The music business has seen its most drastic shake up over the last few years since the use of MP3 at the turn of the millennium. Artists are now more than ever under pressure to adapt to new technologies such as paid streaming services and apps in order to be a cut above the rest. We look at 5 ways musicians can promote their music online during this shift in paradigm.
Build a networking database
By creating an email database of your fans, you are cutting out third party companies and saving money on online ads and are able to contact your audience directly to their inbox. Fans can be sent exclusive deals and keep up to date with your movements. Email is permission based asset, so that those who sign up have given you permission to share and communicate with them. Most people at least glance at their emails as they slide through their inboxes. Whereas when someone is following thousands on Twitter or Facebook it’s harder to get your message seen.
Use live feeds such as Snapchat to engage
Snapchat has an estimated 200 million monthly active users and has more users than Twitter, also growing more in one year than Twitter did in four years total. You can show the personality of your brand in a new way on Snapchat, highlighting the parts that will be most relevant to your audience there. Behind the scenes content can be revealed by the app such as a studio session of a new single or backstage at a gig.
Collaborate with other online personalities
Collaborating with other likeminded individuals will help build your brand within relevant markets. If a music consumer sees your content affiliated with entertainers that they are familiar with, they will add you to their social media following. This step also spreads over to streaming services as your name will appear in the playlists of other musicians for all their audience to see going forward. This partnership technique allows you to be cosigned by others that are trusted in the industry and will affirm you as a stronghold asset.
Make your website a community hub
Have your web space be a place where your fans are always spending time on. Having a blog will make fans always check in to see your latest views, making you appear in their minds on a regular basis. Set up a comments section, enabling a community where people can discuss the realm that you are part of. The enabling of comments requires a sign up from the user, giving you more emails and social media tags to promote your music to.
Give away free music
Not all of your artistry should be given away, but a free project here and there has proven to be a clever tactic. The Weekend found international acclaim without selling a single album till 2013. The Canadian singer released three mixtapes in 2011 at no price, creating a wave of attention from the world, which was drawn to his fresh sound. Free music isn't just a marketing ploy for an already established artist or a way to say thank you to fans. When executed correctly, giving away a project is a way to build an audience from the ground up, which will spread the gospel.
How To Promote Your Music On Social Media
How to promote your music on social media - from Music Talks