One thing we’ve noticed is that many bands still overlook creative ways to reach new listeners beyond the usual blogs and playlists.
That does not mean traditional press is useless. You should still target blogs and playlists when they make sense. But they should be one aspect of a campaign, not the entire strategy.
Metal fans are not only discovering bands through blogs, playlists, and premieres anymore. They are finding new music through YouTube, TikTok, Instagram, podcasts, reaction channels, Discord communities, local scenes, and fan-to-fan sharing.
MIDiA Research found that no single platform dominates discovery. YouTube leads music discovery, with 52% of consumers naming it among the top three places they find new music, followed by streaming platforms at 40% and TikTok at 37%. Among 16 to 24-year-olds, TikTok plays an even larger role, with 51% naming it as one of the main places they discover new music.
Premieres are a good example of why campaigns need to be more intentional now. One premiere at a major site could once garner a band hundreds, if not thousands, of streams. Now, blog consumption has changed, and for many smaller bands, a premiere often gets fewer streams than releasing on their own channel.
One key thing to think about is that when you push fans to go to a blog for a premiere, you are sending traffic to someone else’s platform instead of your own. If you ask fans to subscribe to your YouTube channel, pre-save a single, follow you on Spotify, join your email list, or engage with your own social posts, that creates growth for your band instead of sending the first wave of attention somewhere else.
Many bands and publicists, however, still chase these traditional avenues. And while you should target blogs and playlists when they make sense, there are whole swaths of different ways to discover new music that most people rarely pitch to.
Think about how you actually find new music now. Are you searching blogs? Are there specific playlists you follow? If so, which ones? Ask friends and fans where they discover bands, and you will get a better idea of what is currently relevant.
So, where else is discovery happening?
Discovery is increasingly spread across YouTube, TikTok, Instagram, podcasts, reaction channels, Discord communities, local scenes, and fan-to-fan sharing. For many metal campaigns, these channels are still underused.
A feature does not always have to be a written article. If it puts the band in front of the right audience in a meaningful way, it can be just as valuable.
Some of the things we have found to be successful include:
Restaurant, bar, and brewery collaborations
For example, we have helped create themed menu items at different restaurants for clients including Meshuggah, Seven Kingdoms, Deicide, Cold Slither, Incite, Kataklysm, Fleshgod Apocalypse, Helloween, and more. We have also helped organize a themed beer for Meshuggah.
This creates a cool experience for both the band and the fans. It also gets the band’s name in front of people who might never have heard of them before.
Tattoo flash events
This is another unique idea. We did this with Incite in NYC, creating a cross-promotion between the tattoo shop and the band. The band got a memorable fan-facing experience and exposure to a different but culturally aligned audience.
Listening events
This is pretty self-explanatory, but a listening event, when done in person, gives fans the unique experience of being near the band. If travel or a physical location is an issue, this can also be handled by hosting listening parties via YouTube or Bandcamp. A few band members can be present and chat with fans as the music plays.
Horror, film, or comic partnerships
There are countless movie, horror, comic, toy, and film blogs, influencers, YouTubers, podcasts, and more. If your band has members who are genuinely interested in these topics, you can reach out and see if there are opportunities for interviews or features.
One good example is the vocalist of our client Dissentience, who is a huge Kaiju film fan. We arranged for him to be interviewed on a podcast that covers those topics. The result was that the band reached a completely different but relevant audience.
Giveaways
Giveaways can be a great way to get in front of new fans. You can team up with a social media influencer, blog, venue, brand, or another band and do a collaborative post. The result can be a win-win for both sides, as long as the audience is a good fit.
Pitching reaction channels
This is another underutilized promotional avenue. Some creators offer paid partnerships, while others are open to organic pitches. Either way, the key is making sure their audience is real, active, and aligned with the band.
Pitching social media influencers
Again, some of these are paid partnerships, but in many cases, the value can exceed the price if the audience is active and the fit is right. Always check to make sure the influencer has real engagement before moving forward.
While we do pitch paid partnerships when they make sense, we also have a network of creators who do not require payment and only post about bands they genuinely like.
In short, there are dozens of ways to discover new music and many different ways to approach fans beyond traditional print and blogs. You do want placements in those places, but more discovery is happening across social platforms, video, creators, local scenes, niche communities, and fan experiences.
If you want help building a campaign that combines press, social discovery, creator outreach, and nontraditional fan experiences, email curtis@csquared.info or sofia@csquared.info.