The internet has had a profound effect on music, both how it is made and how it is heard. An artist’s online presence has become one of the most fundamental aspects of an artist’s identity, giving fans around the world something to coalesce around (and define themselves by as the Stan-Wars of the late 2010s have proven), and something for the industry to use as a barometer of current and potential future-success. Do you make music? Do you want to get it heard? Read on...
The gig here is very simply to get people to know who the hell you are. That’s all that matters right now. It may not even be the case that people connect with or follow you at this stage. That’s fine. This is about seeding, about the beginnings of name-recognition, about knowing that you exist.
Content: An abundance of short, easy to absorb content. This is about immediacy and impact. You do not yet have the luxury of a captive audience, or even a particularly interested one so their attention is finite, and their patience should not be tested. Think short-hand – you want people to understand easily what your act or band is about. What the message is. Content needs to communicate your identity clearly and speak to what it is you want people to take away from your music and your brand.
Don’t jump the gun! Just short, frequent, exciting tastes of what’s to come, creating a sense that this is not something to sleep on. 10 seconds of a strong song. Key lyrics that are relevant to your identity. Key themes or narratives, visually or sonically. Video clips that leave something to the imagination. Some mystery can be beneficial too!
The stream of high-volume content (literally and figuratively!) will now mean that people are likely much more willing to be receptive and give your content some attention, or at least curiosity. Coming up on people’s social media feeds often is a brilliant way to stoke curiosity. At this point, it’s time to paint your target. Retarget your audience so that you’re now hitting users who viewed your previous content and people that already are on-board with likes/page follows. This way you can effectively hit people who are engaged, or are willing to be engaged, with more substantial content. Promoting your music to people who have no idea who you are will not yield results and likely be a waste of time, money and enthusiasm as well as wasting your more in-depth or substantial content.
Content: Now that there is some brand awareness, your content can actually be a value-add to your followers lives. Create and push most valuable content possible. You will now have the freedom to be broader, more in-depth and expressive. Videos, blogs, images with a lot of information or text – generally media that is less disposable and less immediate is now more acceptable.
Buckle up Bieber, time to get serious. You now have a fanbase and you are now ready to release music out into the wild. A sense of connection, of loyalty, has been established and you’ve been a positive in their day-to-day, adding value and catering to them and now they are engaged enough to listen to music. If it speaks to them – as it should, if the content you’ve given them to-date accurately speaks to what your band or act is about, they will mobilise and share it, engaging others.
The content here is all about promotion of your music itself, driving sharing, incentivising your audience to spread the word and bring your dreams of conquering the world one two- step closer.
You can upload your music video to Facebook natively or push users to YouTube driving views there in the hopes of your video catching the YouTube-algorithm-train, then kicking off a feedback loop of more new sets of eyes on your video, more new views, round and round. This is the strategy employed by corporations and marketing agencies around the world. Brand awareness, engagement and loyalty are essential – a fan base must be active and passionate enough that they actively want to share your music - this is how momentum builds.
Structure and strategy are essential, and we promise that even the most off-hand or casual content creators and artists out there have both (even if they are good at disguising it). Without them, creating the right type of content regularly is difficult to do, at least to a high standard.