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Written by: Lorna Murphy
Spamming is defined as the “indiscriminate sending of unsolicited emails, usually of a commercial nature to multiple mailing lists, individuals or newsgroups”. Spamming your music is an unacceptable strategy. Many artists have the talent to create beautiful music but often fail to grasp good methods of connecting and communicating with people on social platforms. Somehow artists think if they relentlessly push their music on a person that will make the person love their music. Unfortunately, that is not the case, it makes the artist seem desperate and in the long run will damage your reputation.
Instead, concentrate on building relationships with potential fans and treat these online connections with respect. People (fans/ genuine supporters) are what make a brand successful, not likes, views or clicks. If you can get these people to like you, then they can like your music. Here are some ways to promote your music online that won’t irritate your followers.
Make great music
It goes without saying that the music you produce is integral to your success as an artist. There is little point in expending energy on all these promotional activities if the quality of your music is not up to scratch. Great music is the basis for every artist’s success, without it, you are nothing. Music that is fresh, interesting and that generates emotion will draw people to it. Practice your craft, work hard, experiment and get feedback. Make the best music you can and you will reap the rewards.
Personalize your communication
Every communication you put out on your social platforms must be personalized. Sure, it’s more time consuming but the rewards are immeasurable. Speak in a conversational tone and make your posts personal to you and your music. Give people an insight into your life as an artist. People love to feel that you are speaking to them personally and this often allows them to experience a better connection with you and your music. This is how you turn a follower into a fan.
Be enthusiastic and genuine
This is another aspect of your promotional activities that require balance. Artists who use an apathetic tone (here’s my new track, download it here) versus artists who speak with too much excitement (Oh my god!!! My new track is out now, everybody! Go get it!!!!!) are off-putting. If you are genuine in your communication and show that you are authentic in your love for your music people will be so much more receptive to it. The template below is a useful starting point for a post. “We’re so excited to share with you our new single, “……….” This track is personal because……… You can download it below! Let us know what you think.”
Post in moderation
There is a fine line between posting too much on social platforms and not posting enough. Flooding your followers with the same content over and over again is annoying, ineffective and a bad way to promote your music. Conversely, posting once every two months won’t help your cause either and more than likely you’ll be forgotten. Keeping to a regular, varied schedule can make people much more receptive to your promotional efforts.
Be prepared for random opportunities
Social media is a phenomenal tool to promote your music but only if used correctly. It has the potential to reach people across the globe. There are also some other ways that you can promote yourself outside of social platforms.
Always carry a few USB sticks with your music and a label with your contact details. Load a brief biography outlining your background and experience.
Prepare an “elevator pitch” about your sound in case you meet someone who is into your style of music. Think of a few short sentences that would allow a person to understand your sound.
Sell your music to commercial music libraries
In the early stage of your career, it is likely that you will have to balance creating music and promoting it with paid employment because, let’s face it, the bills have to be paid. These libraries purchase music and store it to be used in audiovisual production. In other situations, music libraries ask artists to create a specific piece of music. Promotion is easier with name-recognition and some sales under your belt.
Enter music contests
Utilizing music contests as a way of getting your music to the attention of others is a strategic action. Placing in or winning a music contest shows you’re serious about a career in music. It also demonstrates that your music has received a seal of approval and has been deemed worthy of recognition. Only enter contests that are a good fit for your style of music and research each contest to ensure it is legitimate. Be aware of the submission requirements, contest rules and deadlines.
If you want someone to take the time to open your email, take the time to write a brief email introducing yourself and your music. Ensure that you choose your subject line carefully and that your message is clear, especially if you are asking for something. Sending an attachment without permission is not a wise decision. If you are looking to send a press release or a biography, include it in the body of the email. Unless you have someone’s permission, never, ever email them a song, video or photo as an attachment. It will irritate the recipient and you’ll probably be remembered for all the wrong reasons. If you are going to effort of emailing somebody about your music make sure it’s the right person. Make sure your grammar and spelling is accurate and think carefully about the language you use. Treat it like a job application.
These simple strategies can help you promote your music in a positive, engaging manner which will, in turn, allow your brand to grow organically thus, taking your career to the next level.