How to Get Started With Music Promotion: An Artist's Guide

12 Ways to Promote Your Band

By David Andrew Wiebe of Bandzoogle

Trying to figure out how to promote your band? Music promotion is a long-term game, and following trendy, flash-in-the-pan tactics might keep you active, but if you want to promote your music successfully, you need to go where listeners are and get your music in front of them regularly.

Promoting your music online ensures you're ready when people search your name on Google and streaming services. The music industry keeps changing, so knowing how to get your music out there can only help you attract new fans and nurture the ones you already have.

Here are 12 ways to promote your band. Ready to dig in? Let's start from the top.

1. Digitally distribute your music

Today, streaming sites like Spotify, Apple Music, and YouTube are where most fans are listening to music. Most artists have come to accept this as fact, and are aware of digital distribution services which they can use to get their music out to a broader audience for a nominal fee.

If, for whatever reason, you haven't digitally distributed your music yet, don't skip this step. We recommend using DistroKid which lets you upload unlimited tracks and you keep 100% of your earnings (and you get 50% off your first year using this link).

At the same time, it is very difficult to earn higher payouts from streaming sites, and focusing too much on them is sure to leave you feeling disheartened. So, think strategically: use streaming sites to gather fans and attention, and use other means to grow your income.

2. Create engaging video content

Video content is a powerful promotional tool. It can be created cost-effectively, even from the comfort of your home.

Your video content can be used for promotion in a variety of ways, whether that's to book more shows, grow your fan base, or showcase your latest release. Keep in mind all the channels where you can natively share your videos: YouTube, Facebook, Instagram, Twitter, and TikTok, for example. A service like DistroVid also helps musicians get music videos into Apple Music, TikTok Music, Vevo, Boomplay, and Tidal, and you keep 100% of earnings.

Further, you don't need to limit yourself to music-related content with your videos. You can create vlogs, rig rundowns, product reviews, interviews, tour updates, and more.

3. Connect with fans at shows

People may hear you for the first time on Spotify or YouTube, but a live show is where a real connection is made. And if you want to build an engaged, loyal fan base, you must create a connection.

There are many ways to get in front of your audience to promote your band, including local shows, touring, and even live streams. When looking for in-person gig opportunities, create a relationship with local bands, and don't forget to reach out to local press for promotion.

It's also worth getting booked at music festivals, since they often offer new connections, turning casual listeners into people who'll show up to your next show, buy a shirt, and tell their friends about you.

4. Host a live-stream event

Technology has come a long way for video conferencing, making live streams more viable and more engaging than ever before. You can integrate live streaming as part of your touring efforts or do one-offs to keep fans engaged while you're working on your next release.

For live streams, treat them like proper events rather than casual hangouts. Many streams fail because of lack of preparation, but if you organize, promote, and execute your plan, you'll see real results. Live streams can also drive up your impressions on social media, and the more people see you, the better the chance you will grow your following.

5. Put efforts into getting playlisted

Getting your music playlisted is still a fantastic way to expand its reach and promote your band. To maximize your playlisting potential, follow these steps:

First, claim your Spotify for Artists account. Doing so will allow you to manage your official Spotify profile and presence, and provide streaming stats for you to monitor. This can help with geo-targeting and your ongoing advertising efforts.

Next, you'll launch your music to your audience. This boosts your music in the algorithm, increasing your chances of getting playlisted. If you aren't stimulating organic listens, getting playlisted will prove an uphill battle.

You will also want to pitch your music to curators. Identify the curators you'd like to present your music to, and look up their websites or social media profiles. Pitch to relevant playlists only and play the long game: build relationships, and remain professional and patient in your communication. For more tactics on how to promote your song, focus on presenting your best work to the right people at the right time.

And finally, remember to create Canvas videos for your Spotify releases. According to Spotify, listeners are 20% more likely to add a track to their playlists if they see the Canvas.

6. Create and grow your email list

Social media algorithms change constantly, which means the followers you've worked so hard to gather may never even see your posts. Email, on the other hand, goes directly to your fans' inboxes. It's one of the most reliable ways to communicate with the people who care about your music.

A well-maintained email list gives you direct access to your most dedicated fans, so it's worth the time to grow your mailing list and care for it. Your email list is yours, and no algorithm can take that away from you.

