So you have finished your track, what’s the next step? Is it to wait for it to get blown up on TikTok? The answer should be no - you promote it. Often enough, we learn about music promotion through random Youtube or TikTok videos with the objective of getting our music heard by more people.Even though it is not wrong, the goal for music promotion for an emerging artist is being identified by music industry professionals (label, publisher, booker,...). As you progress more as a musician, it is essential to be surrounded by professionals if you want to become a great artist, as they will provide structure and stability for your career.Now, it leads us to the question of how you can get signed by a record label? The answer is simple yet complicated - growing a fanbase in which music promotion and networking play a large factor in this. To learn more, checkout our article on <a target="_blank" rel="noopener noreferrer" href="https://blog.baseformusic.com/articles/how-to-get-signed-to-a-record-label">how to get signed to a record label</a>. Nevertheless, if you want to promote your music, that is the two main tasks for you.<h2>1. Grow your fanbase</h2>You need a fanbase to become an artist. To some degree, fan bases act as fuel for an artist’s career. As a result, music promotion plays a key point in growing your fanbase. Since fans are the ones who pay to listen to your music, go to your concert, and buy your merch, you want to promote your music in a way that attracts more fans to your works.<img src="https://cdn.shopify.com/s/files/1/0262/6414/1875/files/blog_fanbase_480x480.jpg?v=1644935601" alt="a crowd enjoys music in a concert" style="display: block;margin: auto; height: auto;max-width: 80%">To do that, here are the two approaches you can follow: building your identity and knowing which music marketing plan and channels to use.<h3>1a. Build your identity</h3>Nowadays, it’s not only your music that the fans look up to but also the way you express yourself. Hence, an artist's brand identity plays a crucial role in attracting the right audience into becoming your fan. People buy into the reasons why you do it than the actual what you do. By establishing your brand identity, you answer the reason why you’re doing music that sets you apart from other artists.Brand identity for artists can take the form of your aesthetic, your music style, the way you dress, and how you present yourself on social media. Similar to Billie Eilish’s “sad aesthetic” through her songs, clothes, and social media presence, a clear identity should be something that you want to aim for to grow a fanbase.Moreover, the key in building and maintaining your brand identity is to stay consistent and authentic. By doing so, you solidify the reasons why people should follow and listen to your music. Learn more about <a target="_blank" rel="noopener noreferrer" href="https://blog.baseformusic.com/articles/how-to-grow-your-fanbase">building an identity</a>.<h3>1b. Choose your channels</h3>After you finish building your brand identity, the next step is to know where your fans are located. With the various social media platforms available, allocating where your fans are and targeting them with content can be difficult without a proper strategy.Think of your promotion plan as if it is a digital marketing plan. To strategically choose your promotion channels, there are two major factors that you should consider: your audience’s persona and which online platforms they’re located. In terms of building your audience’s persona, you should map up what kind of characteristics your fan might possess which narrow down your target area.Are they someone who takes pride in finding indie artists? What is their lifestyle? Do they stream music in their free time? Knowing your audience’s person is the first step to determining which channels to interact with your fan.The second step is all about the platform you want to engage with online. Here are 2 channels/platforms:<h4>- Organic channels</h4>Organic channels can be beneficial to independent artists to reach new audiences without having to pay money on advertising. Using organic channels only takes time and effort.Examples of organic channels are platforms like Facebook, Instagram, Twitter, Tiktok. Those platforms allow artists to engage with the audience and build a following.Some also built their community on music discovery platforms like Soundcloud, Youtube or even TikTok where you can reply to the audiences’ comments.<h4>- Social Ads</h4>One can legitimately wonder whether it is better to bet on organic content, or whether to sponsor them. While the organic channel is ideal for presenting authentically, it may take some time before you get results. Thatʼs why youʼll need ads to accelerate your audience growth process. To learn more, read <a rel="noopener noreferrer" href="https://blog.baseformusic.com/en/articles/organic-promotion-vs-spotify-ads">our article on the comparison between organic promotion and Spotify ads</a>. You can also inquire about the <a rel="noopener noreferrer" href="https://blog.baseformusic.com/en/articles/spotify-marquee-review-the-pros-and-cons">Spotify Branded format</a>.While itʼs important to extend your influence to as many platforms as possible, you should have one or two platforms to stay very active on. For more tips on promoting your music online, <a rel="noopener noreferrer" href="https://blog.baseformusic.com/articles/5-tips-to-promote-your-music">this article </a>provides five helpful tips you can follow.