Selling Out, or Part of the Art?: How Independent Musicians Can Rock Authentic Marketing

Hey there, you star! I know you're out there making killer sounds that the world needs to hear. But let's face it, the symphony you're composing in your basement isn't going to make the charts if no one hears it. That's where marketing - yes, the dreaded 'M' word - comes in. I can almost hear the collective groan, but hear me out. We know that as independent musicians, marketing at all seems a little muddy, a little intimidating, and a little, well, icky. It can feel like selling out, right? Or maybe it seems like a superficial game that might compromise your integrity as an artist. I hear you. But in this post, we're going to change that tune. With a bit of a mindset shift, promoting your music can be a lot more like hosting a little party for your tribe and less like trying to sell something. Let's make friends with marketing, shall we?

Demystifying Marketing: Building Authentic Connections

First things first, let's debunk a myth: marketing is not an inauthentic ploy to trick people into liking your music. Nope. In reality, it's a way to reach out to those who will genuinely resonate with what you have to say. It's about creating authentic connections with your audience. 

Consider some of your favorite superstars: Taylor Swift, Beyoncé, and Chance the Rapper, for example. Whether it’s the storytelling of Taylor Swift making every Swiftie feel like “we’re in this together,” Beyonce’s surprise releases simply because she can, or Chance’s guerilla marketing of dodging labels and making everything free for his fans (in his early days), they've mastered the art of connecting with their fans in meaningful ways that extend beyond just selling albums. Let your audience become a part of your story in every way possible. Each approach is unique to the artist and is a reflection of the art itself. 

The Magic is in the Mindset

It will remain difficult to embrace any marketing strategy without learning to see marketing itself a little differently. Think about marketing as another instrument in your band, another color on your palette, or another verse in your song. It's not a separate entity, but rather an extension of your creative self. Instead of viewing marketing as a pushy sales tactic, see it as an avenue to express yourself and your music. Remember, marketing isn't about forcing your music on someone, it's about presenting your art to the world and inviting people to experience it. When you see it this way, you're not selling a product, you're sharing a piece of yourself. 

Every social media post, every newsletter, every music video becomes a creative opportunity to express your brand and your music, as well as a unique way for your audience to become a part of your journey as an artist. It's just like composing a song – every note, every rhythm, every lyric matters. The same goes for your marketing. So, don't limit your creativity to just your music - let it spill over into your marketing strategy. This way, your marketing becomes as unique and genuine as you are.

A Few Practical Marketing Strategies for Independent Musicians

Sure, people who are already successful are great at marketing. They have whole teams to help them with it, too. How can you, as an independent musician, create an authentic marketing strategy? My advice - pick one and just start wandering through it, instead of pressuring yourself to just magically know how to use it well the first time around. My other advice - good ol’ Youtube University. There are countless creators that provide free insight and how-to’s that can build up your confidence before the first Youtube ad even shows up. Start with the basics like “how to make an engaging Tik-Tok,” and make note of ideas that you like.  Even if you don’t publish the first thing you make - let these tools be a playground for your creativity, and make it work for you in your own unique way. 

Before talking specific tools, there is one absolutely indispensable piece of the marketing puzzle that you have to nail. It’s the common denominator for every successful marketing strategy you’ve ever seen - 

Plan. Ahead. One of the most common illusions of creativity is that it always has to be some spontaneous lightning-strike of inspiration. That might happen for you here and there when you’re feeling particularly good, but it will not sustain you over the long term, I promise. Many creators have already provided resources that help the planning process. Feel free to check out SEIDS’ website here. You can get your digital download of a thorough planner for just a few dollars. A good Google search will give you even more options. Take one hour each week and brainstorm ideas for posts and when you’re going to put them together. Then, when time comes to publish something, you don’t have some huge creative hill to climb, you’ve just got ideas ready to get sent out into the world.

So. Got your mindset in order and you’re ready to plan ahead and launch a truly sustainable marketing strategy? Then here are a few specific tools that will give you high-engagement platforms to start with.

First up, TikTok - the app that's more addictive than that catchy hook in your latest song. TikTok has proven to be a game-changer for independent musicians. I got to tour with a friend last year whose entire career launched from TikTok. Look up Semler if you need some inspiration. They talk about their music and share the stories behind it, but also give you the goofy behind-the-scenes stories too, and sometimes even just a goofy clip of their dogs. You can share snippets of your music, behind-the-scenes looks at your creative process, or even wacky, personal moments. The key is authenticity - be yourself, and let your music speak for you.

Next, YouTube. It's not just for cat videos, folks. It's a powerful platform where you can share music videos, live performances, or vlogs about your musical journey. Like TikTok, the secret ingredient is authenticity.

Finally, let's talk about email newsletters. We know, it sounds a bit old school, but trust us, it works. Newsletters allow you to communicate directly with your fans, providing them exclusive content, updates about your music, and personal messages.

Time to Make Moves!

To a certain extent, there’s no way around it - marketing takes work. But as an independent artist, it's an essential part of your journey. You don’t have to fear it, and you don’t have to master it right away. Learn by doing, and get good at it over time. Your story and the music you make deserve to be heard, and in a world with more content than ever, people need help finding it. Marketing doesn't have to be inauthentic or superficial, it can be as genuine and creative as you are. So, rock on, and let yourself explore art both in what you make and how you connect people to it!

What creative methods have you found successful and enjoyable for your own marketing? Share your tips with the community, let me know in the comments!

To all the stories you’re going to tell,

Tyler

If you’re an artist looking to get your ideas off the ground and into the airwaves, find me at www.mantramediahouse.com and let’s talk about how to get your music out into the world!