The music industry has changed drastically, especially with the rise of the digital age. For any artist, PR and marketing to promote their work might seem disingenuous because making music is often deeply personal and emotional. While it is true that music is personal and emotional, PR and marketing can be valuable assets to an artist.
With an unbelievable amount of new music getting uploaded to streaming platforms every day and the digitization and democratization of the music industry, and the cheap cost of DIY home recording technology, it has become a lot harder for artists to find audiences for their music and promote it effectively. For this reason, a solid PR strategy might be just what you need to help you stand out from the crowd.
What is Music Marketing and PR?
As mentioned previously, music marketing can also be considered music promotion; it helps an artist raise awareness of their music. By marketing your music, you can get people to know it exists. This can be as simple as talking to people and letting them know you make music to more high-scale marketing efforts like performing gigs, getting on TV or using social networking websites to reach a larger audience.
Music marketing is essential because it can make or break a music career; artists can record and create thousands of songs, but if they can’t get their music into the right ears, it won’t be worth anything. In the past, record labels would do the PR and marketing for artists, leaving them to focus on nurturing their talents. However, the musical landscape now makes that either no longer an option or harder for most new musicians. Nowadays, record labels will not sign an artist unless they already have a proven fan base or have evidence that they can make money. This means that you need to build up their fan base and income levels on your own, in order to prove that they are a worthwhile investment. Only by making good quality songs and marketing them properly them will artists be able to gain publicity.
While artists can do their own music marketing, hiring PR and marketing professionals who know precisely how to build a memorable personal brand is a good idea. In fact, getting help from professionals can be very beneficial in the long run. PR agencies like Pressfarm work with startups and entrepreneurs to help create quality content ranging from email pitches to press releases, guest posts and press kits. With this carefully curated content, you can not only capture media attention but also inspire your target audience. Beyond creating content which will turn heads, Pressfarm is also skilled at distributing this content. With a multi-pronged media outreach strategy, the experts at Pressfarm can boost your online visibility by helping you feature in relevant search results across different search engines. With access to a comprehensive media database, you can connect with over 75,000 journalists in different industries. Likewise, with custom media lists built personally by an account executive, you can work with the best journalists in your niche. Sign up for Pressfarm today and start generating the publicity your music deserves.
How to Do Music Marketing and PR Effectively in 2021
Now that we know the importance of music marketing, let us look at some strategies that can be implemented to do it effectively. We will think of music as the product, the artist as the creator, with the goal being to sell their product. The first step of effective music marketing is to create a marketing plan that outlines the marketing strategy for a certain amount of time.
1) Analyze the market
Many artists are trying to establish themselves in the marketing industry. Much like with every other type of product, they need to identify their “competitors,” which would be artists in their genre, and figure out what makes them different. This tactic can help you discover your unique selling proposition, so it’s essential when creating a music marketing plan.
2) Define your audience
Depending on the genre of music that an artist is creating, you need to characterize their target audience to reach the people who would want to listen to your music.
3) Establish long and short term goals
There is a clear distinction between long and short-term goals. As an artist, to have a clear vision of your goals and intentions, it is wise to write an action plan with all the steps you needs to take to reach their goals.
4) Determine marketing strategies
We will touch more on this in the next section, but there are a plethora of marketing strategies which you can use to efficiently and effectively promote your music.
5) Create a budget for music promotion
Promotion can be pretty pricey, but depending on what marketing strategies you want to use, you need to calculate your budget, keeping in mind how much money you are willing to contribute towards promoting your music.
Music Marketing Strategies
1) Create a website
Websites are a marketing tool that many musicians often overlook because they believe that they do not need a website if they’re using social media and streaming services. However, a website is an essential part of any marketing strategy because it can be considered an online portfolio where artists can present and sell their albums, show dates of their events, or tell their stories. With the emergence of DIY website builders with ready-made templates, building a website has now become easier, less time-consuming, and more cost-effective.
