MUSIC MARKETING STRATEGY FOR UPCOMING ARTIST

 Many artists dream of the day they “blow”, yet only a few get to live it. For many, they even struggle with getting their music heard. The music business, although different, retains the core principles of any ordinary business. To blow, one must be intentional and take active steps. Although there can be the “accidental blowing”, such is not sustainable and will fizzle out if there is no plan or strategy to utilise it. This article looks at some of the strategies you can employ to get your music heard and build a successful and sustainable music career.

1. Define Your Brand

A brand is a visual manifestation and representation of who you are and what you stand for, i.e. basically your identity. It is something that, when seen, people can connect you with it, even beyond your music.  The clearer you are on your identity, what you stand for, and the fans you want to attract, the more intentional you will be with decisions in the music business. The reason is that you already know what you are going for, and it will be easier to determine the steps to take and the ones to avoid. Your brand has to be as personal to you as possible and unique. As much as possible, avoid creating a generic brand that is not unique to you or relates with many others asides from you.  Unfortunately, building your brand will include saying yes to some and no to others because it does not tally with your brand. If you can determine your brand early enough, it will help you avoid decisions and steps that may damage your brand.  Overall, the summary of your brand should be about the impact you want your music to have on your fans and listeners.

2. Create a Platform For Interaction

You need a platform (beyond even social media) for interaction with your fans. The platform will serve as a medium where fans and critics alike can converge for reliable information and updates regarding you and your journey in the music business. Although many artists have social media handles on various social platforms, go a step further and create an actual website to boost your brand further and following. By doing this, you create a platform or medium for communication, which you can be designed to your taste to reflect your brand, interact with fans, and create a deeper emotional bond with them. A website enables you to get your fans email address, build an email list, and communicate with them, further creating a strong bond with them. Find a way to use all social media platforms to draw fans to you. For example, you can use Twitter, Instagram and the likes to grow a following, and direct them to your website for more information and content about you, and collect/add them to an email list where you further your relationship with them. The rewards may not be instantaneous, but trust me, you will slowly but surely build up a solid and loyal fanbase if you are consistent.

3. Create Content

Beyond creating music, create other content that your fans can engage in. The process of releasing music, amongst other things, is time-consuming and sometimes may be outside your control. Rather than keep your fans starved, waiting for your next release, keep them engaged with different contents, and use these contents to attract new fans. Contents include letting them get to know you personally, letting them into your life, home etc. There are various contents to be created beyond weekly newsletters. Find what works for you, make it a fun process, and do it consistently. The content you create may become leverage for you in the future. It keeps the fans engaged, draws them closer to you, and brings new fans in. The more emotional bond you can create with your fans, the more willing they will be to part with their hard-earned cash for you.

4. Connect With Fans

Great! You have a website, a solid social media presence, hundreds of fans on your email list, and you give them content regularly. However, beyond that, you need to connect with them, physically, virtually and both. The best way to do this is often physically, but covid has opened our eyes to the possibilities of virtual life. By mixing the two, you allow everyone to get a taste of you. The best way to connect with fans is by having live gigs or concerts. No, it does not have to be extensive or elaborate. A meet and greet still suffice. It allows you to meet the names on your email list, and they physically meet you, sign some autographs, take pictures etc.  This creates a deeper connection. It also gives you an idea of the number of “your ride or die” fans, the ones ready to follow you anywhere. You can make some events free or some others for a token (it’s advisable to make it free for as long as you can afford to do so). The point is to make it accessible to everyone. It can also serve as a source of monetisation, where you can sell your merchandise as well. The information you get from connecting with your fans is data that can create content, deepen the connection with them, and improve your brand, music and marketing.

5. Create Good Music

This goes without saying. Your main tie with your fans is your music. You have to ensure there is a steady stream of music being released. Contents, connections, blogs, interviews, behind the scenes etc., are all appetisers. The music is the main course. Although appetisers can be filling and lovely, it is not designed to replace the main course. The music you create is the gospel that your fans will use on evangelism to draw more converts to your fanbase. As much as artists are looking for a fanbase that will rep them, they should also ensure they release music that reps the fans, music that fans will be proud to share and brag about. Fans love nothing more than having bragging rights about their stans. Whack music will lead to even your most devout fans being silent about your musical work, criticising it, or worse, abandoning the bandwagon. New music also gives you fresh content to engage your fans (e.g. podcast on the idea behind it, behind the scene of recording it etc.), and you can play it when you connect. More music also gives you an idea of what your fans like, which provides you with a view of the types of music and sound to put out there, which your fans will appreciate.

Other strategies are not listed above but are worth mentioning, including getting your music on the radio, giving free interviews on radio, podcasts, etc., collaborating with other artists, and selling and giving out free merchandise. Overall, remember to do these consistently and still have fun whilst doing so. Yeah, it looks like a lot, but who said the music business was easy peasy *inserts laugh emoji. It takes dedication, hard work, consistency, money, and a little bit of luck. You cannot determine when you get the little bit of work, but you can determine the others. Put in the work, stay consistent and innovative, and who knows, you may not even need lady luck smiling on you.

Lastly, stay up to date with all you need to know about African music at SOA, right here.