Your music is a conversation starter, so why isn’t anyone talking about it? We can improve your word-of-mouth in three easy steps.
Take a look at any content promising to make you a more successful musician, and they will tell you that conversation is everything. You need people to start talking about your music and never stop, which is an incredibly hard feat for even veteran musicians to achieve. After all, who can name any musician they think about all the time? Between movies and media, the news, work, interpersonal relationships, and the general sense of anxiety that comes from living in a prolonged global pandemic, most people have a very limited capacity to care about anything music-related, let alone a single artist or group.
But don’t fret! Understanding the state of reality will be your key to long-term success. There will always be more you can do, but the same is true for everyone! Ariana Grande and Justin Bieber woke up today with the same problem you currently face: How do I make my fans care enough to promote my music on my behalf?
The battle for attention is, in many ways, the great equalizer. Major labels may have more money to throw at their attention problems, but history has repeatedly shown that money alone cannot make people care about artists. That level of connection requires something real, and cash cannot fabricate realness.
As the Northern hemisphere slowly transitions from winter to spring, now is the perfect time to refine your efforts to encourage more word-of-mouth promotion. If you need advice, don’t worry. We’re right here to help you.
The big question: How do I raise word-of-mouth for my music?
The answer is both complicated and straightforward. There are simple things every artist can do, which we outline for you below, but to make the most of these tips, you will need to add a personal twist. Every artist is different, and the same is true for the fans of every artist. No two fanbases are alike. To empower your fans to the best of your abilities, you will need to try (and most likely fail with) new approaches to the tips below until you discover what works best for you and your audience.
Identify your most engaged fans, and treat them well
Not all fans are the same. Some people like your music but don’t follow your socials and probably can’t be persuaded to buy an album they can access for pennies on streaming services. Other fans may follow you online and attend shows, but they wouldn’t go out of their way to engage with you or see you rise above genre peers. But your best fans — your most valuable followers — will go above and beyond the efforts of your other fans without being asked. They will line up hours before doors despite knowing the show is not sold out. They will share your new single on their social media without reaching out to them. Your most valuable fans feel your success will be their success in some small way. You getting ahead means that they’re getting ahead, and people who think that way about your career are the ones you need most.
Finding your most valuable fans is easy. Watch your mentions on social networks, read fan mail, and look at who lines up to attend your shows. Identify who those followers are and make them feel as important as you know they are, preferably without initially asking anything of them. Tell them you appreciate their support, reply to their questions, engage with their comments, follow them online. Do what you can to let them know they matter to you, and they will work even harder to raise awareness for your art.
Keep your social media presence updated and engaging
It’s hard to promote someone bad at promoting themselves. Empowering fans to promote you begins with promoting yourself in a way that connects with people on a personal level. That includes but is not limited to maintaining your presence on social media. That means posting regularly, yes, and posting things that let people connect with the artists behind the music. Showcase your personality, talk about something you’re interested in, and don’t be afraid to broadcast yourself using Facebook, Instagram, or TikTok’s live capabilities.
When people feel engaged with you personally, they also feel a deeper connection to the music you create. Everyone wants to see their friends get ahead, so do whatever you can to establish a friendly relationship with the people who enjoy your music. Again, it’s all about making people feel they are a part of your journey. Their success is your success and vice versa. Does one of your fans have a birthday today? Tweet at them! Did someone land a new job that allows them to buy tickets or merchandise? Let them know you’re proud of their work ethic!
Make great stuff
This tip is relatively straightforward. People promote stuff they like, so make the best stuff you possibly can. People also know when your heart isn’t behind something, and if they sense that might be true for your latest creation, they will not feel inclined to promote it. Make the best things you can with your skills, devote every last drop of yourself to the process, and a response will come. Do anything less, and you will be doomed to obscurity forever.
