5 Guerrilla Marketing for Independent Artists
For many years, aspiring artists thought the only legit way to succeed was landing a recording deal with a major label. Also, it was assumed that a brand new band needed to in major retail outlets and on commercial radio in order to have a fighting chance to survive.
Times have definitely shifted, and the low-cost recording technology and the Internet have spawned a thriving do-it-yourself music movement with an unlimited number of options to reach fans and get exposure. The best way to approach a budding career as an artist is to get your hands dirty, take control, and market your music yourself. Below you will find a few low-cost guerrilla marketing tips to get you started.
Hold A Contest
Host a contest that is related to your new release or your band. Can you come up with a new idea to amp up the competitive spirit of music enthusiasts in your area? If so, you have your first marketing tactic.
Publish A Free Fan E-mail Newsletter
Passive marketing is when you run an advertisement, build a website, or put up fliers around the city. You put your message out there, and then you wait and hope that your target audience sees your message, understands it, and acts on it.
However, passive marketing is the complete opposite. You do not wait, hope, and dream. You take your message directly to your potential fans, one by one. This includes meeting them face to face at your live shows, sending promotional items via snail mail, and sending announcement and updates via e-mail.
Sending out a free fan email newsletter is a form of active marketing. To make this work, you first need to get permission from individuals to send them special offers and more details. The best places to get this permission is on your website and at your live shows. Don’t make the process secretive. Once you get their permission, regularly send them targeted promotional information straight to their inbox.
Sponsor An Award Or Special Ceremony
Is there someone in your community that you would like to honor, or is there a special date in history or cause that you would like to recognize? If so, you can plan a musical event around that particular theme and make a party out of it.
On any other day, local news outlets could not care less about your weekend show at the local bar. But if you provide them with a one-off event sponsoring an awards ceremony or a tribute, then you just might have a media landslide in your possession.
Record A Seasonal Or Current Events Song
Your indie music release barely stands a chance of getting airplay on commercial radio stations, unless you have friends in high places. Therefore, you must use your creativity to come up with a way to sneak into a station’s rotation.
One idea is to create a special song that relates to an upcoming holiday or that correlates to a current hot topic. For example, Christmas music almost always gets some airtime during the holiday season.
Utilize Your Existing Fanbase
When it comes to your fans, do not be timid about asking them to be a part of your success story. Remember, they are the people who like your music the most. To do this, include the phone number and call letters of radio stations that you are targeting in your mailings to fans. Then you can encourage your fans to contact these stations and request your music to be played.
Take these five promotional ideas, tailor them to your target audience and goals, and make them work for you! JonnyBoost is your source for marketing your brand online.