Trying to figure out how to promote your band? More than ever, this requires a long-term strategy. Following trendy, flash-in-the-pan tactics and techniques of the day might at least get you active, but if you want to promote your music successfully, you must go where the listeners are and get your music in front of them regularly.
Promoting your music online ensures that you’re ready when people come looking for you and start Googling your name. The music industry is constantly changing and transforming, so knowing how to promote your band online can only help build and nurture your fan base, helping to attract new fans in the process.
Here are 10 ways to promote your band:
1. Digitally distribute your music
Today, streaming sites – like Spotify, Apple Music, and YouTube – are where most fans are listening to music. Most artists have come to accept this as fact, and are aware of digital distribution services which they can use to get their music out to a broader audience for a nominal fee.
If, for whatever reason, you haven’t digitally distributed your music yet, don’t ignore this step. We recommend using DistroKid which lets you upload unlimited tracks and you keep 100% of your earnings (and you get 50% off your first year using this link).
At the same time, it is very difficult to earn higher payouts from streaming sites, and focusing too much on them is sure to leave you feeling disheartened. So, think strategically: use streaming sites to gather fans and attention, and use other means to grow your income.
2. Create engaging video content
Video content is a pivotal promotional tool. It can be created cost-effectively, even from the comfort of your own home.
Your video content can be used for promotion in a variety of ways, whether that’s to book more shows, grow your fan base, or showcase your latest release. Keep in mind all the channels where you can natively share your videos – YouTube, Facebook, Instagram, Twitter, and TikTok, for example. A service like DistroVid also helps musicians get music videos into Apple Music, TikTok Music, Vevo, Boomplay, and Tidal, and you keep 100% of earnings.
Further, you don’t need to limit yourself to music-related content with your videos. You can create vlogs, rig rundowns, product reviews, interviews, tour updates, and more.
3. Connect with fans at shows
People may hear you for the first time on Spotify or YouTube, but a live show is where a real connection is made. And if you want to build an engaged, loyal fan base, you must create a connection.
There are many ways to get in front of your audience to promote your band – in-person shows, touring, and even live streams.In recent years, technology has had to catch up to an evolving need for video conferencing, so live streams have become more utilized, more engaged, and more viable.
When looking for gig opportunities, create a relationship with local bands, and don’t forget to reach out to local press for promotion.
4. Host a live-stream event
Don’t just live stream a few sets of music; make an event out of it!
Many events fail due to lack of preparation. But if you take the right steps to organize, promote, and execute your plan, you’ll get to enjoy the fruits of your labor.
You can integrate live streaming as part of your touring efforts or even do one-offs to keep your fans engaged while you’re working on your next release.
Live streams can also drive up your impressions on social media, and the more people see you, the better the chance you will grow your following.
5. Put efforts into getting playlisted
Getting your music playlisted is still a fantastic way to expand its reach and promote your band.
To maximize your playlisting potential, follow these steps:
First, claim your Spotify for Artists account. Doing so will allow you to manage your official Spotify profile and presence, and provide streaming stats for you to monitor. This can help with geo-targeting and your ongoing advertising efforts.
Next, you’ll launch your music to your audience. This boosts your music in the algorithm, increasing your chances of getting playlisted. If you aren’t stimulating organic listens, getting playlisted will prove an uphill battle.
You will also want to pitch your music to curators. Identify the curators you’d like to present your music to, and look up their websites or social media profiles. Pitch to relevant playlists only and play the long game: build relationships, and remain professional and patient in your communication.
And finally, don’t forget to create Canvas videos for your Spotify releases. According to Spotify, listeners are 20% more likely to add a track to their playlists if they see the Canvas.
6. Maintain an up-to-date website
Take charge of your online presence by creating a music website where you control the narrative and the design. Having a website gives your band the chance to speak directly to your audience and shape your identity at the same time, through creative visuals and design.
Your website should function as the centerpiece in your ongoing online promotion efforts for your band. Ensure that your social media profiles point back to your website (i.e., your “link in the bio” should be your artist website, and not a facebook page). These links drive traffic back to your website, which helps your fans see the full picture of your band and improves your site’s ranking in search engine results.
Having your own music website also means you can set up a shop to sell your music and band merch to make money from your website.
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7. Make and sell branded merch
Turn your fans into walking billboards for your brand and music by making and selling branded merch. Share it out by word of mouth, at shows, and ask your fans to spread the news online as well.
Creating and selling merch has never been easier thanks to print-on-demand tools like Printful. You can keep your garage clear of excess inventory and focus instead on sharing your merch and making an income from sales.
While t-shirts are great sellers, offer some creative band merch as well. Add your band logo to mugs, stickers, hoodies, and more, to see what appeals to your fans.
8. Share your music far and wide
These days, sharing your music on one platform and hoping listeners will find it is like throwing a needle in a haystack and expecting someone to be able to find it quickly and easily.
There are a lot of great platforms like YouTube, SoundCloud, and Bandcamp where you can get free exposure to promote your music online without it being a huge drain on your time.
Keep an ear to the ground and look for new platforms where more people can hear your music. And don’t forget to direct them to your official music website.
9. Research and pitch to radio stations and podcasts
There are still plenty of people who listen to the radio, and that means there’s a viable market you can tap into. Actively seek out opportunities in college and internet radio because the exposure you get from a single spin can be hard to replicate with a channel like streaming.
Also, seek out local podcasts for opportunities to be interviewed and to share your music. Do your research before pitching and be clear on your value proposition. Look for ways to add value to podcast hosts and they will be more likely to respond favorably to your requests.
10. Explore new ways to promote your music
From technological innovations to new social media platforms, in the ever-changing world of promotion, no one knows for sure what is and what isn’t going to work.
While you shouldn’t bet all your chips on the latest trend, you could find success going a different route than everyone else is going. So, spend 20% of your time experimenting with cutting-edge platforms and tools.
You can:
- Create a community on Discord
- Try using ChatGPT to increase your productivity
- Create a mobile app for your fans
- Experiment to find more options
In Conclusion
A successful music career always begins with great music. These days, you also need to focus your efforts on promoting that great music — otherwise, no one will hear it!
Make promotion an organic extension of your artistic identity. Keep it fun, and you will see results. The momentum you create with your promotional efforts will pay off.
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Award-winning composer, best-selling author, and long-time podcaster David Andrew Wiebe is the founder of Content Marketing Musician. His eighth self-published book is the Productivity, Performance & Profits Blackbook, a thorough resource for artists looking to accomplish more in their careers, build a fan base, and create the life they love through music.
