Common challenges of self-marketing as a musician (and how to overcome them)
Making fantastic music alone isn’t enough to get noticed. But, how do we get past the terrible ordeal of self-marketing?
With so many digital tools and platforms at our fingertips, it’s easier than ever to create and distribute your own music. But, for many independent artists, the real challenge comes after the music-making process. Why is it so hard to self-market?
Musicians are funny creatures. This may be generalising a little, but artists are happy to pour their heart and soul into creations that they will be delighted for people to listen to. But, the idea of shouting about it to get those people listening in the first place feels frightfully uncomfortable. Maybe it’s modesty, maybe it’s imposter syndrome. Whatever the reason, it’s very common for self-marketing to be a stumbling block in independent artists’ careers.
If this sounds like you, help is here. We’re going to explore why self-marketing can be such a hurdle for indie musicians, explain its importance, and provide practical tips to overcome it.
Why is self-marketing essential for independent artists?
It’s no secret that we live in a time where thousands of new songs are uploaded daily. With so much music available, it’s nearly impossible to get noticed without marketing. While having a great track is the foundation, it won’t matter much if no one hears it.
The word ‘marketing’ might conjure negative thoughts in your head. Anything pushy or corporate can be a real turn-off. But, marketing yourself isn’t just about social media posts and paid ads; it’s about building a personal brand, connecting with fans, and standing out in a crowded marketplace. Whether it’s through consistent social media presence, live shows, or collaborations, self-marketing helps you to create a buzz around your music and reach more listeners.
Here are some reasons why self-marketing is crucial:
- Visibility: With so much competition, marketing helps you stay visible and relevant to listeners.
- Engagement: Fans love to feel connected to their favourite artists. Marketing allows you to engage with your audience, building loyalty.
- Monetisation: Whether you’re selling merch, concert tickets, or streaming music, effective marketing will boost your income opportunities.
Why do artists struggle with self-marketing?
This may shock you, but not everyone is the same. People are complicated, and everyone has their reasons for doing (or not doing) things. With this in mind, here are some potential reasons that independent artists struggle with marketing themselves. If you struggle with this but don’t see your roadblock in this list, let us know.
- Lack of Awareness: Not all musicians are naturally skilled marketers. Crafting a marketing strategy, understanding algorithms, or learning how to promote music on different platforms can feel overwhelming.
- Time Constraints: Many independent musicians juggle day jobs, gigs, and personal lives, leaving little time for marketing.
- Money Issues: Some artists are reluctant to spend money on promotion, focusing their budgets on equipment or production costs instead. While it’s easy to justify spending on a guitar or studio time, marketing costs can feel less immediate or rewarding.
- Fear of Rejection: Marketing requires putting yourself out there, and the fear of not getting any traction or feedback can be discouraging. For some artists, this vulnerability is hard to overcome.
- Misconceptions About Success: Many musicians believe that great music alone will attract fans, but in reality, even the most talented artists need to market themselves.
Tips to improve your self-marketing
Now, it’s time to talk about how you can tackle whatever mental or logistical blocker you’re experiencing, and get you self-marketing.
- Create a Personal Brand: Take time to define who you are as an artist. What makes your music unique? What’s your story? Use this to create a cohesive image across your platforms. Consistency in messaging and visuals will help you stand out.
- Leverage Social Media: Social media is one of the most effective tools at your disposal. Whether it’s Instagram, TikTok, or YouTube, create content that resonates with your audience. Regular posting, engaging with fans, and being authentic are key to building a following.
- Collaborate with Others: Working with other musicians, influencers, or even fans can help you reach new audiences. Collaborations allow you to tap into each other’s fanbases and can often lead to organic growth.
- Utilise Free Marketing Tools: There are plenty of free or affordable tools that can help you market your music. Platforms like Canva can help you design visuals, and tools like PUSH.fm can make it easier for fans to find all your content in one place.
- Set a Budget for Paid Ads: Don’t be afraid to invest in your success. Even small amounts on social media ads or Promotions on YouTube can significantly boost your reach. Think of it as an investment in your future as an artist.
- Engage Directly with Fans: Responding to comments, hosting live streams, or even sending personalised messages can help you create stronger connections with your audience. These fans are the ones who will support you through streams, purchases, and word-of-mouth.
- Track Your Progress: Make sure to keep track of your marketing efforts. Use analytics to see what works and what doesn’t. Adjust your strategy accordingly and focus on what brings the best results.
Summing Up
While self-marketing can seem daunting, it’s an essential part of being a successful independent musician. By understanding why marketing matters and implementing the right strategies, you can turn your passion for music into a sustainable career. The key is to approach it with the same creativity and dedication you put into your music. Just because it’s important doesn’t mean you can’t have fun with it.
Remember, self-marketing is a learning curve. Start small, stay consistent, and don’t be afraid to experiment with new tactics. In time, you’ll figure out what works, your efforts will pay off, and your music will reach the ears it deserves.