Monday, January 1, 2018

Diary of a Vocal Coach: Music Marketing Strategies for Indie Artists

Mitchel Lensink

I feel a sense of melancholy and poignancy at the same time, as I post my very first article on the first day of the year. I actually didn’t know what I was going to write about until I stumbled upon a music-related thread in a forum on internet marketing, that asked a fascinating question regarding music marketing strategies. Seeing as many of my readers can relate to this, perhaps it is a good place to start.

Whether you’re new to the world of internet marketing or an established pundit as it were, coming up with music marketing strategies can be quite a puzzle. I would liken it to walking through a minefield of explosive options but not really knowing where to step. If you have been scratching your head trying to figure out how to effectively market your music to sell it online; or if you've tried a few courses and had some abysmal results, this article will aim to help you put your thinking cap on.

Music marketing, and especially selling recorded music online, isn't as simple as you might think. And making money from selling your music can be even more complicated.

If I were you, I wouldn't even THINK of selling anything. I would focus more on branding myself, first.

If you're not a major artist (Ed Sheeran/Rihanna/Beyonce/Bruno Mars/Adele), getting your music out there is painstaking work. It takes planning, strategy, a lot of networking, and a helluva a lot of perseverance.

That being said, what works for me won't necessarily work for you. It is SO incredible how almost every successful artist out there has come up a different path. There seems to be no end in the variety of music marketing strategies out there to help make this happen. They say where there is a will there is a way, but it is also possible that your chances of success may also hinge on your geographical location and target audience.

A really quick way to explain this is to compare an independent artist in Africa, who will quite easily get onto MTV Base Africa and TRACE as an indie artist WITHOUT the backing of a recording label, in the true sense of the word; to the European or US indie artist who didn’t stand a chance in hell to flight on MTV if they weren’t signed to a major or large independent label.

So where do you begin planning your music marketing strategies?

Well, if you’re based on the African continent and your target market is Africa, work with your local market first. That’s how a lot of African acts have built their fan base before taking their music to the rest of the continent.

Again, music marketing strategies that work are not set in stone. If you can find success across the African continent first shot, then good for you.

My dear friend and voice pupil Vanessa Mdee is a shining example of how an independent African artist made her mark on the African continent, and went on to just recently sign a deal with Universal Music, Germany. Please support this amazing African superstar by ordering her debut album Money Mondays here.

If you’re based in Europe or the US; OR you are from Africa but your type of music is not mainstream on the African continent, I can suggest you expand your horizons a bit more by getting in with music industry professionals who are actually looking to sign new acts.

A great place to find a wide array of multi-genre music industry connections from right across the developed world is Music Clout.

I hope this article will help you come up with music marketing strategies to make your New Year Resolution truly happen.

If you like my article, do me a HUGE favor and Share this blog post with others by clicking the Social Links below.

Happy New Year!

JOETT — Vocal Coach
You are the Instrument, Learn to Sing Like a Pro!

You’ll find tons of helpful tips and articles for singers in my new book 101 Letters from a Vocal Coach, now available in paperback from Lulu for a WHOPPING 25% DISCOUNT… and coming SOON to Amazon and Barnes & Noble.
Support independent publishing: Buy this book on Lulu.
Download/Stream my brand new acoustic pop EP Twisted, now available on iTunes, Apple Music, Google Play, Amazon, Akazoo, Spotify. Click here! 

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