<h3>1c. Understand how Spotify works</h3>According to <a rel="noopener noreferrer" href="https://www.theverge.com/2022/1/20/22892939/music-streaming-services-market-share-q2-2021-spotify-apple-amazon-tencent-youtube">The Verge</a>, Spotify holds the largest market share among global streaming platforms, which makes it the largest streaming platform in the world. So you need to understand how Spotify works, because thatʼs probably where your fans stream your music. To learn more about Spotify, you can visit <a rel="noopener noreferrer" href="https://blog.baseformusic.com/en/articles/spotify-ads">our article on Spotify ads</a>. Here are the two Spotify features you need to know: Spotify Ads Studio and Spotify for artists.Like all other streaming platforms, Spotify offers a service called Spotify Ads Studio that allows individuals and businesses to promote their products through a 30-second audio ad that can be played between songs or a 30-second video ad in exchange for 30 seconds minutes of ad-free listening.Emerging artists have the opportunity to promote their titles according to the location, demographics and musical preferences of their audience. With the Music Taste Targeting feature, Spotify gives artists the ability to promote their music by targeting the genre - allowing you to target high-potential fans.To better meet the needs of artists, Spotify has launched a platform called "Spotify for artists" that allows you to be recognized on Spotify. More than just a small blue check mark on your profile, being verified on Spotify offers you many advantages, including that of appearing more professional towards your audience and attracting the attention of playlist curators. To be verified, you simply need to open a "Spotify for artists" account - itʼs that simple.To take full advantage of the Spotify platform and its features, you need to know <a rel="noopener noreferrer" href="https://blog.baseformusic.com/articles/3-tips-to-increase-your-spotify-popularity-index-score">what the Spotify Popularity Index is and how to boost it</a>, as well as <a rel="noopener noreferrer" href="https://blog.baseformusic.com/articles/actionner-les-recommandations-algorithmiques-avec-des-ads">how to trigger the Spotify algorithm</a> to expose your music to more potential listeners.<img src="https://cdn.shopify.com/s/files/1/0262/6414/1875/files/cover_image-1625840639_480x480.jpg?v=1644936646" alt="Spotify Market Share" style="display: block;margin: auto; height: auto;max-width: 80%"><h2>2. Start your networking journey</h2>Now you have a fanbase, but the record labels wouldn’t slide to your DM that easy. You have to stay proactive and start networking within the music industry. To learn more, you can read our article on <a target="_blank" rel="noopener noreferrer" href="https://blog.baseformusic.com/articles/how-to-network-in-the-music-industry">how to build your network in the music industry.</a><h3>2a. Understand how the industry works</h3>In every industry, there’s likely a gatekeeper - meaning the person you need to pass through before you can enter the industry. Luckily, thanks to the internet, the role of gatekeeping slowly diminished due to the transparency and accessibility the internet offers. However, in the music business, the role of music gatekeeper, A&amp;R (artists and repertoire) representative, is still impactful - only the way they function has changed considerably compared to the past.We can define an A&amp;R representative as someone who works under a record label to find new talents. After they find talent, they are likely to assist you throughout the production and promotion process. Before the pandemic hit us, A&amp;R reps used to scout talents through music festivals and concerts.However, after the pandemic, most A&amp;R reps look for talents through social media platforms such as TikTok or Youtube. Thus, it is essential to build up your social media presence. A great way to start your journey is to build an electronic press kit that is ready to present to an A&amp;R representative. To learn more, check out our article on <a target="_blank" rel="noopener noreferrer" href="https://blog.baseformusic.com/articles/4-things-you-should-do-before-reaching-out-to-an-a-r-rep">what to prepare before you reach out to an A&amp;R rep.</a><h3>2b. Build your Electronic Press Kit (EPK)</h3>A press kit is a pitch about yourself as a musician. Thus, its usage doesn’t limit to only A&amp;R representatives but you can also present it to booking agents, music bloggers, etc. There are two types of press kit: physical press kit and electronic press kit; but in this article, we will only cover electronic press kit.You can view your EPK as a resume that covers your biography, photos, recent releases, past shows, and contact info. With this information, the viewers decided whether they will book or invest in you. A properly done EPK can help advance your career. Hence, you must highlight your unique selling point as a musician through your EPK. Check out our article on <a target="_blank" rel="noopener noreferrer" href="https://blog.baseformusic.com/articles/electronic-press-kit-guide">how to build your own EPK.</a><img src="https://cdn.shopify.com/s/files/1/0262/6414/1875/files/design-artist-epk-electronic-press-kit-social-media-post_480x480.jpg?v=1644937023" alt="An Electronic Press Kit" style="display: block;margin: auto; height: auto;max-width: 80%"><h3>2c. Make the most of networking platforms</h3>In the past, networking in the music industry was more of a word-of-mouth thing where you know some people and they will introduce you to the right people. Thus, it’s purely based on luck and whether or not you’re a social butterfly at networking events. In the present day, some platforms help you network within the music industry.For example, <a target="_blank" rel="noopener noreferrer" href="https://groover.co/en/">Groover</a> is a platform that allows you to work with music curators, music blogs, and professionals. By employing these platforms, you’re taking an professionals that can eventually help you in the long run.To share your