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Online marketing in music industry: 7 benefits for independent musicians

There are lots of ways of marketing yourself and making sales without coming across as annoying, writes Dan M



Online Marketing in Music Industry
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Every talented person in the world requires one more skill to be successful. That is the ability to sell.

This applies to you as independent musicians as well.

We know you imagine yourself as an annoying salesperson when we say this, and you do not want to be that person. You do not have to be that person. There are lots of ways of marketing yourself and making sales without coming across as annoying. But that will be for another day.

What is the worst that can happen if you do not market yourself?

Well, you might lose your chance to be heard.

On the other hand, what can you gain if you market yourself?

The advantages are endless. Here we are listing a few benefits of online marketing for you as an independent musician. Dive in to learn more.

1. Ability to Enter New Markets

As a musician, you no longer have to look for record deals with labels to make your debut in the industry.

A social media account can get you started. And slowly, with consistency, you can gain access to the music industry.

There are tons of free music promotion sites that you can make use of as well. With the right marketing strategies and these tools at your disposal, you can access newer and bigger audiences.

2. Easier Accessibility

In earlier days, people had to make physical copies like CDs and tapes to listen to music. This is still the practice in some locations.


These CDs and tapes reach retailers, and they sell them in their respective shops.

The large volume production of physical tapes and the profit margin added by the retailers make the price shoot up.

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All of this is avoided when marketing your music online.

Now all you have to do is upload your music on various platforms like Spotify and iTunes. The cost of making your music available to the public has drastically reduced. Not to mention that you are making it available to a larger audience.

3. Reaching Your Customers

It makes sense to take your business where your customers are rather than waiting for them to come and find you.

So, where does your audience hang out?

Where do they spend most of their time?

They hangout on the internet. They are consuming data through various channels such as search engines, social media platforms, and apps. So, that is where your product should be too.

If this is where your audience hangs out, then how do you reach them?

You launch yourself and your music in places where they hang out to gain exposure and possibly stardom as well.


4. Technological Convergence

The development of Walkman in the earlier days and apps in recent days is fundamental because of the Internet. The Internet changed the way people listen to music, and this paved for technological developments.

Keeping up with these developments is the only way you can leverage them and sell your product.

The Internet has made it easy to listen to music on the go. Taking advantage of it to market your music is only natural.

5. Levels The Playing Field

Digital marketing has made it possible for small musicians to go toe to toe with big labels. Online marketing has leveled the field for competing.

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Earlier, big labels had an unfair advantage over the small musicians since they had a large budget and marketing specialists at their disposal.

But now, every musician has to compete for popularity online, and independent musicians have a chance of coming out victorious.

So if you are someone who is starting, this is more reason to get started on online marketing. Develop a personal brand for yourself and build an audience; this will help you publicize your music.

6. Reach Target Audience

Imagine posting an ad in your local newspaper advertising your music.

What happens?

You are targeting a broad range of audiences. In most cases, many people who see your ad might not even be interested in music. Thus, making these ads are irrelevant to them.


So what do these people do? They ignore your ad.

But this does not matter to the newspaper company. Their job is to post your ad in their newspaper, and they expect to be paid for it. You, on the other hand, may or may not gain ROI because of that ad.

This is not the case in online marketing.

By utilizing AdWords, Google Paid Advertising, and other tools, you can reach an audience that is interested in your music.

And the best part?

You only have to pay once someone clicks on your ads. Thus, your return on investment is high, and you can advertise your music for a much smaller budget.

7. Ability to Hyper-Personalize

With the help of online marketing, you can target customers on an individual level. Clients or audiences tend to like a service or product more if they are marketed on a personal level. Through hyper-personalization, you can create better marketing campaigns.

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Yes, that is true.

Let us give you a scenario. Your audience found your website and subscribed to your email newsletters.

Now you send them weekly or monthly newsletters. Your newsletters contain highly relevant content, and it intrigues them to visit your website occasionally.


This is how you build an audience. They follow your work and promote your music on your behalf. They share your creations on social media and coax their friends to follow you as well.

This is called word-of-mouth marketing, and this can do wonders in opening you up to newer audiences.


There are hundreds of ways in which online marketing can work for you.

But choosing not to incorporate online marketing in promoting your music is not an option.

Many people were recognized for their talent solely because they put themselves out on the Internet. The next big talent that goes viral might just be you.

Investing in your marketing strategies can help you in the long run. Therefore do not overthink it and take your giant leap of faith. Your efforts will be rewarded ultimately.

Did you like this article? Tell us in the comments below!

About the author:

Dan has hands-on experience in digital marketing since 2007. He has been building teams and coaching others to foster innovation and solve real-time problems. Dan also enjoys photography and traveling

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