Promoting your music! A guide for independent artists
Tried and tested music marketing strategies for the independent musician in 2024
Got some tracks that deserve more than just your speakers? Whether you’re a solo artist or part of an independent band making waves in your local scene, we’ve got the strategies to help you get noticed.
You’ve got the talent (or so your friends say), but now it’s time to turn those tracks into trending hits. This guide is your roadmap to building an audience, growing your fan base, and making a name for yourself.
From creating your first professional EPK to mastering social media, we’ve got the tips you need to get your music heard. These strategies are tried and tested by industry pros and newcomers alike.
Before you drop that new track you’ve been perfecting all summer, dive into these expert tips. Let’s get your music out there!
1. Why You Need an Online Presence: Set Your Social Media Straight
First thing’s first—if you’re not online, you’re practically invisible! Social media is where your future fans are. Imagine someone thousands of miles away, doom-scrolling on their phone, and suddenly they stumble upon your music. That’s how you start making waves and generating buzz online.
Claim your space on all the major platforms: Instagram, TikTok, X, Threads, Facebook, and YouTube. Don’t just exist there—thrive! Post regularly and engage with your audience. Share behind-the-scenes glimpses of your creative process, announce new releases, or just show off your personality.
Interaction is key to growing your fanbase. Make your fans feel like they’re part of your journey. Target short-form, music-driven apps like TikTok or Instagram Reels, and brainstorm creative ways to integrate your music into fresh content. Think of it as your digital stage with endless possibilities and an audience ready to absorb and spread your art.
Check out how Jacob Collier promoted his new album, Djesse Vol. 4, with a reel featuring Sitar legend Anoushka Shankar on his social media. It’s all about making those connections and keeping your audience engaged.
2. Create your ultimate tools: EPK and Website
Electronic Press Kit (EPK) – This is your professional portfolio. It’s got to be sharp and comprehensive. Here’s what you need:
Bio: Keep it concise and engaging.
High-quality photos: Professional shots that represent your style.
Videos: A couple of well-edited clips showcasing your best performances.
Links to your best tracks: Highlight your top songs.
Press clippings: Include any media coverage you’ve received.
Gig calendar: List your upcoming shows.
Your bio and photos are the first things people see, so make them count.
Great EPKs, artists webistes and more with Bandzoogle
Need help getting started? Check out this AI EPK tool or check out services like Bandzoogle where you can create great webistes, EPKs and other promotional material.
Now, let’s talk about your website – This is your online hub. It’s where fans and industry alike come to learn more about you. Here’s what you need:
Sleek UI: Make it user-friendly and visually appealing.
Artist bio: Tell your story.
Discography: Showcase your music.
Live gig images: Share photos from your performances.
Future show dates: Keep your audience updated.
Link your EPK here so industry folks can easily access it, and make sure there’s a prominent link to your music on all streaming platforms.
3. Collaborative Efforts: Introducing your music to new fans
Collaborating with other musicians is a powerful way to grow your fanbase. Working with artists who share your vision and style can help you reimagine your music and expand your reach. By teaming up, you can tap into each other’s fan bases, giving both of you access to new listeners who might not have discovered your music otherwise. Whether it’s co-writing, featuring on tracks, or going on a joint tour, collaboration opens new creative avenues and strengthens your presence in the scene.
Collaboration isn’t just about making great music—it’s also about learning and growing as artists. Each musician brings unique skills and experiences to the table, and there’s always room for unexpected surprises. You never know when you might meet an industry professional through an artist you collaborated with.
Magic really can happen when like-minded creative minds come together:
4. Master Influencer Marketing: Amplify Your Brand with Social Media Stars
Know someone who’s smashing DIY makeup tutorials on Instagram or has a food vlog that went viral? Reach out to them to help promote your music. Influencers have a huge audience that’s always tuned in. By teaming up with established influencers, you can drive more traffic to your streaming platforms and expand your reach.
Whether it’s an Instagram star sharing your latest track or a TikTok creator making your song the next viral hit, influencers can significantly boost your social media visibility. Collaborating with influencers who align with your brand and style will help you connect with listeners who appreciate your sound.
Influencers don’t just boost your brand; they help you gain traction as the next big thing in the music scene, earning you some serious credibility. Don’t underestimate the power of influencer marketing—it’s a modern megaphone that can get your music heard by the masses.
5. Understand how Email Marketing Works: Build Personal Connections Over Time
Social media is great for quick updates and teasing your fans, but email is where you can really get personal. An email list for music promotion is one of the most powerful tools in your marketing toolkit. It’s your direct line to your most loyal fans—the ones who genuinely want to hear from you.
There are a few ways to build your email list. Some musicians stick to using a sign-up form on their website to collect email addresses. Others go the extra mile, handing out flyers at gigs with QR codes linking to newsletters and merch. Offering incentives like discounted merch and early access to exclusive content can sweeten the deal.