music with music industry professionals, we recommend using <a target="_blank" rel="noopener noreferrer" href="https://www.bridge.audio/">Bridge.audio</a>, the best solution for managing and sharing audio files. With Bridge.audio, say goodbye to private soundcloud links, and keep total control over your tracks thanks to individual sharing links. <h3>2d. Focus on distribution</h3>Without a doubt, distribution is also a part of a networking effort. A Spotify playlist curator wouldn’t just stumble across your song and thought it would be cool to add your song to their playlists. To get into a playlist, you have to pitch your song at least a week before its release date.The benefit of getting into the playlist is straightforward - you will get discovered by more listeners. As a result, you want to network and connect with the right playlist curators that have a similar genre to yours as it increases the chance of a listener converting to a fan.Some distributors, like <a target="_blank" rel="noopener noreferrer" href="https://cdbaby.com">CDBaby</a>, not only allow you to distribute your music but also offer additional services such as sync licensing and music publishing administration. These services can help you monetize your music in films, TV, and other media to increase your chances of being recognized in the industry more.Check out our article of <a target="_blank" rel="noopener noreferrer" href="https://blog.baseformusic.com/articles/top-4-best-music-distribution-services">Top 4 Music Distribution Service 2023</a> to find the most suitable distributor for you!<img src="https://cdn.shopify.com/s/files/1/0262/6414/1875/files/spotify-00-dark-1024x538_480x480.jpg?v=1644937282" alt="Spotify Dashboard" style="display: block;margin: auto; height: auto;max-width: 80%"><h2>3. Fund your music campaign</h2>At first glance, you must have thought of streaming royalty from Spotify or Apple Music as one of the ways to fund your campaign. However, it is no secret that Spotify doesn’t pay that well for a small artist.As Spotify’s payment model is almost a secret, we can only give an estimated number which can vary based on your location and your distribution contract with Spotify. According to <a target="_blank" rel="noopener noreferrer" href="https://www.businessinsider.com/how-much-does-spotify-pay-per-stream">Business Insider</a>, Spotify pays artists between $.003 and $.005 per stream which requires you to have 250 Spotify streams for a dollar.Hence, here are three different ways you can generate funds for your ad campaign: perform at concerts/clubs, produce music ads, and sell merchandise. Learn more with our guide on <a target="_blank" rel="noopener noreferrer" href="https://blog.baseformusic.com/articles/how-to-make-money-as-an-independent-artist">how to make money as an independent artist.</a> Once you've finalized your fund, you can check out our article on <a target="_blank" rel="noopener noreferrer" href="https://blog.baseformusic.com/articles/how-to-run-a-music-campaign">how to run a music campaign.</a><h3>3a. Perform at concerts/clubs</h3>Performing at concerts/clubs is not only a way to earn money but also a way for you to build a fandom and connect you with A&amp;R reps. To some degree, it’s a way for you to both promote your music and fund your campaign. Moreover, besides the clear monetary benefit, regularly participating in concerts or club performances can help to expand your networking opportunities.<h3>3b. Promote your music through advertising</h3>The career of an artist can be seen in some aspects as a brand. The artist must propose an artistic product that seduces, build a brand image around music and retain its audience. The best way to make yourself known, for a brand, is to advertise. Without intermediaries, you can target an audience that resembles you and that will appreciate your work. Advertising, in order to be effective, must always be part of a more global strategy. To prepare, read our <a rel="noopener noreferrer" href="https://blog.baseformusic.com/en/articles/music-marketing-campaign-with-indie-examples">music marketing campaign guide</a>.Also, check out this article on music promotion: <a rel="noopener noreferrer" href="https://blog.groover.co/en/tips/music-promotion-budget-release/">How to choose a budget for your release?</a> to find out how much you should spend on your music promotion campaign.<h3>3c. Sell merchandise</h3>Selling merchandise of yourself can be a way to both fund your campaign and solidify your branding and fanbase. You can sell from cups that have your iconic phrasing to t-shirts with your face on them - basically anything related to your identity and branding. Even though this method wouldn’t work for every artist out there, it is still a great and straightforward way to generate money for your campaign.<img src="https://cdn.shopify.com/s/files/1/0262/6414/1875/files/Merch1_copie_480x480.png?v=1638204863" alt="Travis Scott Merchandise" style="display: block;margin: auto; height: auto;max-width: 80%">Every strategy needs a goal. Hence, for an upcoming artist, the end goal for music promotion should be getting signed by a record label. To help you reach your record deal faster, you can run ads for your music using music promotion services like Base for Music - generating sponsored campaigns across social networks such as Facebook, TikTok, Youtube, and Spotify.

Learn how to promote your music in 2024 with our complete guide. Discover tips for growing your fanbase, building your brand identity, and more.

Music promotion 2024 - The complete guide

Apprenez-en davantage sur votre public cible, les stratégies de marketing musical et les plateformes telles que Spotify Ads Studio et Spotify for Artist grâce à ce guide complet de promotion musicale.


Promotion musicale 2024 - Le guide complet