Learn How to Promote Music Online: Dos and Don'ts

Before we discuss how to promote music online, you must first understand, the difference between music marketing and music promotion.

Music Marketing: Nurtures your relationship with fans and provides them with reasons for 'WHY' the should support your career.

Music Promotion: Tells fans what you're selling and where and when they can buy it.

In short, having an effective music marketing system in place will give you your best chance to get a positive response when promoting your music and shows. You can read more about Music Marketing vs Music Promotion: The Reason Behind Why Fans Do Or Don’t Care About Your Music, where we explain this process in more detail.

That said, promoting music online is essential for musicians looking to reach wider audiences and build a successful career. However, navigating the online landscape can be overwhelming, with countless platforms and strategies available. To help you effectively promote your music online, let's explore some essential dos and don'ts.

The Dos and Don'ts of Online Promotion

Dos:

1. Develop a Strong Online Presence:

Building a solid online presence is crucial for attracting fans and showcasing your music. Create profiles on major social media platforms like Facebook, Instagram, YouTube, TikTok and X (Twitter). Additionally, creating a professional website where potential fans can learn more about you and your music is a great way to give a deeper dive into your background, so you can start build your emotional bond with them.

2. Engage with Your Audience:

Interaction with your fans is key to building a loyal fan base. Respond to comments, messages and mentions promptly. Show appreciation for their support and make them feel valued.

3. Create Quality Content:

Share high-quality music, videos, photos and behind-the-scenes content regularly. This not only keeps your audience engaged but also helps in establishing your brand.

4. Utilize Email Marketing:

Build an email list and send regular updates about your music, upcoming shows and exclusive content to your subscribers. Email marketing allows for direct communication with your fans, it's one of the best way to nurture relationships and is a powerful tool when transforming fans into financial supporters. Be sure and read our article on Email Marketing for Musicians, for more detailed info, as your mailing list is crucial to your success

5. Collaborate with Other Artists:

Collaborating with other musicians or influencers can introduce your music to new audiences. Look for opportunities to collaborate on projects, guest features, or joint performances.

6. Offer Exclusive Content and Incentives:

Provide exclusive access to unreleased music, merchandise discounts, or VIP experiences to incentivize fan engagement and support.

7. Encourage User-Generated Content:

Encourage fans to create and share content related to your music, such as covers, dance routines, or fan art.

8. Create an Electronic Press Kit

Creating an EPK is a powerful tool when booking live performances, pitching new music to music blogs or social media influencers or getting press coverage. It's essentially your portfolio of work that you can easily share with people you meet while networking and promoting yourself in the music industry.

Related Article: Electronic Press Kits AKA your EPK

Don'ts:

1. Spam Your Audience:

Avoid bombarding your fans with excessive promotional content. Instead, focus on providing value and engaging with them authentically. This is a really important thing and one that many artists don't do.

2. Neglect Interaction:

Ignoring comments, messages, or mentions from your fans can alienate them. Make sure to interact with your audience regularly and show appreciation for their support.

3. Neglect Your Website:

Your website serves as a central hub for your all your online channels. Keep it updated with the latest information about your music, upcoming shows, and merchandise.

4. Disregard Copyright Laws:

Respect copyright laws when sharing content online. Ensure that you have the necessary rights to use the music, images or videos you share.

5. Underestimate the Power of Networking and Personal Relationships:

Networking with other musicians, industry professionals and influencers can open up new opportunities for collaboration and exposure. Don't underestimate the importance of building relationships within the music community.

6. Overlook Consistency:

Maintain a consistent posting and release schedule to keep your audience engaged and interested in your music.

7. Be Inconsistent with Branding:

Maintain consistency in your branding across all online platforms to ensure a cohesive and recognizable identity for your music career.

8. Place Too Much Importance on Streaming Services

Everyone in the music industry is always talking about the importance of streaming services. Now, it doesn't hurt to have you music on streaming platforms like Spotify, Apple Music or YouTube Music, but how much value do they really provide? I'm not saying you shouldn't sign up for a Spotify for Artists or Apple Music for Artists account and experiment with their promotional features, but most artists think their success on streaming platforms will make or break their career. News flash - it won't. Especially when Spotify continues to erode what aspiring artists earn, so they can give a bigger pay day to major labels and keep them happy. With that in mind, when you have new albums coming out, focus your main efforts on sell direct-to-fan, not chasing fractions of a penny on a streaming service.

By following these dos and don'ts, indie musicians can navigate the world of online music promotion more effectively when it comes to releasing their latest music and live streaming their live shows. Remember to stay consistent, engage authentically with your audience and always prioritize quality content. And I can't stress enough the importance of marketing you and your music prior to running an online promotion. If you want fans to care about WHAT you're selling, you must first make them care about WHY you're selling.

And if you want to learn how to build a sustainable music career then I encourage you to check out our online artist development program.

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