Going out on the road to play music and promote a record used to be all that musician promotion entailed. Those techniques are still in use today, but many more have emerged to allow a musician to promote his or her work to a wider audience. Professional marketers are available for promotion if the musician is willing to pay for such services. Internet websites are geared toward giving musicians a free spotlight for their music, and professional marketers are available for promotion if the musician is willing to pay for such services. Getting a record deal with a record label is still a viable option for promoting one’s music.
In general, independent musicians should start small and make the most of whatever resources they have. Flyers, radio advertisements, local shows, open mics, and other free or inexpensive venues where a musician can play music or otherwise advertise can all be used to promote a musician on a local level. This is an excellent way to begin building a local following and attract the attention of larger venues or advertising opportunities. Playing music as much as possible is perhaps the most effective musician promotion; it may be free, and the musician may be compensated.
Many new opportunities for musician promotion have arisen as a result of the Internet. Some websites are tailored specifically for musicians. The musician can upload recordings of his or her music for people all over the world to hear, and websites can be created specifically to promote that musician’s work. A musician could hire a web designer to create a dedicated website with audio and video capabilities, or he or she could use free social networking sites to promote his or her music. A musician can use social networking sites to reach a large audience and launch viral campaigns to spread their music.
Sending a recording to a record label is still a viable option, though it is probably one of the most difficult paths to take. A record label may recognize the musician’s talent and choose to sign him or her to a contract, but the musician should not wait for this to happen. Because record companies prefer safe investments, if the musician has already built a small to medium fan base and has been performing in front of large crowds, the record company is more likely to notice him or her and consider investing in him or her. The musician should take advantage of every free or low-cost opportunity to promote his or her music and gain a larger audience.