It is your single biggest challenge as a musician to get your music in front of your target audience. Marketing your music effectively is as important as creating good music.
In addition, too many musicians rely on ad hoc marketing tactics and spur-of-the-moment actions. Rather than implementing a systematic music marketing plan, they make reactive decisions that don’t result in long-term success.
You will learn how to make a DIY music marketing plan that actually works in this guide. I’ll discuss branding, developing a marketing mix, and determining your target audience so that you can make better marketing decisions.
While this might not seem like a tough question, it is one of the most difficult to answer in marketing. It’s not uncommon for great brands to be amorphous and ephemeral. There’s something indescribable about them that can’t be described with words.
In order to craft a marketing strategy for musicians, they must first define their brand and understand what it means to them. During this exercise, you have to dig deep and identify your core values.
This is also an exercise in balance. It’s important to balance audience expectations with what you want the brand to be.
Below are some ways to define your brand:
When you have curated your inspiration, try to describe your brand in a few words. Think about your values and feelings. Don’t be afraid to be honest.
In the absence of that indescribable quality – heart – your brand will lack that indescribable quality.
According to Wikipedia, a marketing plan is:
“A comprehensive document outlining a company’s upcoming advertising and marketing efforts.”
Included in this document are:
A traditional marketing plan is not necessary for musicians. You can skip the executive summary, pricing strategy, competitor analysis, and mission statement, for example.
You should instead include:
I’ll describe a step-by-step process for creating your marketing plan in the sections that follow.