With 2022 now upon us, those looking to release music look to define themselves in an incredibly saturated landscape. As an artist, producer, or musician, social media gives you direct access to your audience while allowing you to increase your reach through the various platforms you use. To do this effectively requires a concise understanding of your music’s identity as you learn more about your fanbase and how they consume music and interact with your online presence. Luckily, accessing this data is easier than ever, providing a powerful tool for targeting your online content more precisely. To help with creating and publishing content, let’s look at some steps you can implement in your strategy, or at least give you some food for thought.
1. What NOT to post
As obvious as this may sound, it’s important to remember that you are running an artist profile rather than a personal profile. Posting the same content as every other person online can prevent growth or even do permanent damage to the profile you are trying to build for yourself as an artist or band. Instead of being seen as a commercial entity with a product or service on offer, you are seen as simply another online user. As amazing as your recent pics of your cat or your favorite breakfast bagel are, perhaps save them for another outlet where they won’t dilute your brand.
2. Create a schedule together with a defined strategy
Every successful online media outlet has a strategy. Ensure each post forms part of a bigger picture with a purpose. Inform and engage your fanbase timeously with content linked to your music releases, videos, shoots, tour dates, merch drops, and any significant press or interviews. By planning your schedule 3-6 months in advance you not only make sure you dedicate enough time to making and rehearsing your music, but you can avoid your online schedule clashing with your real-life one. Be aware of the power of brand alignment and collaboration within your chosen style of music, a little outreach can go a long way. Having your own website central to your operation will also help in the long run.
3. Reach and conversion ratios
Unless you are looking to use your online profile to gain revenue through amassing followers as an influencer would, likes alone are of little use. Aim for the numbers reflected through your analytics to correlate to online ticket sales, merchandise, or at the very least your streaming and download numbers. Once your following grows, using tiered paywall content systems like Patreon can bring you sustainable income and establish your core audience. Remember, having 100 die-hard fans who buy your box-set, Live DVD, t-shirt and never miss a show is more powerful than 20,000 followers who engage with content but wouldn’t tip you a dime if you were working a double at Starbucks.
4. Consistent quality
Finding out exactly what your fans love most about your band and their music will help you build a unique and lasting connection with them, so build your social content around this. Production value is key when you’re planning new posts and engagement strategies. Don’t work alone. By steering clear of DIY, self-shot content without professional AV post/editing you can ensure you maintain the integrity of your image as an artist or band. Another important aspect involves the relevance of your posts. As you roll out each content stream, there needs to be a cohesive link to your artist identity and the performance date, album release, or merchandise being launched.
5. Research the Platforms you use
People interact differently on each digital platform available online. Each one has its own rules of engagement and a particular algorithm that prioritizes content for users in a certain way. This is concept is not exclusive to social media, it also governs platforms used for releasing music and video clips like Soundcloud, YouTube, and Spotify. This should give you even more incentive to learn everything you can about the platforms you use to engage your audience and where they listen to your music. Explore the possibilities, as this way you can remove a lot of tedious guesswork and find the places your fans love most, even a simple Telegram channel can be a powerful way to reach your audience. The more you focus your approach, you also reduce the overall time needed for online engagement, which means more time for music.
More tips for musicians:
- Music theory resources
- Improve your music production skills
- Publishing with Tunecore
- TikTok for musicians
- Instagram monetization
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