In contrast to offline music marketing, online music marketing is the promotion of your product and service (your tunes) via digital tools and platforms. The latter is the most sensitive choice for most independent and emerging artists because of its accessibility. Plus, since we’re fully immersed in the virtual realm today, it is possibly the most convenient too. To sum it up, online music marketing is a viable option due to its proximity and it has the potential to reach more people for its global nature.
Online Music Marketing: the Basics
Taking advantage of the digital environment we live in is key. For this reason, after having followed the ABCs of music marketing, the first thing you will want to do is approach those communities that are already established. Just to mention a few, you can target big websites on your genre, popular playlist owners, streaming services celebrities, and radio shows and hosts. In addition, you can interact with people on social media who have a greater following than you do. (But make sure that they potentially have interests similar to yours.) Participating on forums is another good step forward.
The process is surely slow, and it will take some serious PR skills, but you have to be persistent and consistent. This first approach will be more productive than attempting to get known on a person-to-person basis. That is, it is worth it. Do not lose sight of the goal!
Some Precise Actions
- Create your own website. Since you want to sell the music you produce, you’ll need a place to do so. It also helps you to establish your brand.
- Have a profile on various streaming platforms. Then, compare them to see which one works out the best for you.
- Learn about your market. This means you will have to discover your demographic (i. e. the people who will listen to your music). You will also have to research how profitable your project is by comparing it to studies on your genre.
- Build an audience. You can do so through the social media of your choice. However, be aware: you have to see how it works with the help of its analytics. And if it’s not working, change the platform!
- Do not be afraid of sharing your content with no profit at the beginning. The thing is to get the flow going. Even when you’re already on the right path to profit, you will still have to release some of your content so that the public maintains interest.
