Don’t forget that fans may be a border or two away
Let’s face it – the world today is insanely global. Twenty years ago, as a musician, it was hard to make fans outside of your local market.
But today, with the internet available to billions around the world, you can make fans out of people living pretty much anywhere.
This global access to music has meant the world has seen an explosion of artists from all over the world.
From big star groups like Justin Bieber and Lady Gaga to rappers like Stormzy to quirky genre-blurring artists like Jessie Ware and Tyler The Creator, there is a wide range of music available at the click of a mouse.
Now that global access is even wider, the possibilities are endless, right?
Well, as far as the music business goes, it is not so simple.
The old stories of actual record units selling well doesn’t hold true any more – music now travels so easily, yet artists can struggle to get the mainstream success they deserve.
There is a lot of music vying for attention
In a way, despite the internet, it has become even harder to promote music on a global level.
There are so many new artists on the scene, it can be difficult to get noticed without proper promotional support.
And it seems like a lot of new artists cannot afford marketing, PR, and decent video distribution.
The result? A lot of musicians are often stuck playing small music festivals instead of touring the world.
There is a way to ensure you’re doing your best to go global, however.
Why promote music worldwide?
With the help of the internet, you can find, connect, and retain an incredible amount of fans.
It is just like a snowball effect! The more people you reach with your music, the easier it will be to convert one more fan.
But how do you do it?
A good question would be, “What is your mass communication strategy?”
Sure, that sounds technical. But it’s actually a pretty easy question to answer.
The main strategy is always working on building your fan base by
- Making music
- Creating video
- Participating in events
- Building and managing an online reputation
Let’s go over each of these components of the strategy.
Making music (constantly)
As a musician, it’s key that you’re always making new music.
Now, that doesn’t mean you need to be putting out a song a day, every day, for 365 days a year. But it does mean that you should never rest on your laurels.
You’re only as good as your last song. And because of that, you should consistently be putting out material.
While it’s technically not music, if you want to promote your music to people all over the world, you’ll need to also release a lot of video content.
The type of video you want to do depends on where your music is being released.
If you’re short on ideas for video content as a musician, here are 3 quick ideas you can draw from:
1. Music Videos
This one should be obvious!
If you can afford it, a music video production can be amazing. But with modern-day smartphones, a video can be ready in less than two hours from taking the shot if you want to go the budget route.
2. Live Performances
Another good way to promote your music is by videoing and posting live performances.
If you’ve got a favorite musician, you can watch his live performances and let your fans know when he’s in your area.
Podcasts (especially those with a video component) are another great way to promote your music. In fact, many music artists and studios make a podcast themselves to sell tickets and collect donations.
If you don’t want to host a podcast and create content from scratch, you can just look for someone that already does try and find.
The easiest way to reach the world is through social media.
There are many great resources available, from YouTube to Instagram. You can promote your music using an influencer like YouTube’s Trending panel, Facebook’s Lookalike Audience, or Twitter’s Hashtags.
Increasingly, social media is a great way for labels to find fans and build brand awareness.
Don’t try and fool your fans. Embrace them!
You want to always remember to keep it real. Never fake it.
Your fans are also your fans, just like you. They want to know your true feelings, which is why you can’t fake it.
You should be showing your fans that you care, as well as, being genuine and real with them.
Because you can learn so much from them, which makes your fan base grow exponentially.
Some more tips for promoting music worldwide
Pay attention to other people’s opinions. A good idea would be to ask for what you want and to value what your fans want.
Obviously, you won’t want to take nonsensical hate or mean-spirited criticism to heart. But if someone is trying to do their best to give you a tip, it may be worth listening.
People do not always know what they want, but hearing them out may still prove beneficial.
Listen to the opinions of people you trust and ask their opinions about the topics. You may not agree with everything that they say, but you should consider their opinion.
Also, opinions are one thing, but ideas are quite another. You can learn so much from other people and what they know. Take their ideas if they’re good!
Be adaptive – the industry is constantly changing!
The digital music industry is undergoing a huge transformation. With increased streaming services, better discovery tools and information sharing among fans, it’s a world that is getting more exciting every day.
The changes coming in music streaming are set to take effect this year – the top streaming services now have hundreds of millions of subscribers all around the globe.
If you make a solid attempt to promote your music worldwide, you’re bound to see results.