How Music Marketing is Changing the Music Industry

Music marketing has many purposes, but the most important one is helping independent artists break into the music industry. The struggle; however, is in mastering music marketing. Once upon a time, record labels and managers were responsible for marketing artists and promoting their newest releases. Nowadays, the responsibility of making it in the music industry falls to independent musicians. The internet and the many marketing tools it brings has changed the game for up-and-coming artists. Just take artists like The Weeknd and Adele, who both rose to stardom thanks to the internet.

Read on below to find out the different ways marketing in the music industry has been changed changed by online media.

Streaming Platforms

Streaming platforms have evolved our relationship with music and influenced how the music industry markets new music. Instead of pushing attention toward physical copies of albums, artists have switched to promoting their music on various streaming platforms and hosting virtual single release events or virtual concerts to make up for canceled tours.

They’ve also changed how we interact with music. Personalization is our new best friend. Gone (for the most part) are the days when you had to wait for your favorite song to play or suffer through music that you didn’t like just to get to the good stuff. Your experience on streaming platforms like Spotify and Apple Music ensures that the music curated in their variety of playlists are ones you may actually like. And let’s not forget the wonder that is the ability to create playlists for every mood and occasion.

Blogging

We all have something to say, but as an artist, you have the advantage of people wanting to hear what you have to say. After they discover your blog, of course! Blogging is an impactful way to get noticed by the music industry and, most importantly, your fans. You can decide what you want it to be: a hub for the latest news on you or your band, a diary of sorts where you detail your creative process and sources of inspiration, or your own playlist of songs that pair well with different food dishes — the sky’s the limit. If you have a newsletter, include your most recent or a related blog, and allow fans to share it on social media, effectively growing your fan base. 

Having a blog and consistently posting on it is an excellent way to establish yourself as an authority. It also boosts your visibility on search engines, which exposes your music to countless others who may not have found you otherwise. It’s also a way to use your voice as a music marketing tool and build and maintain a community. In past years, fans relied on interviews and audio to keep tabs on their favorite artists. Today, you can read their blogs, learn about those artists, and keep up with their touring schedules.

Social Media

Social media is another outlet that’s enhanced music marketing and changed the music industry. When social media was introduced, it was merely a way to keep up with old friends and make new ones. Many musicians saw this as an opportunity to boost awareness of their music. Social media, especially platforms like Instagram over time, evolved into one of the most influential and engaging marketing tools for musicians and businesses alike. It’s also been a tool for breaking into the music industry. Favorite acts like the Arctic Monkeys and Panic! At the Disco launched their careers with social media.

Creating communities and engaging with fans is now, too, much easier because of social media. You can use your posts to promote new music you have in the works, give insight into your day-to-day, highlight your latest blog post, host giveaways for free music or merch and encourage fans to share the contest (another excellent way to promote your music), and so much more.

But most importantly, it’s an incredible outlet for connecting with your fans. You can respond directly to their comments and follow them on the platform as well; adding a new level of intimacy with your favorite artists.

Mobile Devices

If we think about it, our mobile phones rarely — if ever — leave our sides. Our dependence on our mobile devices has created a unique opportunity for independent artists and music marketing. Many people check their emails while on the go, which means they’re more likely to see your music marketing emails and take note of your new music release or give it a listen on the spot.

An additional benefit to having your phone on you at all times is that you can pull out your phone and discover new songs or artists while waiting in line at the grocery store or waiting to meet a friend for lunch. Music is right around the corner at all times. It’s a neat tradeoff from the days of waiting to be within a good range of a radio station or being stuck listening to the same 25 top hits songs.

Networking

This one may be plain and straightforward, but it’s still a highly effective music marketing strategy. In the music industry, your relationships can be your ticket to breaking into the music industry. After all, it’s all in who you know. Teaming up with other artists can lead to many different opportunities, including musical collaboration. Creating music with other artists, especially those in different genres than you are, is a rewarding way to expand your musical knowledge and flex your creative muscles. From that new relationship, you can also gain new fans. When promoting your collaborative masterpiece, be sure to give shoutouts to each other and encourage your respective followers to check the other out.

Mirada Media

Marketing in the music industry has evolved so much since the advent of the internet. Independent artists are now their own marketing teams, promoting songs as they write and record them. But something is missing from your process: protection. And that’s where Mirada Media can help. Our SecureMedia API can protect from your music’s premature release along with any sensitive documents that you don’t want to fall into unwanted hands, allowing you to breathe easy.

To learn about how SecureMedia works and our other services for independent musicians, contact us today!