These Musician Marketing Plan posts are the most popular series at Cyber PR Music. They are fully updated for 2024.

In this ever-changing landscape, we see the same issue consistently: A surprisingly vast majority of musicians don’t create long-term marketing plans. Artists skip this vital part of their music careers. Plans used to be the responsibility of the record label when artist development was a thing or when they had a great management team. But very few artists are lucky enough to have either (or in many cases, they don’t want a label). This leaves a void in today’s music business; you still need a plan but no longer have someone else making it for you.

To make things worse, the pressure of consistently releasing music, keeping up with social media, Spotify, emails, booking, and learning new technology and platforms keeps artists busier than ever (and, let’s be honest, overwhelmed!). These never-ending tasks battle long-term perspectives and can hijack your goals. It’s no mystery why many artists feel like they are spinning instead of planning.

Take a look at the Part 1 VENN diagram, which visualizes The Musician Marketing Plans (Total Tuneups) that we create for our clients. For each part, I have highlighted the sections we cover in red so you can see how all the parts work together. Articles to help you dive deeper into any desired area will be in orange, and black links will take you off-site to the resources mentioned.

Today, agencies that are available for indie artists to hire tackle only their tiny part and “silo” their tasks without keeping a whole team and broader picture in mind. They handle only their responsibilities. This sadly has a lot to do with how the artists approach releases. Once the music is finished, a deep sense of urgency rushes in, screaming – “release release!”

You work so hard on new music, dedicating hours to practicing and writing songs, not to mention spending large sums of money recording, mixing, mastering, creating visuals, and creating album artwork, only to rush the release with no marketing plan in place.

Here are the basic components of our Total Tuneups / long-term Marketing Plans to show you the key elements you need to consider before you get too far ahead of yourself. Even if your release is not new, it’s important to take a step back and re-evaluate your marketing plan.

Goals Come First

Before you get too deep into your marketing, be sure you have outlined your goals. I suggest choosing 3 small and 3 larger goals you’d like to accomplish in the next 3 months (for the smaller goals) and 12 months (for the larger ones).

Be reasonable. Setting a goal of 1 million streams may not be great if you currently have 117 streams.

This is all about building. Listen to my podcast about setting goals you are more likely to achieve in 16 minutes here.

Next Comes Legal

Make sure you have taken care of the legal. This means handling your copyrights and trademarks, registering each song with a PRO, and having agreements with any musicians who played on your records. This needs to be in all marketing plans.

There are 15 elements to keep in mind when creating marketing plans

Here Are The First Five: 

1. Distribution
2. Website & Brand
3. Social Media
4. DSP’s (Digital Service Providers) 
5. Email List / Newsletter

These five areas should be buttoned up before any announcements should be made about new music coming out. To see these in more detail, download the companion Musician’s Marketing Plan Checksheet designed to help you go deeper. (if you already released music, don’t worry! Backtracking is OK) and for the future…  now you know 😉

1. Music Distribution

Digital distribution moves a lot faster than it used to, but you should still choose the right distributor for you.

Distributors don’t cover everything, and you need to be aware of additional distribution outlets, including SoundCloud and Bandcamp, for increased reach. (I’ll get to those in a moment.)

You should give yourself at least 4-6 weeks to get your music to Apple Music, Spotify, Amazon Music, and other digital service providers (DSPs) and to submit it to Spotify’s curators.

Friday is the official release day for music, so choose a FRIDAY  – even if the release party is on a Saturday or if your astrologer says the best date is a Monday – you will look like a noob if you release on any other day! 😜

TIP: If you order physical copies of your music, ensure you give yourself plenty of time, especially considering vinyl. If you are running a pre-sale or having a release party and want to offer physical products at the show,

2. Band/Artist Website & Brand

Building a complete and professional-looking online presence into your marketing plan is very important. This starts with your website. You need a modern, functional site that you can update yourself.

Your website should have sections where fans can easily get to your music, read about you, and keep up with your latest happenings. It should also feature an EPK and an email sign-up that offers an incentive. Here’s a detailed guide to help you with the architecture and sections of your website.

Please remember that Artist Branding is the starting point and should be well thought out. A brand can feel like an abstract concept and it may be not easy to know if you’re heading in the right direction. Your brand starts with your bio/signature story (which we will talk about more in Part 2 of this series) and incorporates colors, copywriting style, and fonts. Photos and visuals must align with your brand and make sure to carry this brand across all of your socials. Use your current single artwork with text to promote the release date, new music videos, and tour announcements. We use Canva for banners, graphics, social posts, and social skin creation.

3. Social Media 

Time and energy need to be spent building a strong online presence to be taken seriously as an artist when the time comes to start actively promoting. Many artists don’t know the basics and try to skip steps by hiring shady companies to build audiences swiftly.

This might not be the best idea. Fake followers will hurt your promotional efforts in the long run. A solid social strategy must focus on themes & narrative, and you must plan consistent content so that it is constantly fan nurturing.