Once you’ve built your list, use it to keep your fans in the loop. Announce new releases, share behind-the-scenes stories, and let them know about upcoming tour dates. The more personal and engaging your emails, the more connected your fans will feel. Always remember, connection equals loyalty.
6. Pitch to Renowned Blogs: Music Bloggers are the key to boost your SEO
Music blogs can be your secret weapon for promotion. These blogs will discuss your release and write about your work, letting their loyal readers know you exist. Plus, your name or track will get a boost in SEO, meaning you rank higher on search engine results pages.
Music blogs help generate enough content about your work online so that fans and the music press can easily find you. The more published content you have, the better your chances of being visible to new fans and creating revenue streams through ad services like Google or Meta.
When you’re ready to pitch to bloggers, double-check all vital info like your bio, images, and links to your work before sending them in. Make sure your EPK is accessible for media pros. Personalize your message—bloggers can spot a generic pitch a mile away.
While artists usually reach out to curators, you should try us out here at Musosoup. We’re a music submission site where quality bloggers come to you with offers and an effective channel to have in the mix when promoting your music.
7. Score with Playlist Curators: Your Ticket to New Fans
Nabbing a spot on a popular playlist can be a game-changer for your music career. Playlists on platforms like Spotify are where Gen-Z gets their music fix. Getting your tracks on the right playlist can open up a whole new world of listeners.
To boost your chances, aim for playlists that align with your genre. If you’re a heavy metal artist, for instance, use Spotify’s ‘Browse’ function to hunt down playlists like “Mosh Pit Favorites” instead of “Coffee Shop Relaxing Jazz.” Reach out to playlist curators with links to your top tracks, and tell them why your song is a perfect fit. Keep at it—persistence is key, and don’t sweat it if you don’t land a spot right away.
Musosoup not only connects you with bloggers but also with vetted Spotify playlist curators who can add your song to the right playlists and help with promotion.
8. Leverage Meta ads to Make Your Music Reach the Right Audience
Online advertising services like Google Ads and Meta Ads are game-changers for building a more relevant fanbase. Meta, in particular, has fine-tuned its content distribution framework to engage targeted audiences based on their preferences.
Running conversion campaigns is a fantastic way to zero in on the right audience and boost your Spotify or YouTube presence. Sure, it requires some investment, but if you’ve got a decent budget, it’s one of the best ways to get your music out there.
A great starting point? Check out YouTubers like Andrew Southworth. He drops super helpful videos on running ads to promote your music. His advice is practical, easy to follow, and can help you reach more listeners and grow your fanbase.
9. Jam with Fans at Live Shows: Improv is Where the Real Magic Happens
There’s nothing quite like the energy of a live show. No matter how much the world has thrived online (especially post-pandemic), it can never match the thrill of a high-octane live performance. If you’re an independent act just starting out, you might find yourself playing smaller venues with sparse crowds and a paycheck that reflects the struggle. But don’t let that get you down—every gig is a golden opportunity to grow your fan base.
As you build your following, keep a close eye on your social media channels to track fan activity by location. This will help you with music promotion and pinpoint where to play next. After your set, stick around to chat with fans, sign merch, and introduce them to the brand image you’re developing. These personal connections can turn casual listeners into dedicated supporters and potential investors in your art.
10. Ideate and Develop a Music Video: Visuals That Resonate With Your Brand Identity
If you blame MTV, I wouldn’t say you’re 100% wrong. But in 2024, being an entertainer means embracing the visual medium, no matter what kind of artist you are. If you want people to know about you, of course! To get your music to a massive audience, creating engaging and unique visuals is the way to go. A well-crafted music video with viral potential can open up endless growth opportunities. But don’t stress if you don’t have a Hollywood budget—creativity is key.
Think about a concept that’s visually engaging and fits your brand. Make sure it’s something that will grab attention and release it through easily shareable channels like YouTube. The right video can turn a great song into an unforgettable experience. Remember you don’t have to have a massive budget to make a classic:
11. Waterfall Releases: The Key to Cracking the Algorithm
Waterfall releases are a savvy music marketing tactic where artists drop tracks from an upcoming album one at a time, gradually building excitement. Each new single adds to the previous ones, creating a “waterfall” effect that keeps fans engaged over time. This strategy not only sustains momentum but also boosts streaming numbers, as listeners revisit earlier tracks while discovering new ones, maintaining interest in the full album.
A prime example of an artist using the waterfall release strategy is Billie Eilish. For her debut album “When We All Fall Asleep, Where Do We Go?”, she released singles like “you should see me in a crown,” “when the party’s over,” and “bury a friend” over several months before the album’s full release. Each single generated buzz and kept her audience engaged, ultimately leading to the album’s massive success.
Read More > Decoding 2023 Instagram Algorithm - How to Grow as a Creator on IG?
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There you have it - a roadmap to boosting your indie music marketing game.
Whether you’re just starting out or looking to take your career to the next level, these tips will help you connect with fans who will survive the test of time, help you get noticed by the right people, and ultimately, spread your music to the farthest corners of the world. So be authentic, be creative, be clever and be brave when getting your music out there.