I’m sure most of us can agree, the music universe is so over saturated to such a great degree that searching for new music can often times make my head explode. So how is it possible for potential fans and consumers to sort through this endless sea of music to get to to unknown establishing acts of the world? In this article I’ll talk about a few bare essentials and marketing basics around developing a new artist. A lot of what I’m about to discuss isn’t rocket science and can easily be executed with minimal to no costs.
Probably one of the most important marketing tools that should never be overlooked is social media. Many developing artists already have their own social properties built out with existing followers. It’s necessary to keep these pages current with frequent updates about tours, new releases, links to buy their content, and general band updates in order to keep those fans not only informed, but engaged. They want to hear about the next music video, or what’s happening along their tour. There are also many ways artists can help attract new followers through their socials such as contesting, posting new content, conducting Q&A’s with fans, etc.
Easy accessibility is key. One of the greatest luxuries of digital music is the immediate access to music in seconds without getting off your couch. As a result, we have evolved into a culture of music consumers who if not handed music with seamless ease, can loose interest quickly. There are a few ways to accommodate these consumers especially within the digital retail space. One of the most important is including buy links on band’s websites and social media properties. Having the links readily available directing potential customer to a release’s buy page is very effective. Another way is to make sure you are building out artist pages where you can. iTunes, Amazon, and many stores will allow your own artists images and artwork to exist in the store. By building out these artist pages, you’re allowing customers to easily attain an artist’s discography too which is a good thing. Building up followers on artist’s Spotify profile allows those followers to be notified in the future of new content by this artist. Lastly, keeping fans informed of how, when, and where they can purchase or access artists’ content is crucial as to not leave customers searching for that information on their own, because let’s be honest, a good majority of them won’t.
Keeping up with the new technology and music industry developments seems like a no brainier, but we sometimes forget how important that can be. Being informed can help put developing artists at the forefront of these advancements so you’re not playing catch up later. Tech developers are consistently pumping new devices, apps, services into the marketplace quicker then ever. Knowing how you can effectively utilize these new technologies with your developing artists is critical. For instance, new streaming service Beats launched in the US this week, are you up to speed with the most current information on how this service can benefit your artists?
There are lots of other inexpensive, free, and easy ways you can market a developing artist outside of what was discussed here. I’ve merely only starched the surface with the opportunities at your disposal. At the end of the day, it all comes down to knowing your customer/fanbase and how to best reach them; I hope that some of these topics help with your future marketing agendas.