Keep in mind that music bloggers and fans will visit your socials to see what kind of a following you have and they will want to catch a vibe. Stale, overly promotional, or boring profiles will not help your chances of engaging. Your content calendar is a crucial component of your social media success. Please don’t leave it up to chance. Download our Social Media Organizer above to help you properly schedule and plan your posts.

TikTok

Everyone is talking about TikTok so we will too – the name of the game here is consistency (and having wit, killer moves, fantastic guitar riffs, an arresting voice, SOMETHING that captures people fast – also is key!) We suggest posting at the same time at least 1X a day for a few weeks to see how your audience responds and begin to adjust as you see trends that work for you. Add a short catchy caption that grabs attention and a total of 4 hashtags – 3 that match your content and 1 that is trending. To find out what is trending, search X / Twitter’s hashtags and see if any apply to your music and posts. Try one that fits.

Of course, using trending sounds is also smart. For a deeper dive, here is our essential TikTok guide. And if you are wondering if TikTok is just for kids, here’s an article we wrote featuring 8 TikTok sensations who are over 40.

Instagram

The most popular visual social platform has experienced a meteoric rise. The best way to get great at Instagram is to use it and emulating people who already know how to use it well. Nowadays, your best bet is to post REELS. Short-form videos are where most people are focusing their attention (hello, TikTok).

When you post use 3-5 hashtags, as this is how posts are found and distributed across the platform. Make sure to use a mix of popular hashtags and lesser-used hashtags. You should also create your very own hashtags, i.e., #CyberPRMusic. 

I caution you to be selective about what you cross-post to socials. You want to tell a separate story on each social channel to get people to join you and not get fatigued by the same posts across channels.

Also, post more Stories than posts as they drive more views. We have created two guides to help you dive deeper: The Musician’s Guide to Instagram & Advanced Instagram Tips for Musicians.

You should also utilize Threads, Instagram’s answer to Twitter. Now, it’s Instagram’s more conversational and community-based extension, allowing you to interact more with your fans and potential fans. 

Twitter (now known as X)

Even though many artists are turning their backs on Twitter, we encourage you to keep an active profile. Journalists, music bloggers, and synch licensors still actively use it, so if you want to connect to them, this is the platform to do so.

Everyone you interact with in real life should be followed on Twitter (friends, musicians, bloggers, producers, clubs, etc.). Increase your followers by following people, and some will follow you back. Target similar-sounding artists and follow their Twitter followers, as there is a high probability that they may also like your music.

Facebook

Pay-to-play is the reality on Facebook for a Page to get any real exposure. We suggest you build an ad budget into your marketing plans from time to time but have goals in place before you do, and you should have a complete Page that is active with frequent posts. Make sure your Page has an attractive cover banner (as discussed above)

The smartest person in the Facebook music ads promotion space who we recommend following is Andrew Southworth. He’s a musician and a mad genius for getting Facebook ads to work for you.  He has many free videos on YouTube, and you can also purchase his course, which will walk you through the system he uses to generate millions of streams for his music.

YouTube

YouTube is the first place millions of people go to search for music. It is a powerful platform where artists are discovered. For any artist looking to increase awareness, it is imperative to have a presence on YouTube with a professional-looking channel and a cover image linked to your socials so people can connect with you across platforms.

Make categories to group your videos for easy viewing, such as “Behind The Scenes,” “Official Music Videos,” and “Live Performances.” Also, highlight an official music video in the featured spot on your channel.

We often see musicians leaving off their artist names in the title of their videos, which is terrible for search engines. Create a list of tags.  Include and place important keywords/ phrases at the start of your tag fields. Use adjectives that describe your music and similar artists as keywords, the latter of which will appear in the “related videos section” after your videos are viewed. We often see description sections left blank. This is crucial because it tells the viewer what they are watching and provides links to other content you own, such as your website and socials. Here’s our official Musician’s Guide to YouTube.

4. Digital Service Provider – DSPs

Digital Service Provider, or DSP, is another term for music streaming services, which can also mean music stores. You can not build effective marketing plans without having a working knowledge of DSPs, and of course, that includes how to drive your fans and followers to Spotify and get included on playlists. There are over 70 DSPs. 

Spotify 

Once your distributor of choice releases your new songs on Spotify, you can claim your Spotify profile with Spotify for Artists. This allows you to review listener analytics, check for new playlist additions, add an “Artist Pick,” make playlists and keep your photo and bio up to date.

You must understand the basics of Spotify and know how it can help you. They have created a great series of videos to guide you through. The most important thing you must know is how to submit your tracks directly to their playlist curators to be considered for inclusion on official Spotify playlists.

Utilize Canva Spotify Canvas’ are the 6-8-second moving graphics or video clips that appear in the background of a song on the Spotify mobile app while fans are listening to that track. It is yet another way to add visual creativity to your release. The best part? You can add them to old releases, too. TIP: make your canvass 7 seconds or less, and it will loop consistently!

Apple Music

If your fanbase uses Apple Music, we strongly suggest considering an Apple Pre-Order Campaign. You can now view a quick snapshot of your music’s overall performance, identify milestones and all-time bests at a glance, expand your understanding with details of trends over time, discover which of your songs are getting Shazamed (Apple owns Shazam) the most, and see how many people are listening to your music over time in over 100 countries.