Start collecting email addresses at shows with a simple sign-up sheet, or offer a free download on your website in exchange for joining your list. Once you've started gathering addresses, stay consistent by sending a newsletter every few weeks with updates on new releases, upcoming shows, and behind-the-scenes content.

7. Maintain an up-to-date website

Take charge of your online presence by creating a music website where you control the narrative and the design. Having a website gives your band the chance to speak directly to your audience and shape your identity at the same time, through creative visuals and design. If you want to see some great examples, look through 15 of the best music website designs.

Your website should function as the centerpiece in your ongoing online promotion efforts for your band. Ensure that your social media profiles point back to your website (i.e., your "link in the bio" should be your artist website, and not a facebook page). These links drive traffic back to your website, which helps your fans see the full picture of your band and improves your site's ranking in search engine results.

Having your own music website also means you can set up a shop to sell your music and band merch to make money from your website.

+Read more: "You Released the Song. Now What?"

8. Make and sell branded merch

Turn your fans into walking billboards for your brand and music by making and selling branded merchandise. Share it out by word of mouth, at shows, and ask your fans to spread the news online as well.

Creating and selling merch has never been easier thanks to print-on-demand tools like Printful. You can keep your garage clear of excess inventory and focus instead on sharing your merch and making an income from sales.

While t-shirts are great sellers, offer some creative band merch as well. Add your band logo to mugs, stickers, hoodies, and more, to see what appeals to your fans.

9. Network and collaborate with other artists

Some of the best opportunities come from connecting with other musicians. Co-headlining shows lets both bands pool their audiences while splitting costs. Cross-promotion, where you share each other's releases with your respective fan bases, exposes your music to listeners who are already primed to appreciate it.

Collaborative tracks can introduce you to entirely new audiences, and online communities like genre-specific forums or Discord servers are great places to find like-minded artists. Treat these relationships as genuine connections rather than transactions, and you'll find doors opening that you didn't even know existed.

These days, sharing your music on one platform and hoping listeners will find it is like throwing a needle in a haystack and expecting someone to be able to find it quickly and easily.

There are a lot of great platforms like YouTube, SoundCloud, and Bandcamp where you can get free exposure to promote your music online without it being a huge drain on your time. You can also explore dedicated music promotion sites that help connect artists with new listeners.

Keep an ear to the ground and look for new platforms where more people can hear your music. And don't forget to direct them to your official music website.

11. Research and pitch to radio stations and podcasts

There are still plenty of people who listen to the radio, and that means there's a viable market you can tap into. Actively seek out opportunities in college and internet radio because the exposure you get from a single spin can be hard to replicate with a channel like streaming. For the most success promoting your music to radio, focus on crafting a compelling pitch and targeting stations that fit your sound.

Also, seek out local podcasts for opportunities to be interviewed and to share your music. Do your research before pitching and be clear on what you bring to the table. Look for ways to add value to podcast hosts and they will be more likely to respond favorably to your requests.

12. Explore new ways to promote your music

From technological innovations to new social media platforms, in the ever-changing world of promotion, no one knows for sure what is and what isn't going to work.

While you shouldn't bet all your chips on the latest trend, you could find success going a different route than everyone else is going. So, spend 20% of your time experimenting with cutting-edge platforms and tools. If short-form video isn't your thing, there are other avenues to explore; this guide on how to promote your music without short-form content offers alternatives worth considering.

You can:

Create a community on Discord or another fan-focused platform
Experiment with short-form video on emerging platforms
Try a small paid promotion campaign and track the results
Team up with a niche newsletter or blog in your genre for a feature or shoutout

In conclusion

A successful music career always begins with great music. These days, you also need to focus your efforts on promoting that great music; otherwise, no one will hear it!

Make promotion an organic extension of your artistic identity. Keep it fun, stay consistent, and the momentum you create will pay off over time. The artists who show up regularly are often the ones who get heard.

Award-winning composer, best-selling author, and long-time podcaster David Andrew Wiebe is the founder of Content Marketing Musician. His eighth self-published book is the Productivity, Performance & Profits Blackbook, a thorough resource for artists looking to accomplish more in their careers, build a fan base, and create the life they love through music.