You don’t need a huge budget or a major label to get your music heard. Good marketing starts with one clear question: who do you want to reach? Name that listener, then shape everything—visuals, posts, shows, and emails—so they notice and care. Small moves done right beat big moves done randomly.
Make a simple plan: one track release or one show, and three promotion actions around it. Example actions: post a 15–30 second reel of a hook, send one targeted email to fans, and pitch three playlists or blogs. For social clips, show a real moment—writing, messing up a take, or prepping gear. People respond to real, short content more than perfect polished ads.
Build a basic press kit: a 100-word bio, one hi-res photo, links to music and socials, and contact info. When you pitch playlists or blogs, keep the pitch short—two lines about the song, one line about why it fits their audience, and a direct streaming link. Journalists and curators are busy; respect their time and you’ll get heard more often.
Own your list. Fans you can email are the most valuable asset. Offer a free track or early tickets in exchange for emails. Send simple updates: new releases, tour dates, and one interesting story a month. Keep subject lines direct: “New single out Friday” works better than vague clickbait.
Use small ad tests. Try $5–10/day for one week on Instagram or Facebook to promote a single or a show with a clear call to action (stream, sign up, buy a ticket). Track cost per click and cost per sign-up; if it’s too high, tweak the creative or audience. Run lookalike audiences based on your email list when you have at least a few hundred subscribers.
Playlists and collaborators matter. Team up with artists in adjacent scenes for joint shows or shared promos—two small audiences combine into one bigger group. Pitch playlist curators with specific playlists in mind, not generic asks. Offer an exclusive live session or a short acoustic version to make your pitch stand out.
Measure what matters: streams, playlist adds, email signups, and ticket sales. Don’t chase vanity metrics like follower counts unless they convert into real actions. Set a monthly goal (for example, 200 new email subscribers) and list three tactics to reach it.
Finally, be consistent. Drop one well-promoted song or campaign every few months and use each release to grow email lists, playlists, and real fans. Marketing is a series of small, connected steps—do them steadily and you’ll see real growth.
