The music industry is incredibly competitive. Managers, labels, marketing agencies, and artists vie for fans’ attention. With over 60,000 tracks uploaded to Spotify daily, the industry is oversaturated with music. As a digital consulting agency, we work with Warner Music, Universal Music, Sony Music, and independent artists, and we’ve had to think outside the box. We’ve fully embraced digital marketing because it has revolutionized the music industry.
What is Digital Marketing?
Digital marketing involves promoting to potential customers using the internet or other forms of digital communication—such as social media, web advertising, and email marketing. In the music industry, the potential customer is the fan. With social media being used by a large portion of the population, digital marketing is the most effective way to market an artist.
But why is it so important, and how can you use it to break as an artist? Here are four ways digital marketing is being used in the music industry today:
1. Live Streaming
Live streaming has taken off in the past few years, especially since COVID-19. It replaces live events, allowing artists to perform for large audiences and make decent money. Fans benefit by being able to watch gigs from home or attend events they couldn’t otherwise. Established artists excel at this, doing full arena tours and live-streaming them. In the future, we might see more of this in the metaverse or through VR.
2. Fan Engagement
Fan engagement involves direct interaction through DMs, stories, comments, and voice notes. Social media makes this more accessible than ever, fostering a closer relationship between artists and fans. Despite the abundance of artists, fan engagement is creating super fans. It’s one of the most effective ways for artists to connect with their audience and attract new fans through digital word-of-mouth.
3. Content Distribution
Content distribution means putting content online—uploading to Instagram, TikTok, YouTube, and Twitter. It involves brand awareness, with no gatekeepers preventing artists from sharing their content. Every artist has an equal chance to reach their audience.
4. Social Media Advertising
Our agency focuses heavily on social media ads, which are incredible for reaching your target audience. Ads can directly promote music videos, songs, and other content to potential fans. If you’re not using social media ads, it’s highly recommended that you start. They are cost-effective and well-targeted, especially on platforms like Instagram and TikTok.
How to Use Digital Marketing Effectively
The order in which you use these tools is crucial. Start with content distribution to build brand awareness. Post content on all social media platforms, even if it means repurposing content across different channels. After establishing a presence, use social media ads to drive traffic to your content. Then, if you have an audience, consider live streaming. Fan engagement should be ongoing from day one—responding to comments, sending DMs, and posting personal stories to build a connection with your audience.
How is Digital Marketing Changing the Music Industry?
Digital marketing has dramatically changed the music industry. Artists can now break from their bedrooms with zero budget, thanks to platforms like TikTok. Social media presence influences significant label signings, with TikTok stars being signed before music releases. Digital marketing is essential for artists to succeed in today’s industry, and its impact is only growing.
In conclusion, digital marketing has opened up new opportunities for artists to reach and engage with their fans. Whether through live streaming, fan engagement, content distribution, or social media advertising, the tools are available for any artist to succeed.
