The Artist Guide To Music Marketing

Selena Gomez, Tour /IG

A common topic of conversation is the distribution and consumption of music; how people no longer purchase songs or albums and the difficulty with capturing and holding the attention of audiences. Artists who don’t make an effort to properly inform an audience will fail to make traction. Simply put, talent alone does not lead to a successful music career.

Before we dive into this thoroughly detailed post, grab a pen and pad. (Trust me, you’ll need it)

What is Marketing?

Marketing helps solidify positioning within a market. Instead of focusing on acquiring attention from the public and proving value, effectual marketing earns credibility and extol from a respective industry. Marketing is the implementation of strategies; it holds the key to brand awareness, influences engagement from consumers and creates capital.

With marketing initiatives being such a focal point in the world of music, it is imperative that major label and independent artists understand the importance of marketing and its functions; how it focuses on business to consumer relationships and creates a sustainable emotional bond to the audience, enticing them in the ultimate brand experience way before offering to sell them a product.

Your Why?

Simon Sinek, one of every modern entrepreneur’s favourite internet guru, developed an analogy that is applicable to all facets of life: Before doing your What?, it’s key to identify your WHY?

• What l do you do? [What sets you apart?]

• Why do you do what you do? [Sing/rap/produce?]

• How do you do what you do? [Tools]

• What is it about your brand [not just the music] that would keep people coming back to see what you’re doing?

Branding

Your actions define your brand and in order for branding to work, it needs to be fluid and consistent. The process of brand building will help you develop a brand personality. Think about what makes you, you amongst these 5 things:

• Values

• Message

• Content

• Style

• Product

Branding, or as marketers would say, ‘brand identity’ involves creating a visual identity that is in sync with your brand personality. This helps audiences envision what it is you believe, the values that make you who you are and how this aligns with your audience. Overall, it aids in humanising your brand as it is crucial that you connect to your audience on a deeper level.

Visual Communication

Visual marketing is a primary source for audience engagement in the modern age, a necessary component for competing online. Visual content is the best way to distinguish yourself from the crowd.

Our sensory receptors are located in our eyes and visual components have always helped piece together the total experience for an audience. Although it’s not something often discussed with relation to an artist, it is important. If you look at the world’s most renowned logos, artwork and music videos, you’ll almost immediately recall the emotion it evoked within you and YES this has a lot to do with colour and its connotations. Visual content causes an increase of audience engagement and exposure, especially on social media. Adding a compelling visual element to your music will raise your consumer engagement rate.

The controversy surrounding Beyonce’s video for ‘Formation’ was immutable, not merely attesting to the fact that she jumped out of the four monotonous walls pop culture somehow encompassed for her, but also because every scene was undeniably, emotionally triggering. Many other creators have followed this same theme. If we date it back to Missy Elliot, D’Angelo and So Solid Crew their creative music videos have captured the attention of millions of people across the globe. However, we can’t help but notice that with the rise of digital [being used as a vessel to tie all strategies together] so has risen a mediocre form of visual communication. 8/10 videos are becoming more and more predictable, where even the editing styles have gone so far to follow a cliché selection of effects.

— Tip: I know you’re thinking “I don’t have a big budget!”, but it doesn’t always require such. What it takes is time, a serious thought process and willingness to do better.

So now you wonder, “What visuals are important?” and “What steps can I take to creating more compelling visuals?” Well, I’m glad you asked.

• Logos & Font

Logos inspire global recognition and trust. Many bypass the power of colours and their different connotations when choosing a logo design. This is also a common issue that many startups face when it comes to the marketing materials, so I’ve linked in a few great examples here. Different font styles play a very big part of your brand personality.

Know your message, clearly identify your audience and don’t choose typefaces that are overused but much rather improve readability.

• Image & Photography

Gathering a collection of high-quality images for your social media handles make great brand references; they are identifiable and highlight consistency and effort. Photos help people visualise what it would look like to have you perform at their event, so make it a good one.

— Tip: Investing in your brand sometimes may involve hiring a photographer and a style and image consultant that understands your body or style. Trust me you won’t regret it.

• Artwork

No one particular image tells a single story, but what fluidity and consistency will provide is a well-curated body of work that produces a more cohesive brand identity that’s share-worthy. Here’s a great example!

• Mixtape/Album cover

The same applies for mixtape/album covers. J.Cole’s ‘Forest Hills Drive’ is a great example of an album cover that follows a minimalistic approach and yet highlights colours that have positive and thought-provoking connotations. This perfectly reflects Cole’s brand, and alignment is more important than harsh colours that evoke a psychological reaction that is more disturbing than calm.

Themes

• via Music

Show you’re committed to being authentic and consistent, and your audience will feel it and surely appreciate your dedication and effort. In 2010 Kanye West launched a campaign to gear up to the ‘My Beautiful Dark Twisted Fantasy’ album release and brought fans ‘G.O.O.D. Friday’ as part of weekly series. It was a great way to create a social movement with enriching music collaborations featuring the likes of Pusha T, Ryan Leslie and Lloyd Banks (to name a few). Distribution of brand energy encourages loyalty amongst the audience, which brings you closer to the people you want to invest time in your music.

• Lifestyle

Build your own subculture and leverage cultural influences, make something that isn’t popular, pop and highlight classic examples of how cool can be concocted without too much effort. Music Producer DJ Khaled exudes this as he uses the video music application Snapchat to take 14.3 million viewers on ‘The Pathway to Success’. Some activities involve watering his plants and giving thanks to “the most-high”, which he claims ultimately leads to peace and more success.

Understand your target audience and create coherent and unique themes.

“I talk like this ’cause I can back it up!”

When an artist has successfully earned respect and loyalty from a diverse range of target audiences, they’ll turn into fans, then consumers and selling your product(s) won’t be as hard to fall into the habit.

Outsource a marketing consultant or find the star player in your team that will help you work through a music marketing plan. Strategise effectively, conceptualise compelling integrated digital campaigns, deliver well-mastered music, perform at events etc., all within good timing.