At the moment, we no longer promote our music in the same way as we did 10 years ago
With the advent of social networks and the democratization of technological tools, musicians, music groups and artists are increasingly turning to the Internet to disseminate their works and their brand.
It is no longer mandatory to use the written press, television or national radio to achieve a certain success.
Thousands of independent artists are able to make a living from their passion and grow their fan community, almost free of charge, by making full use of the tools at their disposal.
And for good reason, it would be stupid to deprive yourself of the Web, so simple to use and so unlimited in potential..
In this article, you will discover 8 ways to effectively promote your music and your online music project!
1. Your artist website
Let’s be clear, your website should be at the heart of your promotional strategy. It should be the essential crossroads for fans, professionals and the curious.
As such, it should reflect the slightest changes and events that affect your musical career: albums, videos, tours, etc.
Simply use a tool like WordPress, a host like 1&1 and a suitable theme, and you are free to modulate your site to reflect your musical project.
For example, you can create a blog to share directly with your fanbase (favorites, news, opinions, tests, logbook, etc.). You can also create an online store to sell your music and merchandising.
If you are a minimum serious about your musical career, you need a professional artist website to share your titles, photos, videos, dates and much more.
Be sure to always keep it up to date and optimize it (SEO and user experience) as much as possible.
The newsletter should be the most valuable tool in your Internet promotion arsenal.
Unlike some of the methods presented in this article, this is essentially about promoting your music to your current fans in order to build their loyalty even more.
Indeed, only those who have made the deliberate choice to subscribe to your email list (either from your site or in concert), will receive your promotional emails.
In short, it’s great news because they want to know more about you, your music and your world.
In fact, email must be a gateway between your fan’s inbox and your website (blog, shop, tour, etc.) or any other destination (Youtube, crowdfunding campaigns, etc.).
Email plays this role brilliantly since you will have much more impact than using social networks. It is therefore a powerful way to attract the attention of your fans and engage them.
3. Your presence on social networks
Nowadays, everyone is on social networks. Therefore, if your music project is not present on Facebook, Twitter and Instagram, you don’t exist.
Of course, we must not stop there. Being present on these platforms is not enough. They must be used to their full potential.
This starts by considering these tools as places to interact with your community, rather than as free sales and promotions.
Your audience is more interested in your anecdotes, your history and your universe, than in your discount coupons on your merchandising or your umpteenth announcement of a concert at the local festival hall.
Remember this: for 1 openly promotional content, you should have 4/5 publications to engage your audience.
If you make music today, you can’t miss YouTube.
Every social network like Facebook, Twitter, Instagram can be great for your career if you adopt the right strategy. However, if I were to recommend a tool to build your career in the long term, it would undoubtedly be Youtube.
Youtube is THE first way to discover music on the Internet. Why? Why? Because nowadays music is also appreciated with the eyes.
All you have to do is be a little creative to take full advantage of this platform: cover a well-known song, publish your clips, share your lives, make vlogs, etc.
If you don’t have the budget or time to invest, simply put the cover of your album to start illustrating your titles, while ensuring your SEO (tags, description, title).
This is probably one of the simplest and most powerful ways to distribute your music on the Web.
With the right method, Twitter, Facebook and Instagram are excellent, but right now Youtube is the only network that takes your content seriously enough for you to build your career.
Indeed, unlike other platforms, it is the only one that really allows you to capitalize on your past content.
That is, if you publish your clip on Youtube, Twitter, Instagram and Facebook today, you can be sure that if it is properly referenced and optimized, in 1 year the Youtube version will continue to automatically attract qualified fans, while your Twitter and Facebook content will certainly forever disappear into the shadows of the Internet.
And for good reason, Youtube is not just a social network. It is a search engine and even the second largest search engine in the world, just after Google, with more than 1 billion unique visitors connecting to the platform each month.
