My tips for promoting musical artists in the digital age

The opinions expressed are solely those of the author and do not reflect the views of Rolling Stone’s editors or publishers.

Whether you’ve just started producing music or you’ve been releasing music for years, promoting your music as a brand is a never-ending task. Based on my experience owning a music blog, My Wedding Songs, and having been in the digital marketing business for several decades, I’ve learned a few tips that can help musicians better promote their music and their brand. Here are some tips to get you started in the right direction.

Build your brand first

Before deciding whether to promote using your real name or your band’s name, take a look at Google first to see how much competition you’ll have for search. If your name is James Taylor, for example, you might consider using your middle name or a last name instead.

Next, capture all of your social media profiles. This includes TikTok, YouTube, Instagram, Facebook, Twitter, etc. Fans will be looking for you everywhere. Try to keep your profile usernames consistent to create less confusion. Then, get active on your favorite social platforms to connect with fans.

Finally, the website. You don’t have to be a web developer to create a website. Many website builders like Squarespace and Wix are easy to navigate. Your website should include a biography page, a music page with your song videos, an up-to-date tour page, and a contact page for press and reservations. Depending on your agreements, also have a shop area for fans to purchase merchandise to spread the word. Also, be sure to log in to all of your social media and music profiles. Keep it updated with the latest releases and events.

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Spotify Influencers

Spotify is one of the leading music streaming services that is popular today. With the benefit of user-created playlists, some playlists have been extremely successful in gaining millions of subscribers and playlists.

Consider reaching out to Spotify influencers who have over 1,000 playlist likes in your genre. However, playlists should be updated frequently. If you have a playlist with a hundred thousand likes but it hasn’t been updated since 2016, that playlist would be the one to follow in a spreadsheet to come back to later, but ignore it for a immediate release.

Try to be creative when looking for playlists. Don’t just stick to your genre as many music fans search by tempo, mood, seasons, events and more. For example, if you are producing a romantic love song, search for love playlists and wedding playlists.

YouTube influencers

YouTube isn’t just for sharing your music video – this platform has playlists with hundreds of thousands of views – sometimes reaching millions. For example, if you are looking for twerking songs, you can find the YouTube channel’s playlist titled “Best Twerk Hip Hop Rap Mix 2021” which has over 400,000 views. It is far. Consider how you can leverage YouTube playlists to reach a wider audience.

Bonus Tip: Before releasing your song, prepare a video with at least the official audio. You can always host an official video release party at a later date. In my experience, it’s better to also have a video with the official lyrics. Music lovers are always looking for lyrics. Don’t give YouTube the chance to create a generic video for your song without you reaping the benefits.

Blogging influencers

This is one of the most underused ways to promote yourself that I see. Many music blogs have millions of readers every year. Although you may never have heard of them, they could be extremely popular.

Find blogs that belong to your genre or subgenre. If you’re a rock band, look for subgenres like alternative rock blogs, indie rock blogs, soft rock blogs, rock concert blogs, or grunge blogs. There is a blog for everyone and every style of music. Just seek and find.

Once you find a blog you want to contact, be sure to personalize your message to a genuine blog author. Don’t just send an email on behalf of the blog company. Then tell your story. Why would the blog write about you? Unfortunately, blogging only cares about how you can benefit from it. Also offer the possibility of an interview. This will add credibility to your pitch.

How do you know if a blog is worth the candle? One way to detect if a blog or website is popular is to use the Alexa.com website. I would also recommend navigating this process using the Ubersuggest tool. This tool will tell you the average number of website visitors for a website. I would not target any blog or website with less than 50,000 monthly visitors. However, don’t limit yourself by focusing only on high-traffic websites, as these are likely to be the hardest to contact. Monthly traffic estimates between 50,000 and 500,000 are a good place to start.

Growing your fan base is more than creating great music. You have to live where your audience lives. This means being active on music sites, social media, and creating legitimacy for your brand online. You have this!