Misconceptions artists have about marketing music

I’ve always found it odd that artists find it difficult to do marketing.

In my mind, artists should be the most qualified people in the world to do marketing.

Because marketing is art. It’s storytelling.

Think about your favourite bands and artists. The stories you’ve internalised — that’s marketing!

Below I have listed the main misconceptions artists have about marketing.

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They can’t do it

Marketing is just a concept. It’s not rocket science. Anyone can conceptualise it and do it.

The reason artists believe they can’t do it is because they think it’s sales or self-promotion. It isn’t.

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That it’s self-promotion

It’s not self promotion. It’s not telling people how good you are. It’s about telling people your values and your stories.

Case in point: The Apple ‘Think Different’ campaign. It literally didn’t promote anything Apple or any product. It promoted the people who they exists for, the “misfits”.