Once you consider advertising and marketing, does it fall into considered one of two classes? Both sixties promoting execs in fancy fits and tall buildings or slick adverts that received’t go away you alone (severely, how do they know I used to be speaking about nachos?!)
More often than not, that’s what I consider too. However then I bear in mind the world we’re residing in and that advertising and marketing, whereas it will get a little bit of a foul repute, is definitely fairly cool when used appropriately. As a result of when carried out effectively, it doesn’t must really feel pushy, or overbearing, and even sale-sy. It will possibly merely be an introduction between you and a brand new set of followers who’re prone to discover an curiosity in your music. That’s it. Form of like how whenever you go to a celebration and a buddy says “hey, Angela, have you ever met Sam? You’ll like Sam lots, 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 situation performs out. An introduction to you and your music to an viewers that’s already prone to be interested by you.
After all, there are numerous alternative ways to market—some to current 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 neighborhood of music followers right into a one-of-a-kind expertise that solely you can provide them. This may be in individual or digital (in individual most likely packs extra of a punch however digital reaches extra folks) and the aim is easy: get your current followers collectively to remind them why they love you and your music in addition to get in entrance of latest followers with one thing apart from your music.
So, which means as a substitute of simply making it a standard, run-of-the-mill live performance you create a real expertise. This might imply presenting a theme (like a Halloween costume occasion, celebrating Nationwide Cupcake Day, or making your individual theme that aligns together with your music or new album) and creating round it.
Let’s go together with the instance of making a theme round your album. Say it’s a really wild, occasion anthem album. You wish to create a celebration environment, so which means you’re going to have strobe lights and superior music taking part in over the audio system when folks are available, you’re going to present everybody that is available in a noisemaker or confetti to throw in the course of 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 would skip” to “that sounds wonderful, 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 you can 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, a neighborhood clothes firm you’d like to put on in your new music video and tag them—after which as you discover success in these neighborhood 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 completely happy 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 assume 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 considered one of 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. You should definitely create an expertise round it. As an illustration, don’t simply name it a rock playlist, name it “Songs for when you have to exercise however actually don’t wish to”. One thing that’s hyper-specific and folks will gravitate in the direction of (and relate to).
When 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 operating giveaways that additionally assist develop your social media following and electronic mail checklist. Then, companion with different manufacturers or bands to create a partnered giveaway. Once more, make it concerning the expertise, one thing a fan (or future fan) will actually need. As an illustration, perhaps 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, sweets from the native chocolatier, and a bottle of wine from the wine store.
That’s the way you get new followers. Perhaps 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, Different Press, American Songwriter, PopWrapped, & extra. She loves ice cream, actuality TV, and hanging together with her canine Sawyer.