Music marketing is not a single action nor is it something you do one time and it’s done. To properly market your music to potential fans you must have a multi-strategy approach that is consistent and continual. Meaning; you must reach fans in all areas where they may “hanging out” and you must continually offer your music for their review. Typical music marketing plans include online music marketing, offline music marketing in the form of street team promotions, and live event marketing in clubs and venues during live performances.
Many emerging artists, groups, and independent record labels feel that myspace.com is an end-all, be-all. Meaning; once they set-up a myspace.com profile and add their music, pictures, and maybe a video or two, they do not need to do anything further to market their music other than “add more friends.” This is simply not the case. Myspace.com is a great resource for marketing music, but it is only one area an artist or group must concentrate efforts on when executing a complete music marketing campaign.
The following list details 5 essential strategies that need to be included in a complete music marketing campaign if an artist or group wants to reach maximum exposure to potential fans with their music:
1. Online Social Networking
Social networking is the base of which many, many emerging artists have launched their careers. It includes myspace.com, youtube.com, facebook.com, twitter.com, and other mainstream social networks as well as hundreds of other lesser known sites that cater to genre specific, region specific, or other specific demographic groups. It is very important to maintain a consistent “image” within all social networks used when marketing music. The key to successful social networking to market music is continual updates. Think about social networking like meeting and maintaining new friends in the real world. You can not simply meet someone one time, never talk to them again, and then expect them to remember you six months down the road when you call them up to invite them to a live show. You have to maintain an online “friendship” within all your social networks. This includes giving back as well as receiving. You can not simply ask your “friends” to do things for you without taking an active roll in what they may want or need in return.
2. Offline Street Team Promotions
Even though it is the “new Millennium,” many music fans still prefer to hear new music and meet new artists away from the computer. For this reason it is essential that emerging artists, groups, and record labels utilize street team promotions within their music marketing plans. This includes flyer campaigns, retail outlet point of purchase displays, and promotional material awareness campaigns. Studies have shown that 1 in 100 music fans take action when receiving hand outs from music marketing street teams. This means if you are only handing out 200 – 500 flyers announcing a live show, you can really only expect to see 2 – 5 people from your efforts. Street team promotions are most effective when interacting with 1000 – 3000 potential fans per event!
3. Entertainment Press & Publications
The internet has taken over the world of print media by storm. However, there are still a great number of entertainment publications that review music, write articles about emerging artists/groups, and introduce new music to readers. In order to have a complete music marketing campaign an emerging artist must submit music and press releases to as many entertainment publications and press reporters as they can find. A good source, ironically, for finding entertainment press resources is the internet. Often times a street version publication will have an online addition that will offer submission guidelines, contact names, and addresses. When submitting your music or material to these publications make sure you include a CD, bio, press release, and any other marketing material you may have to interest the reporter enough to take the time to learn more about you or your group.
4. Live Event Marketing
Many artists and groups miss one of the greatest opportunities to gain new fans by not marketing to the crowd in front of them during live performance events. Marketing your music at live events is more than simply introducing you or your bands name and web address from stage. Setting up a music marketing – merchandise table is one of the best ways to draw attention to your CD, t-shirts, and other merchandise you may have for sale. Do not let a “small show mentality” stop you from setting up a merchandise table at every live event you perform. It does not matter if there is only three people of three thousand people in the room, they are all potential fans. The more fans you have the more chances of selling CDs. In addition to a music marketing – merchandising table many emerging bands do not realize the importance of building an opt-in email list. Have a dedicated person roam the crowd with a clipboard getting people to sign up for your FREE newsletter. Make sure you announce from stage that someone will be around to get fans email addresses and you will be surprised at how fast you build your list.
5. Opt-In Music Marketing Email List Promotions
Once you get a fan you have to keep that fan. This means you need to stay in constant contact with your fans and let them know what shows are coming up, what the press is saying about you or the group, what new merchandise you have for sale, and how they can help you get your music on more radio stations by requesting you song. This is best accomplished through a weekly newsletter to your opt-in email database. Make sure you do not over market to your list and becoming just another “junk email” they receive. Include a link to sign up for your newsletter on all social networking sites, websites, flyers, and any other promotional material you create in your efforts to market your music.
These 5 strategies of music marketing do not make up a complete music marketing campaign alone. However, if these 5 music marketing strategies are followed on a consistent basis, an emerging artist will see a huge boost in fans, CD sales, and awareness within the entertainment press. The advantage of these five strategies is the simple fact that they are free to execute. Meaning, there is no excuse for not starting your music marketing campaign toady and continuing it forward, daily, without stopping until you have landed on the number one position of the Billboard charts!
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Labels: 5 Essential Strategies of a Music Marketing Campaign