The internet has undoubtedly made an impact on several industries and revolutionized their business models.
Notwithstanding the original intention of social platforms to be used for ‘connecting’ with people, musicians and artists have taken to these platforms to promote their work.
However, with more options than one (we’re talking about hundreds here), people can spread themselves out too thin and get frustrated with a lack of results.
Popular artists of the 21st century have actually gotten their big breakthrough social platforms, which poses the question: How can you do the same?
Promoting your music online: step by step
Online music promo is a lot more than creating one social media profile or creating a hundred of them.
The internet has allowed artists to independently promote their music without having PR teams behind them.
Notwithstanding the need to create good music, the best online music promo is done by developing a strategy.
Creating a website and a mailing list
Creating social media profiles for your artist page comes second because they can be used to target other issues and topics – all of which encompasses your brand or identity as an artist.
After creating an album or coming out with solo music, your first step in promoting your music should be creating a dedicated website for your fan base to reach out to or to keep track of.
Your website should be:
● Informational about your music
● Easy to access
● A straight forward domain name
● Press releases related to your work
● Links to other social platforms
● Mailing list starting with the domain name, for online music promo tips, it is important to create a website with a domain name that comes up with a target keyword.
For example; when people type in your bands’ name, your website should be the first (or at least on the first page) to pop up.
The website should be easy to access and the layout needs to stay simplistic while also incorporating your brand.
There should be designated links to press releases, upcoming work, music collections, download links, and links to other social platforms.
Why do you need a mailing list?
You might have come across a pop-up on several websites asking you to subscribe to their mailing lists.
More often than not, you’ve clicked on ‘No, thanks.’ However, as an artist, your fan base probably wants to get direct details and links to upcoming music and tours and would subscribe to your mailing list.
What does this do for you?
● It shows you how many people are genuinely interested in keeping up with your music
● Allows you to engage with your fan base
● Create catchy content and would attract more people to your music
Online music promotion packages include several things; from websites to social platforms and press releases.
However, with everything and everyone going digital, Electronic Press Kits (EPK) are making their mark.
What is an Electronic Press Kit?
An EPK or an Electronic Press Kit is an online promotional package for a person, company, or organization.
The promotional materials are distributed to members of the media for promotional uses. It includes:
● Press quotes and features
● Press quotes
● Links to your music
● Links to your social platforms
● Any other information you’d like to be published EPKs aid businesses and individuals in getting noticed by promoting content sequentially and efficiently to the media, magazine outlets, and news organizations (including blogs and content teams).
Benefits of an Electronic Press Kit
If you’re still confused over what exactly an EPK is or does, think of it as a music promotional package that’s produced and modified specifically for the press.
It’s similar to a press release, only more. For example; it encompasses complete information (existing and new) along with links and images.
It’s a compact package given to companies to promote your business or art.
There are several benefits of an EPK:
● It’s easy to assemble
● It’s cost-efficient
● It targets required information efficiently
Promoting upcoming gigs
If you’re looking to get noticed and have your music stir up a buzz in your locality, you might want to invest in promoting upcoming gigs on websites that are dedicated to doing so.
Websites such as Bandsintown and Songkick allow people to look up when an artist is playing and where.
Modern algorithms for such websites also allow people to view musicians who have similar music styles to their tastes.
By hosting yourself on these websites, you’ll be able to update your fan base on regular gigs in your locality or any tours occurring soon, making it easier for them to buy tickets.
The more buzz your generate and the more tickets that are sold, your music will be featured on other ticket-sharing websites that’ll pop up (owing to the same algorithm) on other people’s feeds.
Understanding the algorithm
Companies, businesses (big or small), and individuals who are looking to promote the music and market their product or art to a larger audience need to familiarize themselves with the ‘algorithm.’
Previously, websites and platforms had more so of a direct approach where you’d only be shown what you entered a keyword for.
While ads are one way to target mass audiences, they’re often targeted to audiences who aren’t interested in a particular product.
The algorithm dictates that people who are looking for something similar to what you have or produce will be shown your brand in their suggested feed.
Therefore, the audience that you target isn’t a mass one that will more than likely dismiss the ad, but a targeted one that will (in all probability) click on your profile.
What does that mean? It means that online music promotion services are only as good as you are to your brand.
Developing your niche foremost does wonder for your art rather than starting a rock band and then releasing a pop album.
Social Platforms and how to use them:
Artists such as Justin Bieber and The Weeknd began their careers by releasing music online on social platforms.
Their agents recall signing them on after listening to their released tracks on YouTube before any other platform.
Why is that?
● YouTube is dedicated to promoting music and video content
● There are dedicated sections on YouTube for music videos and audios
● Your channel on YouTube contains separate playlists and releases according to category.
When promoting your content on YouTube, be wary of what your audience wants. Include links to downloads and other social platforms.
Surveys have shown that audiences respond a lot more positively to music accompanied by music videos – at least on YouTube.
Instagram is emerging as one of the world’s most popular social media platforms with over 1 billion monthly active users.
This is as exciting as it is daunting because several people create artist pages for their work. What can separate you from them? Verification.
Having a blue checkmark alongside your username gives audiences ease in knowing that you’re established and serious about your content.
Along with that, they know that they’ll be talking either directly to you or someone from your team in case of inquiries.
With Instagram, your content can be a lot more generalized. For example; constant posts about your music might seem repetitive and boring to audiences.
Instead, use social platforms such as Instagram to connect with your fans on a more personal level.
Give out content that’s characteristic of you as a person, talk about issues that are close to your heart, and engage with your audience by letting them in on your life outside of music as well.
Facebook is where most social promotions started. The platform is now used by many businesses and individuals to create business accounts and talk to their audiences directly.
It’s a lot similar to Instagram, with a more business model approach.
Facebook service team allows businesses and individuals to contact them directly to promote their work.
In your case, you could contact Facebook’s promotional team to have them work along with the algorithm in promoting your content further.
Again, verification is important to allow audiences to know that you’re the real deal. Make sure your account is verified across every social media platform.
With Twitter, a lot of your promotional content will be because of hashtags. Hashtags are hyperlinks (of sorts) where people can link with similar contact.
#Music will allow users to come across several pages and people promoting their music. #Music and #Instrumental will specify this search for only instrumental music. #Music, #Instrumental, and #Guitar will further specify this search.
Promoting your music online has been made easier now more than ever with the rise in social media and other hosting websites that make sharing content easier.
However, it can be daunting with hundreds of different ways to promote your music. It can get pretty daunting and artists tend to spread themselves out too thin and eventually burn out if they aren’t careful enough.
The best way to promote your music online is by understanding what is required to do so; how different websites and platforms function, what is required from you, and how you can establish your brand.