Don’t Get Muted: 5 Music Marketing Mistakes to Avoid
Image credit: Melanie Deziel
Music marketing is easier than ever with the internet, but get to know these common traps to make sure you don’t fall for them and really grow your fans.
As an independent artist, getting your music heard can feel like breaking through the sound barrier. There are more opportunities than ever thanks to the global availability of online platforms. That doesn’t mean it’s easy!
The proliferation of music streaming services and social media has put the world at your fingertips. However, it’s also done the same for millions of other artists. This allows independents to thrive but can make it hard to grab the attention of new listeners when there’s so much competition.
With a tactical approach, you can thrive. We have plenty advice on marketing your music. But here, we’re going to cover some tips on things to avoid when marketing your music.
Avoid these common music marketing mistakes to ensure your music reaches the ears it deserves.
The Invisible Fan: Not embracing self-promotion
The most important step in your music career is making the tracks that you’re proud of. However, you can’t simply create great music and expect it to get heard on merit of being good. You need to reach the people who will love it.
A common mistake with artists is simply not doing enough to get heard. Building an audience requires proactive promotion. We’re not simply talking posting the odd thing on social media here, but connecting with people.
Use strategy to consider what is unique about you as an artist and your tracks. Create content that highlights that to stand out. This is especially important when you have a new release – lean into what makes it special.
Connect with your audience to create meaningful relationships that last. Simply posting is not enough in this day and age, respond and reach out to people to make connections. Encourage your audience to participate with your content.
Tell a story with your promo. Humans connect with stories, it provides meaning to what we see and hear. Don’t just post an image with no context, give it something that builds the story of who you are. This can be as complex as telling real, personal stories that connect on a human level, or it could be as abstract as defining an aesthetic that each post builds upon.
Utilise artist profiles on Spotify and Apple Music to connect with fans. Here you can build your biography and make use of special promotions like promoting releases and applying for playlist features.
Leave no stone unturned. As you start to gain traction, you will know the best places to focus your efforts more. Engage your audience, respond to comments, and run targeted ads to expand your reach.
Spam Monster: Don’t overload your fans
We love our friends and family, but if they get a bit too needy we’ll probably reach a limit where we need our space. Similarly, you don’t want to go too hard with your promotion and turn off fans.
Everyone loves enthusiasm, and regular content is king. But there is such a thing as too much.
Firstly, posting too regularly can limit the effectiveness of your content. If you post multiple times in a day, timelines can’t prioritise all of your content and some if it’s going to miss out on being seen – that risks your best content going astray!
On that note, you lose the emphasis of really great content when you post too much. You can’t create loads of high-quality content all the time. So, if you’re posting loads you are probably not making sure everything you share is great content that plays into your strategy.
Post regularly, but allow the time and space to work on really great content and give each share its time to shine.
Similarly, focus your efforts on sharing in the places it matters most. Promoting on platforms takes time, and if you’re wasting time on platforms where no-one is taking notice then you could reposition that effort somewhere more meaningful.
Research music communities and online forums where your music might resonate. Tailor your approach to each platform, using relevant hashtags and engaging content. Quality over quantity is key!
Life’s a Stage: Get gigging to grow
There’s a reason why live shows are legendary. Gigging is an unmatched connection between and artist and their fans, offering the potential to create lifelong memories that keep a listener coming back to you.
If you’re not gigging, you should be. They allow you to reach fans on a deeper level, showcase your talent to audiences, and win over new listeners.
Getting on the gig circuit also puts you in touch with other people in the industry. The connections you make with venues, bookers, engineers, and more will open up your world to expand further.
Gigs are also an excellent opportunity to market yourself and earn revenue. Selling merch and physical music at your concerts is an excellent way to build on the hype of your event to increase sales.
If you’re just getting started: Look for local venues, open mic nights, or even online streaming performances. The energy of a live show can leave a lasting impression and create devoted fans.
The Lone Wolf: Making friends is key
The music industry is a community. Whilst what you do may be personal, that doesn’t mean you can’t connect with other artists and empower your career with those connections.
Collaborating with other artists is a fantastic way to inspire new sounds within your tracks. It is also an opportunity for both of you to reach new audiences. When you collaborate with another artist, their fans are exposed to you in a potentially lasting manner.
These friendships also open you up for networking. A close bond with another artist may lead to their recommendation to an interested label or a concert booker, pushing you further with their vouching.
Look for local talent or online communities for potential partners. Feature on each other’s tracks, create remixes, or even perform together. Cross-promotion through each other’s audiences will be mutually beneficial.
The Broken Record: Keep your content fresh
Once you find content that works, it’s easy to fall back on recreating that hype. Don’t let your content go stale. People want something fresh to get interested in, especially with the abundance of content on offer online.
Don’t just bombard your audience with the same song over and over and change up the type of promo you use. Release teasers, behind-the-scenes snippets, or acoustic version to build anticipation for your music.
Share snippets of your creative process or host online Q&A sessions to keep your fans engaged. Remember, consistent, engaging content is key to maintaining momentum.
Some artists will re-invent their aesthetic on each new big release, potentially even their sound. This is a brave move but can keep fans engaged as they watch you grow and evolve. As long as you don’t alienate the audience who came along with you and stay true to yourself.
Bonus: Release your music on all of the world’s top music platforms
Upload all of your releases to services like Spotify, Apple Music, and Amazon Music for free at RouteNote. You can distribute unlimited music releases around the world, generating revenue from every play.
What’s more, RouteNote works with video platforms like TikTok, YouTube Shorts, and Instagram Reels to get your music on the hottest video content. This offers huge potential for your tracks to get shared and even go viral.
Sign up for free today to reach listeners around the world with your music at www.routenote.com.