Six Music Promotion Mistakes to Avoid
Six music promotion mistakes to avoid
Are you having trouble getting the word out about your products and services and getting to that next level of your music career? Are you making mistakes that are costing you time, money, and even your own fans? What follows are six career killing mistakes that every musician should avoid.
1. Failure to communicate a consistent brand. Many artists fail to understand that literally everything – their name, logo, slogan, mascot, attitude, and sponsorships – affects the image that fans will form in their minds about them. If there is any confusion that is created (e.g., the title of the record or song doesn’t match the overall vibe of the band, the colors and fonts of the website don’t convey a consistent attitude, and your videos and photos make you look like a pop artist when you’re really into metal), the fans might get confused and not know what to think. Just remember that it is difficult for your fans to believe in something that is not clearly defined. Confusion equals disengaged fans, which equals lost sales. Be sure your marketing is consistent.
2. Failure to utilize a marketing mix of strategies (offline and online). Many musicians believe that promotion is all about the Internet and fail to understand that there are nine other strategies they can add to their music marketing mix: publicity, advertising, word-of-mouth, radio promotion, sponsorships, sales promotions, direct marketing, face-to-face selling, and guerrilla street marketing. As a result of this oversight, they don’t adequately reach their customers, increase awareness, and make sales. While it is true that many of your fans and potential buyers spend a lot of their time online, they also spend their time offline and respond well to a variety of other media. Just remember that the more places that you can deliver your message, the better.
3. Failure to be social on social media. Many artists forget to practice the same etiquette that exists offline, online. They invite fans who live in Los Angeles to gigs in New York. They send impersonal messages to people they don’t know and say, “Yo, check out my song!” They send friend requests without having a profile picture (they use that creepy default head). Careless promotion equals lost awareness and sales. Remember, to succeed in the music business, you must be more personal with your fans. After all, it’s called “social” networking for a reason.
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