If you consider advertising and marketing, does it fall into one among two classes? Both sixties promoting execs in fancy fits and tall buildings or slick advertisements that gained’t depart you alone (significantly, how do they know I used to be speaking about nachos?!)
More often than not, that’s what I consider too. However then I keep in mind the world we’re dwelling in and that advertising and marketing, whereas it will get a little bit of a nasty fame, is definitely fairly cool when used appropriately. As a result of when accomplished effectively, it doesn’t must really feel pushy, or overbearing, and even sale-sy. It might probably merely be an introduction between you and a brand new set of followers who’re more likely to discover an curiosity in your music. That’s it. Sort of like how once you go to a celebration and a buddy says “hey, Angela, have you ever met Sam? You’ll like Sam quite a bit, they personal a DIY file label and work with artists within the indie-rock style. You’re keen on pop-punk!”
I do love pop-punk and I might immediately be impressed to satisfy Sam and be taught extra. Within the case of an advert, that very same state of affairs performs out. An introduction to you and your music to an viewers that’s already more likely to be inquisitive about you.
In fact, there are numerous other ways to market—some to present followers and others to new ones. We’re going to cowl a number of of every right here. Let’s dive in!
Create a one-of-a-kind live performance expertise
This one is enjoyable as a result of it brings collectively a group of music followers right into a one-of-a-kind expertise that solely you may give them. This may be in individual or digital (in individual most likely packs extra of a punch however digital reaches extra individuals) and the aim is easy: get your present followers collectively to remind them why they love you and your music in addition to get in entrance of recent followers with one thing aside from your music.
So, meaning as a substitute of simply making it a traditional, run-of-the-mill live performance you create a real expertise. This might imply presenting a theme (like a Halloween costume celebration, celebrating Nationwide Cupcake Day, or making your personal theme that aligns along with your music or new album) and creating round it.
Let’s go along with the instance of making a theme round your album. Say it’s a really wild, celebration anthem album. You wish to create a celebration ambiance, so meaning you’re going to have strobe lights and superior music enjoying over the audio system when individuals are available in, you’re going to provide everybody that is available in a noisemaker or confetti to throw throughout the present, you’ll have a desk with themed cupcakes or cookies and every ticket will embody a drink on the bar (you possibly can work that into the ticket value)
See how that simply went from “present I’d skip” to “that sounds superb, I’ve to be there!”?
Create model partnerships
One thing that’s extremely regular within the entrepreneurial world, however doesn’t pop up as a lot within the music business is creating model partnerships. You see this with main label artists typically (product placement in music movies is the obvious instance) however there are numerous methods you are able to do this on a smaller scale as an indie artist as effectively.
Create a listing of native companies first which you could see making a partnership with—espresso retailers you would carry out at or create a partnership the place they title a latte after you. Venues you would have a residency at, an area clothes firm you’d like to put on in your new music video and tag them—after which as you discover success in these group roots, you possibly can start to department out to non-local alternatives with manufacturers for related partnerships.
Companion with an influencer
This can be a little completely different than the above model partnerships we have been speaking about as a result of typically influencer advertising and marketing consists of paying for the influencer’s time. Micro-influencers can run as little as $100 or much less (or extra, if they’ve an enormous follower rely) however typically they’re joyful simply to work collectively for publicity to one another’s viewers or product (like your merch or guitar classes).
Create a listing of influencers and the way you suppose you possibly can work collectively and what the profit is to the influencer in the event that they aren’t getting paid. Then, begin to attain out! That is the way you begin to construct these connections.
Create a playlist with different native bands
Creating playlists is one among my favourite methods to market your self. It begins with merely making a playlist anchored round your most up-to-date single after which including songs that match that very same style/temper/vibe. Remember to create an expertise round it. For example, don’t simply name it a rock playlist, name it “Songs for when that you must exercise however actually don’t wish to”. One thing that’s hyper-specific and other people will gravitate in direction of (and relate to).
In the event you can companion with different bands so as to add on (and in return, ask them to share the playlist and tag you) you then immediately have extra advertising and marketing energy.
Run a (partnered) give-away
There are a ton of instruments on the market which are nice for working giveaways that additionally assist develop your social media following and e mail record. Then, companion with different manufacturers or bands to create a partnered giveaway. Once more, make it in regards to the expertise, one thing a fan (or future fan) will really need. For example, possibly you do a “Native Chicago” giveaway that features not solely a few of your merch and tickets however a bag of espresso from the native cafe, goodies from the native chocolatier, and a bottle of wine from the wine store.
That’s the way you get new followers. Possibly they enter the competition for the wine and find yourself loving your band since you have been a part of the giveaway.
Which of those will you attempt?
Angela Mastrogiacomo is the founder and CEO of Muddy Paw PR the place artists have seen placements on Spotify, Various Press, American Songwriter, PopWrapped, & extra. She loves ice cream, actuality TV, and hanging along with her canine Sawyer.