The Three Stages of Music Marketing

The explosion of social media has provided up-and-coming musicians, as well as those on smaller, independent labels, the opportunity to reach potential audiences and develop fan bases faster and easier than ever before. Blogs such as sourcemetrics.com attest to the value social media can provide to aspiring musicians and their marketing efforts. While harnessing the power of social media to reach a band’s audience and build a fan base can be invaluable, it can also be overwhelming and confusing.

There are several different social media platforms such as Facebook, Twitter, Google+, and ReverbNation. There are hashtags, algorithms, organic reach, boost posts, and endless different facets of effective social media marketing for musicians to understand. However, with a clear plan and specific objectives, music marketing can really be summarized in just three stages. According to Bob Baker’s Guerilla Music Marketing Handbook those three stages are:

• Creating Awareness

• Building Relationships

• Generating Revenue

Often times, musicians try to do all three steps simultaneously. They have a single, they put it on iTunes, and start writing social media posts about it trying to get people to buy it. Unfortunately, the stages have to be completed in order. Take for example a trio from Nashville that I began working with late last summer- smack in the middle of the release of their first single. Unfortunately, with the first two steps not having been completed prior to the release of the single, they failed to generate the revenue their management team had anticipated they would. While their single was on Sirius XM The Highway, they were simultaneously trying to make their name known and also encourage fans to request their song to ensure it stayed in rotation. Unfortunately, there was a fundamental flaw in this plan.

Whether it is actually generating revenue by getting a fan to download your song, or simply getting them to request your song to keep it in rotation, you can’t inspire someone to action if they don’t:

1) Know who you are and

2) Have a relationship with your brand and the music.

Regardless if you are selling a product, a message, or a brand, you can’t close a sale (i.e. a call to action), without actually selling first. Does the car dealer sit you down to sign the papers before you inspect the car and spend time test driving it as he chats with you about your automobile needs? Do you buy that expensive suit or gown from the boutique owner before they have asked what event you are going to and getting to know you (your measurements, your budget, etc.)? Probably not. If you wouldn't take action as a consumer without building a relationship first, they shouldn’t expect your fans to do just that. However, if you craft a music marketing plan that follows the three stages of creating awareness, building awareness, and then generating revenue, you will be on track for success.