10 Music Marketing Commandments To Consider For 2023
It’s strange to admit that most of the music marketing industry seems to gravitate toward a handful of strategic vectors. In 2023, scaling your online profile based on any new social media algorithm rules will remain the key strategic direction to focus on. Although the direction you take may naturally change, keywords, content format and growth by association will remain as staples for growth. If you’re an aspiring superstar, follow these music marketing commandments to boost your chances of success.
1. Don’t ignore the data.
There is a reason why the use of data and metrics-based analysis tools has grown so much over the last 10 years. Analysis and understanding of data can make a big difference in how much time you spend on something—whether a post or a performance—as well as the quality you strive for, how much of your budget you allocate toward it and your overall success.
Even using the most basic free tools to identify competitors’ keywords, or to check your insights on platforms, can help you adapt your content to what works best. Adapt or die.
2. Focus on volume over perfection.
Despite what you might think, 10 posts of 70% quality are better than one post you spent hours perfecting. I predict that “good enough” and “might as well” are going to be the modus operandi for 2023 marketing. With algorithms focusing on the cascade of content you put out, if you’re not focused on volume, your work will remain in your bubble of fans. You will likely require twice as much engagement per post to make the same impact, and time is money.
3. Work on your live performance.
The Covid-19 pandemic proved that being online is important, but it also demonstrated how live venues are still the be-all and end-all of music consumption. You not only engage directly with fans there, but you also generate new ones, and from a single concert, you can produce hundreds of digital content pieces—blog posts, interviews, video snippets, images, etc. If you sound bad live, then work on it, because ultimately, to reach superstardom and have a positive ROI, you probably need the stage.
4. Value your raw talent over auto-tune.
Artist differentiation has become a blur with the advent of digital production—to me, most auto-tuned tracks sound exactly the same. Many artists use tools such as auto-tuning properly to enhance their music, but with so many new songs on Spotify every month, your innate talents will help you stand out more than an over-reverbed chorus or a slowed-down cover tune. Be original. Be bold. Originality is in right now. Research proximity marketing, and if you can read your performance data, you can be the next big act in your town, city or state.
5. Stop being antisocial on social media.
If you have multiple accounts and don’t talk to your fans, then you are wasting your time maintaining them. Engaging people is the whole reason social media was invented. The rules have not changed; it’s important to be social. In 2023, focus on starting discussions on other pages, commenting, liking, reposting and being critical when you see something you don’t like. Being rude isn’t good for public relations, but raising the right questions is always great publicity.
6. Opt for videos and GIFs, unless you’re a photographer.
I think pictures without a professional photographer’s perspective are a waste of space. Many tools exist now that make photos look better; but if everyone is using the same tools, then it’s like all of Instagram is sponsored by the same company. So focus on video. Not only does video often lead to more engagement on most platforms, but it also adds a layer of authenticity—it is you and all of you. GIFs come in at a close second if you are a little camera-shy, but try to get over that quickly. Fortune favors the bold.
7. Focus on direct engagement, because your fans actually care.
Never leave a comment unchecked or unresponded to. Whether a good or bad comment, someone took the time to write something because they value you, so the least you can do is respond. I predict that 2023 is going to be all about making algorithms understand that you care, and using fans’ comments to your advantage.
8. Make sure your brand is cohesive across platforms.
Stop posting random pictures on your social media pages. Keep your personal and artist pages separate, and be sure to keep things professional and branded on your artist page.
Branding is a fundamental element of your campaigns, and cohesion among posts across platforms is what makes you stand out and become unforgettable. I recommend creating content templates that you can use across different platforms.
9. Get on LinkedIn.
Many people seem to think that LinkedIn is the 9GAG for resumes. But actually, it’s the largest B2B social platform in the world. Most people who take their profession seriously are on there. If you’re looking for someone who will help you scale, chances are they will be on there.
10. Take advantage of DIY marketing tools.
If you’re sharp enough and can draw your own crowd, labels may jump on the opportunity to recruit you. But without the proper fanbase, and an understanding of your own brand strategy, they may have no interest at all. There is a world of products to help with DIY marketing. Meta, for example, has a Creator Studio for Facebook and Instagram, which helps you schedule and publish posts. Chartmetric can help you track your analytics. And Virtual Publicist can help you streamline the media pitching process.
These commandments will evolve over time, but the strategic integrity of your content creation plan, whether you perform live or online, will remain the bastion of your success.
As Seen on Forbes