This means that it is on Youtube that your videos will have the longest lifespan and therefore the most chance to work, since everyone will be able to discover them if they are well indexed.
In short, if you start out, you have a unique opportunity to break into your musical niche, if you have the patience and are willing to work in that direction.
Youtube is the only social network that will reward exponentially the consistency of your content strategy over time.
Again, it won’t be a snap of the fingers, but if you have the right content and the right process, then it will come.
This requires some upstream work if you want to make it the core of your business and increase your number of subscribers.
In any case, create your chain and start feeding it now.
What about audio streaming? Soundcloud is a huge hit with artists (especially producers, rappers and DJs) by giving everyone the opportunity to easily share their music with millions of visitors every month.
Thanks to its flexibility, its highly targeted groups and its virality, the service is increasingly attracting both established and new talent. So be there, if it’s relevant to you.
As long as we’re talking about audio streaming, I also invite you to discover Bandcamp, if you haven’t already done so.
This all-in-one solution to promote and sell your discography can be extremely practical and cost-effective, due to the plethora of features offered.
However, this is much more of a distribution tool. To consider if you don’t have an artist website.
6. Streaming and download sites
By distributing your music on the largest streaming and download platforms (Spotify, iTunes, Amazon, Last.fm, etc.), you appear alongside hundreds of thousands of artists around the world.
How can this help you?
In addition to selling your music by making it easier to access your songs, these services often offer recommendations, “discovery” features or user-generated playlists that can bring your music out of the shadows.
After all, being associated with an established artist that your potential fan loves can only be beneficial to you.
Just for that, it’s worth being there!
7. Influencers and online communities in your style
If you want to promote your music, it shouldn’t just be about getting in touch with your fans or talking to the mass market.
Indeed, it is highly desirable that you step outside your comfort zone and connect with new fanbases to convert them to your cause.
To do this, contact influencers and communities of music lovers in your musical style.
Take for example the case of music blogs. These sites are constantly looking for fresh and relevant content to share with their own audience.
No need to aim for publication in Rolling Stones, many specialized blogs are available to everyone and will allow you to increase your audience overnight.
The important thing is to choose the sites to which you send your music beforehand. Make sure that it is appropriate for your musical project, especially in terms of the genre of music or even the region.
From there, simply contact the bloggers by email, briefly and with a link to your music and find out if they would be interested in sharing your story and music with them.
However, do not do this on a chain and build real exchanges.
Apart from music blogs, there are many alternatives where you can enjoy with a little tact and search for a massive audience, as via the:
- Music forums
- Web radios
- In-line jumps
- Facebook groups dedicated to music
- Musical Youtube channels
- Spotify Playlists
- Other artists and music groups
To know more about it:
8. Other music promotion tools
Of course, there are dozens of other ways to make your music known through the Internet. For example, we could talk about:
- Concert promotion: In order to advertise your next concerts, you can start by referencing them on Bandsintown, Songkick and create an event on Facebook.
- Podcasts: Underrated, audio podcasts made by musicians are an ideal tool to link your story to your music. In the same way as a blog or vlog, you give your fans the opportunity to get to know you better and get attached to your project.
- Crowdfunding: Although you might think that participatory fundraising campaigns are only for your current fans, that’s not true. Most of the time it is a pharaonic project for a band or an artist, you necessarily attract new fans during this period of intense promotion.
- Online concerts: By using services like Concert Window, Periscope or Facebook Live, you can broadcast a live concert from your… room (or anywhere, eh)! Use this method to give your fanbase a good overview and encourage them to make a donation or buy your music.
- Facebook or Google Adwords advertising: Sometimes it can really be worth paying to buy fans. Use advertising to promote your concerts and music. Simply choose your budget and target audience (e.g. by age, region and musical tastes) and have fun. It takes a lot of experimentation to find the right formula, but it’s worth it.
For the rest, I invite you to explore each of its methods and dig deeper, seeing what works for your musical project and what doesn’t.