Marketing Tips for Musicians
Valerie June live at the Pick-a-Thon, Happy Valley, Oregon
Navigating the ever-evolving music industry can be a daunting task for aspiring musicians. With the rise of digital platforms and the constant influx of new talent, standing out from the crowd and reaching a wider audience requires more than just creating great music. Effective marketing strategies are crucial for showcasing your artistry, connecting with fans, and building a sustainable music career. In this guide, we'll delve into a range of marketing tips specifically tailored for musicians, empowering you to take control of your musical journey and achieve your creative goals.
Define your brand identity.
What kind of music do you make? What are your values? What kind of image do you want to project? Once you have a good understanding of your brand identity, you can start to develop your brand aesthetic and messaging.
An iconic logo is one part of a strong brand identity.
It's a crowded stage in today's competitive music industry, making it more important than ever for bands to have a strong brand. A brand is what makes you unique and sets you apart from other bands. It's your identity, your image, and your story. It’s what fans think about when they think about your band behind the music. A strong, recognizable brand is perhaps the most essential asset for band recognition. It’s how you stand out on that crowded stage.
Establishing a solid brand is the foundation for every future marketing decision you make for your band. Every one of the following marketing tips for musicians hangs on having created a strong brand for your band. Creating a strong brand requires a fair amount of work, and it’s good to know what’s involved in establishing your brand before you get down to promoting yourself. I’ve created a general overview about building your band’s brand in a separate post that can be accessed here: Why Your Band Needs a Brand.
Create a Website
Perhaps the foremost on the list for marketing tips for musicians is creating a website. I know what you’re thinking - websites are a hassle and cost money and they need to be designed and and and… There’s an alternative below, but think about all the benefits. A website allows you to have an online presence and a 24/7 online calling card. You’re therefore always ready to promote yourself to agents and venues by simply directing them to your site.
A solid band website will have streams of your music, tour dates, merchandise, bios and upcoming tour dates and shows. It’s also a great place for professional videos and images to show your stuff, as well as creating a space for press inquiries and past press mentions and releases.
Create an EPK Instead
Always included in marketing tips for musicians is an EPK. If you don’t want to bother with a website for whatever reason (I can think of a dozen off the bat) you might want to consider only having an EPK. While an EPK encompasses much of what you would have on your website, it’s a separate, self contained one-stop shop for anyone interested in your music, promoting your band, or hiring you as an act.
Your EPK is your calling card for venues and promoters. With one click they can head to your online press kit and get a feel for who you are, what kind of music you play, what sort of community you cater to. A strong EPK will have your music, professional images and videos, artists bios and everything a promoter would want to know about you to successfully book you where it’s a good fit.
What’s an EPK?
An EPK, or Electronic Press Kit, is a digital package that musicians and other creative professionals use to promote themselves and their work. It typically includes their biography, photos, music videos, press clippings, and links to their music.
EPK’s are essential and valuable tools for anyone who wants to get their music heard, get booked for shows, or get featured in publications.
What should be included in an EPK?
The contents of an EPK will vary depending on the individual or group. However, some essential elements include:
Biography: A brief overview of the band, musicians and/or creative professional's background and experience.
Photos: High-quality, professional photos of the band and musicians, both in performance and candid settings.
Music videos: Links to music videos or other visual content. Performance videos are a valuable asset to let the promoter or venue see your band in action.
Press clippings: Links to or copies of positive press coverage.
Links to music: Links to where people can listen to the musician's music, such as Spotify, Apple Music, or Bandcamp.
Contact information: A way for people to get in touch with the musician or creative professional, such as an email address or website.
Gathering all the material you’ll need for an EPK is a great first step in creating a website. In gathering those assets you’ll get a feel for what a larger, complete website will need and look like. If a website seems like too much of a headache, consider this a first step in creating you brand website. Everything you do in creating your EPK will easily transfer to a broader website, so this is a great first-step in establishing you online presence.
Have a robust social media strategy.
Highlight stills from the PDX Jazz Festival are repurposed as reels for marketing and social media needs. ©BrooksbankPhoto
I often tell my clients that they don’t just need more posts, they need a strategy. Sharing your music, photos, and videos with your fans and interacting with them on a regular basis is a surefire way to grow a following. There are specific strategies that work, and a seasoned social media professional can get you those results. To avoid being overwhelmed by this process, it’s best to focus your attention on one or two social media outlets as opposed to juggling half a dozen or so.
Get involved in your community.
Play local shows, volunteer at music events, and network with other musicians and music professionals. While I’m not a fan of ‘playing real good for free’ there are advantages of aligning yourself with good causes. There’s what is known as the ‘halo’ effect where people associate the good vibe of a noble fundraiser with you or your band. It’s never bad publicity for folks to know you support a good cause.
You may have heard (once or twice) that it’s who you know that matters. The amount of connections you can make engaging in community events is priceless. The folks involved in community events are more than just community event organizers, they’re local businesses, neighbors, professionals and community leaders. The very people who you want to evangelize your band to. These new connections will be outstanding brand ambassadors for your music.
Merch these days is more than just concert tees.
Create merchandise.
There’s a chance to generate revenue and promote your band at the same time. We’ve come a long way from the black concert-tee as your only souvenir. Selling online is easy, print-on-demand services are simple to set up and there’s loads of choices for products that don’t require inventories or the cash to float that unsold merch. These days there are so many choices - from high-end home decor to the more common tees and hoodies we’re already all accustomed to.
Run contests and giveaways.
This is a great way to engage your fans and promote your band at the same time. It’s perhaps the most fun part of any of these marketing tips for musicians. Creating newsworthy or attention-getting promotions is a great way to generate interest - and free press.
You don’t have to give away the store either. Example giveaways can be as simple as guest-listing your winners so they can avoid the cover charge, or offering a digital download (or print) of the very cool poster you made for your show. Other options include free or discounted merchandise. Fans appreciate schwag - things like stickers, silicone wristbands, wrist sweatbands, guitar picks, drawstring bags, bottle openers, key chains, lanyards, and tote bags - you get the idea.
Be patient, persistent and consistent.
It takes time and effort to build a strong band brand and for you marketing efforts to make an impact. Results don’t come in days, weeks or even months. But by persistently promoting your band in a consistent way, you’ll see results.
Remeber, consistency is king - consistency in posting, in design and messaging. Every marketing tool you implement should reflect the style, tone and feel of all your marketing efforts.
The bottom line - It helps to have help with all this…
There are a number of considerations you’ll need to work through before implementing a marketing plan. Then there’s the task of asset creation and collection - professional photos and videos, written copy, bios and more.
I’ve been shooting bands for the past 4 decades, and helping bands establish and promote their brands for the past 10 years. I welcome the opportunity to speak to you about your band and marketing needs - consultations are always free. If you’re ready to take that next crucial step, please get in touch by calling (503) 484-3907.
Visit my band promotion page here: Band Promotion
