Artists and record labels in the music industry are selling a product: themselves. They also promote physical products, such as a band’s most recent CD, DVD, or other official merchandise, as these items will not sell on their own. A savvy music marketer understands the importance of promotion, publicity, advertising, and branding in driving sales. A truly amazing album or artist may never find a large audience without a creative and aggressive marketing campaign. All of these methods are used in musician marketing in order to get the music heard as many potential buyers as possible.
For better or worse, the Internet has changed the way music reaches listeners. Prior to the mid-1990s, the record company’s in-house marketing and publicity division was primarily responsible for musician marketing. With the introduction of digital technology and faster Internet connection speeds, users were able to download and stream media content. Unsigned and niche artists now have access to airplay that was previously unavailable on terrestrial radio stations, thanks to the rise of Internet radio. Because the Internet now reaches more computers and cell phones than ever before, the possibilities for directly marketing music to fans are virtually limitless. On the downside, unsigned artists have to work much harder to compete with the millions of other bands out there trying to build their kingdoms on the Internet.
Many independent labels and artists can produce and market an album for $5,000 to $10,000 US Dollars even on a shoestring budget (USD). When hiring an outside marketing professional isn’t an option, musician marketing can be done quite well an artist with enough free time to devote to it. Higher sales numbers, a larger online fan base, and more daily visitors to their websites are generally rewarded for those who are willing to put in the effort. Music can now be sold directly to customers via the artist’s online store and a variety of pay-per-download sites, in addition to traditional marketing and retail distribution methods. The use of social networking and media platforms like YouTube, MySpace, Facebook, and Twitter can have a significant impact on a band’s online presence.
Interacting with potential buyers on their portable listening devices and mobile phones is also part of musician marketing. With the touch of a button, fans can now download songs and videos directly to their phone in seconds. Text messaging is a popular way for artists to connect with their fans in a more personal and meaningful way. Gone are the days when sending out direct mail pieces and paper newsletters cost a small fortune; now, artists can send out tour updates and other band news instantly, often without spending a dime. With lower overhead and no need to pay a middleman’s fee, the band is able to keep a larger portion of their earnings, which is the most desirable outcome of all.