Taking a holistic approach is something that has been widely discussed over this series of blog posts. So, why does it keep popping up? Because it is vital in the modern digital age of music promotion. The rate of change not only across the music scene but in the online space is occurring faster than ever before. It may seem difficult to keep up with shifting trends and it’s understandable that feelings of frustration may arise when a successful social media strategy now yields fewer results.
Realistically, being able to strike quickly with every new trend may not be feasible for all artists. However, being aware of the fast-paced landscape and being prepared to change tactics when needed will help to manage the workload of self-promotion.
Adaptability
Fundamentally, don’t be afraid of change. Social media moves quickly from one trend to the next with different formats gaining popularity for short periods of time. The pressure to continually churn out content can be discouraging, so consider what is realistically possible for you to ensure that all of your social media platforms are maintained within the scope of your time and resources. Be open to trying new things. If a particular format works well for you, for example on TikTok, do of course make use of this but be aware that it may not last forever and be ready to try something new when the next trend arrives. It can be off-putting needing to revisit your strategy, however, take this as an opportunity to try something new. Being open to change can make these times easier to encounter in order to reframe your gameplan for success.
Tip: Keep a watchful eye on other bands and artists who are similar in genre, fan base, and or audience reach, for inspiration on new trends and techniques to implement.
Networking
Networking will always play a crucial role in developing your opportunities and building your audience. The ability to network effectively will always be a relevant asset both in the virtual world and the physical. Connect with fellow musicians, industry professionals and don’t forget your audience. Nurture your existing audience as well as seeking to reach new listeners – a smaller dedicated fan base will provide more support than a large fan base who don’t feel as connected to you or your music. Consider also, what you can do to help others in your local scene rather than focusing solely on how you can benefit. The best relationships work with support given both ways.
Tip: If you have a spare 10 minutes a day when you’re waiting for the bus or the train, for example, why not use this time to network online.
Don’t Neglect The Basics
The fundamentals of your band – high quality music, assets, visuals, live performances, remain a necessity. The music, of course, comes first. From a marketing perspective, this is your ‘product’. Band photos, visual materials, music videos, band biographies, must all be of a high quality, up-to-date, and aptly represent you as a band or artist. Whichever platforms rise and fall in popularity, by having these assets you will be able to ensure cohesion and your distinctive branding can be applied across any online space.
Tip: check out “Putting Your Best Foot Forward” for further advice on improving your social media presence.
Success will look different for every band and artist, as will the journey to get there. Effective networking and high quality materials will ensure you present a strong and professional brand that will be beneficial as trends and online platforms change over time. Be open to experimenting with new ideas and be mindful that success is rarely linear or instant.
If you are interested in our hybrid marketing and PR services, find more information available HERE. For any C Squared inquiries please get in touch with Cori (corinne@csquared.info) or Curtis (curtis@csquared.info) to discuss how we can help.