How to promote your music as an emerging artist
Are you an emerging artist at the start of your career? Do you want to create the buzz for your music but don't really know where to start and are also a bit tight on budget?
Then, this article is for you. We'll cover how to build the foundation to promote your music and share tips to generate the buzz.
Getting your own music promotion off the ground
Decades ago, musicians needed the support of record labels and artist managers to promote their music and reach out to their fans. Nowadays, it has become easier as social media plays an important role in the promotion of your music.
Especially at the beginning of your career this can be very helpful, as you might not be signed to a label yet, have a manager, or simply lack the budget.
Don't let this get you down. Everybody started small.
And there is good news: There are many independent, smaller blogs, fanzines, podcasts, etc. out there. These writers and creators put their hearts into it and are usually very happy to discover new artists and promote your music. You can support each other.
A rookie mistake that many new artists make is that they aim too high. So, don't chase after the big labels and magazines only.
See what's in your niche
You can start off very easily by doing a quick search on the internet.
If you're a post-punk band, for instance, you could search for "post-punk magazine / blog".
Then do a deep dive and look at which of those is active, what they cover, and how they cover it, and note down their contact details.
As you're an emerging artist, the size of the publication or blog doesn't matter. The more coverage you get from smaller publications, the more you can put on your website or add to your EPK. And that in turn makes you more interesting for larger publications.
Remember: The more people talk about you, the more people will notice you.
That's how you create buzz!
Build the groundwork for you promotion
Once you've found blogs and publications you want to reach out to, you have to think about how to do this. This is where the campaign comes in.
Your campaign is your strategy for reaching new fans with an engaging story around what you want to promote. This can be your new release, a tour, new merch, etc.
There are five essential things you have to prepare to start off your promo campaign.
Your story
Never undervalue the power of your story. Your story is what attracts your fans and makes them connect with you.
Your artist bio
Your artist bio helps people understand who you are and what kind of music you make.
Photos
Photos are another way to give viewers an idea on who you are and what you’re about.
Social media
Your social media accounts have a huge impact on how you are perceived. You can use them to build your following, tell your story, engage with your fans and give industry professional an insight of who you are.
Your EPK
Your electronic press kit (EPK) is the resume of your work and helps you get the attention of the media and bloggers.
Two main components for contacting blogs and publications
You can easily find contact emails of editors, journalists, and bloggers on their website.
Reaching out to publications and blogs isn't the difficult part. But most of them will receive dozens of emails every day.
The crucial part is to make them notice you.
Here are two tips to keep in mind.
Have a catchy headline
The music world isn't very different from the marketing world in this case.
You have one second to draw attention to yourself. That's why you should have a catchy headline ready.
So, don't do things like writing your artist name or 'new release out now'.
Get as much info as possible in your headline, but keep it short and spicy.
Write a great pitch
Another crucial point is to write a convincing pitch. But again, keep it short and straight to the point. Avoid the fluff.
Make sure to include:
A quick intro of yourself.
A description of your music.
Info about your release. Don't forget to add a link.
Your EPK and a press release.
Your social accounts.
And, of course, a sweet thank you that they're listening to your song.
In case they don’t respond to your email, try messaging them again a few days later. But don't overdo it. Keep it to two or three emails. If they still don't reply, don't let it get you down. You can try it next time with your next release.
If they respond and write about you, make sure to show your appreciation. Again, you can support each other. They help you by talking about your music. You help them by talking about them.
Share the article on your socials, add it to your EPK, and send them a little thank you message - even if it's just a comment or message via social media.
I can tell you from personal experience, that an artist who publicly shows appreciation for your work or thanks you personally increases their chances of being covered again next time.
Publicity for your work or coverage of your music doesn't happen overnight. It can take a long time to build up a good network with journalists, bloggers, and other music industry professionals.
That's why you should start early building it. It'll pay off in the long run.
With these things in mind, you're all set to promote your music to the media. And if you need help, reach out to me, I’m here to support you.
