Once you consider advertising and marketing, does it fall into one in every of two classes? Both sixties promoting execs in fancy fits and tall buildings or slick advertisements that gained’t go away 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 foul repute, is definitely fairly cool when used accurately. As a result of when accomplished effectively, it doesn’t should really feel pushy, or overbearing, and even sale-sy. It could 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 while you go to a celebration and a buddy says “hey, Angela, have you ever met Sam? You’ll like Sam rather a lot, they personal a DIY report label and work with artists within the indie-rock style. You’re keen on pop-punk!”
I do love pop-punk and I’d immediately be impressed to fulfill 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 keen on you.
After all, there are loads of alternative ways to market—some to present followers and others to new ones. We’re going to cowl just a few 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 in all probability packs extra of a punch however digital reaches extra folks) and the objective is straightforward: get your present 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 social gathering, 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, social gathering anthem album. You need to create a celebration ambiance, 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 through the present, you’ll have a desk with themed cupcakes or cookies and every ticket will embrace 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 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 generally (product placement in music movies is the obvious instance) however there are loads of methods you are able to do this on a smaller scale as an indie artist as effectively.
Create an inventory of native companies first you can see making a partnership with—espresso retailers you might carry out at or create a partnership the place they title a latte after you. Venues you might 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 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 usually influencer advertising and marketing contains 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 generally they’re comfortable simply to work collectively for publicity to one another’s viewers or product (like your merch or guitar classes).
Create an inventory 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 in every 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’ll want to create an expertise round it. As an example, don’t simply name it a rock playlist, name it “Songs for when you want to exercise however actually don’t need to”. One thing that’s hyper-specific and other people will gravitate in the direction of (and relate to).
For those who can associate with different bands so as to add on (and in return, ask them to share the playlist and tag you) then you definately immediately have extra advertising and marketing energy.
Run a (partnered) give-away
There are a ton of instruments on the market which can be nice for operating giveaways that additionally assist develop your social media following and electronic mail listing. Then, associate 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 really need. As an example, 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. 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, Different Press, American Songwriter, PopWrapped, & extra. She loves ice cream, actuality TV, and hanging along with her canine Sawyer.