Bandsintown has recently launched a partnership with Shazam. Now, by simply Shazaming your song fans can find concert information and tickets on sale for future gigs nearby, so be sure to claim and update your Bandsintown Profile.

If you already have content that is available on Apple Music, it’s easy to claim your Artist Profile. All you need is the same Apple ID (email address) that you use to purchase music and download apps from the iTunes Store. Sign up for Apple Music For Artists here.

Amazon

It’s a big one; you should ensure your Amazon profile is in your control. Claim it here. and that you have reviews of your music posted on this platform, as it helps with the search. More and more people are using Alexa to stream music and you should be sure you are verbally findable so check your Alexa or a friend to see if you are verbally discoverable!

SoundCloud

SoundCloud is the go-to platform if you plan to do publicity, as this is the main platform music bloggers and many podcasters use to accept tracks for consideration and embeds. If you are considering using SubmitHub as part of your marketing plan, SoundCloud is the primary link you will need to provide.

SoundCloud also allows you to create private links for your music before it is released or select tracks to send to industry folks or anyone you wish to share a preview with. Of course, SoundCloud also has a robust community of music fans and other creators, so it’s a great place to connect and give and receive feedback.

Many artists have not taken the time to optimize their profiles properly. Add your header, descriptive bio, links to socials, albums, and singles, and the artwork for each track. It’s also a nice touch to put notes about each song, what inspired you to create it, what the meaning of each track is, etc. Optimize your tracks by including lyrics. If you don’t know how to do this, we have an extensive 3-part post to walk you through it all. 

Bandcamp

Bandcamp is hands down the most artist-friendly platform for sharing music. Over the years, Bandcamp has helped our clients reach thousands of new fans, not to mention earn additional revenue through digital sales and physical merch, band t-shirts, vinyl, and more. Bandcamp is a marketplace and community of millions of music fans discovering and supporting thousands of independent artists. While Bandcamp makes it so easy for a fan to discover new music, there are a few things artists need to do to ensure their music gets in front of the right people. 

Discovery features like fan accounts, the music feed, and artist recommendations introduce your music to new fans and can potentially drive sales. Bandcamp also has email collection capabilities and a subscription service (like Patreon) so you can grow your email list and make money. Plus, many artists have had success showcasing their past releases and selling them as bundles as a great revenue stream.

Pandora

Pandora has over 50 million active users and a built-in artist marketing platform called AMP. AMP allows you to record 15-second messages and attach them to any of your tracks. You can also target specific regions and build stories to share. It also pays you royalties (through Sound Exchange, so make sure you are signed up with them).

Artist Audio Messages (AAM) allow you to speak directly to your fans while they listen to your music. You can also share these audio messages on your social media to increase your reach on Pandora by leading your fans to the platform and encouraging them to create stations featuring you!

You can read all about Pandora’s AMP playbook of their tips for how to create effective AAMs here.

Note: Most digital distributors say that your music will be sent to Pandora, but in our experience, you still will have to send your music through to them using their independent artist submissions portal. 

5. E-Mail Lists 

Your email and your ability to nurture your list are the most important parts of musicians’ marketing plans and release strategies that you will want to skip—DON’T.

Social media is key to attracting your crowd and building engagement, and it is an important part of marketing plans. That said, email is still the most vital asset you will build for generating revenue. You make relationships with fans on social media, but you turn those relationships into customers with email. According to the Direct Marketing Association, email marketing produced an ROI (return on investment) of 4,300%—or $43 for every $1 spent.

But it is not just about writing an effective newsletter and contacting your mailing list at LEAST once a month. You also need to understand the concept of email nurture sequences. This means creating 3 or 4-part emails that take fans on a journey, tell them a story, and bring them closer to you. This will take some doing. You need to create a few. These include:

Welcome—These are the first communications that a new subscriber will receive, thanking them for joining my list. Here is a little about me (and maybe even give away a few great tracks or exclusive videos). The welcome series will be the most open email that you send, so take your time to create a killer series.

After that, move on to create your Nurture Series. These emails take your readers on a storytelling journey – you can talk about your history, tell compelling stories about specific songs, or recount something that has happened in your life.

The Monetization Series is designed to sell an individual merch product you have created or a series that will get your fans to subscribe to your Patreon or donate to your crowdfunding campaign.

Spend money on a mailing list service provider that can help you design a rich-looking email and provide analytics and tracking capabilities so you can measure the effectiveness of your newsletters and make adjustments where needed. A premier solution that many of our clients enjoy working with is MailChimp (and if you have fewer than 500 emails, you won’t have to pay—it’s free!).

Now that you know how to build a solid online foundation and the beginning of an online community, now is your time to dive into your marketing plan and do it! Do not cut corners here. Having a true base will put you in a much better position when you prepare for your next 5 steps. These will show you how to start calendaring for your release. This is the topic for PART 2 of this 3 PART series.

Want more help with creating a marketing plan for your music? Schedule a call with us today to discuss.