The Independent Musician’s Guide to Using LinkedIn For Marketing Your Music
The Independent Musician’s Guide to Using LinkedIn For Marketing Your Music
With all the social media platforms out there (many specific to musicians), LinkedIn is probably one of the last networks on your mind. You might already be on Instagram and YouTube, and maybe you’ve got plans to be on Spotify and Twitter as well. There are only so many hours in the day to devote to marketing your music, so why should you make LinkedIn a priority? After all, when you think of this social media platform, you’re most likely picturing business executives, CEOs and other corporate professionals discussing data and analytics online. It’s not a place for musicians and other artists right? WRONG. This platform is exactly why you need to be on LinkedIn: to grow your professional network.
Yes, some people get lucky and get discovered singing the next hit song at a café in Nashville. Your chances significantly increase if you make your own luck. Getting out there and pounding the pavement to get your music heard the right people is still a massive part of being a musician. LinkedIn is just an easier, virtual way to do this. Who wouldn’t want that?
Here are some strategies you should be using on LinkedIn to market your music to the right people:
1. Speak to the professionals
LinkedIn is the platform to connect with professionals and, ultimately, get a job. And this is exactly how you should be using it too! LinkedIn, however, has a more stoic vibe. Leave any artistic whimsy for your Instagram or Twitter. Your LinkedIn profile should exude professionalism. You will be attempting to connect with everyone, from booking agents to music journalists, managers, and promoters. Show these power-players that you’re worth taking seriously as a musician with a robust profile that professionally promotes your brand.
Here are a few ways to accomplish that:
Use a headshot for your profile photo. No matter how cool you looked at your last performance, save it for Facebook.
List your experience and relevant information. While the story of how you got into music or why it’s your passion is an interesting background, LinkedIn isn’t the place for it. Instead, focus on things like being mentioned in blogs, music reviews about you, and gig or touring experience.
Make sure you have a comprehensive “Projects” section. For each project you set up, you can add a description, tag other LinkedIn members, and include a link to said project. This section is a great place to display your albums, music videos, tours, key sponsorships, or partnerships in a professional manner.
Include a OneSheet. As an artist, your OneSheet should be a visually appealing, easy-to-read page that others in the business can review quickly to get a summary of what you as a musician are all about. If you aren’t able to create one with Adobe Creative Suite, consider hiring someone or using an easy drag-and-drop builder to do it yourself for less.
2. Join in the discussion
LinkedIn groups are a great way to connect with like-minded musicians who are talking about things like music promotion, music marketing strategies, finding agents, and more. There are a lot of music related groups out there, too. Only join groups that you think could benefit you as a music professional and that you could add value to in return. For instance, a group for experimental jazz lovers might sound okay if you’re an experimental jazz musician. Keep in mind, however, that you’re not there to find fans. You’re there to connect with professionals and fellow industry players that can help you advance your career.
When looking for groups to join, look for a few general music industry ones, a few in your niche, and a few that fit where your geographical location. Once you’ve joined the groups you’re interested in, it’s time to start posting. The golden rule of LinkedIn posting (whether in groups or on your own page) is to add value. Don’t be salesy. If you put out a post asking about the best ways to promote music, consider this. Would you want to connect with the person who responded with a link to their own album, or the person who replied with a link about music marketing strategies? If you’re unsure at first, a great way to add value is to answer people’s questions with advice specific to their situations.
3. Follow and reach out to influencers
A great way to use LinkedIn is as a research tool. If there is someone in the music industry that you aspire to work with, look them up on LinkedIn. Use their profile to see what they’re all about and what you might have in common or what might make you two a good fit. Once you connect with them, stay on their radar by commenting on their posts (remember to add value) and sharing them with your audience. Another good idea is to tag these influencers in other posts or discussions you think might be relevant to or could benefit them.
4. Stay top of mind
LinkedIn is also a great way to maintain connections and check in with those you might not have heard from in a while. Things move fast in the music industry, and LinkedIn is a great way to keep track of your network without ensuring you have up-to-date contact information.
Every so often, go through your connections list. Is there someone you haven’t interacted with for a while that you would like to reconnect with? Send them a personal message asking how they’ve been, or let them know what you’ve been working on lately. You could also share something you think might be of interest to them. Regardless, reaching out every so often will help keep those essential connections from drying up and falling off your radar.
5. Show your value
At the end of the day, music is a business, and the key players you will work with, such as agents, managers, promoters, and markets will want to know they are working with business savvy people. LinkedIn is a great way to showcase your professionalism and let these people know that you care about and consider the bottom line. You don’t have to be an expert by any means (that’s what they’re there for after all), but you do have to show that you care.
So, whether you already have a LinkedIn profile or you need to create one, following these five guidelines will ensure that you find success as a professional musician on this platform! Want more music marketing tips? Check out the Mirada Media blog for other helpful articles today.