The easiest way to get your music in front of new people is through short-form content: it's free; you can make it with your phone; and if it's good, the algorithms are incentive to push it.
But…
Maybe you don't want to make short-form content. Maybe you're an introvert who doesn't want to be on camera, or you feel like you don't have ideas, or you would rather focus only on making music instead of learning how to edit videos.
Good news: there are other ways to get yourself out there without relying on short-form content.
Here are 7 ways you can promote your music without making short-form content, including some free and some paid options:
1. Playlists
Every major streaming platform offers the ability to create and follow playlists. They are an excellent tool for you to get your music heard by more people. When your music gets added to a playlist on Spotify, for example, that's one small ping that tells the algorithm it should push your music out via Radio, Daily Mixes, and other algorithmic playlists.
It also tells the algorithm what kind of music you make, based on the other artists on those playlists, and therefore which listeners would be more likely to enjoy your music. To that end, even getting on small, relevant playlists helps your overall streaming strategy.
Whatever the platform, having your music included on a playlist with a bunch of followers puts your music in front of a lot of people who have probably never heard of you before. And that can lead to more followers and streams.
When we're working with artists we make sure they use SubmitHub,Soundplate, Daily Playlists and just contacting playlisters directly.
2. Playing live
Playing shows is the classic way to find new fans. If you enjoy performing and are entertaining, people will be drawn to you. And chances are they've never heard of you before.
Here's how to play shows that get you discovered by new fans:
Play local open mics
Open for other artists who make similar music (whether they're local or passing through on tour, and perhaps even if you can support them on multiple cities during their tour)
Get into a local/regional songwriter's showcase
Organize a house concert with local artists who make similar music (cross-promotion!)
Play originals and covers on TikTok Live, Instagram Live, Stageit, and/or Twitch
3. Collaborations
When you collaborate with an artist who makes similar music to yours, it can be a very effective way to cross-promote each other's work. Their music gets in front of your fans, and your music gets in front of their fans.
Here's how to find an artist to co-write a song with or to swap features with:
Find an artist who makes similar music to you
Look through Spotify's Fans Also Like section. Check out the artists on the playlists that your fans put you on. Listen to your music on Spotify Radio or Pandora to find similar artists.
Make sure the artist is at your level
You'll have a better shot of collaborating with an artist if they're at a similar level – both in terms of music quality and the size of their following. You should genuinely like the artist's music too. It will make the whole process fun, and that's what making music is all about, right?
Contact them about a co-write or swapping features
Lastly, shoot your shot. The worst they can say is no. Send them an email or DM them on Instagram. Suggest a co-write or swapping features (you feature them on your track, they feature you on theirs).
4. QR code posters and stickers
Make some posters and stickers using a QR code that leads to a Smart Links landing page with all of your links. Then hang those posters and slap the stickers at places where you think your fans will see them.
For example, we're connoisseur on the stick green and if you have a smoke / weed shop or we would get permission to leave some artists promo flyers in the store. We have also got the okay if we can place there business logo or name and address on artists promo flyers.
Think of where you hang out and where your music fits the vibe, then hang your QR code poster in those places (with permission where necessary) or pass them out at others events or club night.
5. Spotify marketing tools
Spotify is the biggest streaming platform in the world in terms of listener-ship. The per-stream payout is terrible, but music promotion is all about finding fans who will not just stream your music but also come to your shows, buy your merch, and become your patrons.
And Spotify offers some free and paid tools to get your music in front of more people.
First, there's Spotify Marquee, which is ''a full-screen, sponsored recommendation'' for new releases. You know that pop-up you see sometimes when you open the Spotify app? That's Marquee, and it has a minimum spend amount of $100.
Second, there's Spotify Showcase, which is a banner that appears on the homepage of the Spotify app. This option is for any release in your catalog and requires a minimum budget of $100.
Lastly, there's Discovery Mode, which doesn't cost anything upfront. It's an option where you tell the Spotify algorithm to push your songs to more people who may like your music. It will then prioritize your songs on Radio, Autoplay, and Daily Mix. In exchange, Spotify keeps a 30% commission on all streams that come directly from your Discovery Mode campaigns.
6. Social media ads
You can use social media even if you're not creating video content. You can throw together a quick video that's simply your song artwork with the song playing underneath. You can do this with iMovie or CapCut very easily.
Then you can take that video and run it through YouTube Ads and boost it on Instagram and Facebook. The call-to-action can drive people to your website or your Smart Links page.
7. Hire a PR/marketing person
If working on small a budget, you can look into our offers and services. Our Marketing and Promotional Support Service help to bring exposure to your music in various forms of media, including print, broadcast, and digital platforms. This can include write-up articles, interviews, features, reviews, and any other form of content that highlights and cover your project .
Try a combination of these promo methods, see what works best for you. Regardless of which promotion avenues you combine, you can still promote your music effectively without creating short-form content.
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