Artists fail at music promotion because it's often an afterthought. Many of you may feel like your promotion isn’t working, and that's because the surface level of music promotion looks exciting and enticing. However, if you want your audience to truly resonate with your music and have your promotional efforts received better, you need to dive deeper beneath the surface. Only then can you rise back up and change the culture.
Be Intentional
Being intentional about how you want people to react to your music can make your music promotion more potent and receptive. People can feel your intent, and they can also sense when your intent is fabricated. This is why it’s crucial to be intentional during the creation process. When you start promoting, people will receive your offerings more easily if they are genuine rather than forced.
Selling Feelings
The primary reason artists fail at music promotion is that they struggle with selling feelings. The first step to promoting music isn't about the frequency of showing your product but rather the feeling and impact you want your product to have on people. Feelings provide direction and purpose. If you start your creative process in the studio with the phrase “I want people to feel...”, it will change the energy with which you promote your music.
Selling Experience
Selling feelings evolves into selling an experience. Imagine saying during your creation process, “I want people to feel ____ when they hear my music.” This transforms into what you want the listener to feel when they experience the visuals and the live shows. That feeling creates a visual, and that visual becomes the imagery you use to promote the music, reinforcing the initial feeling you intended. This creates a cohesive experience from the initial intention.
Changing Culture
When delivered properly, an experience becomes culture. Changing the culture means altering the dynamics of society. Your intent becomes deeply woven into the fabric of society, leaving a mark on the world and making you a household name. It all starts with the intention you place in the creation process.
People Don’t Listen to the Best Music
People listen to music where the intention, message, and feeling are conveyed the clearest.
How Does It Make the Promotion Process Easier?
A clear vision for how and what channels should be used to keep the feeling and experience intact will make the promotion process easier. It ensures that the audience receives it properly instead of leaving them to decipher it.
What Do You Mean by Channels?
Channels are the marketplaces where you deliver your music for promotion, also known as marketing. If you market and promote your music in a place that doesn’t fit the original intent, feeling, and experience, it will be a waste of time, effort, manpower, and money.
What Happens If You Promote Outside of the Target Market?
An out-of-pocket marketing play is to called a PR stunt. Sometimes they work, and sometimes they fail horribly. It’s a 50/50 roulette gamble.
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Keeping the Original Intent Intact
Maintaining the original intent allows the art to live as you intended it to. This keeps the creator's mind at ease, and the public will see it as it should be seen, provided you create the feeling with great intention and detail. This ultimately allows you to change the current culture.
If You Let the World Run with It
If the feeling of your art isn’t strong or provoking enough, people will make their own assumptions about what you are trying to do. This can cause your music to be seen as mediocre, and it may fall into obscurity because you didn’t create a strong intent for it to live. In many cases, you may have only been motivated by money.
Conclusion
Transformation in music promotion starts with a deep reflection on your original intent. By understanding and clearly defining what you want your audience to feel, you can create music that resonates on a profound level. This approach ensures that your promotion is not just about visibility but about meaningful connections. When your promotion aligns with the genuine intent behind your music, it simplifies the process, makes your campaigns more effective, and ultimately helps you achieve long-term success and cultural impact.
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