In this guide, courtesy of elsa monteith, we cover the power of a robust email audience, the importance of networking horizontally, and the potential for audience acceleration through cross-promotion, amongst other hot topics to help establish artists with a generous and enduring longevity in the industry…
The over saturation of social media platforms is diminishing organic reach, with controversial practices like Spotify’s Discovery Mode getting artists noticed in exchange for a 30% royalty reduction proving that reaching listeners free of a profit-driven algorithm is now a nigh on impossible feat.
Many artists consider social media as the core catalyst for getting noticed, with a whole generation of musicians catapulted to an early and often exploitative success, arguably too soon in their career. As Darcus Beese discussed at #IT2024 (read the discussion here), the age old adage of “quick to rise, quick to fall” has laid claim to many a musician that was ripped out the vital cradle of artistic incubation, leading to an all-too-soon demise with nothing but a performative follower count to show for it.
Social media was once anyone’s game to win over, a (relatively) democratic and open-access space where we all had the same platform, starting with zero followers to our (user)name. What began as a place to post holiday pics with a sepia filter slowly developed into a shop front for us to sell our wears, talents, and services, with “followers” humbly shifting into a temptingly convertible captive audience. As Big Tech has grown to recognise the profit that can be gleaned from monetising social platforms and manipulating their mechanisms and users to their benefit, pleasing the algorithm is no longer as simple as posting at your whim and hoping for the best. Social media is an industry that has generated jobs that never existed before, with dedicated roles committed to demystifying the specific and often complex tasks that need to be completed to get the tech giants on your side.
Resisting the temptation of fueling the algorithm to chance your luck at a short-lived viral hit is increasingly important, with alternative, non-social media music promotional methods providing artists with more autonomy, agency, and creative freedom to share their work free of a money-hungry algorithm.
In this guide, we cover the power of a robust email audience, the importance of networking horizontally, and the potential for audience acceleration through cross-promotion, amongst other hot topics to help establish artists with a generous and enduring longevity in the industry.
Where do I start?
Define your unique sound, aesthetic, and message
How would you describe yourself as an artist? How would others describe you? Consider how your creative brand can be defined and refined to accurately represent your artistic purpose and intention. Structure this activity in a way that feels right for you – having a space to detail your values and vision can help to affirm your identity as an artist moving forward.
Website alternatives
There’s a lot to be said for having a beautifully designed website with your credentials displayed centre stage, but having the budget to do it properly isn’t always realistic or achievable. Utilising something like Linktree can be a useful (and free) way of gathering relevant information into one central space, featuring where to stream your music, an email list sign-up, and a link to any upcoming events or shop for merch and anything else that feels useful.
Press kit preparation
An “EPK”, or Electronic Press Kit, is simply a digital document or website that hosts all your artist essentials. From a clear bio with music links, to high-quality images and press mentions, a press kit makes it far easier for people interested in your work to review and write about it. Simply having a link to a google drive folder in the signature of your email can do the trick – just leave clear instructions for correct credits and sources to avoid any confusion.
Email marketing: Your most reliable direct channel
Direct access to the inboxes of a robust follower count
An email list is one of the most dependable, useful, and intentional audiences you can get. Set up a newsletter account for free on multiple platforms including Mailchimp and Substack, and gradually build a following and strategy that grants you live and direct access to your fans’ inboxes. No algo to fight on this one.
In addition, if you use Bandcamp to sell your music, purchasers will be added to a mailing list you can utilise on future releases, there’s even an option to message ‘fans’ too.
Take advantage of your existing followings
Offer free downloads, early access to tickets, or exclusive content only accessible via your newsletter on your other social channels to migrate your audience to your email list. Whilst social media isn’t the answer, take every opportunity to utilise it as a method of redirection, every email counts.
Be selective and strategic with your output
The humble email server doesn’t demand the same volume of attention as the social media algorithm. In fact, infrequent but consistent newsletters that share valuable content like pre-sale tour announcements, behind-the-scenes updates, and exclusive merchandise offers can rapidly grow engagement. Slow and steady wins the race.
Networking in the music industry
Local connections and networking horizontally
Collaborating with other artists, venues, and promoters in your area will do wonders for your wider network. Working with peers is a highly underestimated method of gaining traction – instead of exclusively aiming “upwards”, look who’s beside you and see what you can do together to reach new heights in partnership rather than in competition with each other.
Mentorship and telling people you (really) like what they’re doing
Reaching out and telling artists or industry figures that you rate what they’re doing without expecting a response goes a long way. Let’s face it, people like being told they’re great, and if you ask for some informal advice or guidance as a footnote, you might just get a useful reply. If not, you’ve shared the love regardless.
Playing live and touring
Reach out directly to venues or booking agents
Taking initiative is respected in this industry. Reaching out to venues and booking agents personally to express your interest in playing a gig with them instead of waiting patiently for them to find you via the dreaded “clock” app could make all the difference. Be clear with why you want to work with them specifically.
Turn gig attendees into loyal fans
Delivering a memorable performance does more for an audience than a 10 second TikTok soundbite. Putting money into a visually engaging production instead of a digital marketing campaign is likely to resonate more with your IRL audience, enhancing your live sound and performance rather than a fleeting digital presence.
Play at unconventional venues
Explore alternative set ups for your gigs. Consider spaces like art galleries, community centres, or pop-up events that connect with your audience and genre. Event series like Sofar Sounds are a cool way to step into different spaces with new audiences.
Leveraging traditional media
Pitch your music to blogs, magazines, and newspapers
Research publications, blogs, and other non-social media platforms that review gigs or interview artists. There’s nothing stopping you from pitching your music and “playing PR” for yourself. Don’t underestimate the power of the local press either, making a name for yourself in your hometown or neighbourhood is still a real result.
Get your music on local, national, or internet radio stations
Radio remains a core method for listeners to find fresh artists, and is a great source of promotion for new music in particular. Most stations have a submission procedure, but if not, try getting in touch with a particular presenter or selector you think would vibe with your work and see if they’re interested in giving your track a spin.
Collaborations and cross-promotion
Work with artists from other disciplines
Collaborating with cross-industry amateurs and professionals alike can generate some pretty cool outcomes. Visual artists, filmmakers, and dancers often make great partners in creating musical collateral. By opening up your fanbase to a brand new artist, you can share audiences, “cross-pollinating” and boosting each others’ reputation.
Partner with brands or local businesses for mutual promotion
Have a connection with your local record shop? Make the most of it! Do an exclusive feature on your newsletter in exchange for some posters in their shop or a special promotion for your upcoming gig. Get creative with how you collaborate locally for a global push.
Print and physical promotions
The enduring appeal of vinyl, CDs, and exclusive artist merch
Having a relic from your favourite artist has always been a vital part of being a fan. Copping a vinyl or getting a signature at a gig is a great way to engage directly with your audience and generate an avid fan base. Having something small and affordable to keep and share like a postcard, zine, or sticker is great, but if you don’t have the cash upfront, do a run of pre-orders and build the hype that way.
Go old-school with flyers, posters, and physical mailers
Before the era of social media, promotion was limited to other means. Printing flyers and pasting posters up can be a nice throwback to a simpler time, and an analogue way of drumming up attendance. (Read up on what’s allowed in your area before you get nicked however…)
Some notes…
This isn’t to say that you need to abandon your Instagram and boycott everything held in the damning gaze of Big Tech, but instead a suggestion for how you can diversify your channels of communication and promotion to optimise your organic and intentional reach. Experiment with different approaches and find out what works best for you.
Words: Elsa Monteith