As a suggestion, when building the website, you should consider going for single-page sites because it refines the focus of your audience. This tactic has proven effective because visitors do not need to click additional links to find the information they need.
2) Email newsletter to contact list
An advantage of having a music website is that you can collect the contact information of your audience if they subscribe to the site. Once you have gained subscribers, you can send out email newsletters and keep their audiences updated on when you release a new song or album, when you will have your next live show, or let them know your plans for an upcoming tour.
3) Share music on digital platforms
The rise of digital technologies has now made it easier to reach target audiences. Music streaming platforms like Apple Music, Soundcloud, Spotify, YouTube Music, and Amazon Music Unlimited are some of the most popular platforms where artists can upload their albums, share their songs, and see how their audiences react.
However, before using a music streaming platform, you need to choose the one you will use wisely. From the information you will have obtained while defining your target audience, you can choose the platform this audience loves most. At the same time, you do not need to limit yourself to just one platform. Rather, you can research the capabilities and features of each platform, and if they meet your needs, you can share their music on as many platforms as possible, giving you more exposure.
4) Use social media for music promotion
With a large percentage of the world population on social networks these days, these have become one of the most prominent music marketing platforms currently. If these platforms are used correctly, they can help promote your music and connect you with a larger audience. Ultimately, building an active presence on social media gives artists the potential of going viral on all platforms.
However, creating a viral post or video for social media depends on your creativity and luck. With so many posts being published online at the same time, you need to think about what content your audience might like. Generally, people love inspiring and fun content which they can interact with. In order to effectively create content for social media, you need to think about the content first, create a video or viral post that features their music, and upload it directly to your social media platforms.
As mentioned previously, using social media can help you build a community of loyal fans. By embracing all the opportunities social media offers to connect you with your audiences, you can create social media profiles, engage with your audience, share unique content, and interact with your fans.
5) Sign up to Live Streaming Music Platforms
Along with music streaming platforms and social media, there are also live stream music platforms where artists have the opportunity to share live videos and build a highly engaged fan base that they can interact with in real-time. For example, you can try Facebook, Instagram, or Youtube Live. If you want to experiment with other platforms, Concert Window, Twitch.tv, Musical.ly, and other live streaming platforms can boost your music marketing efforts and help you connect with your audience.
6) Share videos on YouTube and other video sharing sites
YouTube has established quite the reputation as a platform for sharing music videos. With many popular YouTubers making a career out of creating videos for the audience, artists can also consider creating a YouTube channel and optimize it for better results.
You can use your YouTube channel to post music videos, lyric videos, singing lessons, or anything related to your brand and music. The content you create should help your audience and fan base remember you. Using music visualizations can make your videos visually attractive and engaging.
7) Contact music influencers & bloggers
The rise of social media has also brought along a new, rapidly growing branch of marketing that has not yet reached its full potential, influencer marketing. Influencers are people who have a massive number of followers on multiple social media platforms. This can be anyone from YouTubers to bloggers, vloggers, or public figures and celebrities.
In order to effectively do influencer marketing, you need to research the relevant influencers in their niche and contact them to see whether they will collaborate with you. Additionally, you need to figure out the right influencer for your marketing strategy because influencers with a large following can be more challenging to reach than smaller influencers. Collaborations can come in the form of influencers creating videos for your music, using one of your songs as background music, mentioning you, or sharing a song or album of yours. This strategy can have a great return of investment for you as an artist because you can market to their audience as well as the influencer’s audience. Ultimately, influencer marketing will help you sell your music authentically.
Along with influencers, reaching out to music bloggers is an excellent way to help an artist create buzz about their new song or album. Many people discover new music through music blogs, so contacting a music blogger is an excellent strategy if you want to be featured in their posts.
The music industry has become very competitive, with new artists emerging constantly. However, that does not mean that you cannot succeed as a new artist. By having the willingness to spend time developing and implementing the right music marketing strategy you can reach your desired audience and share your music widely.