5 key marketing strategies for independent artists & creators

Highlight

As a creator, musician, music producer or independent artist, you are likely wearing many hats, including marketing your music. Being an independent artist can be rewarding and challenging, but we're here to help you master the most effective marketing strategies while simultaneously showcasing your talent.

Context

The rise of the internet and groundbreaking technological advancements have provided a variety of effective online marketing channels, such as social media and email. However, marketing both online and offline for creators remains a challenging task. To succeed, it's crucial to be highly strategic in your approach, ensuring that your marketing doesn’t inadvertently turn you from a creator into a marketer. Keep reading to learn five key marketing strategies specifically tailored for independent artists and creators like you.

1. Get yourself playlisted. As an independent artist, you can get much exposure from user-maintained public playlists on available streaming services. Getting just a single track on any of such playlists can significantly incentivize your target audience to check out what other fantastic tracks your online music catalog offers them.

2. Create an electronic press kit (EPK). An electronic press kit (EPK) is basically a digital, pre-packaged resume filled with promotional materials you can send to the media, a producer, venue bookers, and other music industry influencers. The EPK provides these people with all your essential information, such as contact information, your bio, press releases, upcoming gigs, etc.

3. Sign with a preferred distributor. These distributors help you get your music into digital music stores and streaming services. Apple Music and Spotify, for instance, can only accept your music via distributors. Signing with popular distributors such as ReverbNation, Tunecore, Ditto, and DistroKid ensures you do not miss out on a large portion of your target audience.

4. Create a website. Your website provides fans with a location to access your music catalog. Some essential things to include in your website are links to where fans can listen to your new music, a link to your EPK, new releases, links to your email list and social channels, a merch shop, tour dates, etc.

5. Pitch yourself aggressively to popular niche music blogs. You can give your music business and career a shot in the arm by getting enough coverage on relevant and influential music blogs. This is an effective way of growing your fan base. When pitching to the music bloggers from your music genre, provide links to you're most successful songs on your catalog, your EPK, and even a short description of your “go-to” sound.

Tips / Thought-starters

• Create high-quality material – this makes you more appealing to work with.

• Employ an omnichannel approach – online and offline music marketing strategies are key to boosting your exposure faster.

Key Questions/Next Steps

• Engage – connect with the media, producers, promoters, venue bookers, and all the necessary stakeholders to carve your own path into the music industry.

• Promote – market your music aggressively because you do not enjoy the luxury of having a record label handle the promotion for you.