Every music creative or executive fails at music marketing in their careers, Leaving you wondering where did you go wrong in the process! Some of my efforts failed as well. But if you want to bulletproof your efforts for a successful release read on!
Getting Money from fans before they give it to you is key!
The #1 mistake most artists make when marketing is not knowing what they want to get out of a specific market they enter. As a result, 90% of the time, their marketing effort is wasted. Even though it could have been great, most fail to set a specific goal for why they entered the market. If you define the result you want to achieve before you enter the market, you'll be much better off—even with just a goal. If you go in blindly like most, you'll end up being a statistic. But if you do set a goal, your marketing plan will start to take shape, and you just might hit your target!
Why not measuring the results of music marketing discredits everything you do!
Here's why you can't tell if your marketing efforts are working: you're not measuring them. Even though you have a plan and goal, you lack the measurements needed to track your progress. Understanding leads, conversions, sales, and gross profits will transform your marketing efforts overnight. Without developing these measurement skills, you'll keep stumbling through the process repeatedly. But make these changes to your game plan, and you'll be a boss in no time!
How to move your music from the back room to the front shelf!
A crucial but often overlooked aspect of music marketing is securing proper placement in the right market—one that gives you prime "shelf space" near the register. Many new artists make the mistake of trying to compete with major labels for premium placement on Spotify. While this might seem like a smart strategy initially, you'll quickly discover how costly it can be. A better approach is to position your music in marketplaces that match your current level. I know you're tempted to pursue that Spotify route I mentioned, but once you hit the actual streets, you'll realize that sometimes you need to take a step back to move forward.
Leverage your Gatekeepers for access to the next level!
Did you know that without gatekeepers and key holders, you wouldn't have the desire to enter a market? Why? Without them, there'd be no gates—and nothing worth pursuing behind them. These key holders—DJs, influencers, licensors, and others—are your access points to valuable audience marketplaces. Building relationships with gatekeepers is more effective than trying to buy your way in. They can connect you with qualified fans faster. Attempting to bypass these gatekeepers will not only be challenging but might leave you unqualified to access these markets even if you manage to reach them.
Everybody is on Spotify so it makes sense to market there right?
It does make sense to market on Spotify if you've got the money to do it. However, the cost of promoting there is much more expensive when you have no fans compared to when you have fans. What you're essentially doing is avoiding all the other markets where you could reach your potential fans more cheaply and quickly, but you're afraid to do the work to get them. So, you default to your comfort zone, paying someone else to do the work because it seems easier. However, you must remember fans want experiences and only one experience lives on Spotify, a listening experience!
Just because I can’t measure my success doesn’t mean I won't succeed, right?
Yeah, it may seem like you're doing just fine, but I bet you're not where you want to be. Not knowing your numbers might seem cool until you want to sit down and make a deal. The first thing they'll ask you for is numbers. What you want on the other side of that gate is rooted in numbers. Forge them if you will, but they'll soon expose the lie.
Why would I want to deal with gatekeepers in the first place?
You're only asking this because you foolishly believe that everything in life should be free and not earned. You've got to change your mindset because as you climb higher up the ladder, you'll realize that not everyone who started with you is fit for the journey. Gatekeepers are in place for your protection, believe it or not. You don't have to go through every gate, but you do have to choose several. They are the only way you will survive in each market you choose.
Here’s what you can do!
Research the definitions of Lead, Conversion, Sale, and Profit.
Identify the specific market where you want to achieve these metrics.
Set clear, measurable goals and take action to achieve them.
Here’s my example of converting the market
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How you will win the game!
Casual listeners will begin to increase, and then they will turn into supporters. As those supporters increase, they will then turn into fans. All of this will result in more money for you.
What’s it going to cost in failure
If you don't decide what you want, don't measure your progress, and fail to identify and engage with gatekeepers, you'll never make it in this industry. This failure will force you to work longer at your day job, killing your drive and passion while mentally stressing you out. Ultimately, you'll face a tough decision: settle for creating something mediocre in the music business or bow out entirely.
At the end of the day...
If you were struggling with how to market your music, how to put your music at the front of the store, or how to measure your results, you now have the means to become the marketing master you've always wanted to be.
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