The music industry has always been fiercely competitive. With labels, managers, marketing agencies, and of course, the artists themselves, everyone is grappling for the fan’s undivided attention. Nowadays, this fight has intensified. Over 100,000 tracks are uploaded to Spotify daily, illustrating just how saturated the music market has become.
As a band or an independent artist, the most crucial question is, “How do I stand out?” This is where digital marketing, a driving force harnessed by big players like Warner Music, Universal Music, and Ultra Music, can make a significant difference for you.
Understanding Digital Marketing in Music
In its essence, digital marketing means promoting to potential customers using the internet in some shape or another. This could be through social media, advertising, email marketing, Discord communities, and more. In the context of the music industry, the “potential customer” is your fan or listener. And since an enormous segment of the global population is active on social media, digital marketing becomes the most potent tool for artists and bands. It’s not just about being online; it’s about leveraging it effectively.
How Digital Marketing Is Shaping Music Promotion
- Live Streaming: This has emerged as a vital digital marketing strategy in recent years, especially during the COVID-19 pandemic when live events were halted. Not only does it allow artists to perform to vast audiences, but it also offers fans the chance to experience gigs they might never have attended due to geographical constraints. Major artists are taking this to new levels by live-streaming their full arena tours, bringing the concert experience right to fans’ homes, though this hasn’t necessarily taken off as well as many had hoped, perhaps partly due to Zoom fatigue.
- Fan Engagement: This involves DMs, stories, comments, and voice notes – any means of interacting directly with fans. Through platforms like Twitch, Instagram, Facebook, and TikTok, artists can establish a closer connection with their audience, leading to increased loyalty and word-of-mouth promotion.
- Content Distribution: This entails consistently pushing out content across various platforms, from TikTok and Instagram to YouTube and Twitter. The best part? There’s no gatekeeper. Any artist can share their stories and music without needing approval from a major entity. Good content is essential, so make sure to brush up on the latest trends out there.
- Social Media Advertising: A favorite for many, including us, as it allows precision-targeted promotion. With ads, artists can ensure their content, be it a new music video or a song, reaches potential fans directly.
Implementing Digital Marketing Effectively
To harness digital marketing’s potential, you should focus on content distribution first. Build your brand presence across social platforms. Once you have a robust online presence, invest in social media ads, targeting platforms where your potential fans spend most of their time. Live streaming can be an additional layer to your strategy once you’ve built a following.
But remember, fan engagement is paramount. From the moment you gain a follower, engage with them. Reply to their comments, send thank-you DMs, and share stories that resonate with them. It’s all about forging a genuine connection.
The Evolution of the Music Industry through Digital Marketing
The impact of digital marketing on the music industry is transformative. Today, an artist can go viral from their bedroom with platforms like TikTok acting as springboards. On the flip side, artists can also strategically invest in promotions and advertisements to cultivate their fanbase. Record labels are increasingly scouting for talent on social platforms, with some signing artists based purely on their online popularity.
In essence, it’s nearly impossible for contemporary artists to break into the scene without some form of digital marketing backing them. This might seem daunting, but it’s also democratizing. It means that every artist, regardless of their financial background or industry connections, has a shot at the spotlight, provided they leverage digital marketing smartly.
As an artist or band in this digital age, understanding and embracing digital marketing isn’t just beneficial – it’s essential. Whether you believe it’s a positive or negative shift, one thing is clear: digital marketing is here to stay, and its influence on the music industry is undeniable. So, dive in, engage with your fans, and let your music resonate in the digital world!
Dedicated to empowering artists and music companies at every stage, the Dotted Music is a full service music marketing and promotion agency and industry blog created to help navigate today’s digital music landscape.
