There are nearly 40,000 tracks uploaded daily to Spotify. That’s an astounding number and, in a way, that’s great. The sheer volume of music available through just one app means that it’s never been easier for musicians to get their music out into the world. The problem, though, is that it’s also incredibly easy for your music, no matter how good it is, to get buried.
“The barrier to entry has become so low that now the barriers really exist in that secondary level, the promotion, the marketing, the how do I get attention to this music?” says attorney W. Joseph Anderson of Manatt, Phelps and Phillips.
Making music is only part of your job. The rest involves promotion or, if possible, building the team that can help you promote. First, Anderson notes, you’ll have to plan your release carefully. Make sure everyone involved knows when your song goes live and that you and your teammates are ready to begin the track or album push once it’s available. Managers, A&R consultants or “someone on the more creative side of the business” will be important in handling this.
For the social media push, you and your teammates will want to consider which outlets are best for your style of music. “Artists should be considering two or three different focus platforms depending on the genre of music their making,” says Jared Rapoza of Artist Influence.
“How to figure out where your audience lives is pretty easy,” adds Rapoza. The best way to do it? Study artists who are stylistically similar to you. Figure out where their followings are most active. “Then you should try to target those however you can.”
Maybe you’ll rely on a combination of Spotify, Twitter and Instagram or SoundCloud, Instagram and TikTok. In order to figure out what that magic combination is, you’ll need research, careful planning and a good team working with you.
Liz Ohanesian writes about the intersection of music, arts and technology. She is based in Los Angeles.