Why music promotion doesn’t actually work

What do I mean by music promotion?

When I say “music promotion” I mean the promoting of songs or records which usually sends artists down the route of playlist pitching and the like.

The problem with this is…

It doesn’t promote the artist

It only serves to promote their music.

Why is this a problem?

Because It doesn’t build brand.

Thus it doesn’t build their business or connect with directly with their audience.

So what should one do?

Promote the brand, the story, the artist.

Then let the audience trickle into your products and music.

A subtle, but significant difference in approach.

Image by Karolina Grabowska from Pixabay