When people talk about music marketing and promotion, they talk endlessly of social media tactics, triggering the algorithm, and hacks galore.
But none of that works if you don't have a well-defined brand and overall strategy for the success of your artistry.
When I work with artists, these are the main pillars we work on.
Until these are defined, everything else can wait.
Under every pillar are a set of key points and questions you need to ask yourself along the way.
- What defines the artist?
- What does it look like?
- Is it consistent with the music?
- How did you get here?
- Why do you do it?
- What will fans say to their friends when talking about you?
- What values are you trying to project into the world?
- What do you care about the most?
- What are your principles?
- What do they look like?
- Where do they hang out online/offline?
- What resonates with them?
- What are their values?
- What keeps them up at night?
- What content can you put out that will attract your ideal audience?
- Where can you distribute your content to reach your fans?
- What content model can you create that will allow you to consistently deliver value to your followers?
- What's the call-to-action?
- Garner attention
- Convert followers into subscribers
- Nurturing subscribers and converting them into fans
- Adding value to the proposition of buying music
- Productising the music, exclusives, premium releases etc
- Who are the core group that support you the most?
- Do they feel valued?
- Do you have a direct line with them?
- Have you rewarded them accordingly?
- Feeding the funnel
- Building the shop
- Sustaining your efforts
Once you have defined all of the above, you're on your way to building a lasting brand.
Don't expect to this to be done in a single session, this is an ongoing pursuit.
Much like your music itself, you are always growing.
Photo by Tarang Dave on Unsplash