Everybody in the music industry has problems with marketing. No one is perfect, as the market and trends change every day, which is why everyone has a love-hate relationship with marketing. I constantly have to change my approach every 3 months on YouTube, but if you want to understand the marketing mistakes that even the major labels make, tune in to today's episode of the Music Money Makeover Show.
What’s the whole point of doing this?
Hear me out: most executives who work at labels have what's called an assumed goal. It's lofty, meaning they can see the vision, but they try to bring the vision to the immediate timeline, and what usually happens is they spread this same lofty goal across all 5 pillars of marketing. Therefore, each department will then have their own ideas about how to get this done, and the strategy falls apart. When the goal is strategic and defined—meaning it's clear, measurable, and actionable—a true marketing strategy can be built upon that defined goal. Without this proper framing, results are left up to the wind!
Story: This is why labels have a 10% success rate and why this game feels like a lottery for everyone.
Everybody forgets their parachute!
When things start going wrong, shouldn't you take action? While independent artists and labels have the advantage of flexibility, we often make the mistake of sticking with failing strategies for too long. When the market shifts and metrics decline, many hesitate to change direction—a hesitation that costs both time and resources. As streams, sales, and fan engagement stagnate, the signs become clear that the market is moving away from your current strategy—if you even had one to begin with. You should analyze your metrics weekly and be prepared to pivot your marketing approach to maintain momentum. Without making the necessary changes, you risk losing both your audience and market position. But by staying agile and adapting quickly, you can maintain your fanbase and potentially discover new market opportunities.
Fan disconnection is a silent killer you can’t fix quick!
If your project is failing, it's likely because you've misaligned three key elements: your fans' desires, the artist's core message, and your marketing materials. When these elements don't sync up with what fans desire or expect, your entire campaign is at risk. Therefore this gives rise to the fall of the entire lofty goal from the beginning. Therefore when marketing materials don't resonate with your target audience's core desires, it creates a ripple effect that can damage your entire campaign. Even though many artists and labels invest heavily in marketing, they often miss the crucial step of aligning their message with their fans' true desires, the music the message, and the materials. It would be best if you conducted thorough audience research and testing to ensure your marketing resonates with your target fanbase. If you don't do it, you'll waste a ton of resources on ineffective campaigns and risk permanent fan disconnection. If you do align your marketing with fan desires, you'll build stronger connections and create sustainable growth for your music brand.
Story: You ever see a music video that doesn’t line up right with a song and you like why did they do that? Or the artist doesn’t have the same persona in public as they have in the music?
Nobody uses their superpower to their advantage.
The truth about every artist is that they have a superpower that sets them apart from everybody else. Take the top 4 female rappers right now: GloRilla has a deep southern accent, Megan Thee Stallion has a bossy flair to her, Cardi B is fun and feels like everybody's best friend, and Doechii is a bold, fearless storyteller. These unique qualities help them stand out from the crowd better than everyone else. When this uniqueness hasn't been defined, cultivated, and established, every strategy you create will become difficult to execute because you don't have what's called a unique selling proposition or USP. It would be best if you developed this unique trait before starting your campaigns so you can use it to your advantage instead of going in with a generic approach.
What if I don't have enough money to market my music properly?
Money is not the problem, lack of strategy is. Just think about it for a moment. Get around it by starting small, focusing on organic growth through social media, and reinvesting any earnings into short-run targeted marketing campaigns rather than doing what everyone else is doing. If you avoid marketing: Your music won't reach its potential audience, limiting your growth and opportunities. But if you embrace strategic marketing: You can build a loyal fanbase and create sustainable growth over time.
What if my marketing efforts don't align with my artistic vision?
If this is the case, then poor communication of your message is the main problem with your campaign—what desire are you trying to communicate? Fulfill the fans' desires; at this point, it's not about you, it's about the relationship with the fans. It's a two-way street. Be sure your marketing reflects your true artistic identity while still engaging your target audience. If you avoid strategic marketing: your message gets lost in the noise. If you embrace it: you can maintain artistic integrity while effectively reaching your audience.
What if I don't understand the technical aspects of digital marketing?
Don't resist learning if you don't have a big team—learn. If you can't afford to outsource and hire, learn. Not understanding the technical aspects is not a good reason to avoid modern marketing methods. Start with one platform, master it, then expand gradually. You'll fall behind in an increasingly digital industry if you don't embrace it. However, you'll gain valuable skills that will benefit your entire career if you do.
Here’s what you can do!
Define your unique strategy by setting clear, measurable, and actionable goals that align with your artistic vision and the reality of your position in the market.
Stay agile with your marketing approach by consistently monitoring metrics and being ready to pivot when needed.
Build authentic connections with your fans by ensuring your marketing message truly resonates with their desires and expectations.
Join me in the music money makers community so I can answer your marketing questions Live every Monday night at 7pm EST
By implementing these strategies effectively:
Your defined goals will create a clear path to consistent success, allowing you to build sustainable growth in your music career
Your agile marketing approach will help you stay ahead of market trends, maximizing your reach and impact
Your authentic fan connections will develop into a loyal community that supports your long-term success
If you choose to wing it…
you'll face three major costs:
You'll potentially waste thousands of dollars on ineffective campaigns that don't reach your target audience or generate meaningful results
You'll experience the crushing disappointment and loss of confidence that comes from watching your music fail to connect with listeners
You'll either have to choose between giving up on your music career entirely or continuing to struggle without direction - there's no middle ground when you're making these fundamental marketing mistakes
At the End of the Day
Success in the music industry isn't about having unlimited resources or following someone else's playbook - it's about making smart, strategic decisions that align with your unique vision allowing you to meet your goals. The key is understanding that every marketing mistake we've discussed today is fixable with the right approach and mindset. By avoiding these common mistakes and implementing strategies that work, you can transform your music marketing from a source of frustration into a powerful tool for building your career.
Comentarios