Wow!
We’re back! I’ve received over 90 suggestions for industries my readers would like me to explore – thank you for that.
I aim to work through all of them, but I prefer to focus on one at a time, and today the focus is on music.
I’ll be diving into how I would market a musician or a DJ.
How would I market a musician?
Honestly – I haven’t worked extensively in this space, but I do have a strong idea of how it should be approached.
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Landing page
There are plenty of good reasons to create a landing page. Especially if you sell merchandise, like Morten Breum does, or if you want to do remarketing with new music.
- Set up a WordPress blog
- Find a suitable theme on Themeforest
- Install Google Analytics
- Install Facebook Pixel
- Add a pop-up tool like Sleeknote
I often see musicians with beautifully designed websites filled with cool beats and stunning visuals… Unfortunately, those sites often don’t work well on mobile. So my tip is: make sure your website not only looks great (of course), but is also user-friendly. Otherwise, it just doesn’t make sense.
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Email sign-ups and mail flow
Another thing I believe many artists could benefit from is building relationships with their listeners through email flows where it’s easy to collect addresses.
- Set up lead ads with contests offering concert tickets, merchandise, etc.
- Collaborate with event organizers to offer ‘meet & greet’ tickets. This can easily lead to collecting thousands of emails.
- Add a pop-up to your website to get the most out of your visitors.
Once people sign up with their email, make sure they get a welcome email that’s personal and from the musician. Give them something that reflects your personality. This way, you create immediate value.
When you release new music, you’ll have thousands of potential ambassadors ready to receive pre-sale tickets, early access to songs, and help spread the word.
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Social media
Another area I feel many people forget – or don’t fully utilize – is video combined with social media and advertising.
Look at media-driven brands like Tomorrowland: video is an incredibly powerful tool for grabbing attention, especially with drone shots and similar visuals.
Make sure to capture video footage of yourself performing or just jamming at home – and post good content consistently. I often see brands produce one amazing video and then go silent for six months – that won’t work.
- Facebook: still incredibly powerful for interaction and reach
- Instagram TV and Stories: both continue to grow, so take advantage of that
- YouTube: a massive part of the global audience listens to music on YouTube – so why not have your content there too? Either through your label or your own channel
Additionally, Facebook’s ad platform is incredibly strong and allows you to target specific audiences and break into new countries.
For example, you could take the group that has watched the most of your videos on Facebook and Instagram, create a lookalike audience in another country, and test how similar segments respond.
You can also use Facebook to create events. Early in your career, it might be hard to get enough people to show up to a concert – so why not use that platform to generate more hype?
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Data analysis
There is so much valuable data you can extract into an external dashboard – both from social media and from a Spotify Artist account. I’ve had the chance to work with this myself and have already benefited from the many opportunities it offers for analyzing performance.
Data and analysis allow you to target your marketing even more precisely – that’s why I love data!
It’s something you can use both strategically and tactically to grow your brand and boost sales of products like merchandise.
As a final point, I’ll add that the public figures and personalities I’ve worked with have done this and seen results. My point is simple: if you want something back, you have to put in the work.
In addition to everything above, it’s also crucial to build a name that people can remember, to upload mixtapes online, and to network with the right people.
That’s what creates a personal brand.
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