Catch ‘em While You Can
Look for promotion opportunities to be a music artist that keeps fans’ attention. Photo by Julianne Littlefield
Calling all musicians! Check out some promotional tips to keep the attention of your followers and grow your fan base.
In a digital world, with a million and one things vying for our attention, keeping a solid following may be difficult for musicians. But don’t worry, I’ve got some tips for all the artists out there.
Work with what you’ve got
If you have already released a hit song, there’s something easy to try that can help you stay on top.
If a song is already a favorite, you don’t necessarily have to make a new hit right away. Remixes and new versions of the song with small changes or collaborators can boost the hit’s popularity even more.
The New York Times reported a couple examples of this succeeding: SpotemGottem's "Beat Box" and Lil Nas X's "Montero (Call Me by Your Name)." These artists used this method to stretch out the popularity of their songs, even though some remixes were unauthorized.
Singles over albums
As of 2021, albums were already declining in popularity, and singles were coming to the forefront, according to the New York Times. Up and coming artists can take note.
New creators on TikTok can release new versions of their already viral singles, so their popularity won't quickly die out.
Don’t forget brand partnerships
According to writer Sarah Shearman, building connections with brands has long been an effective promotion tactic for musicians. And the right collaboration between a musician and a brand is a win-win situation.
One example includes musicians and lots of coffee.
A Billboard article cited three musicians partnering with coffee companies in 2014: James Murphy, Beck and St. Vincent (a.k.a. Annie Clark). These artists created their own blends with coffee companies, earning them publicity.
Specifically, Clark's coffee blends and self-titled albums were available to buy at Intelligentsia Coffee locations. The same was true for Murphy and Beck with their respective coffee partners.
Other artists like Wilco, Kiss and Styx also released their own coffee blends, according to Billboard.
Teens can be fans too
Another Billboard article reminds us that there is a teen fan base just waiting to be reached.
Specifically, back in 2007, artist Mandy Moore partnered with photo and video sharing app Photobucket.
This partnership allowed high school students to create their own mash-up videos with Moore's song "Extraordinary." Photobucket transferred the videos to teen social media site MyYearbook.com, and users could vote. Moore would then choose a winner and perform at their high school graduation.
This promotional step was intended to connect Moore with teens, and in today’s world, this group is still important to reach.
As reported in a 2018 study cited in Rebecca Coates Nee’s book, Social Media in the Digital Age, 45% of teens reported using the internet almost all the time. Nee guessed the numbers have risen since.
As a result, musicians shouldn’t forget to engage with younger technology users, as they’re likely online and ready to find your content.
References
Caramanica, J. (2021, Apr 30). Making a hit song more than a single: [movies, performing Arts/Weekend desk]. New York Times
Griffith, C. (2014). Musicians Create Real Buzz With Signature Coffee Blends. Billboard, 126(19), 23.
Nee, R. C. (2022a). Demographics and Growth of Major Social Media Platforms. In Social Media in the Digital Age: History, Ethics and Professional Uses (Second, pp. 61-61). essay, Cognella, Inc.
Paoletta, M. (2007). Tapping The Teens. Billboard, 119(17), 17.
Shearman, S., & Eleftheriou-Smith, L.-M. (2012). The changing face of music tie-ups. Marketing (00253650), 10–11.