Every music marketing plan should start with understanding the audience
There are many things that go into successfully marketing your music. Fortunately, the steps have been broken down by experts.
In this new series, we’ll break down 7 parts of the marketing journey that independent artists like you will need to master throughout their careers. We’ll talk about things like understanding your fanbase, defining your niche, determining marketing materials, and more. However, that first is to understand your market and your target audience. Without further ado, let’s dive into…
Understand your market
When it comes to understanding your market as a musician, consider where you stand among thousands of other up-and-comers. Be precise. If you’re a soulful RnB artist, think about the landscape your music thrives in, what fans in that landscape want to see from someone like you, what they connect to most. This is your specific market audience, and these are the people you are looking to market to.
How do you define yourself?
Success in today’s music industry is no longer about being the master of a given genre. Instead of appealing to a genre, break the mold and let the absence of labels work in your favor. Find your niche and build a brand that is specifically YOU. Use your individuality to your advantage.
- Each niche has its own culture. Lady Gaga has it “little monsters”. Justin Bieber has his “Believers”. What is your? Understanding your fan culture is key to targeting ads, marketing, and more throughout your career.
Realistically, defining your artist brand comes first. Marketing comes second. Together they work hand in hand to propel you through the industry with a strong foundation to support you.
Use social networks
Being active on social media is one of the best ways to keep your market pulse. Rejoin Facebook groups for your niche. Engage with the community. Know the story. Find out what they like and what they want to see more of in the community.
You may have already released songs that meet these needs. If you do, you already have a head start. Now you can see what’s missing and you know how to fill it.
That’s marketing 101 right there!
How to stand out
Dayna Young, founder of Fred and Augustus with over 15 years of worldwide experience in music and entertainment explains in this post how building your brand can be compared to a game of 4D chess. Why? Because building a brand involves many moving parts. Everything you need to master.
To stand out, you need to understand exactly what you’re promoting. When you stand side by side with your competitors, what makes you unique? Are you able to write and produce all your songs? Or that you may have been acclaimed early in your career? Do you solve a problem by creating songs that belong to a new or emerging genre?
Think about it. For example, Taylor Swift is an exceptional songwriter who proactively presents herself in a new light with each new album. Her fans engage with her so passionately because they feel part of this emerging and ever-evolving story.
Find the answers to questions like these and you’ll be able to better understand your competition and how they stack up against you.
Who is your target audience?
Defining your target audience is a key step in defining your overall brand. You wouldn’t buy a car without doing some research first, so it stands to reason that you shouldn’t try out your brand without first understanding who you’re talking to. After all, your goal is to engage potential new fans; the better you understand them, the more effectively you can communicate.
Your goal should be to develop a general understanding of your target fanbase, including all relevant demographics, such as age, gender, geographic location, etc. But also things like the websites they visit, the streaming platforms they use, their lifestyle, their environment, etc. .
To find this data, industry professionals and artists use music analysis tools to help them better understand their place in the market. Knowing where you are and where you have room to grow is key to excelling in this industry. Some tools that can give you detailed information like this include:
We even did an article about it titled, “Best Streaming Analytics Tools for Artists” which breaks it all down, everything they offer and how they can tell you about your audience in great detail.
Specifically, there are many things you can do to set yourself apart from your competitors. For example, staying active on social media, having a great website, offering products on your website and updating it often, interacting with your fans online and in person, posting music videos to go along with your releases, etc. .
These things are too often lying on my artists. They get lost in the idea that the music should speak for itself and doesn’t need support. However, that is simply not the case! Your identity as an artist depends on your professional and consistent presentation. How will someone know you exist if you don’t show it to them?
Getting known as an artist is just as important as creating the music itself, and there are many factors that help foster a strong presence in this insane industry. There are thousands of other artists looking to get noticed here. You have to put in the work to stand out in every way possible! Using your niche to your advantage, great marketing, and a bit of willpower, you’re well on your way to breaking into the noise and making your mark.