boost your local visibility.